How Michelle Nardi-Marlo and Trista Countryman from Efficiency Media, Own It
This week on Own It we’re talking to Michelle Nardi-Marlo and Trista Countryman from Efficiency Media. The Chicago-area firm specializes in strategic media planning and buying that makes every dollar work harder.
Their road to ownership is a little different from most. Amy Abrahams founded Efficiency Media almost 20 years ago and, when she was ready for what’s next, transitioned the agency to employee ownership with Michelle, Trista and a few others. Michelle was the agency’s very first employee. Trista came aboard after being laid off when she was seven months pregnant, and Amy showed her you could be a mom and still build a career. Now Michelle leads planning and client strategy, and Trista runs the numbers as the one handling the firm’s finances.
We talked about the role models who showed them what was possible, how it feels when ownership comes as a call out of the blue, getting comfortable with being uncomfortable, and their plans for what they’re jokingly calling Efficiency Media 2.0. Oh, and they both have twin boys, so we compared notes on fencing meets and tackle football, too. And of course, we got their thoughts on closing the gender gap in agency ownership.
I love that the first thing they want to do with this opportunity is pass it on to someone else. You’re going to enjoy this one.
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Key Takeaways
EPISODE: Own It Podcast - Michelle Marlo and Trista Countryman from Efficiency Media
1. Role Models Shape Your Career Path and What's Possible | [00:06:50]
Both Michelle and Trista credit female role models—Amy Abrams (their founder), Robin (Michelle's first boss), and Michelle's mother—with showing them what's achievable and how to balance career with motherhood. These models demonstrated that you could be successful in advertising while maintaining a personal life, which directly influenced their own career decisions and leadership styles. The impact of seeing someone model the exact life you want cannot be overstated.
2. Ownership as a Shock Requires Self-Belief to Move Forward | [00:17:21]
When Amy offered them ownership, both women were shocked and unprepared. However, they realized that feeling unprepared doesn't mean you're incapable—you just need to be "pushed over that hump." Michelle emphasized that sometimes in life, you feel unprepared but actually possess the skills needed; you must believe in yourself enough to take that first step despite the fear.
3. Ownership Requires Getting Comfortable with Being Uncomfortable | [00:21:47]
Trista articulated that transitioning from employee to owner fundamentally shifts your mindset. You must do things you previously would have declined, and you discover that what seemed scary isn't actually as bad as you feared. She made "getting comfortable with being uncomfortable" her motto for the year. Ownership forces resilience and stretches you in unexpected ways.
4. Women Need Both Confidence and Structural Support to Succeed in Ownership | [00:25:21]
While Michelle emphasized self-belief as critical ("you have to believe in yourself"), Trista expanded on this by noting that confidence alone isn't enough—women also need structural support and flexibility. She pointed out that women are leaving the workforce because the infrastructure and spaces don't exist to support doing multiple things simultaneously. Creating institutions and structures that allow flexibility is essential to closing the gender gap.
5. Pass On Ownership Opportunities to Continue the Cycle | [00:23:07]
Michelle and Trista's primary vision for "Efficiency Media 2.0" is to provide ownership opportunities to others, not just themselves. Michelle stated her new purpose is to afford this to others because it was afforded to her. They recognize that more female agency owners create space for empathy, inclusive campaigns, and leadership from vulnerability—and they want to break the cycle of gatekeeping by extending the same opportunity they received.
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