Creating Impact Through Community & Live Events with Maryam Banikarim, Fortune

Business SuccessPersonal BrandingThought Leadership

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Maryam Banikarim joins Katie Zeppieri on this episode of Get Mic’d to share her inspiring journey from almost launching a travel guide with Gap’s “Individuals of Style” campaign to leading Fortune’s Most Powerful Women and Brainstorm Tech brands.

As a purpose-driven leader and community builder, Maryam highlights the importance of resilience, personal storytelling, and building meaningful connections. She also shares success stories from her entrepreneurial ventures, her TED Talk on overcoming obstacles, and her leadership role in creating impactful live events. In this episode, discover how Maryam’s approach to branding, purpose, and community can transform your career and business strategies.

Here are three reasons why you should listen to this episode:

Learn how Maryam Banikarim’s persistence and creativity during her early career led to a career-defining moment with Gap’s “Individuals of Style” campaign, showcasing the power of resilience and personal storytelling in professional growth.
Hear how Maryam’s work at Fortune’s Most Powerful Women and Brainstorm Tech brands emphasizes the importance of community building and purpose-driven leadership, focusing on creating meaningful connections and making a positive impact.
Understand how personal stories and strategic branding can set you apart in today’s competitive market with actionable advice from Maryam on crafting your unique narrative.

Resources

Episode Highlights

[00:55] The Gap Story and Career Beginnings

Maryam recounts her travel column and the Gap’s “Individuals of Style” campaign, which inspired her to create a travel guide.
She describes sending a mock-up of the guide to Mickey Drexler, the president of Gap, which led to a career-defining conversation.
Maryam’s story of persistence and follow-up impressed Mickey Drexler and Susan Cooper, who encouraged her to consider a career in marketing.
Maryam’s bubble chart during business school helped her decide on a career in advertising, leading to her first job at an advertising agency.

[02:40] Maryam Banikarim: “I mocked up the guide and tried to get a meeting with the Gap, but nothing came of it. Later, while in business school, a friend saw the mock-up on my bookshelf and suggested I send it to Mickey Drexler, then the President of the Gap. I ended up sending the guide and a letter to Drexler, and to my surprise, he called me.”

[5:01] The Power of Personal Stories and Resilience

Maryam explains that the story became a key part of her job interviews, showcasing her creativity, follow-up skills, and resilience.
She advises young professionals to have a version of the Gap story to stand out in job interviews.
Maryam emphasizes the importance of being a “doer” and having a story that demonstrates initiative and persistence.

[05:17] Maryam Banikarim: “I always tell people that they need their own version of the “Gap story.” Why? Because employers are bombarded with resumes that look almost identical. What cuts through the noise is a personal story that highlights not only skills but also perseverance and the ability to make things happen. That’s what the Gap story did—it showed that you were willing to follow up, create something, and chase after an idea.”

[07:18] Overcoming Obstacles and Building Resilience

Maryam shares her TED talk on viewing obstacles as an obstacle course, which helped her reframe challenges.
She discusses her upbringing as a child of revolution and how her grandmother’s resilience influenced her.
She reflects on the importance of giving oneself permission to take risks and the impact of necessity on resilience.

[08:29] Maryam Banikarim: “In fact, this idea became the focus of a TED talk I gave, where I shared the perspective that obstacles should be viewed as an obstacle course—a challenge to be tackled—rather than something to take personally. That shift in mindset reframes failure and rejection.”

[13:51] Career Transitions and Innovation

Maryam describes her early career at Y&R, organizing a conference on the future of advertising.
She recounts a mentor’s warning about the political nature of her work and her decision to leave Y&R.
She emphasizes her curiosity and willingness to learn as key drivers of her career choices.

[15:49] Maryam Banikarim: “That was the catalyst that made me decide to start exploring other opportunities. I was about to take a job at a boutique agency when I went for coffee with someone who had left Y&R to go to Turner Broadcasting. It was a casual coffee meeting—I was in jeans, holding a tennis racket—and she asked me to come work there by the end. It was so unexpected. I had just accepted another job!”

[21:03] Entrepreneurial Ventures and Community Building

Maryam’s entrepreneurial journey with her bag business, Miriam B, and her consulting work for Bacardi and Deutsche Bank.
She describes the challenges and successes of running a small business, including landing a major client like Barney’s.
Maryam’s involvement in community projects, including a nonprofit to support New York City during the pandemic.
She highlights the importance of community and the power of connections in achieving goals.

