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Caroline Giegerich
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Caroline Giegerich is a digital marketing consultant and Tedx speaker. She has spent 15 years as a marketer in entertainment, digital strategist, tech blogger and social media consultant. After realizing the need for balance, she became a digital detox encourager helping others to re-connect to the physical world and loved ones. She is the Founder of Daily Marauder, a digital consultancy focused on client profit-bearing results.

Previously, she was Executive Director of Digital Marketing for Smashbox Cosmetics managing e-commerce, search, social, digital media, and in-store technology. As Vice President, Innovations at Initiative, she managed a team devoted to emerging advertising solutions for clients across outdoor, TV, digital and social. As Manager of Emerging Platforms & Technologies at HBO, she leveraged new opportunities in the digital space. She started her career in television as Associate Manager of HBO on Demand managing product marketing on popular campaigns like the last season of The Wire.

Entries by Caroline Giegerich

To the North, From the South

(2) Comments | Posted June 29, 2015 | 12:58 PM

Dear The North,

We, the South, are not just Confederate flags and racist gunmen. We're not just BBQ and cornbread. We're not a collection of dunces because we drive slower than you do or choose to greet someone in a store rather than glare at them in silence. We smile and we don't take ourselves too seriously.

We are a great mixture of people from varied backgrounds, steeped in family values and traditions. Many of us are religious. Some of us are not. Like you, we each have our struggles and our wins. Like you, we love and we lose.

For the record, I was not born in the South. I was born in Silver Spring, Maryland right outside Washington D.C. and have lived a northeast coastal life for twenty-six years. I have lived fourteen years between New York City and Los Angeles.

My grandparents were born in a small Southern town called Cadiz, Kentucky, population 2,600. Every year for the past ten years, I visited them at Christmas. As a northern elitist, my general feeling about Cadiz was one of pity.

These poor people trapped in this small town with nothing but cows and overabundance of camouflage.

My mom was out running once in Cadiz and a man stopped and asked her if she was OK. It's the sort of place where folks leave their cars running while they calmly walk into the Mini Mart for a pack of cigarettes.

It was not until I lived in Bologna, Italy for six months that I came to appreciate Cadiz, Kentucky. In Bologna, I lived with a roommate, Stefano, who insisted on cooking the animal tip to tail stewing for long hours the innards and most upsetting, the tongue. He was so proud of every meal he concocted meticulously explaining the family member who had taught him the recipe.

Over dinner, we discussed Stefano's love of Kentucky bourbon. Italians adore Kentucky bourbon almost as much as they love their mothers. Like most of us, we respect those who work hard. The precision and love that is put into Kentucky bourbon-making is stewed in tradition and attention to detail.

By traveling half way around the world, I realized something about my roots. The South wasn't something to be embarrassed by. Sure, I grew up with a grandfather who frequently used the n-word and witnessed Confederate flags blazing away in car windows. However, this isn't the entire story of the place. The South is much more intricate than this.

While in college, my then black boyfriend and black best friend told me they would never visit Kentucky because of all the racism. Frankly, nothing shocking there. I couldn't fathom bringing them because I wouldn't want either one of them to incur what I knew would come. I can't stomach watching the people I love hurting.

However, again, the South isn't simply racism and Confederate flags.

I wouldn't truly come to appreciate this

Ten months ago, I drove from New York City to Cadiz, Kentucky to care for my ailing grandfather. He had experienced a massive hemoglobin loss resulting in memory and focus issues. He thought my name was James when I arrived. He was also the victim of elderly abuse by his neighbor, a man who allowed him to live in a sewer and forged checks in his name for over $30,0000. Suffice to say, my first months in Cadiz, Kentucky were extremely challenging.

While here, I took to my roots and began cooking Southern food as much as possible. My hero, my Granny, passed away in 2006 but her kitchen lived on in her wake. I took to her memory and began with all the dishes I remembered her making: broccoli casserole, scalloped potatoes, peanut butter balls, and country ham. I expanded and cooked up a storm of Southern dishes adding in my other inspirations: Thai and Korean.

My grandfather progressed miraculously both physically and mentally. As food is medicine, I plowed my heart and soul into cooking to nurse my grandfather back to health. My grandfather gifted me a smoker. BBQ, the heart and soul of the South, is not a challenge I ever saw myself undertaking but here I had a smoker and a wild turkey that my grandfather's first cousin had shot himself. I took it to the hickory and commenced smoking the bird myself. As I am not a fan of turkey, I was shocked to discover how moist and delicious the result came to be.

