Reintroducing Bozoma Saint John

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I’ve always admired Lisa Rinna for her tenacity and resilience in both her personal and professional life. From her successful acting career to her reality TV stardom, Lisa has proven time and again that she’s a force to be reckoned with.

As a gaming enthusiast putting it in my own words, I’d say:

Normally, the wider entertainment sector tends to keep quiet about its fascination with reality TV. However, this piece of information was notably different. Until very recently, Saint John was an insider within that circle. The camera-friendly CMO arrived in 2018, initially managing marketing at Endeavor and later at Netflix before her departure in 2022. Throughout her career, which includes stints at Pepsi, Beats, Apple, and Uber, she has cultivated a unique image that’s scarcely seen among high-ranking executives… and not without some critics, as well.

In “The Real Housewives” series, Saint John steps into the limelight more than ever before, although she doesn’t view it that way. If you ask her, she’ll explain that she’s merely treading the same fine line she’s walked throughout her career. As she puts it, “The artful dance is in comprehending a company’s culture, recognizing that as a leader, people anticipate you to make some changes – if you don’t, they deem you ineffective. With ‘The Housewives,’ I’m joining an already established rhythm, but if I don’t leave my mark, if I don’t contribute my unique flavor, no one will even notice my presence.

After five episodes, Saint John has left a mark on the chaotic Bravo series by bringing her refined style and calm demeanor amidst grown women wearing bedazzled cowboy hats who were shouting profanities at each other during a country-themed party. In a Zoom conversation last December, she discussed her balanced handling of the drama she’s inherited, playfully taunting her critics with her catchphrase, and revealing which of her previous bosses was the best.

As a professional marketer, you’re used to managing the message. By joining an initiative such as this one, you’re giving up some degree of control. Could you share your thoughts on the experience of relinquishing creative control to the editing process?

It’s interesting to note that I hadn’t realized I was relinquishing control over others’ perceptions, not because I’m not involved in the process, but rather because I maintain control over myself. In my professional journey, I often find myself as an anomaly, which means the focus is on me regardless. My appearance and choice of words become subjects of discussion. For instance, if something I say doesn’t align with a conversation, that becomes a topic. As a result, there has never been a moment in my life when I’ve felt like I was shaping people’s opinions about me beyond what I intentionally present.

Who did you consult with when you were considering whether to participate in the show or not?

Generally, I tend to rely on my own judgment when it comes to career decisions, as I’ve found that others sometimes offer misguided advice. For instance, many advised me against leaving Pepsi for Beats, fearing negative consequences. However, I trust my instincts and have worked diligently to stick with them. The unique aspect in this situation, regarding joining the Housewives, was ensuring that anyone from my life who might be involved was comfortable with it. This wasn’t about me participating; it was about their willingness to participate. I only sought permission from one person – my daughter. Since she agreed, I moved forward with the decision, considering the impact on her personal space where she resides, sleeps, and feels safe.

In discussing safety matters, it’s important to acknowledge that this franchise’s fanbase has a history of racism, and some may even claim that it exists among the cast members. Garcelle Beauvais encountered racism from viewers when she became the first Black woman on Beverly Hills. Given this, were such incidents a worry for you, taking into account your family’s involvement?

If I weren’t a public figure, I might have a different perspective. During my time at Uber, I had security at my home due to prejudice and discrimination. People believed that I was using my race and gender as a tool for confrontation. At the time, Uber was under scrutiny for lacking diversity in executive positions and mistreating women. When I joined and openly declared, “I’m not backing down, I’m taking the lead,” many were displeased. To be honest, I believe racism is senseless. I can’t rationalize their anger, but they made threats against my life. My Twitter was filled with hostile comments. It was overwhelming. This isn’t a new experience for me. I wish I could claim ignorance about how to handle such individuals, but they have spoken ill of me in various ways. Once, a publication wrote what I consider a negative article claiming that I lacked substance and hopped from job to job. I chose not to respond to it. My community stood up in my defense.

The piece you’re referring to, which appeared in AdAge during the holiday season some years ago, was revised prior to my, as well as several others’, ability to read it.

Absolutely, they apologized, and the editor contacted me directly. In a casual tone, I responded, “Hey, I’m simply trying to celebrate Christmas with my loved ones.” Throughout my professional journey, numerous individuals have made seemingly irrational comments about me. If someone wishes to question my tenure durations, feel free. It doesn’t bother me in the least. I am well aware of my accomplishments during that time and why I chose to move on. To me, those factors are unrelated to my capabilities or success.

In this program, your slogan reads, “Presenting the best product I’ve ever sold – myself.” This phrase has been a point of contention throughout your professional journey. Are you using it as a way to playfully challenge those who question your abilities?

Are you serious about this? Let me make it clear: I’ve emphasized this countless times, whether in hushed tones during performance evaluations or boldly in public – would you go to a barber who had botched your haircut? Of course not! You’d immediately tell them to keep their hands off. So if I can’t effectively promote myself, why on earth would you expect me to promote what you need? That seems illogical. Plus, my visibility is beneficial for companies. If I’m the face of the brand, I don’t understand your objections. And by the way, I appreciate that I can connect with an audience and tell them, “We trust her, so you can trust us.” This was one of the key strengths I brought to Uber.

