Abby Taylor on Surfing Latin America, Grassroots Marketing, and Building the Playa Bowls Empire

As a part of our interview series called “Women Of The C-Suite” , we had the pleasure of interviewing Abby Taylor.

Abby Taylor is the Co-Founder and CMO of Playa Bowls. She oversees the creative identity of the Playa Bowls brand and strives to tell her story in a dynamic way that stays true to the company’s roots. Her creativity and passion, along with her love of the beach and surfing, have helped differentiate Playa Bowls in the fast-casual space.

Thank you so much for joining us in this interview series! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?

I have lived on the Jersey shore my entire life, having cultivated a love for the beach and a passion for surfing. I knew from a young age that my strengths and capabilities resided in creative and artistic spaces, which made fitting the corporate 9:00 am — 5:00 pm mold feel wholly unrealistic and, frankly, it wouldn’t be me; I was a “hustler,” as my father put it. In fact, as a kid, I’d craft jewelry, paint sneakers, design phone cases, and sell them to Jersey Shore locals and tourists alike wherever, however, and whenever I could — I eventually began selling my art at art shows and exhibits.

When it came time to venture off into the unknown, or rather, college, I let my childhood inspirations guide me. I was solely focused on finding creative outlets and, unashamedly, cool surf spots, which brought me to Salisbury University in Maryland. I was never an outstanding, straight-A student, but I was a passionate learner from the very beginning. My university’s general required courses may have tormented my academic standing in my first few years, but they by no means defined my aspirations as an avid learner; as soon as I was able to choose a major, I landed on a Bachelor of Fine Arts with a concentration in Graphic Design — I made the Dean’s List every semester thereafter.

In this way, it’s rather obvious that I succeed at the things I love, the things I believe in. My travels post-college, especially across Latin America, introduced me to a new love of my life: acai.

If you can’t guess by now, I traveled to surf. Visiting the surf destinations of my dreams that I’d seen in magazines growing up, naturally, I worked up quite the appetite. After any surf session, refueling your body is of the utmost importance; while eating acai bowls, I loved that I could reenergize my body without feeling weighed down. It’s safe to say that I quickly became obsessed with all things acai — from its flavor to its health benefits, I felt like I’d found the next big thing.

At that time, the only offerings on the Jersey Shore for food in the summer were heavier items like pizza, burgers, and sandwiches. I saw a need for a healthier option and wanted to share my love for acai and the story of my travels with everyone at the Jersey Shore — thus came the inspiration behind Playa Bowls.

Can you share the most interesting story that happened to you since you began leading your company?

Since the start of Playa Bowls in 2014, several just down-right-cool things have happened! One day, in particular, I had a franchisee call me and tell me that the bands Rebelution and Slightly Stoopid were at the Stone Pony venue — and they wanted acai bowls.

I grabbed as many bags of Bowls as I could carry — and then some. Before I knew it, I was on these band’s tour buses passing out bowls to all these insanely talented and popular musicians. You can say it’s surreal or even call it a fever dream; nonetheless, it was definitely a defining moment that showed me things would only get crazier — in the best way.

In fact, not even an hour later, that same franchisee told me that one of my favorite professional surfers, Rob Machado, was in Lavallette, New Jersey at a pop-up event located in a surf shop — and he wanted to meet me. I drove down as fast as I could and met one of surfing’s biggest names. To make matters even cooler, Pat from the Endless Summer movie was also there! He was eating Playa Bowls and raving about how he loved our bowls — can you imagine? I certainly couldn’t at the time.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

Wow, where to begin? You make countless mistakes when you start a business, but the one that really sticks out happened in 2018, specifically on the 4th of July weekend — arguably, our busiest weekend of the year. Unfortunately for us, our designated delivery company went on strike and did not deliver us any Açai. That’s right — on our busiest weekend, we were out of our best-selling product. What did I do, you may ask? I did the only thing I thought sensible: I traversed the Jersey shore, partnered with a long-time employee, and demanded — or more so begged — stores that sold Açai to sell me their entire inventory.

