Barbara: leading EQlib's marketing and communications
In 2015, Barbara Boyer moved to Montreal, making her debut at EQlib. Born in Le Puy-en-Velay in France, she first worked in the public service following her studies in communications and marketing. It’s by responding to an internship offer on the other side of the ocean that she entered a new life and reconnected with her field of training. Quebec and EQlib welcomed her with open arms. Six years later, she’s still part of the team.
Barbara’s fascination with the advertising business began to grow while watching the television shows Who’s the Boss? and Bewitched. The characters of Angela and Darrin each worked in an advertising agency, and the buzz that seemed to emanate from their work environment attracted her. “American TV shows made me want to create ads, write slogans, that kind of thing. When I saw it on screen, I was like, ‘I want to do that.'”
While her studies were in line with her passion, it wasn’t until she arrived in Quebec that her path really took shape. When she arrived at EQlib for a six-month internship, the team quickly adopted her and became for her a second family. Not wanting to see the newcomer leave its ranks, the company created a custom position for her and entrusted her with the reins of its communications and marketing department.
Barbara’s day-to-day tasks are varied and stimulating. Whether it’s for customer communications (newsletters, social networks), advertising (management and distribution of promotions, flyers, posters) or the company’s exposure (website, videos, events), she puts her creativity to work.
“My position allows me to come up with all sorts of ideas to make the company shine, and I have all the latitude I need to set up projects that are a little outside the conventional or already established framework.”
Her main challenges? Figuring out what sets the brand apart from what’s being done elsewhere. “I try to figure out how we can stand out by being original and close to our clients. There are always new technological tools emerging, and my job is to understand them and adapt to them. The way people manage their social networks is evolving, and we need to be able to keep up with them.”
In that sense, the pandemic helped speed things up. “It was quite a challenge in terms of communications, to maintain the connection between us and the clients, but also between the team members. We had to be responsive and original.”
Video tips featuring team members were already in EQlib’s plans but had not yet been produced due to time constraints. The pandemic put them back at the top of the priority list. “It just precipitated things a little bit. These videos are here to stay. The girls have wholeheartedly embraced the project. They’re very open and I’m very impressed with their skills. It’s crazy how much knowledge they have, they totally master their subject. For communications, they’re a joy to work with!”
Barbara compares the atmosphere in the beauty centre to that of a real family. “Everyone has their own character and brings a personal colour. It’s very fulfilling, and everyone works in the same direction. We’re very fortunate in the company to operate in such a pleasant atmosphere. “Each person has a specific role that complements the others, and the trust between team members is absolute. “I have a lot of freedom to try new things and think outside the box.”
Clients are also part of the EQlib family. “Because all the services are in the same location, they navigate from one professional to the next, everyone knows them and calls them by their first name. It creates a strong bond.”
While the idea of working in an aesthetics centre had never crossed Barbara’s mind before, serendipity is the key. “It allows me to learn a lot of things! As a woman, it’s really great to end up in a place like this.”
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