Digital Strategist and Podcaster Blair Cassuto Speaks On Her Journalism and Media Inspirations, How She Got into Digital Marketing, The Start of Her Online Publication Turned Podcast, And What’s Next For Her in 2021.

The interview that follows is one that I consider a full-circle moment. If you know me and a bit about my background in freelancing or writing in general then you have some sort of an understanding of how this particular conversation may hit home. In late 2014, early 2015 I was writing on a Blogspot page I had created, and the purpose of that website was to summarize self-help books that I had read. At the time, I would post those summaries on my social media profiles like Instagram and Facebook. Blair Cassuto, who I had the pleasure of meeting prior through another close friend of ours on the FIT campus, approached me and asked if I wanted to be a writer for her then online publication, The Blair List. She had seen some of my Blogspot posts and thought they were good enough to cover music and fashion for her site. I was hesitant about accepting the opportunity because I had never written for an online publication before. But, I thought to myself “what’s the worst that can happen?” So, I took a chance and accepted her offer. Now, here we are. I’m interviewing the same person who gave me an opportunity in that ultimately helped jumpstart The Lifestyle NYC six years later.

I always express my high level of gratitude for Blair any time I’m asked about my editorial journey. It amazes me to see the things she has accomplished since the days when TBL was an online publication. She has served on multiple creative and marketing projects throughout her hometown of Miami. She manages the global social media presence for Grey Goose, and she has transitioned her brainchild, The Blair List, to a podcast where she interviews other creators and offers both professional and career advice.

I caught up with my great friend to discuss her inspirations in media and journalism while growing up in Miami, getting adjusted to a new life when she moved to NYC for school, how The Blair List came about, and what’s to come for 2021. Read the full interview below.

1 - What were your young adult years like growing up in Miami? What was it that intrigued you about the media world early on?

Even in high school, I was always focused on my career. I was really into photography and saved up enough money to purchase my first professional camera. I would make my friends be my models, dress them up, and have full-fledged photoshoots in my backyard for fun. I landed my first internship at an online publication called InterviewHer, where I published interviews with female entrepreneurs. I developed a strong love for writing and landed another job as the Editorial Intern for Haute Living Magazine. An article I wrote for their blog got printed in the physical magazine when I was 17 years old and it was one of the coolest experiences of my life. It made me realize that anything is possible.

2 - Who and what were some of your early inspirations in media and journalism?

I was always inspired by Anna Wintour. I thought she was such a boss. When I moved to NYC for college, my one goal was to work at Vogue Magazine. I was fascinated by the level of prestige and respect that Vogue had in the fashion industry. After I moved into my dorm room, I actually ripped out the byline of Vogue and wrote my name as the Editor-in-Chief. I never made it to Vogue, but a girl can dream!

3 - You ended up leaving Miami to come to NYC to go to college. How were you able to get adjusted to the new lifestyle?

It was a major contrast going from running around the city all day to the slower pace of Miami, but Miami had really transformed during the time I was gone. It had quickly become a hub for fashion, art, music, and food and there was so much more to do! I was lucky because most of my close friends and family were still living here when I got back. I also have a family dinner every Sunday and it’s been a great constant in my life and keeps me grounded.

4 - In 2013, you launched The Blair List, an online publication targeted towards music and fashion. It was the first online publication I had the pleasure of writing for. What inspired you to create that blog as a new college student?

Yes - I’m so glad we connected over that! I think being around other students at FIT and the energy of the city really pushed me to strive for more. I remember being on the phone with my mom telling her I wanted to start a blog and write about things that I love. It was such a foreign concept at the time because bloggers weren’t really a thing and being an influencer was not a profession, but I just wanted to get my voice out there. I got a Blogspot domain and started making collages of outfits I would put together online, wrote about sample sales in the city, and music I was listening to. It became me in website form if that makes sense. I was driven to create because I was constantly inspired by my environment and the people around me.

5 - What were some of your biggest challenges early on starting The Blair List? What were some of your most significant accomplishments?

I think my biggest challenge was having so much to do and so little time. I was a writer, photographer, editor, and social media manager all in one. Since I was working and taking classes full-time, I would spend most of my free time at the FIT library writing and working on my website. I taught myself how to code, purchased an LLC, and made business cards. I would come in on the weekends, introduce myself to strangers and tell them about my blog. I was a fearless networker.

A highlight for me was interviewing Karen Civil back in 2013. She was one of the first female bloggers who had a strong voice in the music industry and that inspired me to interview artists. Through The Blair List, I was able to connect with so many creators in different fields. I was just proud of having something of my own that I built and grew.

6 - In September of 2020, you transitioned The Blair List from being an online publication to a digital podcast where you do interviews, offer tips on how to grow your own business, tips on boosting your Instagram presence, etc. Why did you feel that transition was necessary after having such a successful platform driven by written articles?

I was always fascinated by learning about other people’s stories, especially when it came to their careers. I wanted to soak up as much knowledge as I could so that I could be better and also share it with others. That’s where the articles were born. I then took that and transformed it into a live conversation that is more personal and impactful. I like the accessibility of podcasts. You can listen to it at any time of day and still feel connected to and inspired by the people talking. Speaking of, I need to interview you next...

7 - You’re not only a successful producer and podcaster, but you’re also a digital marketer. You’ve been doing digital marketing/social media work for Grey Goose for quite some time now. How did you manage to land that opportunity?

I was looking for a new job opportunity where I could plant my roots and grow in my career. I came across a job listing online for a Grey Goose Social Brand Manager position at Bacardi and felt like it was the perfect role for me. I applied for it and reached out via email to follow up. When I landed my interview, I put together a deck including all of my best work. I showed social media profile feeds I had managed, content I created, events I worked and brands I partnered with. I also did a deep dive on Grey Goose’s social media, how I think I could help elevate it, and created a mock-up feed of Grey Goose’s Instagram to show the vision I had for the brand. I let my personality shine during the interviews and focused on connecting with the person I was speaking to. I then followed up relentlessly until they finally gave me the job.

8 - What are some digital marketing projects or campaigns you’ve worked on with Grey Goose?

I worked on digital marketing campaigns for the US Open where I created, managed, and executed the global social strategy and community management for the tournament. I found ways to stimulate user-generated content, host giveaways for tickets to the Grey Goose suite, manage influencer partnerships and drive e-commerce transactions for our limited edition US Open Bottle. It was a great experience and I look forward to the tournament every year!

I worked on another video campaign in partnership with Eater, where we highlighted three up and coming chefs in New York City. It made me realize how much I love production and am always fascinated by taking an idea and turning it into something tangible. I also managed another digital holiday campaign with Spotify where you took a short quiz and were matched with the perfect playlist and cocktail for your occasion. That one was really fun!

9 - What is your true definition of success?

Having the #1 podcast in the world.

10 - What is a piece of advice you would give to a fellow creator/entrepreneur?

No matter where you live or who you are, if you are passionate about something and work hard to reach it, you can make all of your dreams come true.

11 - What’s on your agenda for 2021? What can we expect from you and The Blair List?

I’m so excited about 2021 for The Blair List! Expect more inspiring interviews with creators, more content, more visuals, and more growth. Follow me on Instagram @theblairlist for the latest.

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