I continued honing my BBQ. My grandfather whipped up some of his secret BBQ sauce and we deliberated on proper temperatures, cooking time, saucing, rub, and meat selection. We came together in a common cause: the perfect BBQ. Fourteen to sixteen hours in a smoker is nothing to shake a tail feather at. It requires constant care and attention and even better, a good bourbon to wash it all down.

What's my point dear North?

We, the South, don't want your pity. We don't want you staring down your noses with your Prada glasses and fancy suits. We don't want you sampling our cured hams with your fancy wine while poking fun at us under your breath.

Our grandma makes better Deviled eggs than those you buy for $14 in that tapas place in Union Square with the incredible wine list. FACT.

We have mud stains on our cars from driving through the farm. We shop at Walmart because frankly, there's no other place for miles around. Many of us carry guns, which we actually know how to hunt with. That food on your Marimekko plate did need to come from somewhere. We ask how you're doing and some of us actually care about the answer.

Look, I go back and forth with a love/hate relationship with Cadiz. That's for another day but behind all of my frustration is an intense love. The South is fucking great. I won't ever live in Los Angeles or New York City ever again. While I love both cities, soul makes my heart grow three sizes.

Do I get glares from people who think my liberal self is crazysauce? Hell yes. Today, I plan on doing my daily bike ride with a rainbow flag on my back in support of the Supreme court decision to support gay marriage. While this is a most popular choice of clothing in West Hollywood, it is mixed at best here in Cadiz. Honey badger don't care. Honey badger knows that she might be seen by that one gay kid in high school too afraid to be who he really is and maybe for a moment, might feel like someone out there gets him. It's more important that I be who I am in the middle of Cadiz, Kentucky than it ever was in Los Angeles or New York where I was in the majority.

I see the absolute strength and power in the South when I look at the faces of those who lost so much in Charleston, South Carolina. I hear it in the voice of the woman who stared at the man who killed her sister at his bond hearing and told him, "I forgive you."

We, the South, are a powerful group of people. We love hard and we take care of each other. We have struggled and we rise above to build an even stronger community in the face of hatred. You, the North, are invited to join us. Leave your pity at the door.

With love,
The South...

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The Two Most Important Days in Your Life

(1) Comments | Posted May 18, 2015 | 3:18 PM


Yesterday, my baby sister Mel Giegerich graduated college at Davidson College in North Carolina. Yesterday, many of your loved ones graduated as well. You attended commencement services and sat proudly in your seats beaming as you watched your loved one walk across the...

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Becoming Wonder Woman

(0) Comments | Posted April 7, 2015 | 9:00 PM

Today is my Granny's 85th birthday.


Granny and I

When I was eight years old, I rushed into the kitchen afflicted with a cut on my wrist. She cocked one eyebrow, looked down her glasses and calmly responded in her Southern drawl...

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Love and Happiness

(0) Comments | Posted November 17, 2014 | 4:32 PM

Source: Waffle House Facebook Page

We're all searching for it. Some search with running shoes. Some with wine glasses. Some fire up online sites and mobile apps hunting "the one." I found mine in a Waffle House in Wytheville, Virginia.

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See No Evil, Hear No Evil, FEEL Nothing

(0) Comments | Posted September 15, 2014 | 12:57 PM

2014-09-11-September11Memorial.jpg September 11th Memorial, New York City

A month ago, I caught up over cocktails with a college friend I hadn't seen in over 10 years. When he walked through the door of the dimly-lit bar in lower Manhattan, I squeezed my eyes tight...

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The Yard Sale

(0) Comments | Posted June 25, 2014 | 1:22 PM

Los Angeles, CA

It's a beautiful day in Los Angeles. The sun is shining its ubiquitous CareBear stare. I've been up since 6AM pricing a room full of superfluous objects which have been crowding my shelves for years. Decorative pillows, vases with ornamental ferns,...

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(0) Comments | Posted May 10, 2014 | 10:36 AM

Morning, Los Angeles

BEEP. Alarm clock.

Wiping the early morning crust from my eyes, I shoot up with the passion of a hunting dog that has just tracked its prey. Armed with a creative infusion, I do what I always do...

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The Age of Forgetfulness

(0) Comments | Posted March 8, 2014 | 11:14 AM


In January of 2007, Steve Jobs introduced the iPhone to the world. Email. iPod. Internet communicator. It was power in the palm of your hand. The smartphone extended our abilities by taking certain tasks and automating them from recipe organization to...

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Social Discovery: To Meet or Not to Meet

(1) Comments | Posted March 22, 2012 | 2:39 PM

This past week in Austin for SXSW, I let Highlight roll free with reckless abandon. If you're not familiar with the supposed darling of this year's SXSW, Highlight is a social discovery app meant to connect you with new people around you. My blurb in the...

