Career Profile: Natasha Koifman, Founder & President, NKPR

A well-regarded industry expert who is passionate about the power of PR to connect the public and non-profit sectors, Natasha Koifman is the founder and president of NKPR, a marketing and PR agency based in Toronto. She is also the chair of the board for Artists for Peace and Justice Canada.  Natasha is a regular voice on Newstalk 1010 as a PR expert and she’s a weekly contributor to the Huffington Post.

What does a typical Thursday look like for you, starting from when you wake up – to heading to bed?

6:30 AM: I start off every morning with a cup of Blonde Instant Starbucks coffee and a little meditation. I’m all about a balanced mind, body and soul.

7:00 AM: I work out with my trainer, George Chaker, twice a week. He is always changing my routine to make it fun and keep me motivated. I just modelled a dress from my favourite designers, Greta Constantine in the Dare to Wear Love runway show, so I wanted to look my absolute best …On the mornings I’m not scheduled to workout with George, I run 5K on my own.

8:00 AM: After my workout, I make a smoothie. I never used to eat breakfast, but now I always start my day off with a protein shake. It’s one scoop of Dream Protein powder, three strawberries, half a banana, ice and water-150 calories later, I’m good to go! 

8:15-8:30 AM: Once I’ve had breakfast, I take a shower. Usually, I ponder what to wear that day…I always start with my shoes…My wardrobe may be all black but I love to balance it out with statement shoes.

8:30-8:45 AM: I don’t wear a lot of makeup, so my morning routine is fairly simple. I start with Kiehl’s Calendula Herbal Extract toner, and then I apply their Powerful Wrinkle Reducing face and eye cream. I use a swipe of Stila’s Stay All Day 10-in-1 Illuminating Beauty Balm and finish off a coat of AVON’s Super Extend Infinitize black mascara.

8:45 AM: My drive to the office is my “me” time, it’s the only time I avoid talking on the phone because the moment I walk in the door it’s game on! I usually get pumped for the day listening “Showstopper” by Brendan Jenner and his wife Leah and anything Alicia Keys. I just went to her concert, and I think she’s the sexiest woman alive. I’m obsessed! 

9:00 AM: Catch up on emails. I get hundreds of emails every day, so I always have my BlackBerry in hand. I get emails from staff, clients and new business prospects.

9:30-10:00 AM: My days are always filled, so the first thing I do when I get to the office is review my schedule for the day ahead with my assistant.  

10:00 -11 AM: NKPR represents over 30 global brands such as Jones Group, AQUAhydrate, AVON and Tweezerman, and it’s important that I’m up-to-date on all accounts. I usually spend my mornings meeting with my team. We develop strategic programs and integrated campaigns based on our clients’ objectives.

11-12 PM: Brainstorms are a key part of the PR planning process and today the team is brainstorming for TD Music’s sponsorship of the Junos. For their Love of Music launch event Karl Wolff did a powerful acoustic performance. We have 30 incredible minds at work at NKPR that are the driving force behind our creative efforts.

12:00-1:00 PM: While I often have lunch at my desk, this week I’m sitting down to catch up with a client at the Soho House to discuss their new digital media campaign. It’s just down the street, so it’s always a convenient spot to grab lunch.

1:00-2:00 PM: NKPR has recently opened our branded show room, the NK Parlour, which we update seasonally to feature the latest products from our clients including denim by RACHEL Rachel Roy, day to night separates from Mendocino and bottlegreen’s new cordials. I review updated floor plans and decor concepts with my team.

2:00-3:00 PM: As part of my job, I often have an interview or on-air appearance booked in my schedule. I recently provided commentary for a men’s spring trend segment hosted by Matt Babel. I love men’s fashion…almost as much as I love women’s!

3:00-3:30 PM: Meet with a prospective new employee. It’s so important to find people who are the right fit for the NKPR team. I love to hear what a potential candidate can bring to the agency and how we can impact a person’s career.  

3:30-3:35 PM: Anyone who knows me knows that I’m addicted to online shopping, and I just got back from a trip to the UK with the BooHoo.com team. I can’t get enough of their online site, especially their boutique collection. Some people call it shopping, but I call this market research. I bought the Boutique Tessa Lace Bodice Tutu Skirt Dress and the Chanel-esque Gwyneth jacket and I love them!

4:00-4:30 PM: Take a call from New York to talk about expanding a client collaboration in the US market. I can’t share details yet, but this is sure to be big news- stay tuned!

5:00-6:00 PM: On Friday mornings, I do an on-air show with Newstalk 1010’s John Moore talking about current events, marketing trends and what’s new in pop culture. Thursday afternoons are my time to prepare for these segments. This week’s topic is about cool office spaces and creating authentic corporate cultures focused on the success and failures at companies like Coca-Cola, Yahoo and Union Advertising as examples.

6:30-8:00 PM: Tonight I’m meeting Michael Minielly, the Director of Public Relations for Mercedes Benz, for a quick bite at Buonanotte. It’s my go-to spot for healthy salads and gourmet pizzas.

8:00-9:00 PM: There’s always something to do in Toronto…tonight I’m going to the Rag & Bone party [http://www.shedoesthecity.com/champagne-graffiti-and-pretzels-at-holt-renfrew-rag-bone-bash] at Holt Renfrew, and I’m excited to meet the designers behind one of my favourite brands!  

9:30 PM: Catch up on a PVRed episode of Young and The Restless and sip a cup of Red Velvet tea from DAVIDsTEA with my dog Grady. My black lab Decoy passed away recently, and so I make sure to give Grady some extra attention. Of course, I still have my BlackBerry in hand to check my emails, which never stop coming in.

10:00 PM: Call my son Justin who is away at law school. He’s living in Syracuse now, so I look forward to catching up with him every day.

11:00 PM: My routine for getting ready for bed is pretty simple. I like to light my Costes candle that I picked up on a recent trip to Paris. I care about what I wear to bed. I collect nightgowns and of course, they have to be black…I love my fine linen Frette sheets, there’s nothing like getting into a freshly made bed with crisp sheets and soft pillows. I set my alarm for 6:00 AM and get ready to do it all over again!

What was your first job out of school?

I worked at Mendocino while I was still in school-and now they are on the NKPR client roster. I guess that means I never really stopped working for them! Mendocino is a family business that built its reputation over the past 25 years and they have some special collaborations in the works.

What are the 3 skills you require most to do your job well?

It’s all about good instincts (and following them!), attention to detail and the ability to work well on a team.

What do you love most about your career?

Everything…I love everything about what I do. It’s the people in the business that I work with that challenge me to continue to learn and grow. And I get to do it all in Valentino heels!

Do you have any warnings?

When confronting the big decisions in life, listen to your head but don’t forget about your heart. Don’t let one overrule or undermine the other.

If you could try a different career on for a year, what would it be?

I would want to be either a fashion designer or stylist – I love everything fashion!!