Featured Member: Shannon Lorraine



Tell us your work story : Who are you and what do you do?

I own a PR and Branding agency that I started 12 years ago. I work with clients in lifestyle, fashion and cpg. Currently I am working with Alex Borstein from The Marvelous Mrs Maisel and launching her accessory collection Henabee’s.


What is the hardest challenge you’ve faced, work-wise? 

Starting my own business was a very tough decision to make. I had been a buyer at Nordstrom in Seattle and I was only in NYC for a few years. I was running a very large high-end fashion showroom in NYC and I just knew if we combined branding and PR with sales it would be more effective. The first year of company, 2006, I was chosen as one of the top 100 forward thinking companies in New York.


If you could change one thing about how your field operates, particularly with regards to women, what would it be, and why?

I think there needs to be more transparency. We need to support each other more. There is plenty of work to go around. Listen to each other and help.


What advice do you have for other women looking to make a career change but are afraid or lack confidence? How is it on the other side?

It is scary but so worth it to do it if you love it. But you have to love it– It isn’t easy.


Do you have any advice on how to craft a winning pitch?

Be concise. Use specific examples. Research the company!!


What continues to draw you to your chosen field and what do you hope to accomplish in the years ahead?

I love what I do. I get to work with all different types of creative people and I am always learning. I love being the bridge between accounting and creative. Art +

Commerce is my formula for success.


What is the best piece of professional advice you’ve ever received?

Listen! Listen to your clients, listen to your vendors and keep learning.


How do negotiate the balance between life and work when you are the one setting the boundaries?

That is an ongoing struggle. As a mother it is so important to be that my daughter sees how much I love my work but I also have to learn that I have cap work hours at home that is a tough one.


If you could tell your younger self one thing about what this professional journey would be like, what would you tell her?

Trust your gut!


How do you make work work for you? 

I love what I do!


If you want to be a Featured Member please fill out this form:  https://www.surveymonkey.com/r/featuredmemberquestionnaire

Tips to Manage a Remote Workforce

Last week our amazing COO and Head of Product Michelle Pae did a panel with Luminary about managing a remote workforce. As a veteran of the tech product development world Michelle uniquely understands how to successfully organize, motivate and delivery an on-time product. Here are some take-aways and tips for creating culture including the importance of open and empathetic communication in quarantine.
1. Stand ups— daily quick check ins for daily goal and expectation setting.
2. Zoom fatigue is real— use Slack or calls to avoid virtual burnout
3. Lead with empathy— Ask how your team is doing, listen and respond flexibly based on need.
4. Create culture— Stay connected with ice breakers or cocktail hours.
5. Open communication is key— schedule one-on-ones to understand individual needs and goals.
Here are some other things we learned that are useful for managing remote work in quarantine and at all times.
  • In your one-on-one– ask workers about their bandwidth time-wise and emotionally. See if they have unique circumstance to plan around or if they have the time/ interest in taking on more responsibility.
  • Set clear individual and team goals and expectations.
  • Leave your door open so they can ask for help.
  • Work with your team to creatively problem solve
  • Be transparent and advocate for your team.

The Future of Work is NOW!


We’re at home, we’re productive, and many of us are getting used to it. Will this or something like it become the new reality for business? How much more flexible can the future workforce become? Join my co-founder Gina Breuer Hadley and Techonomy to discuss what a new acceptance of remote, distributed, and on-demand work mean for management and leadership, human resources, enterprise tech, product development, and not least of all, real estate and facilities management?

Friday at 11m EST. Register now!

Be a Luminary!


Our good friends at Luminary are offering Second Shift members a discounted membership to their online community. In the next few weeks we are partnering with them to do skill-building and career advancement discussions featuring our Second Shift team, clients and members!


We know that this will be an additive benefit to our regular programming and great way to collaborate with a like-mined group of professional women.  The founder of Luminary, Cate Luzio, is a cheerleader for working women and is excited to extend her platform to support you through these uncertain times. We are excited to showcase our members and their expertise to a wider audience and allow you to stay connected to our community, continue learning and investing in yourself, no matter where you are.


