Lorena Tapiero of Conscious Consulting on the power of networking

Website Header Template (3)

Describe your business in a few words?

Conscious Consulting is a Latina-owned, bilingual marketing and public relations agency with 20 years of experience in the hospitality, sports and wellness sectors. Our thoughtful, comprehensive approach helps brands establish clear communication priorities and a long-range vision for meaningful press coverage, value-added partnerships and sustainable influencer relationships. As a first generation Colombian-American, Lorena spent my formative years in New York, before living and working in Los Angeles and Dubai. This global perspective informs her approach to public relations, marketing and TV production, helping both industry leaders and emerging brands develop a stronger sense of cultural awareness in their communications.

What was your background prior to starting your own business?

I always had a fascination for broadcast and journalism, so when I attended St. John’s University in Queens, NY, I realized this is what I wanted to pursue. From there, I held internships at ABC News, NY 1, Fox’s “The Full Nelson” and even worked as a College Football logger for ABC Sports. After graduating college, I started my career as a CBS page in NYC. It was my first job out of college and it was an incredible experience where I was able to learn the ins and outs of working at a Television network. I had the opportunity to work in the edit room on shows like 48 hrs and 60 minutes. I even had the pleasure of being the late Ed Bradley’s assistant for a brief time. I focused on soaking up as much knowledge as I could from journalists and producers on local and national news programs. I was also fortunate to have worked in the PR & Publicity department, so to say this experience was well-rounded is an understatement. I then began working for The Carson Daly Show where I had the opportunity to work on the production side as well as with talent. One of my favorite moments was working the 2004 Summer Olympics in Athens, Greece where I saw the world’s most premiere athletes up close. I then moved onto working with one of the most prolific and talented sports analysts, Stephen A. Smith on his ESPN show “Quite Frankly.” As a producer, I had the pleasure of working with Stephen and his varied roster of guests. One of the things that stuck with me while working alongside Stephen A. Smith was his ability to switch gears from being a hard-hitting journalist who consistently pushed the envelope, to working in the office with a humble, kind and considerate human who also happened to have some pretty good jokes!  

Did you always know you wanted to be an entrepreneur?

I definitely thought about what that might look like, but It took me a while to make the leap. No looking back now, the future is so bright for us Entreprenistas! 

Take us back to when you first launched your business, what was your marketing strategy to get the word out and did it go as planned?

Dig up that rolodex and send emails to everyone in your network, set up coffee meetings, schedule virtual calls, attend events, stay active on your social media channels, network network network and network outside of your line of work, you will always be surprised how much you learn from being entrenched in different conversations surrounding sectors that you may not be well-versed in. 

What is the biggest challenge you have encountered along the way and what did you learn from it?

Creating your own company is definitely a challenge, it affords you the ability to work for yourself and make your own decisions, but at the same time, you are working without a net.  I do believe that one positive of the pandemic is that a business can be created and operated without the traditional model with a focus on efficiency without sacrificing customer service.Life is about experiences- you take the good with the bad. I have enjoyed highlights and wins in my career that I am thankful and grateful for, but I have also experienced loss, defeat and frustration, but those traits are what makes us stronger and hungrier for us to be and do better. You need to have experienced and lived through both to come out winning! The reward is that much sweeter in the end.

Do you believe in work/life balance? What are some of your best tips?

100% A daily self-care is everything and of paramount importance to be on your A game! Be kind, compassionate, move & laugh daily and know your worth! 

What’s next for your business? What can we expect to see over the next few years?

My mission is to elevate small businesses, start-ups, founders to legacy brands, and give them a voice and a platform to share their journey through compelling storytelling and hone in on their cultural relevances and unique selling points. 

What excites you about being an Entreprenista League member?

I want to learn, grow, network and be inspired by like-minded Entreprenistas! 

Share it!

Tags

Leave a Comment





Katia Conte Honors Daughter’s Legacy with Childhood Cancer Nonprofit

Hi, Katia! Please share a brief introduction about yourself and your business: My name is Katia Conte, and I am the President/Co-Founder of the Daniela Conte Foundation. Our nonprofit organization is a beacon of hope for families battling pediatric cancer. Founded in 2020, our mission is deeply rooted in the memory of my daughter, Daniela,…

Kristen Chimack Provides Real-World Coaching for Success

Hi, Kristen! Please share a brief introduction about yourself and your business: Hi, I’m Kristen. After a 30-year stint in corporate America, culminating in a whirlwind four years leading the public relations department at a Fortune 40 organization, I decided it was time to hang up my corporate hat and chase my true passions. In…

