Women of Spiro Leadership: Heather McKinnon
What lessons can we take from savvy women leaders making strides in the events & experiences industry? Spiro’s VP, executive creative director Heather McKinnon dishes insights—including the importance of adaptability and communication, how to stand out as a young, female professional, and how collaboration is key.
Supporting women leaders is important to Spiro and the events and experiences industry. Only 28% of women in US leadership roles hold a C-suite position, making it even more important to elevate their voices and glean insights from their experiences and expertise.
As part of the Women of Spiro series, Spiro sat down with Heather to discover takeaways from her more than 27 years of experience as a design leader. While highly motivated to exceed client expectations through innovative and captivating solutions, Heather is equally committed to building a transformative creative culture that values true grit, rewards courage and cultivates balance.
Check out what Spiro learned in its recent Q&A:
Q> What is the most difficult part of being a woman in a leadership role?
Heather> Being taken seriously, unconscious bias, balancing respect with likability, overcoming preconceptions, dealing with cultural expectations related to gender, work/life balance, and the list goes on.
I would argue that those challenges belong to all people in leadership roles. Maturity, empathy, emotional intelligence, and practice dealing with those challenges is what successful leaders do.
Q> How do you build a creative team that collaborates effectively & works as a cohesive unit?
Heather> Mutual respect & accountability.
Constant & candid communication is paramount, especially in a virtual work environment. We do not all need to have the same personalities & skill sets, but if we all fit the same culture, we can accomplish anything together.
Q> What is your superpower?
Heather> Shape-shifting. That’s the super-power that means adaptability, right?
I moved 14 times with my family before heading off to college. I went to three different universities. I have worked in all variations of creative environments from advertising to architecture & have used all those transitions in life and work to continually reinvent myself.
I am good at reading the room & becoming what I needed to be – to be most successful.
Q> When your creative well runs low, how do you supercharge? Any sources of inspiration you turn to first?
Heather> For me, separation from technology works best. I have a bike on rollers next to my desk.
Riding is a good way to get “windshield time.” That’s time away from your computer when ideas can organically assemble in your mind.
Q> What is your personal brand & how has it evolved?
Heather> I know you are not referring to literal brands, but here is an entertaining journey through the decades of my career: I started out buttoned-up, Brooks Brothers & sedan. My forties were very stereotypically Chico’s, J. Jill & minivan. Now in my fifties, it’s whatever can be machine-washed & Jeep Wrangler.
Those details aside, I have always been no-nonsense, no BS. I am very much WYSIWYG (What You See Is What You Get).
Q> What advice do you have for other female professionals?
Heather> My advice to other female professionals is the same advice I would give any professional. Show up. Be prepared. Speak intelligently. Participate in the conversation. Contribute to the outcome.
In a world where people may see you most often on a video conference call, always turn your camera on & look presentable.
Q> What creative campaign(s) have stood out to you recently? What made them resonate?
Heather> “He Gets Us.” Leading with inclusivity, the messages are universally human.
This campaign publicly acknowledges our triumphs & reveals our shortcomings. We are seen and heard. It’s an amazing feeling. To create that kind of stir in an audience—whether they buy what you are selling or not— is pure marketing genius.
Q> What are you most proud of in your life?
Heather> Well, this interview is pretty cool. Nobody has ever actually asked me to do anything like this.
There are so many things we do in life that never garner any credit or praise. It’s nice to be recognised as a valued contributor. I am proud to be a Woman of Spiro.
Aside from this interview, I would say I am most proud of my ability to make shit happen. I am fearless & indefatigable in the face of a challenge.
Q> How will AI change the status quo for creatives in the events & experiential marketing industry?
Heather> The genie is out of the bottle, and it is not going back in. So, we need to embrace its power. Don’t use it as the solution, use it as a tool to create better solutions.
Q> What’s your favourite podcast or publication that you follow?
Heather> Does Netflix count? It’s not for lack of options to choose from, I am just not one for whom podcast is a verb.
Q> What’s next for creatives in the events & experiences industry?
Heather> The pressure is on. The rate at which our world is evolving demands that the experiences we create must do the same.
Ditch siloed skill sets in favour of seamless collaboration. Embrace AI, cultivate cross-disciplinary solutions. Keep expanding your horizons.
Q> What women have inspired & uplifted you throughout your career? Any lessons learned to share?
Heather> My fearless belief that I could do anything came from my mother. I used to tell people she could lift anything in the house, except our piano.
My burning desire to have a creative career came from my 3rd grade art teacher, “Miss Fish,” whom I idolised for everything about her.
Today, the women who inspire & uplift me are the ones I work with every day. They are equal parts my support, my friends, my therapists, and my toughest critics. I would not be where I am without them.
