Dara Lehon is an award-winning strategic marketing communications leader with more than 20 years in the nonprofit, philanthropic and private sectors. She has worked as a consultant and in-house for local, national and international ventures, helping build programs and brands in a variety of sectors. Born and raised in New York City, she received her B.A. from Binghamton University, her Master’s from Columbia University and an MSW from Fordham University. Dara speaks Spanish and Hebrew and lives in NYC. She is executive director of Grand Bazaar NYC, the oldest, largest, and most diverse curated weekly shopping market in New York City located at 100 West 77th Street, at Columbus Avenue, open every Sunday, all year around, indoors and outdoors, from 10 a.m. to 5 p.m.

Can you point to one event that triggered your interest in your career?

I’ve always been driven by pragmatism and passion. I grew up understanding the value of hard work, conservation and giving back, but I also had a creative, entrepreneurial side. When I was working in the private sector, I was always volunteering, writing, and taking continuing education classes. When I dove into the nonprofit sector after 9/11, my entrepreneurial side came in handy enabling me to innovate with scarce resources and more flexibility. I now find myself at a unique intersection that feels well-suited – the confluence of business and creating positive impact. 

What about this career choice did you find most appealing?

My current role marries my natural understanding and love for my hometown (NYC) with the entrepreneurial spirit that has always driven me in my marketing communications roles. I’m also able to leverage my social work training and experience – whether in my leadership capacity, interest in understanding people’s experiences and needs, or interacting with people of all backgrounds. 

Of course, ultimately, I love that it’s a social enterprise. I love building things and bringing people together. Grand Bazaar NYC enables me to have a positive impact on the world by supporting local schools as well as small businesses and artisans working to build something.

What steps did you take to begin your education or training?

The truth is I always wanted to write, or  – for some reason – be a waitress at the Ruby Tuesday’s at the South Street Seaport (I know! It was walkable and I liked the view!) – so maybe I was meant to run a poetry cafe in Montauk. But after college jobs and internships, I ultimately started in public relations consulting because it seemed like a good mix of my inherent skills and interests: researching, writing, and coming up with ideas. I also think being in PR sparked my interest in learning about different industries, which led to subsequent job choices, a freelance career, and an ability to think strategically – while also knowing how to hustle. 

The reality is that I also always took continuing education classes and was kind of nerdy about technology, which was helpful as I lived through the advent of social media while working in marketing communications. I eventually went to Columbia University for a Master’s in Strategic Communications while working full time. During COVID, I returned to school at Fordham for an MSW and am now an LMSW (I just need to finish a clinical exam should I find the time!). 

Along the way, were people encouraging or discouraging?

My parents both encouraged me to be practical (and probably wanted me to be a lawyer…and to have a pension), but they also allowed me to forge my own twisty path. I started out choosing what I thought seemed “like a good job” but over the years, I started choosing paths that felt more authentically me (mostly at the intersection of nonprofits and enterprise). Eventually, I stopped wanting validation – whether it was about chasing a VP title, or working for a bigger brand or company. I just want to do good work with good people and at some point I learned to put less emphasis on the jobs and more on my experience and learnings from them.

Did you ever doubt your decision and attempt a career change?

Of course! I have so many interests! When I was a deputy executive director early in my career, I chose to pursue a marketing communications path instead of the “administrative” route. When I felt that I had topped out in in-house marketing communications roles for assorted reasons, and after freelancing for several years, I eventually pivoted to social work. I recognize this sounds erratic, but the reality is that I had thought about getting an MSW years before. 

Today, I feel that I’m able to marry all of these experiences together – and have returned to being an Executive Director, who has marketing expertise, more confidence, and diverse experiences to make things happen. 

When did your career reach a tipping point?

I’m not sure it has! But I suppose it was when I was working in-house as a marketing communications leader at a nonprofit organization. I had conceived of and run successful campaigns and initiatives, but I always thought about my work more comprehensively. I had, in fact, been doing programming, and I realized that to grow and have a greater impact, I would have to pivot again. 

Can you describe a challenge you had to overcome?

Working in PR (or “MarCom”), I became very used to being the backup singer, of sorts. I absolutely enjoy lifting other people up, but I realized that at some point, it zapped away my own sense of confidence. Over time, owning that I was doing the work and creating new things, it became natural for me just to talk about them. 

I would add that living through 9/11 as a native New Yorker, and having unexpected life turns have always added some unique challenges, but they have always taught me something new. I am constantly learning new things – whether it’s new technology or learning how to put up a tent or live in a world that requires new rules and regulations. 

What single skill has proven to be most useful?

Adaptability. Life changes often, and you need to pivot.

I learned this by being the youngest of three children (and often getting dragged along), by being exposed to a lot of cultures growing up, in coming back from sports injuries, and in general life moving forward. For example, you might not always be able to run, but you can hop on the bike or swim. In work, it was always about the shifting media and communications landscape; We used to fax…now we text or DM. 

What accomplishment are you most proud of?

In hindsight, I’ve done some nifty things by just putting in the work and thinking differently. But ultimately, I suppose I’m proud of myself for having been able to lean into my strengths while also being very aware of and authentic about my weaknesses. 

And personally, there’s also the example of me running the marathon after surgery and a stroke with a torn meniscus… I’m not sure I’m proud of it but it is an accomplishment! 

Any advice for others entering your profession?

Be a human first, advocate for yourself (and others), listen, and always be interested in learning. If at some point you feel stuck, the reality is that you can also just make a new choice. 

For more information go to:
The website for Dara Lehon
The website for Grand Bazaar NYC
@losrambles

Dara’s photo courtesy of Nikolai Solonsk