How Dr. Sophia Yen is Transforming and Investing in Women’s Health with Pandia Health

“One in five women with menopause have considered dropping out of work, have foregone promotion. And we are just at the top of our game and to take us out at 50 is not okay. It’s about empowering women to be the best that we can possibly be.” When Dr. Sophia Yen co-founded Pandia Health,…

Amy Rees Celebrates Solidarity With Personality Plates

Hi, Amy! Please share a brief introduction about yourself and your business: Hi, I’m Amy. Women are at the heart of Personality Plates because I could not have gotten through my difficult divorces and heartbreak without my friends and chosen sisters. I couldn’t have raised my daughters as the strong, independent young ladies they are…

How Julia Haart Reinvented Her Life at 42 from Restrictive Upbringing to Fashion Leader

“Ignorance, people, is good! Jump in. Enjoy it. Ask the questions. Study. Learn. Be an eternal student. That’s how you succeed.” In this episode of Entreprenista, we sat down with Julia Haart, the founder of +Body by Julia Haart, a body-positive, technologically advanced shapewear brand that aims to empower women to unapologetically express themselves and…

The Most Common Mistakes When Starting a Business—and How to Avoid Them

When you’re first starting a business, there’s so much you don’t know you don’t know—like how to price your offerings, market your business, or hire people to support you. Every entrepreneur learns along the way, so why not save yourself some time and money (and potentially even business heartbreak) by learning from the candid stories…

Logan Rae on Her Journey to Founding a Digital Marketing Agency

Hi, Logan. Please share a brief introduction about yourself and your business: I’m Logan Rae, I’m 29 years old and Founder & CEO of Argon Agency. Who are your customers? Mid-size businesses mostly in the behavioral healthcare field. What made you take the leap to start your own business? I had done entrepreneurship once before…

Jennifer Jank on Helping Entrepreneurs Reclaim Their Time and Energy

Hi, Jennifer! Please share a brief introduction about yourself and your business: Jennifer Jank (JJ) is a productivity consultant helping business owners make more profit in less time and with better systems. Her goal is to help entrepreneurs, especially women, reclaim their time, energy, and attention away from busyness and towards joy… without sacrificing profits.…

How to Make an Impact as a Podcast Guest with Patrice Poltzer

“We’re being bombarded all day with so much content and noise. “Please, please. I need your attention here, here, here.” You really have to learn to think about who’s listening. Really ask yourself, what is the takeaway for the person listening? Why does that matter? And if you can’t think of that, then you don’t…

Andrea TheoJohn Helps Clients Grow and Market Their Brands

Hi, Andrea! Please share a brief introduction about yourself and your business: Andrea TheoJohn, MBA is a marketing and branding professional with over 15 years of global and corporate experience. She’s managed over 70 brand professionals in 17 different countries, handled the branding and communications efforts for 160M Euro M&A ventures and now brings that…

How Laurel Mintz Is Empowering Diverse Leaders in Venture Capital

“We transitioned almost everyone out of the company and really flipped the entire company around. It was one of the most painful few months of my entire career, but also one of the most impactful. And if we had not done that, we probably wouldn’t still be standing today.” In this episode of Entreprenista, we…

Valeria Lasak’s Marketing Agency Focuses on Fashion, Beauty, and Personal Brands

Hi, Valeria! Please share a brief introduction about yourself and your business: Hi, I’m Valeria. Cofounder of MKT Besties and Nomad, a marketing agency focused on fashion, beauty, and personal brands, I’m also a community leader with the New Miami Girls community and host the street podcast ‘Who Is She Miami.’ This project is especially…

Leigh Burgess on Her Passion for Consulting, Coaching, and Curated Events

Hi, Leigh! Please share a brief introduction about yourself and your business: Leigh is a CEO & Founder and driven entrepreneur who is passionate about helping organizations and individuals achieve their fullest potential faster. By continuously stepping out of her comfort zone and pushing boundaries, Leigh has not only grown her own company into a…

How to Avoid Legal Challenges with Lauren Bercuson from Storylock Legal

“In the beginning, if you don’t have a team or a system or community around you, it’s very easy to feel lost. There are these amazing communities out there for amazing female founders that will really help guide and support you. So, the greatest lesson I learned pretty quickly was that you’re never alone. Or,…

The Secrets to Building a Community Led Business with Ingrid Read

“You really have to understand that, in order for you to scale, you have to learn how to do certain things and master them before you move on. If you don’t do that, then your audience is going to feel just as lost as you feel.” In this episode of Entreprenista, we sat down with…