Iconic Behaviors
Growth Labs
As we embed the Iconic Marketing methodology into our day-to-day work, the four Iconic Behaviors are how we show up as a team to make it possible. This year, we’re focused on building Embracing Uncomfortable Collaboration together. It’s been integrated into our MSC People & Inclusion objectives because we believe it’s foundational to how we do our best work together.
The Iconic Marketing Growth Labs are where we’ll build these skills. A four-part series giving us shared language, practical tools, and real confidence to embrace the uncomfortable moments that make our work and our team stronger. These Labs are designed to be interactive and engaging. Come ready to learn and experiment! Explore the Labs & Register ↓
The Iconic Marketing Growth Labs are where we’ll build these skills. A four-part series giving us shared language, practical tools, and real confidence to embrace the uncomfortable moments that make our work and our team stronger. These Labs are designed to be interactive and engaging. Come ready to learn and experiment! Explore the Labs & Register ↓
01
Choose progress over perfection
We embrace a bias for action, setting up kick-offs, launching experiments and testing approaches while we’re still learning. We share our failures openly, knowing evolution comes from bold steps, not polished plans.
02
Chase the ideas that inspire us
We act courageously, challenging old formulas in the quest for fresh thinking, exploring bold possibilities even when they feel risky. When we identify a spark, we nurture the flame, speaking up for concepts that thrill us.
03
2026 Focus
Embrace uncomfortable collaboration
We seek out perspectives that push our thinking. When we disagree, we lean in — using tension as fuel for better ideas, not a reason to avoid hard conversations. Reaching out across teams helps break down silos to unlock synergy.
04
Celebrate as fiercely as we create
We honor our wins together, recognizing that iconic marketing comes from collective brilliance, not individual genius. We celebrate loudly, reinforcing that greatness is built through partnership.
4LabsOne topic per month across May, June, August, and September.
60–90Minutes EachVirtual sessions run 60 minutes; in-person sessions allow for transit time and offer a deeper opportunity to connect with your colleagues. These run 75–90 minutes.
In-Person + VirtualFormatEach Lab has in-person and virtual sessions. Choose the format, date, and time that works best for you each month.
All of MarketingWho It’s ForThese Labs are for everyone across the Marketing organization. Seats are capped to keep them interactive, so register early.
Conditions for Candor Under Pressure
Tense meetings can bring out our worst habits. This Lab is about catching yourself, and knowing how to help others, before the conversation shuts down.
Jen Bulkowski
Anne Whitmore
How do I catch myself going reactive and reset before I shut the conversation down?
How do I re-engage someone who’s gone defensive, silent, or aggressive without making it worse?
Jen BulkowskiAnne WhitmoreWed, May 20 · 9:30–10:45a PTIn-Person · Kitchen (floor 14)
Register →Wed, May 20 · 1:00–2:15p PTIn-Person · Kitchen (floor 14)
Register →Tue, May 26 · 1:00–2:00p PTVirtual · Zoom
Register →Wed, May 27 · 10:00–11:00a PTVirtual · Zoom
Register →Thu, May 28 · 1:00–2:00p PTVirtual · Zoom
Register →
Dissent Without Defensiveness
Raising a concern is one thing. Raising it in a way that keeps the room with you is another. This Lab is about both sides of that moment.
Jen Bulkowski
Anne Whitmore
How do I raise a concern in a way that keeps the conversation on the work, especially when I’m not sure my input is being invited?
When dissent lands badly, how do I separate the substance from the sting and stay in the conversation?
Jen BulkowskiAnne WhitmoreWed, Jun 17 · 10:00–11:00a PTVirtual · Zoom
Register →Thu, Jun 18 · 1:00–2:00p PTVirtual · Zoom
Register →Tue, Jun 23 · 10:00–11:00a PTVirtual · Zoom
Register →Wed, Jun 24 · 9:00–10:15a PTIn-Person · Soho, 7
Register →Wed, Jun 24 · 1:00–2:15p PTIn-Person · Kitchen (floor 14)
Register →
Direct Feedback Before Escalation
Most of us have a conversation we’ve been avoiding. This Lab is about having it well, and knowing when and how to bring others in.
Jen Bulkowski
Anne Whitmore
How do I go directly to a peer or stakeholder with a concern instead of escalating around them?
When a peer and I are genuinely stuck, how do we bring leadership in as partners, not opponents?
Jen BulkowskiAnne WhitmoreThu, Aug 6 · 10:00–11:00a PTVirtual · Zoom
Register →Tue, Aug 11 · 9:30–11:00a PTIn-Person · Fashion Valley, 7
Register →Thu, Aug 20 · 10:00–11:00a PTVirtual · Zoom
Register →Thu, Aug 20 · 1:00–2:00p PTVirtual · Zoom
Register →
Momentum Without Consensus
Sometimes you won’t agree, and that’s okay. But work still has to move. This Lab is about getting there honestly.
