A great team is only as strong as the people behind it. With that, we think it’s important that our friends, partners, and clients get to know the folks behind our marketing magic.
With his four-year Hencove-versary recently completed, we connected with Tony Fontana to reflect on the journey that brought him to Hencove, the marketing and life lessons he’s picked up along the way, and his advice for working on a remote-first team. From leading rebrands to leveling up his presentation game, Tony approaches agency life with curiosity, creativity, and a collaborative spirit. And of course, we couldn’t help but sprinkle in a few fun facts and Tony anecdotes.
What made you decide you wanted a career in marketing and communications?
Like many starting out in college, I wasn’t sure what I wanted to do. At first, I thought I wanted to work in advertising, but I soon realized I wanted a career where I could talk with people rather than at them. That’s when I landed on communications and marketing. At James Madison University, my major was corporate communication in the School of Media Arts and Design (SMAD), which focuses on aspects such as media relations, communications across internal teams, crisis, and strategy. I’m fortunate to be applying what I studied in college, even after all these years!
What led you to Hencove specifically?
I’ve worked alongside so many talented people over the years, including a trade association in Washington, DC, and prior to Hencove, a healthcare-focused leadership development nonprofit based in Cambridge. In my previous role, I felt like I was a marketing department of one and was yearning to be part of a larger team. Still, I was skeptical that I was the “right fit” for a marketing agency, so it was kind of a personal and professional challenge to join Hencove. After connecting with Daniel, meeting others on the team, and being offered a role as a Bee, I decided to make the jump. I’m so glad I did!
Fun fact: I actually accepted the job the weekend I was getting married. It was the first of many personal milestones I’ve celebrated over the past four years wearing Hencove gear, which has been pretty remarkable.
What skills you have gained or improved on since joining Hencove?
I would say it’s been my presentation and client communication skills that have come a long way. I hadn’t done much facilitating or impromptu speaking early in my career, especially on Zoom, so that’s a big skill I’ve improved on since joining Hencove. In my experience here, I’ve learned it’s all about trying out the different things—communication styles or techniques—that resonate best for individuals, groups, and formats, such as email or virtual meetings.
Which types of client projects excite you the most?
The heftier ones! The projects like full rebrands with monthly marketing mixed in—really, anything that allows me to work with just about everyone on our team and really flex our creative muscles. These projects allow me to really dive into the three core areas of the Bees’ work: the doing, talking, and strategy, with plenty of project management mixed in. The more demanding, the better!
What advice would you provide to someone interested in joining the Bee team?
I would say, and I think this would be like general career advice, to be curious and ask questions, especially in a remote-first team. I’ll sometimes dig myself into a hole and put my head down and do the work, rather than just sending someone a message. It’s helpful to keep top of mind that somebody on the team has probably done what I’m doing or has some advice and ways of working that I’m not thinking about. So just rely less on yourself and lean on others for help, even if you don’t think you need it. You know what they say, teamwork makes the dream work.
Are there any workflows or habits that help you stay organized?
When I’m busy, I try to be more diligent about blocking off time on my calendar for specific tasks or projects. It can be a way to organize my brain and create boundaries about how long I can work on something.
What’s your approach to solving a marketing challenge that’s totally new to you?
It goes back to the advice of asking around and being curious. You can always ask a colleague or do research. Try to avoid reinventing and wheel, and look for ideas you can build of off or use to spark something else.
What’s one marketing trend you’re excited (or skeptical) about?
I would say ChatGPT is one thing I’m both excited and skeptical about. Excited because it can and will make working easier. At the same time, I have a nervous excitement wondering what the ripple effects on marketing will be. Like most innovations, there will be a give-and-take.
It’s interesting to think about: did Google create the same uncertainty in marketing when it first burst on the scene? History has shown a healthy “fear of the unknown” surrounding new technologies—and rightfully so—but for me, I’m trying to embrace ChatGPT and learn as much as I can from it, rather than just saying, “That’s scary. I’m not going to touch that.”
Next Up: The fun, the unexpected, and the very-Tony tidbits
What’s your go-to coffee order?
Super boring, but it’s iced coffee 12 out of 12 months of the year. I’ll take an iced coffee, black, no matter what!
If you weren’t in marketing, what job would you want?
I’ve always loved sports and had a dream of doing something on the communications side for my hometown’s professional football team. I don’t know if that’s as much of a passion anymore, but I think it would be cool to work in the sports world somehow. If not sports, I’d want to be a marketing and communications professor in higher education.
What is one thing on your bucket list?
Probably more travel. Portugal, Greece, just getting out of the United States more.
What song would you pick as your theme song?
I played a lot of sports in my younger days, and we always had walk-up songs. One of my friends chose the Sopranos theme song for me: “Woke Up This Morning” by Alabama 3. Maybe because Tony Fontana sounds like Tony Soprano? Just to be clear: my personality is nothing like that of a mafia boss!
