Meet the Founder of Plug In South LA

Derek Smith is the founder of Plug In South LA. In addition to Plug In South LA, he is a digital marketing evangelist and branding expert by trade. Derek has worked with many leading global brands. With a primary focus on digital media trends, he has developed a keen understanding of the complex relationship that exists between advertisers and brands. Derek has consulted and worked with some of the world’s most prominent brands, among whose number are Corbis Images, SAB Miller Breweries, NBA, Microsoft Advertising, Nestle, Dove, and Ritz Crackers. Throughout his career, Derek has held a number of key positions, including that of business development director, brand strategist at Young and Rubicam and Wunderman. He enjoys good food and unplanned traveling adventures. He is also a former board member at Sustainable South Bronx.

 

Christina: What is your Swagger? What makes Derek, Derek?

Derek: Hahaha. I don’t know if I have swagger anymore. I’m a Dad with two kids. My SWAG is a thing of the past. I’m focused on helping my kids develop their own SWAGGER now. I will say my swagger is alive when I focus on the things that matter the most to me…it manifests itself naturally and organically.  

Christina: Why did you start Plug In South LA? What inspired you? 

Derek: I became sick and tired of waiting for someone successful with way more resources than I have to create opportunities in places like South LA along the lines of tech entrepreneurship. 

Christina: You have an event coming up, Urban Tech Connect. Please tell our readers about it. 

Derek: Urban Tech Connect is a conference designed to help support Black and Latino founders in and around South Los Angeles. It is a day of empowerment, education, connections, and collaborations to help people get to where they want to go. We have talks, panels, workshops, and opportunities for founders & small business owners to network with people who can help them down the road. 

Christina: Have you always wanted to be an entrepreneur? If not, what happened to make you choose to start your own business? 

Derek: Yes, to some extent. I really never thought about starting an organization or business until living in London for graduate school. One of my buddy’s family owned a company that engineered thermostats, and we would talk about what it would be like to run and own your own company. This is where the seed was planted for me.

Christina: In your bio, it says you like to take unplanned traveling adventures. Out of the places that you’ve visited, which was your favorite? 

Derek: Hard to narrow down my travels to a favorite place, but I will say going to Kenya was an eye-opening experience as cliche as this might sound. The country is incredibly beautiful and runs with natural beauty from the people to the plains. 

Christina: How did you get into marketing and branding? 

Derek: I started a small, scrappy advertising agency with my old boss in one of my first jobs after moving back to New York. I was intrigued by all of the different aspects of advertising in the process, and even though this business was short-lived, it led me to work for Young and Rubicam, a leading advertising agency at the time. It was here that my knowledge and expertise in this space evolved and grew.  

Christina: You have worked with some pretty notable companies, such as NBA, Microsoft Advertising, Nestle, Dove, and Ritz Crackers. How were those experiences? 

Derek: Amazing. All companies are different and unique in their business challenges and goals and who they target. I learned so much from working on each of these accounts at different points in my career. 

Christina: What are three to four words your friends and family would use to describe you?  

Derek: Funny, adaptable, adventurous, and impatient 

Christina: Going back to the Urban Tech Connect event. Why is it so important to you that African American and LatinX communities in Los Angeles have the knowledge to be successful?  

Derek: We are living in an innovation-based economy that is changing every day by the second. We all have a story to tell, and without African American and LatinX communities in the picture, we can’t tell a complete story. Knowledge is power, and the key to helping transform marginalized communities. Innovation at the local level is a step to create more knowledge in our Black and Brown communities. 

Christina: You have your business and other things that you do. I know you can become stressed at times. How do you practice self-care? 

Derek: I work out 3-4 times a week as a way to stay calm. I also hit the golf range as form of therapy to clear my mind and to focus on the things right in front of me. 

Christina: Do you have any other upcoming events or projects you would like to mention? 

Derek: Plug In South LA, the producer of the conferences, is rolling out applications for the next Accelerator Cohort. We also will resume our lunch and learn series to support Black and LatinX founders. 

Christina: Is there anything else you would like to share? 

Derek: Get involved! We welcome folks who believe in this mission to get in touch to learn about ways you can help. 

 

Connect with Derek below:

Website: www.pluginsouthla.com

Instagram: @pluginsouthla

Facebook: PluginSouthLA

LinkedIn: Pluginsouthla