The head of studio at FIN Studios on the influence of her mother on her career, her commitment to mentoring as well as AI’s role in the future of the industry, as part of LBB’s Women Who Will series
Tabitha Onofri is the head of studio at FIN Studios, an award-winning, Emmy-nominated, women-owned creative studio. A seasoned advertising executive, she boasts two decades of experience spanning strategy, creative, production, post-production, and client relations.
Over the past four years, she has been instrumental in driving significant growth for the company. She oversees end-to-end production operations, including live-action, post-production, and interactive content in digital and broadcast media, delivering high-quality work for clients across a range of industries. Its integrated offerings and powerhouse talent slate–spanning visionary directors, editors, and AI-enhanced artists – serve the ever-increasing needs of modern agencies and brands.
A performance-driven strategic thinker and natural problem solver, Onofri excels at streamlining operational systems to align seamlessly with overarching business requirements and growth objectives. She brings a unique perspective on both the creative and operational sides of the business and how they can collaborate more effectively as the industry continues to evolve. Before joining FIN in 2021, she spent over a decade as vice president of content at Havas Edge, where she oversaw performance marketing campaigns and production.
Tabitha sat down with LBB to discuss her path into the industry and the women who have inspired her throughout her career.
LBB> How did you get into the industry?
Tabitha> I got into the industry many years ago as an executive assistant/accounting manager and made my way up the ladder. Before FIN Studios, I spent 10 years with Havas Edge as both an executive producer and then as vice president of Content, overseeing performance marketing campaigns and production.
LBB> Who are some of the people along the way who have helped you most?
Tabitha> Personally, my mom is the strongest woman I know. I have consistently leaned on her throughout life’s ups and downs.
LBB> Who have you looked up to throughout your career?
Tabitha> Mary Webb, who was EVP executive creative director for Havas Edge when I worked with her. She has been a creative force within the industry, a mentor, and someone that I looked up to. She built her career in a world where being a mom was not something you talked about at work. Kid-related things were seen as hindering your career. She has a neat perspective on the industry by succeeding regardless.
LBB> Who do you look up to now?
Tabitha> I would have to say Jean Freeman, principal and CEO of Zambezi. I went from a huge holding company with hundreds of offices worldwide to an independent agency that has scaled its business over 20 years, which was very different for me. Jean has consistently helped the industry evolve and stay relevant by championing independent agencies and the growth of women-owned agencies through initiatives like OWN IT.
Besides being a really cool person, she is someone who has juggled it all: an amazing family, a thriving company, and an incredible network. Being able to do as much as she does, and also give attention where it’s needed, is truly inspiring.
LBB> If you could give your younger self one piece of advice on navigating the industry, what would it be?
Tabitha> Stay curious. Remember why you decided to get on this crazy ride in the first place. One of the things I appreciate about what we do is that no day is the same for me. I always need to feel like I’m moving forward and feel challenged. I don’t do well with the mundane. Whenever I face a crossroads, Also, trust your instincts – that’s how to get where you want to go.
LBB> Tell us about a piece of work that best reflects your ambitions.
Tabitha> My ambitions centre around mentoring my team and leaving the industry better than I found it. The work we just did for Beekeeper’s Naturals, ‘Love letters,’ best reflects my ambitions. Carly Stein founded Beekeeper’s Naturals because growing up she suffered from chronic tonsillitis. I can relate to this all too well. I consistently battled tonsillitis as a kid. So, she worked with local beekeepers to formulate sustainable hive-based remedies. Our spot is a ‘love letter’ to the bees. They take care of us, and we take care of them.
LBB> How has a woman best helped you in your career, and/or have you helped other women?
Tabitha> An associate producer of mine at Havas, who I worked with at the start of her career, recently told me that she learned so much from our foundation and that time together. She is now at Netflix in brand partnerships.
It reminded me that having a good vs. bad mentor could be the difference between making or breaking your career. During one of my early industry jobs, one of the owners wouldn’t let me have a voice in the room. I had such great momentum going into it, so I really thought it would be the next great opportunity.
Instead, he took my voice away, and it honestly took me years to rebuild my confidence again. This is why it’s even more important to me now that everyone feels like they can speak their mind, especially women.
LBB> Where do you hope we are as an industry in a year’s time?
Tabitha> I hope that AI has levelled out and that we are at a place where it’s just another tool. The fear is gone, and it’s just a seamless part of our workflow, whether it be for concepting, design, motion graphics, VFX, editing, or finishing.
LBB> And five years’ time?
Tabitha> If history has taught us anything, it’s that our industry is consistently evolving. There are probably things that will exist in five years that we don’t even know about today.
In some ways, going back to the importance of people, the pendulum has swung a little bit. As we come back to a more in-person collaboration, I hope we continue to build a more favourable work environment that helps mentor the next generation.
Coming up in the industry, when I needed support with a client challenge or had a budget question, I could knock on someone’s door or pop by their desk rather than needing to send a message or chat. Those kinds of impromptu moments can be valuable, especially because our industry is lacking a similar kind of consistent mentorship for the younger generation.
LBB> What’s your non-negotiable?
Tabitha> Integrity. It’s one of the only things that I feel like is in our control. Therefore, I’m not willing to do anything that jeopardises that. If someone is asking me to do something that I don’t feel like is authentic to who I am or lacks integrity, it’s a no-go for me.
LBB> Nominate the next woman you think should be part of this series.
Tabitha> Marichelle Daywalt, my dear friend and producer at FIN Studios (who also worked with me at Havas!).
READ THE FULL ARTICLE HERE.