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An Interview With Gretchen Tibbits, COO at LittleThings

Gretchen Tibbits’ story begins with a dream to work for NASA. The young college student thought a math major and astronautical career was in the works until student government helped her discover a different passion- building and leading organizations.

Gretchen followed her dreams to the Big Apple, where she secured three job offers before she even landed an apartment! After a stint as a financial analyst at Dreyfus, an MBA, and several high-profile -- Maxim and Hearst to name a few -- roles later, Gretchen was offered a job as the first COO at LittleThings, a website featuring uplifting articles and videos. To put this job into perspective, since its founding just one year ago, LittleThings has amassed over 38 million unique visitors a month and a 15% reach of the entire digital population (yep, you read that right!).

Gretchen accepted the offer, and has already been successful at driving traffic and increasing the company’s following. With 6.2 million Facebook fans over five channels and counting, Gretchen and the team at LittleThings have even bigger goals on the mind, all while keeping their mantra in mind, “doing well by doing good.”

She also happens to be a wine connoisseur (her wine cellar is the stuff dreams are made of) and chairs of the Arts Council at her alma mater University of Virginia. So what’s next for this go-getter? After she completes her ambitious goals for LittleThings, a vacation of course!

Her Starting Point

How did you get your first job after graduation?

I thought I’d major in math and work for NASA. After immersing myself in student government at University of Virginia, I learned that I loved — and excelled at — building & leading organizations.

After graduating, I “KNEW” I wanted to live and work in New York City.  It was long enough ago that you looked for jobs in the Sunday New York Times and for apartments in the Village Voice. I secured three job offers in three weeks. My mom convinced me to take the most practical offer as a financial analyst at Dreyfus. I was hired for my ability to analyze a problem and effectively communicate potential solutions, not for my nonexistent knowledge of Excel! Funny thing is, it took me longer to find a place to live than finding a job.

What have you learned from early career disappointments?

You can’t control other people or the environment around you. This is a hard pill to swallow early on. However, you can control your performance and always strive toward excellence – and learn from mistakes along the way. Nobody is perfect.

Also, sometimes you have to leave your current company to take your career to the next level.

Why did you pursue your MBA? Any advice?

Things have changed a lot, but the main reason I got my MBA was to be taken seriously. I advanced quickly and found myself sitting at the table with men 10–20 years older than me — those extra credentials were invaluable.

For grad school, be honest with yourself about your long-term goals. Do you want to switch to a new career path? Do you need different practical skills? How can an MBA — or a different advanced degree — help get you there?

I missed out on the networking aspect of the MBA program. I didn’t want to leave my job, so I attended a part-time program at night. Your classmates in most full-time programs are a valuable career network. If you can, go back full-time.

Why have you chosen to move companies throughout your career rather than staying in one place?

Due to the emerging media economy, it’s more of the norm for people to move from company-to-company to advance their career.

I had the opportunity at the WorkingWomanNetwork to stay and climb the ladder. The product, people, and mission were extraordinary. We were focused on promoting from within. I benefited from that experience greatly and we plan to utilize that same philosophy here at LittleThings.

An Interview With Gretchen Tibbits, COO at LittleThings- Her Starting Point

Her Big Break

Tell us about your new role as the company’s COO.

I was approached by a recruiter. She sold me on LittleThings’ success to date, the business model, and the opportunity for greater growth. After meeting LittleThings co-founder Joe Speiser and other key members of the team, the only answer was yes.

When navigating a new role, be cognizant of the culture, but don’t be afraid to forge your own path. Figure out ways that you can quickly add value. It brings the highest job satisfaction, but it is also a great way to quickly make friends with your new colleagues.

Describe the company culture of LittleThings. What do you look for in hiring new employees?

I wouldn’t describe the culture on my own — that’s not the LittleThings way. I asked a group of my colleagues who are working on a DIY photo shoot as I write this. "We're work hard, play hard, food-obsessed, witty, happy, and extremely friendly” (See our Free Hugs video).

My first question when hiring is always, “Do they have the ‘hard skills’ necessary for the role?”

But what comes next, and is most important, is the cultural fit. We’re small (under 50 employees — for another week or two) but growing quickly. Joe and I are committed to keeping the same great culture and environment while we go through this period of explosive growth. Every new hire HAS to contribute to that.

LittleThings has been described as “the biggest site nobody has heard of.” How has this growth happened?

Our brand has grown so quickly for a few key reasons:

Our content. What we create and curate truly resonates with people. Not only is our content positive and inspiring, the feel-good sensibility truly entices our readers to share it with their network.

Our Technology. Our proprietary algorithm guarantees that only the most engaging content gets published. Based on recently published research by NewsWhip, LittleThings is first among Facebook publishers for total engagement per article. That same study shows us as the third biggest Facebook publisher, directly behind BuzzFeed and Huffington Post. In June 2015 alone, our Facebook content garnered more than six million shares.

Our Partners. We have a powerful network of partners who disseminate our content across the web and drive traffic back to our site.

It’s incredible to be leading a brand that is “doing well while doing good.”

What do you hope to accomplish at LittleThings?

Our mission is “to create and curate the best feel-good, enlightening, and encouraging online content.”  I have to add, “and to make money while doing so.”

I hope to partner with Joe Speiser (LittleThings Co-Founder) to continue the great growth of LittleThings.

We’ve built great traffic. My next big goal is for consumers and advertisers to have more awareness of the LittleThings brand. I’m continually surprised by how many people I meet who read our content on a weekly (or sometimes daily) basis, yet didn’t immediately recall our brand.

An Interview With Gretchen Tibbits, COO at LittleThings- Her Big Break

Her Perspective

Describe your leadership style.

I don’t believe there’s only one effective leadership style. I’ve worked for many great leaders who couldn’t be more different.

I’m passionate about the business and our success. I’ve been told I can be tough but extremely fair. I love working with a great team and having the opportunity to teach and mentor rising stars, which we have here.

Besides work, what are some of your passions and hobbies? How do you maintain a life balance that works for you?

I enjoy the theater and I’ve seen close to 600 shows. I’m also a wine connoisseur— my wine fridge is better stocked than my regular fridge with more than 150 bottles. And finally, travel. I’ve been to every continent but Antarctica. I don’t like the cold, so I may never get there.

I’m also an overly involved alumna of the University of Virginia. I chair the Arts Council, serve on several boards, and I advise the 2,000+ member alumni group in Manhattan.

Most would say I’m not that great on work/life balance. I don’t draw a line between the two, but that’s what works for me. When it’s the weekend and I’m working from my terrace with a glass of wine, it doesn’t feel much like work.

How has the media landscaped changed?

I could write a doctoral thesis on how the media industry has changed since my first job in media at Inc. Magazine in 1992. The prevailing theme for successful media brands is the connection they have with their audience. From Inc. to ESPN and LittleThings, successful companies are focused on the best ways to engage with their readers. When I think back on the industry, it is those brands that never tied themselves to a particular form of delivering their content, but focused on the connection, are the ones who continue today.

And finally, what do you wake up looking forward to? What’s next for your career?

No crisis on my email or iPhone. I love starting the day with no red flags.

I was brought onto the team to accelerate the growth of LittleThings and maximize shareholder value throughout the next three years. I believe that quality content, a great work environment, valued reader interactions, and brand partnerships will be the impetus of that outcome.

After we achieve that, maybe six months in the Caribbean or Europe (depends on the season), and then to do it again!


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