Ashley Shaffer of Redscout on Staying Motivated and Curious

You don't need to feel like the most creative person in the room

Ashley is chief marketing officer of Redscout. Previously she held leadership positions at Netflix, IDEO, Preacher, and Outerknown. We spent two minutes with Ashley to learn more about her background, her creative inspirations and recent work she’s admired. 

Ashley, tell us …

Where you grew up, and where you live now.

I spent my childhood in San Diego, and left to attend college in New England. I knew there was more to see than my little corner of the country and I’m so glad I followed that instinct. Then I spent a great decade in Boston, a stint in L.A., and I’m now settled in Austin, Texas.

How you first realized you were creative.

When I worked at IDEO early in my career, co-founder David Kelley introduced this idea of “Creative Confidence.” He wrote a book about how early in childhood, we’re divided up into “creative” and “not creative,” which leaves a big impression on us throug life. In high school I had an English teacher take note of my writing, which gave me a lot of confidence to keep going—to write for the school newspaper, and for my own joy. But I still didn’t consider this as creativity. The irony that I was working at a design firm when I realized I was creative is not lost on me.

A person you idolized creatively early on.

I wanted to be a journalist. I read Rolling Stone cover to cover as a teenager. To me, that was peak culture.

A moment from high school or college that changed your life.

Coming out in college is still the most defining moment in my life.

A visual artist or band/musician you admire.

My friend Shantell Martin, for both her taste and her fearlessness.

A book, movie, TV show or podcast you recently found inspiring.

I love the way Kiley Reid writes, and sped through Come And Get It. As someone who can sit with a book on my shelf for 3-6 months, this was different.  I’m a women’s sports fan and have been consuming as much women’s sports media as I can find. During the pandemic there were about two women’s soccer podcasts and I consumed them voraciously. Now there are too many to get through each week. I always make time for Sam Mewis’ The Women’s Game on the Men in Blazers media network.

One of your favorite creative projects you’ve ever worked on. 

Truth: Unsweetened Truth campaign  … and Vital Farms “Bullsh*t-Free Eggs”:

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A recent project you’re proud of. 

The work we’ve been doing with Seattle Reign FC. We are providing a refresh for one of the original NWSL clubs—and one of the most admired brands in the sport. That team is very special and now the brand has leveled up to match the rising tide that women’s soccer fans have been waiting for. 

Someone else’s work you admired lately. 

I love what the Netflix brand team is putting out. As a Netflix alum who knows how challenging marketing a big global brand is, I give them much respect. 

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Your main strength as a creative person.

What keeps me motivated and curious about others is that I’ve never felt like the most creative person in the room. 

Your biggest weakness.

Chips and guac.

A mentor who helped you navigate the industry.

Seth Gaffney sharpened my strategic writing and storytelling so much (at Preacher). Colin Raney believed I could be a design consultant and gave me more responsibility than he ever should have (at IDEO). Dan Sarmiento, taught me how to ask questions to get the best answers (Arnold). Then there’s Wendy Yang, one of my first clients and now a mentor I can call with big questions. (She was at New Balance at the time).

How you’re paying it forward with the next generation of creatives.

Last year, I became involved with an amazing organization called NZTE, helping small New Zealand-based brands expand and grow their businesses in the U.S. I love what these founders are all about. They’re laser-focused on making products that solve real problems. The U.S. is the perfect market to help them make a world of impact.

What you’d be doing if you weren’t in advertising.

Going on month-long surf retreats in Central America.