Allison Squires '09

Professional History: I began my career in Memphis at a small film company, True South Studios. I performed tasks from running finances to organizing marketing events for films. When I moved to Austin, I began working as a consultant for a marketing agency, Dachis Group. For three years I crafted social media strategies for large brands, and created a global digital education program for a large beauty brand.

Primary Work Responsibilities: Currently, my primary job is to provide audience segmentation strategies for brands who want to know who their audience is.

What have you learned from your time in this profession?

I have learned that it is important to do something that you enjoy - that makes you excited to go to work in the morning. I have learned to be patient, to be critical and to always ask questions.

What is it about your job that motivates you?

I am motivated by finding unique solutions to existing problems.

A Day in the Life:

Working in a startup environment means working hard to keep the company running. It means playing many different roles and taking on many different responsibilities.

I start my day answering emails. I like arriving at the office about 30 minutes before others start trickling in, to have some quiet time. I lead the services side of People Pattern, a SaaS company that uses data science to analyze a brand′s social audience. And there are three main roles I play throughout a day:


  • Internally, I build repeatable processes and methodologies to scale my team and the organization.
  • To bring in new business, I talk with brands and agencies about how People Pattern could fit into their marketing mix. For existing customers, I provide audience insights, marketing strategies and campaign recommendations. I work directly with customers to communicate project timelines and deliverables.
  • As People Pattern is a SaaS platform, I provide client use cases to guide product development.


To be successful, I have to be dynamic and eager. I also work to have a good work/life balance. While I check emails at night or during the weekends - I also make time to relax and spend time with family and friends.