In the later stages of your professional journey, it appears that companies were attempting to convey or suggest something by choosing you for employment.

Indeed, we’re in a reciprocal arrangement. Your presence is crucial to convey particular aspects about your recruitment methods and your awareness on social issues, being ‘woke’. On the other hand, I require your assistance to demonstrate my skills and abilities beyond just being Black and female. We both comprehend this dynamic. There’s no pretense involved here. So, in essence, my tagline could be seen as a simple acknowledgment: “Yes, you’ve spoken that truth. And indeed, it is so.

Were any other tagline ideas floated? I’m unclear on how that process works. Demystify it for me.

I actually still don’t know how it works. I didn’t know that was my tagline until I saw it on TV.

There’s that relinquishing control of the messaging, though!

Well, you’re correct, but let me clarify: Whatever we discussed, I didn’t disagree with it. I still maintain my position because every suggestion seemed amusing or entertaining to me. The fact that they picked the one they did, I must admit, is quite clever.

From a branding perspective, as a devoted fan, I find it intriguing that despite the title “The Real Housewives,” none of the housewives in this current season are actually married. It’s fascinating to consider how the show’s creators maintain the ‘Housewife’ identity when marital status isn’t a constant factor.

I don’t know why people take it so seriously. It’s always been tongue in cheek.

Well, people like to take things literally.

As someone who has spent years observing and analyzing reality TV shows, I must say that the beauty of creativity truly shines through in these productions, allowing us to take some liberties and present a unique perspective. However, it’s important to acknowledge that what we see on screen is not an accurate representation of someone’s entire life – after all, no one has cameras following them 24/7.

It appears that throughout this current season of The Real Housewives of Beverly Hills, you seem to be less involved in the conflicts and more perplexed as they occur nearby. How much do you enjoy engaging with dramatic situations like these?

Instead of pondering whether it’s my hunger or my perseverance ( chuckles ), if people could peek into boardrooms, they’d be astonished by the behavior – the remarks exchanged, the harshness shown toward each other, and how contentious and political it can get. I’m not taken aback by the turmoil, but I am amused by it. The predicament lies in understanding the dynamics, as I’m not one to blindly believe a single narrative. I’m attentive. The expression on my face is more puzzlement and me trying to decipher the situation rather than bewilderment. One recurring thought during filming and throughout the season was that if everyone could just pause for a moment, and discuss matters in an organized manner, we might swiftly pinpoint the root of the issue. However, this isn’t being managed like a boardroom. I may not be the leader, but if anyone is open to listening, I can assist in finding a resolution. But sometimes people aren’t seeking solutions; they merely want to shout.

If you’re not the CEO of this group, what corporate correlative are you?

Currently, I’m serving as an under-the-radar figure, a potential successor who has been strategically placed within the organization. However, my true intentions are not widely known, as I’m here primarily to familiarize myself with the company’s operations. It’s possible that the current CEO may be preparing for retirement, but that’s merely speculation at this point. For now, I am focusing on learning how the business functions effectively.

A colleague of mine wants to know what you did with the lampshade hat that Kathy Hilton gave you.

Oh my goodness! I lent it to my cousin, Tina – the one you often see on the show. She took it with her on her birthday vacation to Bali and recently shared a photo of herself wearing it on Instagram. I can’t believe she wore it! That’s just absurd.

You’ve said there’s a world in which you run for office. How realistic is that world?

It’s a great idea! These various encounters are continually broadening my perspective on life, society, businesses, and more. Perhaps when I wrap up my television projects, I could delve into these experiences further.

I’m familiar with the often-shared story about your early career at Spike Lee’s ad agency following college, where you were promoted beyond the reception desk after annotating his Bamboozled script… However, I don’t recall what specific points you critiqued. Do you still have those notes somewhere?

It was quite presumptuous, really… My annotations focused on grammar and vocabulary. As a student from Wesleyan University majoring in English, I was taken aback by the script, thinking it fell short of what could be considered intelligent dialogue. Mostly, my comments revolved around language. He acknowledged some of my points, though he felt others were off base because he didn’t fully grasp his intentions. In essence, he corrected me. However, he also recognized the validity of my input, which ultimately led to my advancement.

Alright, before we part ways, could you tell me which of these individuals – Ted Sarandos, Ari Emanuel, Tim Cook, or Andy Cohen – is considered the more effective leader in your opinion?

What a terrible question. Evil. Oh my God. Do I have to pick one?

If you’re not up for it, that’s fine, but I find this quite enjoyable. (Pauses to consider) Let me tell you something interesting – I imagine Ari Emanuel wouldn’t let me off easily if I didn’t participate. Others might forgive me, but Ari? Never. So, in my book, Ari Emanuel is an exceptional boss.

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On Tuesdays at 8 p.m., you can catch the latest episodes of The Real Housewives of Beverly Hills on Bravo. Check out this exclusive interview with the show’s new recurring star, Jennifer Tilly, as featured in THR.

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2024-12-19 22:27