We’re excited to introduce you to the always interesting and insightful Jennifer Lopez. We hope you’ll enjoy our conversation with Jennifer below.
Jennifer, thanks for joining us, excited to have you contributing your stories and insights. Your ability to build a team is often a key determinant of your success as a business owner and so we’d love to get a conversation going with successful entrepreneurs like yourself around what your recruiting process was like -especially early on. How did you build your team?
When the concept of Jalapeño Digital initially emerged, it sprang from an invigorating conversation among a circle of former colleagues who possessed a shared vision. We all yearned for a digital agency team made up of highly skilled marketing professionals, with a collective desire to deliver outstanding work – but without all the office politics and red tape that you find at a traditional agency. Coming from the same advertising agency, we recognized a significant gap that often exists within larger organizations – a disconnection between the employees responsible for executing the actual implementation of campaigns and those who focus on business development, often at a director or VP level. It was evident that upper management, despite their expertise, sometimes lacked the intimate understanding of the ever-changing and evolving industry of digital advertising.
Addressing this challenge became the driving force behind Jalapeño Digital’s mission. We set out to create one of the most sought-after freelancer networks in the industry by assembling a team of exceptional talent, primarily comprising individuals with director-level experience and beyond. Our goal was to provide them with an opportunity to not only strategize but also actively engage in the tactical execution of digital campaigns. By staying hands-on and continuously honing their skills, our team members remain at the forefront of the industry.
To ensure the perfect fit between our team and our clients, we focus on aligning each member with ideal partners who appreciate their expertise and deep understanding of the field. Our clients can rest assured that they are working with professionals who not only grasp the strategic aspects but also possess the practical know-how to implement successful campaigns.
Drawing from my extensive experience in conducting interviews during my corporate career, I devised an innovative and effective strategy to grow our agency. We implemented a rule that we only hire individuals who have come highly recommended by existing team members. While this approach may appear to limit us, we’ve found that it strengthens our close-knit culture and also fosters an environment of implicit trust among our professionals. And, relationships are everything, because with solid relationships you want to grow, you want to do good work and you want to be the best version of yourself, which is all we ever want for our team.
By adhering to this unique recruitment process, we have experienced remarkable success in expanding our team too over the last 7 years in business. It allows us to bring onboard individuals who not only possess the necessary skills but also fit seamlessly within our team dynamic.
Reflecting on our journey, if I were to start the agency today, I would maintain the same emphasis on assembling a team of experienced professionals while promoting a culture of trust and collaboration
At Jalapeño Digital, we are proud of our team and the unique approach we take to building it. Our commitment to bridging the gap between strategy and implementation has propelled us to become an industry leader, and we look forward to continuing our journey of delivering exceptional results for our clients.
Jennifer, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Thank you for the opportunity to introduce myself. I’m Jennifer, and I’ve had the privilege of making a mark in the PPC and paid social arena. Along the way, I’ve been honored to receive recognition such as being named Search Marketer of the Year in 2016 by Search Engine Land, as well as being selected as a 30 Under 30 winner by my alma mater, UCF. I’ve also been fortunate to be considered as a Women Who Mean Business Finalist in multiple cities. These achievements are humbling, and I’m grateful for the recognition.
As the Co-Founder and Head of Digital at Jalapeño Digital, I lead a team that strives to deliver exceptional results and build strong relationships. Our agency has become a go-to destination for businesses across various industries seeking digital marketing excellence.
My journey into this industry began as a PR manager when the field was just starting to transition into the digital realm. This shift sparked my interest in all things digital and led me to explore the role of a social media manager, overseeing numerous client accounts. It was during this time that my passion for the digital landscape truly took root.
I honed my skills while working at a digital firm in San Diego, focusing on high-potential startups. There, I managed both PPC and Social Media Marketing as an AOP Manager, which set the stage for my subsequent role at Piston. At Piston, I had the privilege of building and leading the Biddable team on a global scale, handling significant budgets for prestigious brands like Oakley, Ray-Ban, and bareMinerals. Subsequently, I joined Essence in San Francisco, where I spearheaded advertising efforts for Google’s B2B brands. These experiences have been invaluable in shaping my expertise and providing a strong foundation for the work we do at Jalapeño Digital.
Today, as the owner and operator of Jalapeño Digital, I take great pride in leading one of the most sophisticated freelancer networks in the digital advertising industry. We offer a range of services to our clients, and our expertise is often sought after by industry publications such as Search Engine Watch and the Google Shopping Blog.
