ASSOCIATE SPOTLIGHT SERIES: AN INTERVIEW WITH HERTA SILVA
September 22, 2022
Our Associate Spotlight series highlights people from across the Company to get to know our colleagues better.
In honor of Latinx Heritage Month, we are featuring Herta Silva, Vice President and Creative Director, Marketing. In her role, Herta oversees Centric’s in-house marketing department and photo studio, directing and leading the team on the visual work that comes into the department, ranging from pitch decks to photoshoots, videos, websites and branding.
We spoke with Herta to learn about some of her favorite projects at Centric as well as how her Brazilian heritage has impacted her both personally and professionally.
What is something that you enjoy about working at Centric?
HS: I enjoy being in a Company with unique partnerships and diversified categories to play in. At Centric, it’s never boring. I also love working in a department that is so centralized. In Marketing, we get to work on different types of projects with different divisions, brands and people. It makes me feel connected to everyone and everything that is going on.
What is a recent project you enjoyed working on, and why was it so special?
HS: I recently returned from a shoot in Utah’s rocky desert for Buffalo Jeans that marks their 50th anniversary. It was wonderful to realize my concept, work with a photographer I love and direct such a talented cast. The location was challenging, and we had quite the travel trek to get there; we had to go off-road – up mountains and caves! – to reach the remote location, but it yielded beautiful imagery. I can’t wait for everyone to see the campaign!
How has your Latin heritage shaped you and your career?
HS: I was born in Brazil and grew up moving around a lot because of my father’s work, attending international schools, and living in different places like Mexico City and later the United States. That experience made me very adaptable and open to change, which has helped me in my career. It also made me seek out diversity, be open to various points of view and be collaborative, which is very important as a creative that seeks growth and partnerships.
What is one way that Centric associates can support our Latinx colleagues?
HS: I think it is wonderful we are launching a Latinx employee resource group (ERG) in September, which will allow our community to share more about our varied culture and voices with the rest of the population. It would also be amazing to see more Latinx colleagues in leadership roles.
Can you share a favorite part of your culture and tradition?
I enjoy the laid-back and friendly attitude of my people. We value family, relationships and life in general. We also have an expression, “da um jeitinho,” which means, “we will always find a way to resolve some challenge.” I live by that motto in my work and personal life, allowing me to seek out solutions to any difficulties I encounter.
Tell us about a hobby you enjoy outside of work and why!
HS: This summer, I joined the Hudson River Community Sailing group. I’ve been learning new skills and meeting people in my community. As a bonus, my membership fees help the organization work with underserved kids, making sailing accessible and also teaching them math and science through sailing.