An Interview with Latidra Washington: The Pulse of Progress at PulsePoint

Latidra Washington

Senior Client Strategist, Programmatic

Latidra Washington, Senior Client Strategist at PulsePoint, brings over two years of experience with the company and a diverse background in media strategy. Her career has allowed her to craft media plans across various industries, from Auto and Retail to Travel and Health. Before joining PulsePoint, Latidra was a Strategic Planner at EMX by Big Village for almost three years and started her journey as an Associate Media Buyer at Essence.

Beyond her work in advertising, Latidra is also a talented freelance artist, seamlessly blending her creative passions with her professional expertise. She earned her BA in Art with a concentration in Digital Art and a minor in Asian Studies from the City College of New York, combining her love for the arts with a unique academic perspective.

Latidra’s career is a testament to her adaptability, creativity, and commitment to delivering results for clients. She continues to embrace opportunities for innovation, collaboration, and growth.

Jocelyn: What motivated you to pursue a career in this industry, and how did you first get started?

Latidra: I started out as a science teacher assistant and had an older sister who was already in advertising. I decided that my road to becoming an art teacher was further away. I was intrigued by my sister’s advertising role and decided to apply to the same company and I never looked back since. I started at GroupM on the Linear TV Investment side as an associate and from there decided to go into the partner side as an Assistant Strategic Planner at Big Village. I loved working on the sales side and creating strategic and creative media plans from different verticals (Auto, Retail, QSR, Travel, Health, Finance, etc.) After my 2 years at this Big Village (EMX/ENGINE Group), I came to PulsePoint as a Client Strategist. 

Jocelyn: What have been the most rewarding aspects of your career, both professionally and personally?

Latidra: What stands out to me is the diversity of my experiences.  I've transitioned from Linear TV Investment at GroupM to strategic planning at Big Village, and now to client strategy at PulsePoint. I’ve had the privilege of crafting media plans across industries like Auto, Retail, and Travel. Each vertical has presented unique challenges, pushing me to blend creativity with data-driven insights to deliver impactful results for clients. 

My career growth has been equally rewarding. Starting as an associate and rising to a Client Strategist role and now promoted to a Senior Client Strategist, I’ve embraced opportunities to lead projects, collaborate with cross-functional teams, and innovate the way our teams operate with one another by creating bridges to help our company continue to grow. Personally, my journey from aspiring art teacher to advertising strategist taught me the value of adaptability. My sister’s early mentorship was pivotal, and I’m grateful for all I’ve learned over these years. Seeing both of us grow in the ad tech space has been an amazing journey to be a part of.

Jocelyn: Can you describe a pivotal moment in your career that helped shape the woman you are today?

Latidra: A pivotal moment was my decision to leave the path of becoming an art teacher and pivot into advertising, inspired by my sister’s career. At the time, it felt like a leap of faith – moving from education into a fast-paced, unfamiliar industry. Joining GroupM as an associate on the Linear TV Investment team was daunting, but it taught me adaptability and resilience. 

However, the most defining moment came later, during my transition to Big Village as an Assistant Strategic Planner. Not only was I tasked with big brands but researching each vertical and trend to create a blend of creative storytelling with data-driven strategies. This experience forced me to trust my instincts, collaborate across teams, and advocate for innovative solutions – even when met with skepticism. My sister’s early mentorship gave me courage, but this moment taught me to be that source of courage for others – especially women in male-dominated spaces like ad tech. I continue to use these skills in my current role working across teams and creating resources, processes, and solutions for everyone. 

Jocelyn: How do you balance ambition with self-care, especially in a high-pressure environment?

Latidra: I balance ambition and self-care by treating both as essential to long-term success. First, I break big goals into smaller, actionable steps. At times, I tend to overthink my goals, which can feel overwhelming. Second, I lean on my team and ask for help when needed. Collaboration isn’t just efficient – it builds trust and ensures no one burns out. Finally, I perform self-care rituals. Simple habits like taking a walk midday, practicing quick mindfulness exercises, or stepping away from my desk to recharge help me stay sharp and creative. Having a self-care day can also help eliminate stress during the weekend and unwinding before bed makes it easier for me to relax.

Jocelyn: What does International Women's Day mean to you, and why do you think it’s important to celebrate?

Latidra: International Women’s Day is about gratitude and action. It reminds me to honor the women who fought for the opportunities I have today – like my mom, who encouraged me to chase my path, as well as my sister and mentors in ad tech who guided me. Their resilience paved the way for my journey from aspiring art teacher to working in an ad tech industry that is male-dominated. 

But IWD is also a call to act. It’s not enough to celebrate progress; we must empower the next generation. For me, that means mentoring others, amplifying women’s voices, and ensuring they’re not just “in the room” but leading and redefining success. In short, IWD is gratitude for those who came before us and grit to keep breaking barriers – so every woman’s potential can thrive without limits.

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