Amanda Farris and Sara Malo, the dynamic duo behind LinkUnite, join us in our “Empowered Women Empower Women” series. Amanda, the CEO and Founder, and Sara, the President/COO, created LinkUnite to tackle the unique challenges women face in the performance marketing industry. Their personal journeys and the powerful friendship they developed inspired them to build a community focused on empowerment through mentorship, collaboration, and shared experiences. In this interview, Amanda and Sara share their insights on fostering a supportive network, overcoming challenges, and driving growth and empowerment for women in their field.
About Your Journey
TBN: Can you both share your journeys to founding LinkUnite? What inspired you to create a movement focused on supporting women in the performance marketing industry?
AF: Our journey to founding LinkUnite stemmed from recognizing the unique challenges women face in the performance marketing industry—issues that often go unnoticed by men. Early in my career, I struggled to find role models and a clear path forward. We needed a community of like-minded individuals to support and uplift each other.
While LinkUnite started within the performance marketing industry, it has grown far beyond those boundaries. We envisioned it as more than just a networking platform; it’s a movement focused on empowering women through knowledge sharing, mentorship, and collaboration. Our goal is to create an inclusive space where women can connect, share experiences, and support one another in navigating the complexities of their careers and personal lives.
The inspiration for LinkUnite came from the good energy and positive vibes of bringing great people together to build something beautiful. It was born out of friendship and a shared belief in the power of community to help women thrive and lead in an ever-changing industry.
In short, LinkUnite was created to harness the strength of community, good energy, and collaboration to empower women in performance marketing and beyond.
SM: The inception of LinkUnite is deeply rooted in our personal journeys and the bond we formed through mutual support and friendship. When I met Amanda Farris, she was a client of mine, and we instantly connected on a level that went beyond professional dealings. We quickly became friends, and this friendship brought a level of support I had never experienced before in the industry. This support was transformative, showing me the power of having a network that truly understands and uplifts each other. Inspired by this experience, we wanted to extend this support to as many women as possible within the performance marketing industry. We recognized that while the industry offers many opportunities, it can also be isolating and challenging, especially for women who often face unique hurdles.
Our goal with LinkUnite was to create a movement that not only supports women but also fosters a community where they can share their experiences, learn from one another, and grow together. The inspiration behind LinkUnite is the very essence of the support Amanda and I shared. We wanted to replicate this network of encouragement and empowerment on a larger scale, providing women in performance marketing with the resources, mentorship, and camaraderie that can help them thrive both personally and professionally.
TBN: What unique challenges have you each faced as women business leaders in the digital marketing space, and how have you navigated these challenges?
AF: As women business leaders, we’ve faced a variety of unique challenges. These obstacles have come not only from men but sometimes from other women as well. A notion that is often overlooked. Navigating these sensitive situations required resilience, support, and a strong network not only from our female peers but also from the supportive men who believe in our mission.
One major challenge has been overcoming the preconceived notions about women in leadership. There have been times when our ideas were dismissed, undervalued, or stolen simply because of our gender. This was especially difficult early in our careers when we were still building our confidence and credibility. Unfortunately, this issue isn’t confined to the early stages of our careers. Even now, we encounter hurdles that everyone faces from time to time, but with the support of our LinkUnite family, it seems far less lonely.
A sense of community is vital because it helps combat the isolation that many women feel in male-dominated industries. Having a network of support means that women do not have to face challenges alone. They can rely on their peers for advice, encouragement, and solidarity.
SM: One of the most significant challenges is balancing professional responsibilities with personal ones. As co-founders of LinkUnite, we are deeply committed to supporting women in the digital marketing space. However, we also juggle other jobs and family responsibilities. I am a single mom of two active teenagers and they will always come first. There are occasions when I need to leave my phone and computer behind and be present for them before they leave my nest!
Since there are just Amanda and I supporting LinkUnite sometimes there aren’t enough days in the week to tackle everything we would like to. We want to be able to support women as much as we can but we also need to take time to balance everything else. We are human too!
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Empowering Women and Building Community
TBN: How does LinkUnite create a supportive community for women, and why do you believe this sense of community is so important?
AF: LinkUnite emphasizes the importance of mentorship and collaboration. We connect women with mentors who have successfully navigated the complexities of the industry. These mentors offer guidance, share their insights, and provide a roadmap for career progression. This mentorship is vital in helping women build their confidence, develop new skills, and gain the credibility they need to advance in their careers.
