SPOTLIGHT: ALLE FISTER
Name: Alle Fister
Position/Company: Principal, Bollare Communications
Where did you go to school? Pepperdine
What was your major? Double Major (always been an over achiever) Public Relations and Marketing
First internship—what were your responsibilities? Armani as a showroom assistant in the VIP department. I spent hours folding sweaters and properly hanging garments, all while secretly absorbing like a sponge how the senior team was so savvy.
First job—what did you learn or take away from this experience? Right out of college, I seized a unique opportunity, and was one of the original team members of www.shopbop.com. The story of how I got this awesome slot was fantastic… as a soon-to-be-college-grad, I was constantly concerned with how I was going to land a ‘dream job’ that all my fellow sorority sisters would envy! I would spend hours online researching businesses and opportunities and writing them ‘pitches’ on what I could uniquely provide. One of these cold e-mails was to the Principal of bop (at the time a stand alone store in Madison, WI). After putting snow tires on my convertible, I moved from Southern California to Madison, Wisconsin (that’s where everyone whom wants to work in fashion and beauty public relations moves, right!?!?).
As an early member of the company, my job was multi-faceted – from running photo shoots to writing product descriptions to pitching the site (in days where it was not yet cool to shop online) to the media.
After securing brand stories with some of the best publications, it became clear that PR was my true passion, and gift for the organization.
I began focusing efforts full time on press for the site- and the results were wonderful. Seven years ago, we sold the site to Amazon.com, and in this transition, I founded Bollare, with my former employer as my first client!
Favorite part of your job? The team- Bollare now has 40 amazing people whom work here; I learn something unique from them all.
Least favorite part of your job? I’ll tell you when I find it. I truly love what I do!
Biggest accomplishment so far in your career? When I see “the light bulb go off’ for consumers or just team members…seeing that “it’s working” makes me so proud!
Biggest lesson learned to date in your career? Attention to detail, you can never double-check enough.
Who were/are your mentors? Bob Lamey (founder of Shopbop) whom taught me to find individuals with awesome talents and identify spaces for them to thrive; Don Popkes (my husband) whom taught me to enjoy the ride; Mike Fister (my father) whom taught me to work smart, not just hard; Sara Flores (Bollare’s VP) whom has taught me so much about knowing your worth.
Best work advice? The harder I work, the luckier I seem to get… and the best learning experience- to be nimble- experience and opportunity are driven from hard work- and the best things are worth working the hardest for!
As a publicist, you can’t live without your… iPhone (boring answer though…)
In order to succeed in PR, you… must always think about the other.
If you weren’t a publicist, you’d be… a yoga teacher.
Follow Alle’s agency on Twitter at @bollare or visit www.bollare.com or http://bollare.tumblr.com.