Here is the offer:

Digital Membership

  • Access to select Luminary Programming

  • Access to Luminary Members Only App (mobile and desktop)

  • Access to Coveted Luminary Membership Directory

  • Virtual Member Perks for Health & Wellness

  • Once Luminary Headquarters reopens, you will receive a FREE WEEK in our space with the option to upgrade to any of our other membership tiers, including a 15% discount OR a FREE 3-month upgrade to our Community Membership.

           *Available to New Members Only*

Just for The Second Shift:
Option One: Sign up for monthly or annual DIgital Membership by April 20th and receive one free month of digital membership!
Option Two: Sign up for annual membership by April 20th and receive 15% off using the code:SecondShift

Click link to sign up! 

Remote Work Best Practices

Last week Luminary and The Second Shift hosted a virtual panel on best practices for hiring remote workers. We highlighted our client Eric Hadley and two of our members (Katie Fogarty and Lea Goldman) who worked with Eric on different projects. Lea and Katie had lots of tips for consultants about setting themselves up for success with new clients. 

Our co-founder Jenny talked through the hiring landscape during the shut down and what we are seeing and hearing from clients. Don’t forget,  The Second Shift was built for this– our members are experts at remote working and bring high-level experience to any client engagement. We are leaders in talentinnovation and happy to guide businesses and our members through this new working environment.

See the discussion here and let us makeworkworkforyou

CARES Act — What You Need to Know!

As consultants, part-timers and freelancers, The Second Shift community is uniquely affected by Covid-19 and the government’s CARES Act response.  There is a lot of confusing information about what we are qualified for and can expect to receive, so we’ve broken it down for you:


  • Freelance unemployment insurance is being offered on a large scale. As stipulated in the House bill, it offers freelancers an additional $600 a week in unemployment insurance, bringing weekly payouts to the $800- to $900-a-week range when state benefits are added, to workers including the self-employed, for up to four months.
  • The stimulus package also offers the self-employed and small business owners a $10,000 advance on an Emergency Economic Injury Disaster Loan (EIDL) that does not have to be paid back, even if the borrower does not qualify for an SBA loan. The program provides loans up to $200,000.


The Second Shift team is closely monitoring payments from our clients for your work, but we are seeing payment cycles slow down from even our Fortune 100 clients. Because freelancers can be the bottom of the bills to be paid, some organizations are offering grants to tide them over.



This is just a sample of what resources are available. Here is a great breakdown from the Freelancer’s Union.

The Helm has a write up of emergency resources available for small businesses.

HoneyBook: Self Employed Unemployment and Coronavirus Stimulus Package: Everything You Need to Know

Pitch Perfect: Marketing Consultant


Pitch Perfect Example (Marketing Consultant for Fitness App) 


The Job:

Fitness App (launched) looking to hire marketing consultant for 10-15 hours a month to run our social media marketing. Infrastructure (Facebook, Instagram, Twitter, Website, Blog) is in place. Need an experienced and savvy social media marketer to help us with content and SEO. Would work directly with managing member and fitness trainer to develop content to directly influence our marketing campaign and drive sales of the app.

Responsibilities + Deliverables

  • Create a social media strategy for the company that is on brand with the app
  • Direct and manage our content creation every week
  • Curate our social media sites with content (pictures, videos, optimized blog posts)
  • Run specific sale campaigns based on the calendar (i.e cybermonday, holiday workouts, January sales pitches)
  • Communicate with managing member and trainer for deliverables weekly
  • Ideally post content and manage analytics, but not required



The Pitch: 

Hi there!

I’m qualified to take on this opportunity because it’s exactly what I’ve been doing for a woman-owned business called XXXX, which makes custom merchandise for all industries, including health & wellness. (See an example here: Instagram Account).

I’ve run an influencer campaign with them with zero budget, and have helped them break into B2B sales after always focusing on B2C.

