Career Growth Advice from Richelle Waddell, Architecture & Design Leader | Career Tips for Women in Architecture & Design

2B Bolder Podcast – Episode 26
Featuring Richelle Waddell

Episode Title: #26 Career Podcast Featuring Richelle Waddell, a Successful Commercial Account Manager at a Top Natural Quartz Company – Women in Business

Host: Mary Killelea
Guest: Richelle Waddell



Mary Killelea (Host): Hi there. My name is Mary Killelea. Welcome to the To Be Bolder podcast, providing career insights for the next generation of women in business and tech. To Be Bolder was created out of my love for technology and marketing, my desire to bring together like-minded women, and my hope to be a great role model and source of inspiration for my two girls and other young women like you. Encouraging you guys to show up and to be bolder and to know that anything you guys dream of, it's totally possible. So, sit back, relax and enjoy the conversation.

Hi there. Thanks for tuning in. Today's guest is Richelle Waddell. Richelle has been in the residential and commercial design business for over 20 years. She is an experienced sales executive in the industry of design materials and architectural elements. She currently works for Cambria as a commercial account manager, and over the years she has developed an invaluable network of contacts, loyal clientele, and really understands the power of social media for business. Richelle, thank you for being here today.

Richelle Waddell (Guest): Hi, Mary. It's great to be here. Thanks for having me.

Mary Killelea: You're welcome. So, I know we've been friends for a very long time. Our kids are kind of the same age. When we go on our walks or do things, I love hearing about your projects and you talking about design. It's kind of like a secret passion of mine. So tell me how you got started in this career path.

Richelle Waddell: Yeah, well, thanks. That was a great intro. And it's just one of those things that I have always had a love for good design, different genres of design, whether it was like apparel or interiors. And I was trying to think back of like, where was my inspiration came from? And I was, my mom was so creative growing up. I mean, really, she was so passionate about like making her house a home. And I love that she was able to like create that warmth. And it really, I think, transcend into how she would, because we didn't have a lot of money growing up. So, she would actually take what she had and she would constantly be rearranging. She would, you know, take the furniture. I would come home from school and my room would be all rearranged. I was always just amazed by how creative and how she was able to take that kind of spatial awareness. I mean, she was so effective in space planning. I was like she should have been an interior designer. And because really what interior design is, is creating that space, having vision for your client. And she was so good at that. And I think also came from her mom. And I remember going to my grandmother's growing up and she had such meaningful treasures and there was always stories around the pieces that she had. And I think being able to take what you have and turning it into something new and creative, that was something I always, looking back, appreciated that creative process. And when my mom didn't go into design, her sister did. And my Aunt Pam, she was and still is a very talented interior decorator. And she really built a very successful career, huge family business. And it was in New Mexico. And I remember growing up, my mom and I would take trips and we'd go to New Mexico and she really just taught me the world of design. I mean, they had this amazing showroom with furniture and accessories and carpet, and they did the gamut. She worked with a lot of home builders. So, she really offered one stop shop and I'd go on some of her in-home calls, and it was just inspiring. And it was one of those things where I started realizing, well, I got to actually, if I want to do this design thing, let me, I need to look for a job.

So, I actually found a part-time job working for a small high-end residential firm and it was called Century Designs based out of Eugene with this amazing, classy, phenomenal designer named Joan Cordonance. And she was such an inspiration. I learned a lot from her. She ran her own small business. And I learned a lot about the business of interior design, planning and procuring. She did it all. So I really got to assist on projects, building the organization of the materials library. That was really key because you really start to see what builds off of design and learning about the different products and the materials library. I think is where most, anybody that graduates are looking at design, you've really start there, right? You look at materials and that was a huge learning curve, but it was a lot of fun too. And I found a really great job with a local contract furniture dealership. So, they focused on office and workplace sales design. And I didn't really know what that was, but someone in my group at college was like, this is a great opportunity. Cause they would post jobs on the board and great network, great way to actually learn more about the industry. Because what that dealership does is they actually go out and field calls to the design community to educate them on different like commercial and contract furniture. Cause a lot of times project will not only have a construction bid, but they will have the interiors package, which is an FF&E. So that's like furniture fixtures and equipment is what it stands for.