Jen Bulkowski
Anne Whitmore
How do I move a group toward a real decision while making sure people are genuinely aligned?
How do I commit honestly to a direction I don’t fully agree with?
Jen BulkowskiAnne WhitmoreWed, Sep 2 · 1:00–2:00p PTVirtual · Zoom
Register →Thu, Sep 3 · 10:00–11:00a PTVirtual · Zoom
Register →Wed, Sep 9 · 9:30–11:00a PTIn-Person · Fashion Valley, 7
Register →Thu, Sep 17 · 10:00–11:00a PTVirtual · Zoom
Register →What you might be wondering
What does Embracing Uncomfortable Collaboration mean in practice?
Uncomfortable collaboration isn’t about conflict for its own sake. It’s about engaging honestly — and having the skill to do it in a way that keeps the work and the relationship intact.
The Five Behavior Traits — Choose one to focus on for your MSC objectives
| What it looks like | What it does NOT look like |
|---|---|
| Psychologically safe environment where candor is actively solicited, welcomed, and rewarded | Blame or retaliation for surfacing ideas or challenges |
| Calm, respectful challenge — even under pressure | Defensiveness, shutdown, or emotional escalation |
| Differing opinions invited early and often — before decisions are finalized | Decisions made before opposing views are heard |
| Disagreement addressed directly with the right people | Side conversations or premature escalation |
| Action continues through clear alignment and commitment, even without full agreement | Re-litigating decisions or stalling progress in pursuit of unanimous agreement |
I create a psychologically safe environment where candor is actively solicited, welcomed, and rewarded.
I model calm, respectful challenge under pressure.
I actively invite and consider differing viewpoints before decisions are finalized.
I raise and resolve disagreement directly and constructively with relevant stakeholders.
I move work forward by driving alignment and commitment, even when full agreement does not exist.
Do I have to attend all four Labs?
Attending all four Labs is required to fully meet your MSC objective around Embracing Uncomfortable Collaboration. Attendance across the org will be shared with leadership. The Labs are designed as a series and build on each other — and each one maps directly to the skills reflected in the MSC KPIs. Sessions have limited seats, so register for all four upfront to guarantee your spot. Each Lab is also valuable on its own, so if your schedule shifts, please still join what you can.
What’s the difference between in-person and virtual sessions?
The content is the same, the experience is a bit different. In-person sessions allow more opportunity to connect with colleagues and enjoy a deeper interaction. Virtual sessions are designed to move efficiently through tools and practice. Both are fully worthwhile and you choose what fits your schedule. If you can join at least one Lab in person, we highly encourage you to do so.
What if I miss a session I registered for?
If you know ahead of time you’re going to miss it, please cancel your registration so you open up a seat for someone else. You can check other session times for that Lab by coming back to this page. Each Lab is offered across multiple sessions precisely to give you flexibility. Labs will not be recorded.
Who is facilitating the sessions?
The Iconic Marketing Growth Labs are developed and facilitated in partnership with Luma Collective, a leadership development and organizational effectiveness firm. All sessions are delivered by Luma facilitators.
Jen Bulkowski
Founder, Luma Collective · Lead Facilitator and Certified Coach
Jen spent nearly a decade in management roles at Sephora before founding Luma Collective, a leadership development firm that partners with organizations to build the skills, confidence, and cultures that make great work possible. She is a Certified Executive Coach and Leadership Development Specialist.
Anne Whitmore
Technical Director, Facilitator and Certified Co-Active Coach
Anne is a Certified Co-Active Coach who blends warmth, insight, and humor to create spaces where leaders feel seen, challenged, and ready to grow. She brings sharp facilitation instincts and a genuine belief that every person already has what it takes to lead well.
Jen Bulkowski
Founder, Luma Collective · Lead Facilitator and Certified Coach
Jen spent nearly a decade in management roles at Sephora before founding Luma Collective, a leadership development firm that partners with organizations to build the skills, confidence, and cultures that make great work possible. She is a Certified Executive Coach and Leadership Development Specialist.
Anne Whitmore
Technical Director, Facilitator and Certified Co-Active Coach
Anne is a Certified Co-Active Coach who blends warmth, insight, and humor to create spaces where leaders feel seen, challenged, and ready to grow. She brings sharp facilitation instincts and a genuine belief that every person already has what it takes to lead well.
Who can I contact with questions?
Reach out to the Luma team at hello@luma-collective.com and we’ll get back to you quickly.