By building a supportive community, we create a positive cycle where women help each other succeed. This not only benefits individual members but also strengthens the entire industry. As more women achieve success, they become role models and mentors for the next generation, perpetuating a cycle of empowerment and growth.
Collaboration is another cornerstone of our community. We encourage women to work together, share resources, support each other’s projects, participate in educational resources, and advocate for one another. By promoting a culture of mutual support and collective growth, we turn potential obstacles into opportunities for learning and development.
We strive to foster an environment where women can openly share their experiences and strategies for overcoming such obstacles. By providing a forum for women to voice their stories, we not only validate their experiences but also equip others with the knowledge and confidence to navigate similar situations.
SM: LinkUnite creates a supportive community for women through its comprehensive membership program that offers various resources and opportunities designed to foster professional growth and personal development. The annual and corporate memberships are particularly valuable, providing access to mentorship, job placement, speaking opportunities, coaching, education, and more. The value this provides is endless and it’s so important that women join this tribe. It will seriously change your life.
TBN: Can you share a memorable moment or experience from your work with LinkUnite that highlights the impact and importance of your initiatives?
AF: It’s hard to choose just one moment, but I’d have to say that both at LinkUnite III in Park City and our most recent monthly meetup, leading up to LinkUnite IV next week, the personal development aspect truly resonated with me. You can feel the rawness of emotions when working with such diverse groups and hearing their unique experiences. The meditation sessions, self-advocacy workshops, and professional coaching sessions reveal a vulnerable side of individuals that you rarely see at standard events. The release and uplifting feeling of shared experiences are some of the most touching moments for me. Some things can’t be put into words, but you can feel the shift in your heart and the energy of those around you.
SM: Oh gosh we have so many we could share. This journey has been so emotional for not only our members but for us as well. Recently one of our younger LinkUnite members posted her LinkUnite membership card and she said “Thank you Sara Malo and Amanda Farris for your constant love, support, and guidance. This journey feels like it didn’t start until I met you both.” When we see things like this Amanda and I hop on a phone call, skype, or text thread to remind ourselves that our work is really making a huge impact in these women’s lives. To say this has been good for the soul is an understatement.
Leadership and Vision
TBN: As leaders, what values and principles do you prioritize to empower the women you work with and foster a culture of support and growth?
AF: As leaders, we prioritize a few simple yet powerful principles. We believe in being transparent and truthful in all our interactions; honesty builds trust and creates an environment where everyone feels safe to express themselves. Kindness is at the core of our values—we strive to treat everyone with respect, empathy, and compassion, which creates a positive and inclusive atmosphere. Showing up consistently is crucial, as being reliable and dependable helps build strong relationships and a sense of stability within our community.
Authenticity is key; we encourage everyone to be true to themselves, which fosters genuine connections and trust. We hold ourselves to high ethical standards by acting with integrity, and doing the right thing even when it’s difficult. This combination of honesty, kindness, consistency, integrity, advocacy, and authenticity helps create a supportive and empowering environment where women can grow, thrive, and succeed.
SM: We often talk about some very simple principles that we live by. Be honest, be a good person, and show up. Consistency and integrity foster trust. When people know they can rely on you, it strengthens personal and professional relationships. If you follow these like we have, you will grow and be proud of your growth.
TBN: What advice would you give to women aspiring to leadership positions in male-dominated industries?
AF: My advice to women aspiring to leadership positions in male-dominated industries is to find your own path forward, as there is no cookie-cutter way to succeed. Learn from those around you and understand how they reached their positions, drawing inspiration and insights from their journeys. Most importantly, show up consistently and be engaged. Always remain a continuous learner, surrounding yourself with people you aspire to be like and ignoring those who don’t align with the life you’re striving to build. Ignore the noise, it’s only a distraction!
Seek out allies among both men and women who see your value and can support your growth. By staying true to your values, working hard, and building a supportive network, you can navigate your career with confidence and resilience, ultimately achieving success in any industry.
SM: Never give up and take all the chances you are given.
Well-Being and Self-Care
TBN: How do you balance your professional responsibilities with personal self-care, and what practices do you find essential for maintaining your well-being?