So we would go out and be like, there's a liaison of creating kind of this education piece with designers and try to get them to call out your brand or put you in their package. And I loved it cause I got to get the inside scoop of design firms. And I met a lot of designers. I got really involved in the industry and went to a lot of events and then got to go out on sales calls with some of the existing salespeople within the dealership. And that was like literally like learning the world of interior design in a larger scope. And I had no idea there were so many other opportunities. I mean, of course my little world of interior decorating and then realizing that commercial was kind of more my gig. Like I wasn't thinking at that point residential because I'm a people person. I love getting out. I love being around people. And so, I started thinking in ways of using my degree. I realized that finding solutions for designers was kind of more my thing. And I didn't see myself drafting all day on a computer. And that's really when I saw designers out there, that's definitely is kind of where they start. They start in the library, they do a lot of drafting and they kind of work their way up. But for me, I was like, gosh, I like the freedom and I loved getting out and seeing people, but still working in that area of design. Because at the time I was going to college, there, all of my professors and we're practicing architects and designers. So it was really in real time getting a sense of what was really happening in that and also helped with connections too.

So upon that graduating role, I actually in working as an intern, it ended up turning into an offer when my boss at the time said, Hey, we really would like to create this opportunity. It's going to be an architecture and design liaison position. And we really want you to be that kind of go between that, that person to person go out and do lunch and learns, educate the designers on the product. So I did that for 18 and a half years. I was the sales rep for Muharam in textiles and it was a great experience. Worked with the best clients, creating business relationships, got to work on some really cool projects with Nike and OHSU and lots of big facilities and colleges across the board. It was a great experience, but there's a time in our career and that was my only job that I had. I was really like, there may be a time right now I'm 40, I was 45. This was two and a half years ago when I started with Cambria and I just, I needed to make a change. I wanted to find a brand that I could put my brand on that I could really stand behind. And Cambria really has been that brand. And it's interesting because it's just one product category where with Muharam, I was wearing so many hats. I was wearing probably like 11 or 12 hats because they had so many different products. They were getting into rugs and digital imaging and wall covering and drapery. And so it was nice to just shift and focus on one product, which Cambria is the biggest quartz manufacturer in the US and their family owned. So, it's great culture, great people. I’m just loving it. And again, it's only two and a half years, but it's been a pivotable and great second part of my career.

Mary Killelea: So what's a typical day like for you in working at Cambria? Let's go pre COVID.

Richelle Waddell: I would say pre COVID, I love getting up, of course, I love my coffee like you do. And I have a moment where I look at like the business journal, the DJC, which is the daily journal, Portland Business Journal, and really looking at kind of what the scope of the industry is doing. I check my emails and I check my social media and I would, whether it was post, I didn't post as much pre COVID, I feel like on a regular basis as I feel like we've shifted so much in social media, just to get in front of your client more and more. But I felt like I still did that. And I think that's what I still did. And I also would kind of plan my day where I would look at what firms I was going to be visiting. So, the fact that I could get up and I would go do maybe a presentation for a specific project with the designer.

So like, for instance, maybe there was a project at Nike and they were putting together a schematic design and they're looking for a particular material, like they were looking for different colors or designs for courts for their countertops or for their back for their vertical application. There's so many different ways you can use Cambria. And so being a part of that design process, I love that's the one thing I absolutely loved. So, there was some of that being and I think that was only because of our the built relationships as a rep. That is like the thing you strive for someone to call you up and say, bring what you have in this colorway and this or that and come and let's look at the palette or let's like work on this together.

That doesn't always happen. A lot of times they've already gone to their library pulling options and then they call for samples. So, then some of my day would be delivering samples, dropping off samples, doing a layout display of what was the newest product launch. So, I'd do a layout in their library or I would do a CEU presentation where it was more educational and they would get credit for it. So, it was really a different day each day. But generally it was being in front of my clients, whether it was architects or designers or end users, facility managers and just trying to get your product out there as much as you could. A lot of lunch and learns are taking designers to lunch too.

Mary Killelea: When COVID hit and we kind of all went digital, did you panic? Did you just say, okay, let's get creative here? I mean, obviously I'm sure you got creative, but what were you thinking and how have you shifted?

