At a young age, Sally Baio’s passion for music and promoting bands pointed her toward a career in public relations. Though she continues to pursue her musical passion as the lead singer of the Starlings among other musical projects, her career focus has since shifted from PR to media buying. As Intermark Group’s Senior Media Buyer, Sally’s responsibilities include spot TV, cable and radio buying. We thought it would be fun to learn a little more about what makes her tick.

Q: Give us a little background on how you got into the industry?  

A: I began promoting bands when I was younger and was told that PR would be a natural path. After receiving my bachelor’s degree in public relations from UAB, I began working in PR at a small agency in Birmingham (which is now much larger). During my time there, the agency was taking on more media clients, so I fulfilled a need and learned to buy media. I never knew I would still be doing it 16 years later!

Q: What brought you to Intermark and how did you get started in your current position?

A: I was doing freelance and contract work when Brian Gordon reached out to me regarding a Senior Buyer position.  The rest is history!

Q: What’s your favorite part about what you do?  

A: Learning to buy media in a new and different ways.

Q: What’s the most challenging part of your job?  

A: Because I enjoy a challenge, my favorite part of my job (see above) is also the most challenging part of my job!

Q: Are you seeing any new trends in the marketing/advertising industry?  

A: In this day and age, the way people consume video is constantly changing and evolving! Our department enjoyed exploring these trends in the new Fall 2016 TV lineup for the Intermark Media Summit that we held back in September.

Q: Favorite quote/saying?  

A: I have several!

  1. Next breath, next step.
  2. Time flies when you’re having fun.
  3. There’s no such thing as a free lunch.

Q: Hobbies?  

A: I enjoy writing, reading biographies about musicians, making homemade dog treats and well, there is this Chewbacca collection…

Q: Family, pets?  

A: I have three dogs: a rescue that I call a “Mini Lab” because he looks like a black lab was squished into a Corgi’s body (Professor “Dally” Rockstarlington) and two Miniature Pinschers, one of which is also a rescue (“Roxy” Star Valentine and Blue “Roux” Valentino).

Q: What’s something that most people would be surprised to learn about you?  

A: There are a few things people would be surprised to know about me…First, I’ve been a vocalist all my life and studied classical opera in high school and part of college. I also once played the drums in an all-female band. Now, I’m the lead singer for a local band, the Starlings, and I often sing with another local band called The Amazing Live Sea Monkeys. Last, but not least, you may have heard me on a radio or TV voiceover. . . I occasionally hear from people asking, “Was that you?!”

Q: What is the quote on your nameplate?  

A: “Music in the soul can be heard by the universe.” – Lao Tzu

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