Young Pro Corner: Asiah James Cannon, Creative Strategy Lead, Pinterest
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Creative Strategy Lead, Pinterest
What first drew you to the advertising/marketing industry?
I’ve always been a curious person and have gravitated toward what makes people feel included, why certain associations become a part of their identity, and most importantly which aspects of culture quietly shape their decisions. With this thinking, marketing always felt like one of the few creative industries where psychology, storytelling, and business all exist in the same space.
Early in my career, I became interested in the disconnect between how brands were speaking and how consumers were actually living. This pushed me to grab for projects centered around emerging audiences and cultural insights with creative strategy and community-driven thinking at the core of building programs. I loved (and still do love) the idea that creative work could influence.
What’s the most valuable lesson you’ve learned that’s helped you in your career?
The moments that changed my career came when I trusted my own perspective more fully.
A lot of my work has centered around understanding audience behavior, identifying cultural shifts early, building programs rooted in community, and helping brands show up in ways that feel more emotionally aware and culturally connected. Some of the strongest ideas I’ve had came from observation, intuition,and paying attention to the small things other people overlooked. Not to be mistaken with taking on extra work - work marker not harder.
I also care deeply about how people experience working with me. Creative industries move fast and can feel intense, so I try to bring calm, generosity, thoughtfulness, and energy into the rooms I’m in. People remember that long after the presentation ends.
How has community-building and networking helped you in your career? Any tips for new grads?
Community-building has shaped almost every meaningful opportunity I’ve had. Most of the relationships that impacted my career started years before there was ever a role or opportunity attached to them.
I’ve always loved creating spaces where people feel seen, especially younger creatives navigating industries that can feel intimidating or exclusive from the outside. Whether through mentorship,employee communities, hosting conversations, or simply staying connected to people over time, I’ve learned that relationships compound in ways you can’t predict early on.
A lot of people enter the industry overly focused on titles, aesthetics, or proximity to “cool” brands, but the people who grow the fastest usually become known for solving problems, bringing fresh thinking, and being someone others genuinely want in the room.
I’d also encourage people to develop a point of view early. The industry does not need more people repeating trend reports back to each other. Spend time understanding people, culture, business, creativity, technology, and behavior deeply enough that you can form your own opinions. And one thing I wish more grads understood: your reputation starts way earlier than your resume gets impressive. The assistant you worked with, the coordinator you were kind to, the intern in your onboarding group - those relationships matter. Creative industries are much smaller than they seem.
What’s the best industry resource you live by (besides the Ad Club)?
Not to be repetitive yet paying attention to what people save, search for, romanticize, complain about, aspire toward, and share with each other online all need to be on your radar to be a great marketer.
I spend a lot of time observing internet culture, fashion shifts, design trends, creator communities, travel spikes, podcasts hosts, comment sections, and visual storytelling across platforms and brands.
I also love resources like that I check in with daily:
● Puck
But honestly, some of the best insights still come from conversations at conferences, observations in the stores and staying connected to my peers on the emotional happenings around our industry in real time.