Erin Cigich has been with Sarasota-based web marketing firm Perform[cb] for 17 years. She has led the firm, now with 140 employees, through two different private equity investments and has overseen four acquisitions. The University of Florida grad has also become a thought leader in the niche space of affiliate marketing and cost-per-action advertising

Together, we talk about the tipping points at Perform[cb] and her role in steering the 22-year-old company through some big changes, and challenges. We also discuss a key lesson she learned in communicating transparently when making an acquisition and why a Mother Theresa poem remains an inspiration a decade after she heard it. And stay tuned for a fun Covid-era story about client calls, working from home and her four-year-old daughter’s interruption.

3 Takeaways:

1. (16:20) There is not a one size fits all approach to making your team happy
2. (19:15) What you spend years building could be destroyed overnight, build anyway
3. (22:00) In business, things will always change

Timestamps:

(00:00) Subscribe to the Business Observer

(00:50) Introducing Erin Cigich, CEO of Perform[cb]

(03:30) Changing internal operations during COVID

(05:20) Being a CEO and mother during COVID

(08:10) Leading the company through Private Equity acquisitions

(10:30) Erin’s day-to-day

(12:00) Leveraging AI to provide more value

(14:00) How did you get into this line of work?

(15:35) The best part of being a leader

(15:55) Most challenging part of being a leader

(16:35) What do you look for in leaders?

(19:00) Leadership advice

(21:30) Learning experiences in Erin’s career

(24:30) Key mentors

(26:45) Perform[cb] in 2024

(27:35) Rapid fire questions

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