Conversations with Sasha Nicole

Today we’d like to introduce you to Sasha Nicole.

Hi Sasha, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstories.
The story behind my voyage into the industry is unconventional compared to the common trajectory of someone who studied film in college and went on to work in entertainment.

I went to UCLA where I studied English and Disability Studies, two fields I had always been passionate about. I conducted research on Educational Teaching Methods and was on track to become a Special Education teacher. Towards the end of my Senior year, I was introduced to social media and entertainment through an internship at Seventeen Magazine’s YouTube channel. During this time I felt that my interests were too different to intertwine into my daily work, so I kept them separate and took a job as a producer after graduating college.

My career thus far has been an incredible ride where I have had the opportunity to work in the fields of digital media, brand strategy, entertainment, and tech at companies like Hearst Media, AwesomenessTV, Fox Entertainment, Apple and Zappos. I spent five years at Studio71 as a Director of Branded Content, Media, and Influencer Partnerships where I sold and executed over 750 brand campaigns with influencers on social media platforms. Though I found success, I still had trouble not including both of my passions into my day to day work, constantly wondering if what I was doing was significant to others.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back would you say it’s been easy or smooth in retrospect?
The pandemic provided the biggest challenge for me thus far in my life. During March of 2020 I was offered an exciting role that truly changed the trajectory of my career. The unpredictability of leaving a stable job during a global pandemic lockdown was an impossible decision to make, especially because I did not have a chance to properly say goodbye to colleagues who felt like family and the company I grew up at.

Ultimately what I have learned over the last two years is to trust my instincts. I felt this opportunity would open a lot of doors for me, and although it was a scary time to take a risk I am so glad that I did. Because of that big change I found myself taking a step back and evaluating what I wanted to do moving forward in my career and life. I decided going back to school was important to me, and applied to get my Master’s of Business Administration at Pepperdine’s Graziadio University.

Within the first couple of months of classes I realized my interests did not fit into a box and the impact I wanted to make was not currently an option in any role, so I decided to create my own company where I could pull all my experience and education together, and truly do it all.

Can you tell our readers more about what you do and what you think sets you apart from others?
In 2021 I founded The Shine Side, which provides consultant services in strategy, synergy, styling, and storytelling along with aiming to shine a light on talent from the disability community.

The Shine Side was founded with a mission to advocate for talent with disabilities while providing the opportunity to work with brands. The company is also aimed at making a difference through educating brand partners on the importance of producing inclusive and accessible campaigns, an initiative I am dedicated to bringing forth in all my roles.

Over the last year, I have built relationships with influencers affected by disabilities, understanding their goals, building community, and helping with plans for the future. I am also currently working at Zappos, a retailer that offers a line of adaptive products for those with disabilities.

What matters most to you?
Working with purpose matters most to me. Though I found success in my previous roles, the pandemic was a turning point for me, a time where I re-evaluated everything and decided I wanted to prioritize pushing for change, and work at companies that align with my commitment to accessibility and inclusivity.

Moving forward I plan to continue working with talent to amplify their voices, while strategically aligning them with brands for social media partnerships, as well as pushing for accessibility through educational initiatives. My values are the driving factor for my career, and I am committed to sticking to them. I feel more fulfilled at the end of each day knowing I am closer to my purpose through the work I am doing.