What if the real key to success isn’t in following the path—but in rewriting it entirely?
In this episode, Salma Gottfried shares how she built a remarkable, multi-decade career by choosing authenticity over approval at every turn. From her early days as a modern dancer in Mexico City to leading high-profile marketing campaigns for global brands like Procter & Gamble and Gatorade, Salma has made bold moves fueled by creativity, purpose, and self-trust.
You’ll hear how she navigated inflection points with courage, why she left a successful corporate role to rediscover her creative voice, and how that leap led her to co-found Beautiful Beast, a cross-cultural agency redefining how brands connect through culture.
Tune in to learn how to trust your instincts, take intentional risks, and lead with authenticity—no matter where you are in your career journey.
Key Takeaways:
- The Art of the Pivot – Why embracing change—and sometimes walking away—is essential for long-term success.
- Leading with Authenticity – How staying true to your values can fuel creativity, build trust, and unlock leadership potential.
- The Power of Mentorship – Lessons from the mentors who helped shape Salma’s path and how to find the right advocates for your growth.
- Personal Branding with Purpose – Why your reputation is your most valuable asset—and how to nurture it with consistency and intention.
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Highlights
The key moments in this episode are:
[00:00] Introduction to Beyond Barriers Podcast
[00:27] The Importance of Authenticity
[01:20] Guest Introduction: Salma Gottfried
[03:00] Salma's Career Journey
[04:47] Lessons from Mentors
[08:33] Founding Beautiful Beast
[11:03] Navigating Career Inflection Points
[15:38] The Role of Mentors in Career Growth
[23:01] Building a Personal Brand
[26:18] Cultivating Resilience
[29:19] Daily Rituals and Goal Setting
[32:19] Advice to My Younger Self
[38:35] Lightning Round and Final Thoughts -
Lightning Round
Q: What book has greatly influenced you?
A: The Alchemist - Paulo CoelhoQ: What is your favorite inspiring quote or saying?
A: Don't overthink it. Just do it.Q: What is one word or moniker you would use to describe yourself?
A: Free Spirit, Creative and Adventure.Q: What is one change you've implemented that made your life better?
A: Pursuing PhotographyQ: What power song would you want playing as you walk out onto a stage?
A: The best by Tina Turner -
Quotes
I’m taking more risks now than I did when I was younger. I think that’s because I’m not afraid to fail. Back then, I might’ve overthought everything, but now, I see risk differently. It’s about evolving and staying curious. That shift gave me the courage to start over and co-found an agency—without a client lined up and right in the middle of a pandemic.
Salma Gottfried
I could have coasted—or taken a risk, and I chose the risk. I took a sabbatical, I was honest with my boss, and I said, ‘I think I’ve become complacent.’ I’ve always had high standards for myself, and I didn’t feel like I was contributing anymore. That moment became the beginning of a whole new chapter for me.
Salma Gottfried
I didn’t know I was going to be a leader. I was just trying to learn and absorb. But then I started seeing the impact—on clients, on the business, on people. And when you realize your work matters, you rise to the occasion. That’s when I stepped into leadership.
Salma Gottfried
The moment that changed everything. I had been with the agency for years and thought I was safe. But when my mentor walked into my office and said, ‘There are no sacred cows, Salma. Why should I keep you?’ It taught me to know and be ready to articulate the value I bring—always.
Salma Gottfried
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About
Salma Gottfried
Chief Brand Officer
Born and raised in Mexico City, Salma deftly blends the organized approach of a brand manager with the fluidity and expression of an artist. A modern dancer in another life, Salma retains her creative expression through personal passions, such as abstract photography. Her adventurous spirit has guided her through many successful twists and turns on agency and client sides.
Salma led Account Management departments at two of the top multicultural agencies in the US, driving innovative campaigns with companies such as Procter & Gamble, Gatorade, and The Home Depot. Therefore, it was no surprise to her team when she was recognized as a “Woman to Watch” by the American Advertising Federation.
Salma gives back to the city that welcomed her as she is on the Board of Directors at the Dallas Arboretum and was the SVP/Marketing at the Dallas Convention & Visitors Bureau. Now, as a founding partner of BeautifulBeast, she thrives in the freedom and experimentation that is natural in our agency and brings proven leadership, business acumen, and solution-oriented processes to her teams and her clients.