Richelle Waddell: Yeah, that's a great question because I think everybody was like, what the hell do we do? It was like everybody's in the same boat. Although I really feel like our industry was already pretty forward in that, not necessarily on the sales side with reps, but for our architecture and design, they did a lot of things over Skype. They would meet, a lot of their clients were not necessarily local. So they were doing a lot of that over virtual. So, they were pretty familiar and some of them did work from home at times. I think that wasn't so pivotable for them. I mean, I think not having to have the access to coming into the libraries as much or being able to be with their team environment, face to face, because things naturally organically happen when you're together. But for the rep side, it was like, oh my God, how am I going to launch a new product? How am I going to show, I'm going and meeting, how do I do my business development and personal connection with my people? That's like what we knew. So, Cambria immediately got on and started doing some really creative things where they were all really involved in social media anyway. And there was kind of a demand as a rep that you will be a part of social media. I was already on board with that. And I loved it, because I just feel like the way I made connections with designers was because I was kind of an open book, right? Being transparent, being real, being authentic. And I always had my social media open to my clients because I really felt like they were part of my, you know, they're my friends. So I want them to get to know me. I want to get to know them. So there was never that weird, awkward, like now you're coming into, you know, or I'm having to create my own business like social media. It was just continue to grow what I already had existing.

Mary Killelea: I think that's so important. The way that you look at social media and the relationships with your clients, like they're one, you're being transparent and you're sharing things about your family, your life because you're multifaceted, because work and life blend. And that your clients are more than just clients. And that's why I think you've been so successful over the years is because when you did make transitions, people were loyal to you and really wanted to sponsor you or to see where you were going to see what you offer because you built that trust, that relationship. So, what kind of tips do you have for others who are trying to network and build relationships?

Richelle Waddell: Yeah, thanks, Mary. I really do feel like putting that wall down and really just being real with people is so key. And are in particular now, it's interesting because now instead of being face to face, we're doing Zoom calls. So, and I was listening to a designer talk about how and this was one of the things that I was really interested in was how do you build relationships? Like the veneer has been lifted like we now get to see in the world of ever all in this together, right? So, your cat or your dog, or your kiddo or the dog, door slams and it's like, okay, well, I relate, you know. So you kind of now are in this space of like, we're all sharing kind of some personal things that we normally wouldn't have shared. Make sure you ask questions. I always ask my designers like because I think collaboration. I always wanted to be making sure that I collaborate with other reps to get involved in different events and in front of our designers. They really appreciate that. They like when they can see like maybe four products at the time at one time. So we would collaborate and get in front of them and offer some unique events or whatnot. And I think asking the question to designers like who are your favorite reps? Like who do you like working with? And so, I would make sure that you when you're collaborating, you collaborate with the right people. It's really key that you collaborate with other credible manufacturers, other credible people that designers see that same way that they see you.

Mary Killelea: So when it comes to social media, do you plan out like your content calendar knowing with like, okay, this new launch of materials is coming out. And so I'm going to have this post, this post and this post. Or are you more living in real time with your work going side by side and then something kind of inspires you as it comes up?

Richelle Waddell: Yeah, so Cambria does a really great job that when they launch, they have kind of a calendar of how they're going to go out and promote their products. And so, we can reshare some of that content. But I find that it's great to reshare and I think we should. And but also putting kind of your own personal stamp on it, whether it's making sure that it speaks to you, right? So it's not so sometimes I'll share like if I worked on a project and a designer, they just promoted this. For instance, so Holly Lodge out at Mount Hood Meadows. I just finished a project there with a design firm and they put on social media their project and you know who the GC was and just how great of a project it was. I was able to share that and it made sense because it was a project that I got to work with the designer. And it's relatable. I think you just have to kind of put your own take and spin on it sometimes. But yeah, resharing Cambria is so great at content and they are constantly having completely their own marketing department that I mean, I've never seen before in a particular brand.

Mary Killelea: What's been one of your favorite design projects that you've worked on recently with Cambria?

Richelle Waddell: Our product is really great with assisted living projects, health care. So, I work with the Springs Living Group and LRS Architects is working with them on a few different sites that they have been doing one out in Happy Valley and that's getting ready. But I did one in Sherwood. I did the one in Lake Oswego right downtown. It's a phenomenal project and it was really fun to go in with the GC and the subs and really get to see it in real time being installed. And that's what I love is our product category fits into so many different types of projects, whether it's health care, whether it's hospitality. I've worked on some hotels. You can get into so many different segments of our market that I think is really exciting.

Mary Killelea: So where would you say your biggest design inspiration comes from?

Richelle Waddell: I love still picking up an interior design magazine or Gray magazine or Metropolis magazine. I love just reading about projects that are happening and I love seeing my design and architecture firms and the projects that they are involved in.

Mary Killelea: So for someone younger who is looking to get into a career in design and is unsure of potential career options, what advice do you have for them? Because I know you were great in talking about early on in your career.