AF: Balancing professional responsibilities with personal self-care can be challenging, but I find that I manage it much better thanks to the supportive people around me. Their regular check-ins on my mental and physical health help me keep self-care at the forefront of my mind. Having a community that genuinely cares about my well-being makes a significant difference. They remind me to take breaks, encourage me to stay active, and offer a listening ear when I need to vent or discuss my challenges. This network of support ensures that I’m not facing these challenges alone.
Some essential practices for maintaining my well-being include setting aside time for reading and reflection, which helps reduce stress and boost my energy levels. I also make it a point to engage in mindfulness and meditation practices, which help me stay grounded and focused.
SM: I personally navigate this every morning on my sunrise hikes with my two dogs. I take an hour to divide out my day and what I can give to others without pushing myself too hard! I have worked very hard to find this balance in my life and I wish every woman could find this peace like I have. I often go for a quick walk or run at lunchtime as well. Those of us in front of computers for 10+ hours a day need to give our minds some breaks that include fresh air.
TBN: How do you stay motivated and passionate about your work, especially when facing setbacks or challenges?
AF: Personally, I draw immense inspiration from Sara and the supportive network we’ve built together. When life throws a curveball, it’s the people around us who help us see clearly and focus on what truly matters. During challenging times, having a strong support system can be the key to maintaining perspective and resilience. We all face difficult days, but a simple call from friends can make all the difference, offering comfort and clarity when it’s needed most.
Sara and I both draw strength from each other and from the close-knit family we’ve cultivated around us. This family isn’t just bound by blood but by shared experiences, mutual respect, and unwavering support. The bonds we’ve formed extend beyond professional connections—they’re the foundation that allows us to thrive both personally and professionally.
Our network provides more than just encouragement; it offers a sense of belonging and a reminder that we are not alone in our struggles. Whether it’s brainstorming solutions, offering a listening ear, or simply sharing a laugh, these interactions renew our energy and focus. We are continually uplifted by the compassion and wisdom of those around us, which reinforces our belief in the power of community.
In essence, our strength comes from the collective support of Sara and our extended family of friends and colleagues. Together, we navigate life’s challenges with a sense of purpose and unity, always reminded that we are stronger together.
SM: Amanda and I often remind ourselves why we founded LinkUnite and reflect on the core mission and values that drive our work. Knowing that our efforts are making a meaningful difference can reignite our passion. What’s great about our partnership is when Amanda is having a rough day I pick her up and she does the exact same thing for me on my bad days. We view challenges as opportunities for growth and learning, as each setback provides valuable lessons that can make us and LinkUnite stronger and more resilient.
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Empowered Women Empower Women!
TBN: Looking back on your journey with LinkUnite, what achievements are you most proud of, and how do these accomplishments reflect your mission to empower women in the performance marketing industry?
AF: Looking back on our journey with LinkUnite, I am most proud of the opportunities we have been able to secure for our members. We’ve facilitated speaking engagements, created educational series, and hosted forums that have allowed women to showcase their expertise and expand their knowledge. Additionally, we’ve built robust support networks that have been instrumental in career growth and development.
Each time we successfully organize an event and hear feedback from attendees about its value, I feel a deep sense of happiness and success. These events are not just gatherings; they are platforms for learning, networking, and empowerment. The positive responses and tangible benefits that our members experience reaffirm our mission to empower women in the performance marketing industry.
SM: I would definitely say our LinkUnite mentorship and L.I.N.K. educational programs. We worked for months to define true road maps where these programs would be successful for all tiers of women depending on where they are in their careers. We plan to grow these programs and keep investing in the future of the industry.
TBN: What message would you like to share with women who are looking to build supportive communities in their own fields?
AF: We are always here to support and collaborate. Feel free to reach out to Sara or me anytime. If you stay focused on your goals and not the distractions that come along the way, you will achieve what you aspire to build. Surround yourself with like-minded individuals who share your vision, and together, you can grow and expand. Most importantly, don’t wait. Take action now—there’s no better time than the present. You’ll be surprised at how many people will come forward to help and support you once you start moving forward.
SM: Call, text, skype us! We are the two most easy humans to reach in the world. We love collaboration and supporting other women. We want to help as many groups build communities as we possibly can!
Click here to check all the interviews from our “Empowered Women Empower Women” series.
