全名莉莉-法哈里
职位： Unibail-Rodamco-Westfield 中心营销副总裁Unibail-Rodamco-Westfield 中心营销副总裁 

Lili 的职业生涯致力于领导零售、时尚和直销行业的营销战略。从领导营销团队到针对小公司和慈善机构的无偿项目，Lili 都热衷于帮助品牌实现其商业潜能。Lili 的职业生涯始于医疗领域，曾在一家初创公司担任 B2B 营销联络员。由于希望更多关注 B2C 业务，Lili 转而投身时尚行业，一干就是 12 年。在 Rock & Republic，Lili 负责推出该品牌的首个电子商务网站和社交媒体平台，并参与了该品牌在纽约时装周上的多场时装秀。在 The Collected Group，她负责从批发到零售和电子商务等所有渠道的所有三个品牌（Joie、Current/Elliott 和 Equipment）的营销工作。Lili 在职业生涯中不断进取，于 2017 年加入 Unibail-Rodamco-Westfield，将她的品牌和零售经验带入新的挑战--商业地产。在 URW，Lili 是美国中心营销副总裁，负责监管全美 30 个中心。Lili 以优异成绩毕业于南加州大学马歇尔商学院，获得工商管理学士学位，主修市场营销，并完成了斯坦福大学的战略营销管理高管课程。Lili 一直积极参与母校的活动，曾在马歇尔商学院担任校友-学生导师项目的志愿者。Lili 还热衷于艺术和文化，并支持 RxArt、Farhang 基金会等组织，以及兰乔公园扶轮社（Rancho Park Rotary Club）。

Share your career story. 
I always knew I wanted to be in Marketing. When I was in college, but entire goal was to be a CMO. I entered college with my major already declared: Business emphasis in Marketing. My first job out of college was a bit of a whirlwind. The company I was working for was very small, not very organized, and wanted a lot from me, but I was happy that I had a prestigious job with a big title and an office. Fast forward and one month in, no days off, and working around the clock with a seriously high anxiety level, I was completely burnt out and didn’t know what to do. I felt frozen. I didn’t want to quit because “I am not a quitter” but I also was beyond unhappy. After some soul searching, I decided to give myself a break. I quit and took a month off. I went to live with my aunt in Indonesia. While there I looked at what goals I had set for myself and re-evaluated the timelines and how realistic they were. I came back to the US determined to find the right job for me and to not just give in immediately for what I think would be the right title. I started working in the medical field and worked for my boss at that company for the next five years over a couple of different businesses. Although I learned a lot, medicine wasn’t a passion of mine and after 5 years, it was time for me to move on. I kept finding myself watching the clock tick away the minutes to 5:30 which marked the end of my day. I knew this was a sign. As I thought through my real passions in life, I kept coming back to my love for fashion. I started exploring options and saw a job listing for a Marketing Assistant at Rock & Republic. Although the assistant title was lower than my role at the time, I was willing to take a step backward to follow my passion. When I went for my first interview, I was told that they didn’t have a position in Marketing that was open and that they had only used that to get candidates in the door. The job they had open was Office Manager. I was disappointed, but as I spoke with the Director of Operations, she assured me that with time and hard work, if a Marketing role opened up, it would be mine. It was a risk. I knew that. But I also knew that I was up for the challenge. I took the job and within a year I was in the marketing team. I worked my way up to Marketing Director in by 4.5 years there and learned a ton in the process. I then went on to work at another clothing company thereafter for almost 6 years where I built and lead the marketing team and integrated wholesale, retail and ecommerce channels under one communications calendar. As I started to feel like it was my time to try my hand at something new, I looked at my resume and wanted to make sure that my next role spoke to the fact that I am a Marketing Professional and not pigeonhole myself in to Fashion. That landed me at Westfield, now URW. I was able to combine my passions for retail and marketing here and also explore marketing for new and very different industries as we serve theatres, restaurants, grocery stores, banks and so many other categories.

谁/什么影响或启发了你？
我一直觉得自己想从商，但让我坚定了这一想法的是一位大学教授，他的整个职业生涯都在从事市场营销工作。他在南加州大学教我的第一堂课，我永远不会忘记他对这门课的热情。他的话至今仍在我耳边回响，即使在 18 年后的今天，我仍会时不时地联系他，而他也总会回复我。

您最喜欢自己工作的哪些方面？最大的挑战是什么？
我认为市场营销最令人兴奋的地方在于，你总能做或尝试一些新的东西。这也可能是最大的挑战，因为你很难知道什么时候该停止工作。总有新的合作伙伴等着你去探索，总有新的促销活动等着你去尝试，总有新的交流渠道等着你去开拓。现在，新的社交媒体平台层出不穷，感觉每天都有新的社交媒体平台出现，因此，了解和理解自己的品牌并坚持自己的品牌非常重要。如果你试图成为所有人的一切，这可能会非常困难，而且会稀释你的品牌。

在你的生活中，是否有某些事情/事件影响了你的为人或你的生活/职业？或者您遇到过哪些障碍，又是如何克服的？
我的母亲可能是我走上职业道路的最关键的人。我于 1986 年从伊朗来到美国。当时，伊朗正在经历一场非常艰难的革命，对于一个年轻女性来说，这个国家的前景非常黯淡。我的母亲不想让我这个独生女遭受这样的待遇，于是决定离开那里舒适的生活，重新开始。她是一个非常聪明、受过良好教育的女人。她曾出国留学，在英国和法国获得了两个硕士学位。搬到美国后，她只能在当地商场的一家零售店找到一份销售员的工作。随着时间的推移，她被提升为轮班经理，然后是商店经理，再然后是区域经理，但这对我妈妈来说非常困难，因为她之前从事的是办公室工作，要管理许多为伊朗电视台工作的人。几年后，她被零售店解雇了，这对一个有两个孩子的单亲妈妈来说是个沉重的打击，但她还是坚持了下来。她的电脑技能有限，她决定如果要找一份办公室工作，就必须学习电脑。她报名参加了一个课程，学得很好，开课的公司聘用了她。她在那里工作了几年，同时准备简历，开始寻找下一份大工作。她想要一份稳定的工作，所以她一心想在政府部门工作。最终，她得到了一份在洛杉矶会议中心工作的面试机会。她赢得了这份工作，并在那里工作了 20 年，直到 10 年前退休。我妈妈的故事对我的职业轨迹至关重要。看到我妈妈经历了这一切，并克服了种种困难，只因为她想让她的孩子们过上更好的生活，这让我明白，无论如何，你都不能放弃。总会有别的事情可以尝试，总会有新的机会出现，总会有一线希望。它还告诉我，这些事情来之不易。你必须非常努力地工作，即使在你认为自己几乎一无所有的时候，也要鞭策自己。如果你深入挖掘并付出努力，你所能取得的成就是无限的。

您有什么建议吗？ 
我最好的建议是永不放弃。我们或多或少都会遇到逆境。有些人的挑战可能看起来比其他人更容易或更困难。不要比较。对别人来说可能很容易的事情，对另一个人来说可能是最具挑战性的时刻。你不知道每个人的人生故事，也不知道他们是如何走到今天的，所以尽量不要去评判别人，而要专注于自己的产出，专注于如何才能最好地满足企业的需求，并支持他人做到这一点。