Richelle Waddell: It was hard. There aren't too many design, design, bachelors of design, right? But there's, you know, you have locally here in Oregon, right? So, there's only a handful of schools, but they're all over the country. There are schools that you can get to your design degree. I would say that in high school, even taking some drafting courses, taking some there are actually design courses that some high schools offer to. I wish I would have done that. I wish I would have been able to do that. There's CAD classes, there's learning because everything's on computer generated now, right? So when it comes to drafting, we don't do the hand drafting and rendering anymore. It's all computer generated. So doing that but also getting involved in different industry events. So, I participate with IIDA, which is the International Interior Design Association, and they have a student membership group at all the colleges. So, I would speak a lot of times to their classroom and their designers or their student designs would come and ask questions to the reps because we kind of were kind of the in and out of different design and architecture firms. So we kind of had an understanding of what each one did because they're all unique. And so really finding your way into a firm, you just want to find the right fit. So they would ask a lot of questions, but I love being able to participate and help them kind of navigate that there are so many different ways to use your degree. I agree.

And like I did, I went into sales instead of working in a firm, but there are so many different avenues. Working in residential, you can own your own firm, working in commercial, working in hospitality, working at a like OHSU or Kaiser. They have their own in-house design groups and design departments that works with their facilities. So, there's a lot of different avenues for sure, but I would say educate yourself with the local community design group, whether they're involved in IIDA or ASID. There's a lot of different partnerships with design that you can just ask the question and just continually be curious. I feel like so many people forget to just continually ask questions and ask. And yeah, you're like, where do we ask? I mean, reps like myself, I have designers who are always curious. I would love to be a rep sometime. What would that look like? So I think just always making sure you ask the question.

Mary Killelea: That's awesome. That is great advice. And I'm glad that you talked about a couple of those industry resources. So you also were an active mentor down in U of O. Can you talk to me about your experience and the experience for the mentees?

Richelle Waddell: I love being involved. I was actually the head of the student mentorship program and membership with IIDA. And I loved being able to go on campus and they have a resource center at the School of Architecture and at U of O. I love presenting and talking about different products. And of course, I did it with Muharram and I have done it with Cambria. And they're just soaking up all, they're learning so much that they're just ask all these great questions. And so I think it's so important for us reps to make sure that we get in and talk with the students in mind that are doing design later on, because they're going to be your clients at some point if they stay in the territory. So it's like, well, you're gaining your again, it's your touching those touch points of gaining relationships. It’s funny, I look back and I I have designers that I have been working with that I knew when they were in college and they will remind me like, oh, my God, I remember Rochelle. And we did this or remember when I came to my class and that's when I remember first meeting you or you got me really involved in IIDA and I didn't really know. So it's those things, those time in those moments where you hear back that it actually was valuable and it was important. And so I still do it today.

Mary Killelea: Okay. One question that I ask everyone. Yeah. What does to be bolder mean to you?

Richelle Waddell: I think confident, being courageous, constantly curious and making sure you're authentic and everything you do. The other thing is being proactive. I mean, especially as a salesperson, just making sure you're constantly being proactive, thinking big picture, listening with the intent to understand, not the intent to reply. And I think, you know, listening a lot to because a lot of the designers, I think reps salespeople that just want to talk about their product. Right? And you could have a whole script together and you're talking away when in fact that may not even be a product that they probably would necessarily need at that moment. But finding what their need and their want is first and listening to what kind of projects they get involved in and how you can be helpful. And so I think it's so important to make sure that you're being that authentic self. And that's I don't want a salesperson.

Mary Killelea: Well, it has been an amazing opportunity to talk to you and hear your story and learn about your career. How can people get in touch with you if they want to learn more?

Richelle Waddell: So I'm on LinkedIn. Richelle Waddell and my, I think email for isn't my work email. It's Rishi, R-I-S-H-Y-W at gmail.com. Social media, I'm RishyW. And I'm definitely on Instagram and Facebook. I absolutely love that you do this, Mary. It's so awesome. I'm just I'm so excited that you had me.

Mary Killelea: Thank you so much. You're welcome. It's been a joy.

Richelle Waddell: Thanks, honey.

Mary Killelea: Thanks for listening to the episode today. It was really fun chatting with my guest. If you liked our show, please like it and share it with your friends. If you want to learn what we're up to, please go check out our website at 2bbolder.com. That's the number two little bbolder.com.