MINI PROFILE: NATALIE Y. GUZMAN, Banking professional helps others attain their dreams

Job: Public relations director, Fifth Third Bank and owner of True Colors Inc.

Age: 34

Years in this job/line of work: Worked for Fifth Third Bank for four years. Started True Colors in 2000.

How I got here (education/experience): I grew up in Muncie, where my parents and grandparents

still live. I graduated from Ball State University in 1994 and moved to Cincinnati to become assistant marketing director for an International Hockey League team and a National Professional Soccer League team. I handled all the on-ice and field promotions for the teams and quickly learned how to think on my feet and juggle multiple tasks. I also learned the importance of having a team where each contributor is focused on the same goal.

My strong Hoosier ties brought me back to Indianapolis in 1996 when I joined Five Seasons Sports Country Club in Carmel as marketing and membership director. In this position, I was responsible for increasing membership, advertising, internal communications and public relations.

In 1997, my son, Conner, was born, and I was fortunate to be able to stay home with him for four years. I had always had an interest in the theory of color, so during that time I became certified in color consulting, makeup artistry and image consulting. I worked for a local company for one year before starting my personalized beauty and image consulting company in 2001. Seeing a missed niche in the wedding industry, I began the first mobile beauty and image consulting company in the market focused exclusively on brides and their bridal parties.

I joined Fifth Third Bank in 2002 and am responsible for public relations, charitable giving, internal communications and Latino marketing projects specifically. I also co-manage our annual Economic Summit, which hosts a national speaker at a luncheon for 600 business and political leaders.

What I like about my job: I love the people I work with throughout the bank.

There is such an incredible team spirit at Fifth Third. You don't see people trying to cut others down to get a piece of business.

As a small-business owner, I love taking something from ground level, creating the foundation and vision of the company, building the customer base and team, and implementing the action plans to make it grow.

What I don't like about my job: The bank has significant initiatives focused on increasing financial independence and homeownership, decreasing foreclosures and serving diverse populations. We also give millions of dollars back to the community in the form of grants, charitable gifts, sponsorships. and community service. It is sometimes a challenge to get the media to cover these initiatives because there seems to be a stigma that the corporate world only wants to make money and that these programs must be a tactic to get more business.

Advice I would have for someone considering this field: Public relations is much more than a people business. It takes business savvy, great communication skills and the ability to be creative. It also takes a strong work ethic and networking skills. As a small-business owner, my advice is to find a niche, do something you love and don't give up.

Family: Husband, Jon, and an 8-year-old son, Conner.

I spend my free time: I try to spend as much time as possible with my family. Curling up on the couch with Jon and Conner and watching "America's Funniest Home Videos" is my favorite thing to do. I also enjoy working out and mowing the lawn.

The most valuable career lesson I've learned so far is: Actually it's four things: It all comes down to relationships, both internally and externally, treating people the way they want to be treated; finding a great mentor; and remembering why you work-to create a better life for your family.