Giselle Ghaffari

Giselle applied to Let There Be twice. The first time she went through five rounds of interviews before the job went to a candidate with more account management experience. A year later she saw the team hiring again, put herself forward a second time, and got in.

The route to that point was not a straight one. She studied industrial engineering, took a master’s in Italy in management and digital innovation, then co-founded a startup that raised seed funding and did not survive the pandemic. Alongside all of it she built an audience of around 300,000 across four platforms and started a podcast about women in the diaspora making a difference. Six years of marketing roles in Canada followed, and not one of them ever wanted the engineer and the creator at the same time.

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I spent years being told to pick a lane. The engineer or the creator. This is the first job that wanted both in the room at the same time.

Giselle Ghaffari

Let There Be wanted both, which she understood the moment Alex explained the company to her the way he explains it to clients. On one campaign she worked on everything from hiring the talent to blocking off a street in Montreal for the shoot, which taught her how many separate pieces have to come together for something like that to exist at all. She can now explain a mechanism of action to somebody who never asked for one, which is not so far from what she had already been doing online for years.

She has never stopped making things for an audience of her own, either. She photographs strangers being themselves around the city, reads a great deal of romantasy, and still posts whatever she thinks is worth talking about.