Prior to being a consultant, I lead social media and marketing programs for small startups, as well as for Groupon and Google.

Look forward to learning more!


Why We Like It: 

  • Show your real work: The job description asked for someone to run the company’s social media accounts so this member shared a link of the instagram page for the company she’s been consulting for. This provides a visual example of her work and gives her the leg up.
  • Share the value you can bring: This member shares that she led influencer campaigns for zero budget which means that she is scrappy and has the ability to successfully market without a big spend.
  • Be specific with related experience: This role wants someone who has experience in social media and marketing strategy, she not only shares that she has experience in the fitness industry (current role) but also at well-known tech companies including Google and Groupon.

The Second Shift in Fast Company!

In good company: The Second Shift is one of Fast Company’s 10 Most Innovative Workplace Companies.

#1  Microsoft, #4. Dropbox


For creating flexible gigs for mid-career women

The Second Shift is a small company, but it’s tackling a critical workforce problem: lack of flexible opportunities for women, especially mid-career, when many are assuming primary caregiving responsibilities for children and/or parents. The company connects employers with experienced women to fill in for positions or tackle special projects.


We could not have said it better. So proud to be recognized for the work we do and the amazing talent in our Second Shift members!! Keep you the good work and let’s continue to #makeworkworkforyou

Featured Member: Joanna Rohr


Whether playing rugby or organizing sports entertainment events for companies who’s mission she believes in, Joanna Rohr says it’s important to live and work your values. As our Featured Member she offers guidance about how to treat those above and below you and how her industry needs to change to support working mothers.


Tell us your work story : Who are you and what do you do?

I’ve been a sports marketing consultant and event producer for over 10 years. I’ve been managing sponsorship and events for brands such as adidas, Gatorade, Progressive and Under Armour. I pride myself in my strong Midwest work ethic, creative problem solving, and leadership abilities. I am passionate about connecting people through sport and entertainment experiences. I left the agency world a year and a half ago so I could have more work life balance to raise my daughter. When I’m not pursuing freelance passion projects, you can find me playing rugby, traveling, skiing, and enjoying the outdoors with my husband Paul and my daughter Bailey.


What is your proudest professional accomplishment?

Producing the adidas Parley Run for the Oceans event in NYC, raising awareness of marine plastic pollution through running.


What is the hardest challenge you’ve faced, work-wise? (Please think broadly here. This can be anything from a tricky boss or colleague to whether or not to return to a job after maternity leave.)

The hardest challenge has been trying to balance my career and raising a child in a country and an industry that doesn’t support mothers.


If you could change one thing about how your given field operates, particularly with regards to women, what would it be, and why?

The biggest thing I would change is a more acceptable national maternity leave policy. It’s crucial for the physical, mental and emotional wellbeing that a mother and a child be together for the first few months. Working in the event marketing industry has such high demands on travel, often 50-75% of your time is on the road, it makes it impossible for a new mother to meet her babies needs when she has to go back to work 6 weeks later.


What advice do you have for other women looking to make a career change but are afraid or lack confidence? How is it on the other side?

I would say not to hesitate to enlist the support and guidance of other women. Once you figure out what career or company you want to work for, don’t hesitate to let it be known. Women can be really helpful to one another, you just need to enlist the right support and ask the key questions and the doors will open.


Do you have any advice on how to craft a winning pitch?

When I’m pitching, I always try to put myself in my clients shoes and figure out their pain points. What problem are they trying to solve? What are they being measured by? Once you’re on the same page and in the trenches, your work will show, you’ll be able to find strong solutions and they’ll see you as a true extension of their team.


What continues to draw you to your chosen field and what do you hope to accomplish in the years ahead?

I love the creative problem solving that comes with my job. I hope to continue to help brands build events and partnerships that help them reach their goals. My goal would be to work with more brands and projects that I’m inspired by such as REI & Patagonia.


What is the best piece of professional advice you’ve ever received?