For hours, we drove around in holiday beach traffic (a different animal entirely), delivering acai to any and all stores we could reach in time. I’m only human, so naturally, the stress eventually got the better of me — I did, in fact, break down in tears in my parked car outside one of our stores at the very end of that dreadful day. I still fondly remember the one employee that came out to check on me, to ask if I was okay. I replied as any sensible woman would and said, “I’m fine, everything’s fine,” while wiping the smudged tire tracks of mascara under my eyes — I was, in fact, not fine.

Despite the several years shaved off due to that day, I was reminded of Playa Bowls’ biggest strength: community. I mean, what employee would sacrifice an entire day blanketed by stress just to keep local stores running? Or, what employee would fearlessly go check on an out-of-her-mind CMO, parked right out front? Playa Bowls simply wouldn’t be Playa Bowls without the people that drive and support the brand every day.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

No truer words have been spoken — it really does take a village. In this way, asking me about a particular person is like asking me my favorite song — how do you choose? To achieve success in the ways we have as a brand could only have happened with the backing of loyal employees and dedicated friends who have helped tremendously along the way.

My business partner Rob, for example, always has and continues to push me to my creative and professional limit (extending that boundary each new day) as I have and continue to do the same for him. Our varying strengths, both in the business-minded and creative sense, have pushed us to become the dynamic duo we are today.

Brenna Trumper, our first employee of all time, is also an integral part of the Playa Bowls brand — and she is still here working alongside us to this day. When she was first employed at our small roadside stand in 2014, Brenna wasn’t even old enough to drive. I, and the Playa Bowls team, am eternally grateful for her and the dedication she put forth in growing our business right alongside Rob and me.

To mention a few more (because I simply cannot resist), Gary Moss has also been with us for a long time and really catapulted our growth, specifically with respect to franchisee sign-ons, so we will always be thankful for him and his dedicated work ethic. Last but certainly not least, Danielle Deangelo also came in early on and really streamlined a lot of our internal processes and operations by bringing her wealth of experience in the restaurant industry that we simply just didn’t have at the time. Coupled with Rob and I’s efforts, these three people have really helped create what Playa Bowl is today.

As you know, the United States is facing a very important self-reckoning about race, diversity, equality and inclusion. This may be obvious to you, but it will be helpful to spell this out. Can you articulate to our readers a few reasons why it is so important for a business or organization to have a diverse executive team?

At Playa Bowls, we’re overwhelmingly blessed with the opportunity to have branched out in so many different locations, featuring racially and ethnically diverse communities that we invest in and collaborate with every day. In this way, it’s imperative that our company culture reflects the diversity found in so many of our neighboring communities — most of all, we work towards cultivating an open-minded, welcoming atmosphere from the C-Suite team to our amazing customers. Businesses and organizations need to include the principles of diversity, equality, and inclusion, especially those that are franchises, given the extent of their reach. Inclusion isn’t a trend — it’s a right.

As a business leader, can you please share a few steps we must take to truly create an inclusive, representative, and equitable society? Kindly share a story or example for each.

Inclusivity, representation, and equitability rest at the heart of any good company, business, or organization. What do I mean by good? I mean to speak on the kind of organization that understands its impact from a social lens and community standpoint — because they do create impact. When I say good, I mean conscientious — both internally and externally. Hiring processes, for example, should be inclusive and representative of everyone who interacts with the brand, whether they be an employee or a customer. Equitability should come into play in virtually every action and reaction a brand has. Again, whether it’s an employee or a customer, the way in which a brand interacts with them (i.e., from interviewing to crafting and serving the bowls themselves) must be fair — and it must be kind. I strongly believe that every organization, like franchisees (especially given their inherent geographical reach), has to take these three principles into account when starting and then growing.

Ok, thank you for that. Let’s now jump to the primary focus of our interview. Most of our readers — in fact, most people — think they have a pretty good idea of what a CEO or executive does. But in just a few words can you explain what an executive does that is different from the responsibilities of the other leaders?

Being a C-level employee, you take on the highest level of responsibility. People rely on you to make timely, well-informed, and relevant decisions, all while upholding promises and remaining grounded at all times. The way you act and position yourself as a C-Suite Executive trickles down to the team below you, the team below them, and so on. In short, being an executive holds you to the highest standards; people look to you to call the shots and listen to employees and people on your direct team so that I can make decisions that benefit the entire company — no pressure or anything.

What are the “myths” that you would like to dispel about being a CEO or executive. Can you explain what you mean?

