Welcome to our new series spotlighting the incredible people that make up the DBC team.
First up is Sara Serbanoiu, Vice President.
What is your role at DBC and what does a typical day look like for you?
I am Vice President at DBC, where I’ve spent the past eight years advancing from Account Executive to VP. In my current role, I oversee a portfolio of client accounts (and the teams that support them) across the advertising, marketing and insights industries. What I love most about working in PR, and at DBC in particular, is that no two days are ever the same. Some days are spent developing communications strategies or pitching announcements, while others are dedicated to catching up with clients, quickly leveraging breaking news or managing unexpected challenges. Not to mention there’s always something new happening in the industries we serve, so you really never know what your day might look like. That variety, paired with the opportunity to collaborate with clients and colleagues alike, is what keeps me energized and passionate about the work I do.
How do you explain your job to friends or family who don’t work in PR/marketing or know the adtech space?
I come from a family of sales people, so when I first started in PR, my go-to explanation was: “I help businesses communicate what they want other businesses to know about them”. But then the follow up questions came – “What kind of businesses?” – and my answer started getting murky, especially once I tried to describe the world of ad tech. As a communicator, this felt super ironic.
These days, I usually say some variation of: My clients play a pivotal role in everything that happens behind the scenes to get the right advertisement in front of you. Whether it’s the ad you see on Instagram, during your favorite TV show, or while online shopping, there’s a complex and constantly evolving ecosystem of tech and creative brains making that happen. It’s my job to translate what those companies do in a way that others (journalists, analysts, industry executives and yes, even my family) can understand.
What’s your favorite or least favorite industry buzz word and why?
I think most of us have a love/hate relationship with industry buzzwords, and it’s easy to say you “hate” them. Yes, they tend to be overused until they no longer hold their original meaning, but there’s also something to be said about the role buzzwords play in indicating where the industry is – or wants to be – headed. That’s especially true when it comes to communications and marketing.
Preamble aside, the buzzword I can get behind is “collaboration” because I like the intention of the word. No, the industry doesn’t always do a good job of collaborating (ever heard of a walled garden?) but I think there is something to be said about those that genuinely want to collaborate to make the industry better (shoutout to DBC client CIMM!).
What’s your go-to drink order (coffee/tea or cocktail/mocktail)?
My go-to cocktail order is a Whiskey Sour, though I’m partial to any cocktail crafted with egg white, like a Pisco Sour, Gin Fizz, and Clover Club. You’re either repulsed or get it.
What’s your favorite sport/sports team and what platforms do you watch them on?
I’ll always have a special place in my heart for the Cleveland Cavaliers (shoutout 2016 championship team), though I do root for New York teams if the Cavs aren’t in the fight. Outside of my hometown alliance for basketball, my husband and I are big Formula 1 fans. My favorite team fluctuates, but right now I am super impressed with McLaren’s hot streak and the shift away from Red Bull’s domination. We watch the races on YouTube TV or ESPN+.
This or That?
Slack or email?
I think if I was asked this a few years ago, I’d say email because I had everything meticulously organized in folders. My core Inbox folder never had more than 10 emails in it because I was obsessive about immediately sorting emails into very granular folders and subfolders. Now, my email is a disaster zone and I find that it is much easier to search for things in Slack (thanks AI?)! Plus, I love being able to instantly message with team members and most clients!
Pitch data or POV
Data. 100% data.