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Bringing Hope Back

(0) Comments | Posted February 29, 2012 | 5:29 PM


This post was originally featured on All That Inspires Me.

HOPE. The image above was an ever-present portion of the discourse surrounding the 2008 presidential campaign, an image designed by artist Shepard Fairey. This poster evoked a direct link to...

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Physical Media, Meet Social Media. Fireworks.

(2) Comments | Posted February 17, 2012 | 3:21 PM


Two days ago, I returned from 10 days on the east coast to the note above on my car asking if I'd like to sell. As it happens, that's exactly what I want to do. I hadn't had the chance yet to post the...

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Holiday Light Show Death Match: High Tech Style

(1) Comments | Posted December 22, 2011 | 3:21 PM

Ah, the holidays. The smell of freshly sawed pine in the air and a tower of sugary treats left unattended on that table outside your office. What better time for this year's Holiday Light Show Death Match? This year, both brands and residents alike submitted serious contenders for the death...

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Notes from the Underground: The Art Below

(0) Comments | Posted September 8, 2011 | 11:31 AM

Photo Credit:

As a former New Yorker and daily commuter on the New York City subway, it never dawned on me that the transportation system itself could be a form of art. In the daily grind that is a...

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Jump!! LA: Art in the Streets

(4) Comments | Posted August 2, 2011 | 6:21 PM

This week marks the last week of the first major survey of graffiti art in the United States: Art in the Streets at the MOCA at Geffen Contemporary. One of MOCA LA's most popular exhibits comes to a close August 8th. To commemorate one of the most intriguing and vibrant expressions of street art, Jump!! comes to LA. Jump!! began in 2008 in New York City as an event meant to re-invent art by expressing as much joy as possible in front of it. Much in the way in which graffiti art is meant to re-invent the wall over which it's sprayed, bodies become the throw up.

Artist: Barry McGee and Josh Lazcano

Photo: Daily Marauder

Artist: Mr. Cartoon

Photo Credit: Jenn Strauss

Artist: Retna

Photo Credit: Cris Dobbins

Artist: Nomade

Photo Credit: Matthew Jekowsky

Artist: Risk

Photo Credit: Cris Dobbins

Artist: Kenny Scharf

Photo Credit: Cris Dobbins

Artist: Andre

Photo Credit: Cris Dobbins

Artist: Banksy

Photo Credit: Cris Dobbins

Artist: Barry McGee and Josh Lazcano

Photo Credit: Daily Marauder


Artist: Banksy

Photo Credit: Cris Dobbins

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The Future of News: Flipboard vs. The Daily

(2) Comments | Posted February 17, 2011 | 10:50 AM

This is an edited version of a post that originally ran at The Daily Marauder


Taking a stance on Flipboard vs. The Daily, two iPad applications which supply news content to their audiences, highlights the friction between old...

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Thanksnerding: One Part Nerd, All Parts Thanksgiving

(1) Comments | Posted November 26, 2010 | 5:00 PM


As I see it, you have two choices at the holidays: spend it with your family or spend it with friends. Each has their merits of course, although in my case, spending it with friends usually involves considerably more alcohol. And this is why,...

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Is Ping the MySpace Music Slayer?

(5) Comments | Posted September 7, 2010 | 3:29 PM


Since Apple's Wednesday announcement of the social network for music, Ping, the service has been called a MySpace killer. At the core of the Apple fan boy or girl, is an ethos that Apple can and will continuously do it...

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Dating in a Digital Universe

(3) Comments | Posted March 25, 2010 | 3:39 AM


Love. The most mysterious game in the universe. In the early 1900's, romance was a game dominated by courtships and letter writing. Fast-forward to current affairs in a world filled with digital devices and always-streaming media, the game has become light years more confusing....

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May the Force Be With You: Move It With Your Mind

(3) Comments | Posted March 4, 2010 | 1:39 PM

Scott Susskind from the IPG Lab using the Neurosky headset while playing Neuroboy

A few days ago, I was introduced to Neurosky's brain-computer interface technology. In essence, Neurosky's unit senses brain activity noting general levels of attention and meditation. The unit then...

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Got Mobile App Developers? TheyMakeApps Does

(2) Comments | Posted February 4, 2010 | 11:31 AM


As someone who prides herself on being a digital nerdstress, I often field questions from folks looking for mobile app developers. It's very analogous to that moment where someone texts you looking for a good restaurant or bar in their neighborhood.

iPhone users...

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