I think when you tell someone you are a CMO like myself, people assume you wear formal business attire (perhaps a tasteful pantsuit) and report to an office from 9:00 am to 5:00 pm, 5 days a week. The reality at Playa Bowls, however, paints an entirely different picture — specifically, one that features oversized Playa Bowls merchandise and, most importantly, leggings. The mantra “we stay true to our roots” is a core value at Playa Bowls, down to the very outfits we choose to wear because at the end of the day, it’s about being you.

What about board meetings? Well, I find that the comfortable stretch in my leggings compliments my flexible mindset quite well, actually. I realized early on that that well-manicured pantsuit would only do so much for me — I had to carry myself the rest of the way. In my mind, why not do so comfortably and, most importantly, authentically?

In your opinion, what are the biggest challenges faced by women executives that aren’t typically faced by their male counterparts?

From the start, I knew that being a woman in the fast-casual space wouldn’t come without its pitfalls and arbitrary limitations. To make matters more complicated, I was a young woman — who would take me seriously? The fact of the matter was that, during my early years as CMO, I faced those natural insecurities that led me to believe I would falter when it came to presenting myself professionally and, thus, not being taken seriously. However, one of the earliest lessons I learned was that being a woman in any male-dominated industry required two things: 1) willpower and 2) the ability to speak up.

You must have the willpower to endure those arbitrary, professional limitations that I spoke about previously that are imposed by even more arbitrary social constructs. Secondly, you must speak up. I used to size up the male:female ratio in any room I walked into, yet quickly realized I was, for lack of a better phrase, being trampled over. Interested parties wanted to go through my partner Rob first for any big-decision making or company-wide issues — so I started to speak up.

Passion and a dedicated work ethic will determine your success more than any formal business attire could. So, when I spoke, I spoke with passion and determination — two things that come naturally to me when it comes to something I love or believe in. I now know I am capable of having those same conversations, of making those same difficult decisions, just as eloquently and efficiently.

What is the most striking difference between your actual job and how you thought the job would be?

When we first started Playa Bowls, I worked behind the counter quite a bit. I would specifically work shifts at our flagship store in Belmar, New Jersey, when needed. I really enjoyed being hands-on and making products, and getting to know our employees and customers. I also used to be the resident artist, painting murals and menus in our stores; eventually, we were growing so quickly that I would lose the days to painting in various locations and still have work left to do. I quickly had to step back and let someone else take the reigns — that person is Ramona Schatzer (@rockmyroom). She’s our internal artist, having traveled the country painting our stores and transforming them into something that looks and feels way better than I ever imagined.

While I miss those days, my job description and scope have certainly changed and shifted towards growing Playa Bowls as a brand. I knew when the time came (and it came quickly) that I would have to step up. That meant making those difficult decisions that would ultimately protect this incredible brand we built and catapult it into its next growth phase. Had you told my younger self that I would now be spending the majority of my days on the phone or computer taking important business calls and meetings and communicating with franchisees and other employees, I’d have laughed the idea away. But, it’s most important to note that this is what the brand needs from me now — so I’ve stepped up.

Is everyone cut out to be an executive? In your opinion, which specific traits increase the likelihood that a person will be a successful executive and what type of person should avoid aspiring to be an executive? Can you explain what you mean?

I love this question because, to be honest, I was not cut out to be an executive at the beginning. As anything goes, there was a steep learning curve — a metaphorical wave I just had to ride. I am a strong believer in knowing your business from every angle (both flattering and not) so that you can cultivate a deeper and well-connected understanding of what’s necessary for the C-Suite to operate effectively and fairly. After all, how can you tell other people what to do or how to do things you yourself haven’t done? In this way, you need to lead by example by charging your passions for your surrounding community and whatever the industry or company you’re involved in demands. The ability to cultivate relationships and communicate efficiently are the pillars of any professional success you’ll enjoy.

What are your “5 Things I Wish Someone Told Me Before I Started” and why? (Please share a story or example for each.)

