Meet Annie Riches | Digital Marketing Strategist (Specializing in Paid Social)

We had the good fortune of connecting with Annie Riches and we’ve shared our conversation below.

Hi Annie, what’s your definition for success?
If what I am doing is bringing joy and value to my life and others. I like to use the Marie Kondo concept of “does it spark joy?” I spent a lot of time in high school and college struggling with anxiety and depression which led me to lose my trademark “bubbly” and “happy” personality. So a big thing for me in my career and in my personal life has been doing things that bring me joy and that are authentic to me. If I find myself on a path that doesn’t align with my core values and eats up my time then I pivot.

I also think with maturity comes a new definition of success. I remember when I was younger thinking success meant a big house with nice cars. But as I’ve gotten older I’ve realized that success to me means regular work hours that allow me to spend time with my husband, financial freedom to go out to dinner with friends, a flexible job where I can dip out early and coach my stepson’s soccer team and a healthy body so I can do the things I love. (I herniated discs in my back playing soccer at ASU and then again training for my marathon this past year so physical health is something I do not take for granted!)

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
I had quite the crazy ride into the world of marketing. My ENTIRE life I thought I was going to be a lawyer. I got my undergraduate degree in political science, minored in economics, had a research fellowship with The Center for the Studies of Religion & Conflict at ASU, and took a handful of political internships because I was convinced I was going to be the next great constitutional attorney. However when it came time to prep for the LSAT it just wasn’t sitting right with me. I dropped the idea of getting a JD and instead went to the Sandra Day O’Conner College of Law at ASU and got my master’s degree in Sports Law and Business. I think one of my strength’s and something that has helped me in my career is that I am social and that personality trait has made me really good at staying in touch with people. A year after graduate school I met up with a friend from my program and he was telling me just how fun marketing was and that his agency was hiring. I quite frankly had no interest in marketing. I had only taken one marketing class in college and it was my least favorite class during my time in graduate school. HOWEVER I was interested in the nap pod, the high rise office building, the beer cart, and the endless fun that seemed to be the hallmark of advertising agency life. After that lunch I was somehow able to convince one of the largest marketing agencies in the southwest that a girl with zero marketing experience was going to be able to come in and help them with quite an impressive portfolio of clients.
It’s been 4 years since I took that jump into the unknown world of marketing and I have never looked back.
My biggest piece of advice to people would be to not settle and have confidence in yourself. It doesn’t matter if you got a degree or an advanced degree in something else. It doesn’t matter if you have been working in another industry for 10 years. If it is not bringing you happiness and not filling your cup, take the leap and jump. Also if you don’t believe in yourself, no one else will. Invest in yourself, you deserve it.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I consider myself Arizona’s biggest fan. I came from the cold snowy mountains of Salt Lake City, Utah and moved to Arizona to play college soccer at ASU. After spending one winter without snow I was hooked and LOVE to brag about this place I call home.

The Perfect Phoenix Day:
-Wake up (I’m an early riser) and hit one of of my favorite workout classes. I love going to Power + Flow or Bodi in Scottsdale. I also love utilizing one of the many hiking trails that are in the Phoenix/Scottsdale area. So depending on the person I would tailer the morning fitness based on what they were most interested in.
-After that it would be biking down the canal to the Old Town Farmers Market plus perusing the streets of Scottsdale!
-Coffee: we either need to stop at Provisions, Berdena’s, or LGO!
-Mid Day Drinks: OHSO or Six Byrd Cider for some great local brews!
-Dinner: Fat Ox, The Mission, Sumo Maya, or Etta. The vibes are always amazing and the food is top notch!
-If we are still feeling strong at the end of the night going to any of the incredible concepts at Century Grand for an end of night drink would be the perfect way to end the night!

Who else deserves some credit and recognition?
I would be remiss to not thank my parents for my success in my life. They always taught me I could do whatever I set my mind to and sacrificed so much so that my siblings and I could be given the best chance possible to succeed. In a world that tells women to be small, they told me to be larger than life. They also never made me believe that sitting around would be a sufficient way to live a life. They taught me the value of hard work and having to earn my spot. When I was younger my dad would take me to Barnes & Noble after every soccer game and buy me a book for every goal I scored. Very quickly I became the best scorer on my team and was walking away with 5 books every Saturday. Anyone who knows me today will tell you that I am an absolute book nerd. I think about how that little incentive and habit that my dad built in me when I was younger helped morph me into the academic and athlete I became later in life. I thank my parents for teaching me when I was young the joy of working hard for things you want and instilling good habits.
Also as I get older I can confidently say that I wouldn’t be where I was professionally if it wasn’t for my husband. Some may not think it was sage career advice for him to talk me out of going to law school, but that was such a pivotal switch for me. I am so grateful that he looked me in the eye and told me I was smart but going to law school just because I was smart wasn’t going to make me happy in the long run if I didn’t love the law. (He is a lawyer so this was quite the first hand advice!) He is always pushing me to grow and looking at success as something that is not tied to a monetary value but is something that fulfills the whole person. Similarly to my parents he also believes I can do anything I set my mind to. If a job application says 8 years experience required and I have 2 he is the first person to tell me I am beyond qualified. He is such a strong cheerleader for me and I look up to his career success and how principled he is in what he does.
I also have to shoutout my brother Charlie. He has without knowing always taught me to value the simple things in life and look at the world with child-like wonder.

Instagram: @annieinphoenix

Linkedin: Annie Riches

Twitter: www.linkedin.com/in/annie-riches-2473a7ba

Facebook: Annie Riches

Image Credits
-Running photo is courtesy of the Rock & Roll Marathon (FinisherPix) -Photo in white dress with husband courtesy of Jeff Watkins (@KolorPhx)