Christine Zito launched her web design and video production business, Pure Media Marketing, with eyes wide open, thanks to witnessing the real-life ups and downs of her late stepfather, Roland Albert, Jr. who she lovingly referred to as “Pops.” He was a real estate broker and tax professional with over 600 clients.
The success he enjoyed came through learning tough lessons, applying what he learned, and staying committed to his vision.
“He started different businesses in the eastern part of Los Angeles County like Century 21 Grand in Walnut. He loved real estate,” says Christine whose business is in Arcadia. “But the business he had for years was Roland Albert and Associates, a tax preparation firm with clients who stayed loyal to him for years.”
She says he worked through plenty of downturns where the family had to move and not go on many vacations, but he “never gave up.”
With each failure, she says, he learned how to do it again.
“He told me that cliché saying that I used to hate hearing, ‘If it was easy, everybody would do it.’ It’s so true.”
He kept going and trying.
“Never give up on the dream, even if it turns into a nightmare,” says Christine. “You can always wake up from a nightmare and make it better.”
She saw a principal at work in her stepfather that she uses with her clients today, whether they want a website developed or a video produced. “Pops had to learn who he was,” she says, “and I share that with my clients. Sometimes clients don’t know who they are and their identity is in their competition. That’s why they get so frustrated.”
Christine gets her clients to trust who they are, just like her stepfather did.
Roland Albert was in business for 30 years and earned the designation of “enrolled agent” to practice before the IRS, a designation that only a few agents achieved.
He passed away from cancer on June 15, 2019.
Father’s Day is a bittersweet time for Christine Zito, who left success in commercial production and started Pure Media Marketing 15 years ago.
She recently won her second Telly Award, Silver for Arcadia Strong--a collaborative video with the Arcadia Chamber of Commerce to support renewing members during the Covid-19 pandemic. Her first Telly was Bronze in the Local TV Commercial category.
Christine also won the Best of Los Angeles award for “Best in Digital Marketing-2022” in May 2022.
“If my stepdad was here, he’d be proud of me. He’d be beaming with pride because he was in business and knew the heartaches.”
And he knew the path to success like Christine has traveled, fueled with determination.
Note: Women-owned businesses account for more than 44% of the revenue for Los Angeles County as of 2018, according to figures quoted by the National Association of Women Business Owners.