1. It’s Not Easy. If creating a successful business was easy, everyone would do it. The reality is that creating a business from the ground up takes grit, determination, and, once again, willpower. Be prepared to put in long days and even longer hours — but remember, if you love and are passionate about what you do, then you never work a day in your life!
2. You’ll Miss Out. Professional successes are not achieved without hard work, but most of all, sacrifice — you miss out on a lot. When Playa Bowls was first starting up, I missed my niece’s first birthday, and I still think about that. Or my friends, for example, stopped trying to make plans because they already knew the answer — I had work to do. I was so consumed by my drive and determination to bring my dream of Playa Bowls to fruition that I missed out on quite a bit with friends and family — but I’d do it all over again because of where we are today.
3. Not Everyone is a Friend. Prior to embarking on this Playa Bowls’ journey, I generally believed that everyone had good intentions and wanted the best for their fellow neighbor. In reality, the more successes you achieve, the harder it is to find supportive people. As the years have passed, I have seen and collaborated with a plethora of different people and personalities from all walks of life. Such experiences have taught me that some people want to bring you down the higher you climb — let this be a motivation and lesson: not everyone is a friend, and that’s okay.
4. Surround Yourself with Good People…You’ll Need ’Em. At the start of Playa Bowls, I was under the overwhelming impression that if I wanted something done, I’d have to do it myself. Naturally, as we started to expand, this impression was both unrealistic and, thus, unattainable. I used to lose sleep over the thought of a sub-par bowl being given to a customer and, as a result, faced burnout pretty quickly. In order to grow alongside my brand, I realized I had to let go. I realized I needed to rid myself of that poisonous mentality, especially given the fact that (as previously mentioned) it truly does take a village.
   As a result, Rob and I looked for managers who both understood our wants as C-Suite executives and the needs of the Playa Bowls brand. We focused on hiring good, kind people with a passion for holistic wellness — although tough, finding people who take pride in their work is key!
5. Don’t Be Afraid to Ask Questions. I am a firm believer that there are no “dumb questions” — never be afraid to ask. I’m the first person to admit when I don’t know something, which is a powerful trait I believe every business leader should have. In this way, surrounding yourself with well-intentioned expertise is so important! In short, if you’re the smartest person in the room, you’re in the wrong room.

I work in the beauty tech industry, so I am very interested to hear your philosophy or perspective about beauty. In your role as a powerful woman and leader, how much of an emphasis do you place on your appearance? Do you see beauty as something that is superficial, or is it something that has inherent value for a leader in a public context? Can you explain what you mean?

I see beauty as an incredibly personal, individualistic, and subjective concept — it may be a cliche, but I do believe that beauty is in the eye of the beholder. I won’t negate the very real social constructs and perceptions of beauty that can be quite harmful, especially when stereotyped. Social media, for example, is certainly a community-centric tool, and yet it’s a breeding ground for unrealistic and, therefore, harmful beauty standards.

When I was younger, I myself succumbed to these constructs and let them rule how I exercised and ate, among other things — I am, in fact, only human. However, and most fortunately, as I get older, I focus on doing things for myself and not anybody else. There are so many external pressures that lead people to believe they should lead their lives a certain way to appease society — in this way, it’s hard to just do things for yourself and yourself alone.

So, what makes me or anyone else beautiful? It’s about the character quirks and personality traits, and the energy someone brings to the metaphorical table. Maintaining a positive mentality, pursuing your ambitions, being a supportive friend or a loving family member, and being there for those you care about — these character traits are what make me and those around me as beautiful as ever.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.

I would inspire a movement centered around the principles of self-love and confidence. Confidence, like love, must be nurtured in order for someone to grow to their fullest potential. Every single person is unique, and that should be showcased and not hidden due to the pressures of society and unrealistic expectations of beauty. My ultimate goal would be to inspire everyone and anyone to pursue their dreams and ambitions, as they are inherently valuable — the purpose is to teach people that they are enough as they are.

We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them

Kristin Cavallari — her ambition and drive are palpable. She took her fame from a reality show and capitalized on it to create her own brand with Uncommon James. I can tell she puts her heart and soul into it. I also think Sophia Amoruso, who was the original creator of Nasty Gal, is incredibly inspiring. I read her book Girl Boss and watched her show on Netflix as quite an avid fan — her story is simply epic! Her story really resonated with me, as I felt like she and I shared so many similarities in our journeys to the C-Suite, despite the fact that we are in entirely different spaces.

Thank you for these fantastic insights. We greatly appreciate the time you spent on this.