[23:55] Maryam Banikarim: “We began making functional yet fashionable bags—diaper bags, computer bags, and pet carriers. Barneys became our first client and even paid us in advance. Things were rolling, but then, after we took photos for our press kit, my business partner told me she got into Harvard Business School and was leaving. I couldn’t believe it. We had just taken pictures together, arm in arm, and now I had to cut her out of them!”

[33:05] Return to Corporate Life and Purpose-Driven Work

Maryam’s transition to Univision, where she became Chief Marketing Officer and discovered the importance of purpose in her work.
She describes the community-focused approach of Univision and the impact of local news on communities.
Maryam’s move to NBC Universal and the challenges of working in a company undergoing a merger.
She reflects on the importance of purpose in her career and the impact of her work on local communities.

[42:15] Joining Fortune and Leading the Most Powerful Women Brand

Maryam’s role at Fortune was leading the Most Powerful Women brand and Brainstorm Tech.
She discusses the importance of building community and the intentional connections made at Fortune events.
Maryam’s vision for the Most Powerful Women brand includes appointing ambassadors and creating meaningful connections.
She emphasizes the value of live events in fostering insights and connections, drawing from her experience with the Longest Table in Chelsea.

[46:23] Maryam’s MicDrop Moments

Notable Brand Definition:
“Connecting with someone emotionally and creating a love mark, a brand that is loved and respected.”
Memorable MicDrop Moment:
It was standing in the middle of Times Square during the pandemic. In October, she witnessed 24 Broadway performers come together for the first time, singing “Sunday” from Sunday in the Park with George. Maryam was deeply moved by the collective magic they created, and she found it indescribable that a 12-year-old immigrant kid could experience such a moment with those extraordinary artists uniting to make it happen. She noted that there is truly nothing like it.
Brand Admiration:
Maryam admires Patagonia. Patagonia is a prime example of a purpose-driven brand. From its inception to its operations, it embodies its mission and values. The company is not only profitable but also maintains a strong commitment to its purpose, focusing on making a positive impact on the world.
Recommended Resources for Brand Building:
Jim Collins’ Good to Great for insights on business excellence.
Keith Ferrazzi’s Never Eat Alone for forming meaningful connections.
Priya Parker’s The Art of Gathering highlights the significance of purposeful events. Maryam noted that both Parker’s book and newsletter offer transformative insights into aspects of gathering that are often overlooked.
Upcoming Projects:
Maryam shared that on October 6, they will host the Longest Table event in Chelsea, which is part of a growing movement. She recently spoke with an eighth grader in Kansas City who inspired her to organize the Longest Table in her neighbourhood. Maryam finds this initiative genuinely inspiring. She encouraged people to join the Chelsea event on October 6 and offered a toolkit and resources for anyone interested in starting their own Longest Table. Maryam has a toolkit ready for those looking to host an event in their city or country and welcomes inquiries.

About Maryam

Maryam Banikarim is the Managing Director of Fortune Live Media, leading the media company’s Most Powerful Women (MPW) and Brainstorm Tech global franchises.

She is a seasoned C-suite executive with more than 25 years of experience steering major businesses through sweeping transformations and top-line growth, including Nextdoor, Hyatt, Gannett, NBCUniversal, and Univision. Throughout her career, she has been an active member of the MPW community, serving as guest co-chair in 2023. She is best known as a purpose-driven change agent and community builder.

During the pandemic, she co-founded NYCNext, a nonprofit inspired to help New York City recover and rebuild. With a grassroots army of volunteers, NYCNext produced a series of community events, including A Moment for Broadway and an Emmy award-winning rendition of Billy Joel’s New York State of Mind. She also launched the award-winning WE ❤️ NYC campaign to mobilize New Yorkers post-pandemic.

Most recently, Maryam captured attention with her inspiring TED Talk and commencement address for Columbia Business School. Fast Company has recognized her as a “Top 10 Disrupter,” Advertising Age’s “Women to Watch,” and the New York Post’s “50 Most Powerful Women in NYC.” Her honours include the Ellis Island Medal and the Columbia Alumni Medal.

Maryam is a member of the Board of Trustees of Barnard College and an independent board director of One Spa World. She is also a board member of several advocacy groups, including The Signals Network and Reporters Without Borders. In addition, she has served on advisory boards for Fast Company’s Impact Council and Time 100.

Maryam is an alumna of Barnard College, Columbia Business School, and Columbia’s School of International Affairs. She proudly calls New York City home, where she resides with her family and her dog, Charlie.

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