One of my first bosses did a secret test during my first interview. While I was waiting, he had the receptionist spill a tray. There was water and papers everywhere and she was embarrassed. I got up to help her with a smile and told her if she hadn’t done it I would have. He told me I passed and that he only wanted to hire people that would help wherever needed and were kind to everyone. That always stuck with me. Treat the CEO and the Janitor the same and everyone will want to work with you. There have been so many times that my path has crossed with people I’ve worked with in the past. It’s important to make a good impression with everyone, senior and junior, you never know where they’ll end up, they may end up being your boss or client one day!


Who has been your biggest cheerleader // supporter // mentor? 

My girlfriends that I worked with at Match Marketing Group. They’ve been my biggest supporters in breaking out to do freelance work, they’ve even hired me over the past year!


How do negotiate the balance between life and work when you are the one setting the boundaries?

It’s difficult to find balance but I think being kind to yourself during the process is important. I try not to beat myself up too much if I’m not doing a great job of juggling it all. It’s impossible to be a perfect mom but you can be a great mom. I do regular monthly check ins with my husband and myself so we can adjust however needed.


If you could tell your younger self one thing about what this professional journey would be like, what would you tell her?

Nothing will turn out the way you planned, stay flexible and enjoy the ride!


How do you make work work for you? 

I make work work by only taking projects I’m passionate about and work for my family. Projects that aren’t too demanding with travel and have realistic timelines are key when you’re a mom.


If you want to be a Featured Member please fill out this form:  https://www.surveymonkey.com/r/featuredmemberquestionnaire

Fair and Equal

These days, in many marriages men are becoming more “woke” to imbalanced invisible labor and the importance of realigning responsibilities, especially when both partners are working parents. A new Gallup study shows that even though men agree with the idea of gender equity in the home, the reality is that roles often fall according to gendered lines with women taking on most of the tasks around childcare and managing the household. However, and here is the rub, the same study shows that a majority of men think they are doing an equal share. That’s what Fair Play is all about– it’s a system for families to look clearly at the tasks that go into maintaining their family and deciding who and how they get done. It’s not always going to wind up being equal, but it should be transparent and honest and up for negotiation. 


Eve Rodsky, the creator of Fair Play, offered to coach two lucky Second Shift members as they reorganize their family responsibilities using the Fair Play system. Marlo and Pia (names are changed to protect their privacy) generously offered to let us follow their journey. Here are their initial thoughts as they start Eve’s process. 




How long have you been married?

11 years


How many kids and ages?

3 kids (ages 6, 9 & 11)


Where do you live?

Miami Beach


What inspired you to apply for a Fair Play bootcamp?

I read the book and loved it.  It resonated with me more than any other book I’ve read regarding the challenges I face trying to balance work and home responsibilities.


What makes you excited to work with Eve?

I am hoping that she can help me get my husband on board with implementing the program.  He is more hands-on and helpful around the house than many other husbands/dads I know, but I think he is afraid that the program is an attack on him and criticism of him not doing enough when he feels he does a lot.  I am excited to work with Eve so she can help me reframe the goal of the program and get him on board.


What is the ultimate goal and what does success look like?

My goals are to reduce the amount of home-related things that I’ve become solely responsible for and create clearer expectations with my husband as to who is responsible for what.


Was your partner/spouse on board? Has he/she read Fair Play?

He has not read fair play and has resisted reading it.  He claims to be on board with the book and with working with Eve, but I think he’s a bit afraid that it’s going to be an attack on him.




How long have you been married?

6 years in April 


How many kids and ages?

3 kids (12, 10, 2)


Where do you live?



What inspired you to apply for a Fair Play bootcamp?

The desire to have a stronger partnership 


What makes you excited to work with Eve?

She has amazing experience and insight on this topic


What is the ultimate goal and what does success look like?

More balanced approach and feeling like we can prioritize each other’s priorities as if they were our own


Was your partner/spouse on board? Have he/she read Fair Play?

My partner is on board. Neither of us has read FairPlay.