At Mainland, brand storytelling takes a 360-degree approach. That means that, for each story Mainland tells, there is a team of account managers, media relations experts, writers, designers and more working to ideate and execute strategies to best tell that story. Madeline Lena has worked on both ends of this storytelling process, starting as a writer and now occupying a hybrid account manager role in which she retains some of her writerly and editorial duties while also working closely with clients to achieve their strategic initiatives. Lena spoke to 1851 Franchise about her background, her passions and how her journey with Mainland evolved into her current position.

Lena grew up in Chicago as an avid sports fan. She attended college at Saint Louis University, where she studied communications with a focus in journalism and media studies. While she took some courses in public relations and media, Lena ultimately gravitated toward journalism. She worked at a radio station, did some editorial internships and wrote for a lifestyle magazine before graduating. After college, Lena landed what she thought was her dream job: a role with ESPN.

Lena relocated to Connecticut and worked for ESPN doing real-time reporting and writing short-form content, but she felt frustrated by the lack of interdepartmental mobility. After two and a half years, Lena moved back to Chicago and was brought on as a writer at Mainland.

“I started writing for ESTATENVY, Mainland’s emerging online real estate development and lifestyle publication, and 1851 Franchise, a leading business and franchise-focused magazine that highlights the latest news, thought leaders and trends within the industry,” said Lena.

“I knew almost nothing about the franchising industry, but I was up for the challenge,” Lena continued. As a writer, her primary duties included interviewing both franchisees and brand executives to write stories for 1851. “One of the biggest learning curves came with being comfortable understanding a topic and formulating questions around it. I learned a lot very quickly,” Lena said.

As she grew increasingly comfortable in her role, Lena honed her writing skills to adapt to a wide range of varying brand voices. “I learned to write in so many different voices across so many different platforms,” Lena said. “As my position grew, I got to write web copy, do press releases and complete other projects like bylines for high-visibility publications. I began to understand the nuances between content marketing and journalism.”

Lena found that she was comfortable talking to even the most accomplished executives and CEOs. “People in this industry are very down-to-earth,” said Lena. “I think you find in talking to people that’s it’s possible to hold your own with almost anyone.”

Although Lena was excelling as a writer, Mainland’s leadership noticed that her natural charisma and personability would do well in more client-facing roles. “[Mainland’s CEO] Nick approached me and asked if I would be interested in account management, and a few months later I began shadowing Cassidy McAloon, one of our Senior Account Managers,” Lena said.

Lena began to train on public relations and digital strategy from McAloon, and she continues to learn and grow in the role she has occupied since April of 2019.

Presently, Lena wears many different hats at Mainland. “I like defining the editorial calendar and the content strategy aspect,” she said. “It’s fun learning what is special about brands and how to highlight that in an engaging manner. I’m tapping into everything I’ve learned across different brands and then adapting that to best serve my clients.”

The biggest skill Lena feels she has learned thus far? Defining the voice of a brand and telling the stories within it.

“Coming from a writer’s perspective, I have seen the end product of these client stories and that has given me valuable insight on how to ask the right questions,” Lena said. “In my role, you’re contributing to brand messaging in a way that’s never complete, which is exciting. There are always more stories to be told for a brand and there are so many different ways to tell them. That keeps me engaged and motivated every single day.”