Beyond my professional achievements, I find joy in exploring the culinary world, particularly as a self-proclaimed #sauceboss. I’m also a proud mother to three wonderful and spirited children. In fact, I recently penned a book titled ‘Why I Cried: Tales from Hysterical Pregnant Women,’ which captures some of the memorable moments from my journey through motherhood, and it can be found on Amazon.
I believe what sets me apart is my unwavering dedication to achieving exceptional outcomes for my clients. I strive to combine my industry knowledge, creativity, and a genuine commitment to building strong and lasting partnerships. If there’s one thing I want potential clients, followers, and fans to know, it’s that I’m truly grateful for the opportunities I’ve had, and I’m eager to continue making a positive impact in the world of digital advertising.
We’d love to hear the story of how you turned a side-hustle into a something much bigger.
“Yes, indeed! My side hustle eventually blossomed into the thriving agency that it is today. As I mentioned earlier, it all began with identifying a problem and taking the necessary steps to find a solution. In this case, the problem was the disconnect that often arises as talented professionals climb the ladder in their careers, leading them to feel removed from their craft. Simultaneously, clients were seeking experienced team members who could not only talk the talk but also walk the walk. And voila, my agency was born! We provide top-tier talent at a great price, ensuring our team members are still fully engaged in their work and able to deliver exceptional results.
Reflecting on this journey, I’ve had some incredible milestones that have truly affirmed the path I’m on. One of the most pivotal moments was when I matched my day job salary within just a few months. It was at that moment that I knew I had the potential to turn this side hustle into my full-time career. The realization that my agency was not only generating revenue but also supporting me financially was incredibly empowering.
Another significant milestone was when I discovered that nearly every agency I had worked for in the past became either a client or referred clients to me. It was a humbling and gratifying realization that spoke volumes about the trust and relationships I had built throughout my career. This level of endorsement reinforced my work ethic and the value I bring to the table.
And of course, hitting our first million in revenue was an exhilarating milestone. It represented the culmination of hard work, dedication, and the trust our clients placed in us. It showcased the impact we were making and solidified our position (atleast in my head at the time, which is most important anyway) as a real and true contender, an up-and-comer and it made me keep going and keep growing.
But beyond these milestones, building an agency from a side hustle to a full-time business is an ongoing journey. I’m grateful for every step along the way and for the incredible team that has supported me throughout this adventure.
So, here I am today, proud to lead Jalapeño Digital as a powerhouse in the industry, while remaining grounded and always ready to infuse a bit of humor into our work. I’m excited to continue connecting with small business owners, creatives, and entrepreneurs, offering them a place to connect, learn, and find inspiration.
In the end, it’s been an incredible ride, and I’m thrilled to be on this journey of growth, impact, and innovation.
Do you have any insights you can share related to maintaining high team morale?
When it comes to managing a team and maintaining high morale, I firmly believe that trust and communication are the cornerstones of success. It’s essential to create an environment where trust can flourish and open lines of communication are encouraged. I’ve found that what you water, grows. So, I prioritize nurturing an atmosphere where everyone on my team feels valued and recognized for their contributions. Each team member deserves the space to be their unique selves and add their personal touches to our work.
Building trust goes beyond just professional relationships. I consider every member of my team a friend, and our interactions go beyond business matters. We make time to connect on a personal level, whether it’s sharing a joke, sending funny memes, or being an understanding ear. It’s about creating an environment where everyone feels supported and appreciated.
While we take great pride in delivering fantastic performance, we understand that it’s never solely about the numbers. Relationships matter to us. By fostering a sense of camaraderie and friendship within the team, we not only maintain high morale but also promote a collaborative and supportive culture. When team members genuinely care for one another, it translates into better communication, increased productivity, and a shared commitment to achieving our goals.
Additionally, providing mentorship and guidance plays a crucial role in maintaining high morale. I encourage team members to seek growth and development opportunities, and I’m there to support them every step of the way. By investing in their professional growth, we not only empower individuals but also strengthen the collective expertise of the team.
Ultimately, managing a team and maintaining high morale is an ongoing process. It requires continuous effort, active listening, and a genuine desire to foster a positive and inclusive work environment. By prioritizing trust, communication, and meaningful relationships, we create a space where every team member feels motivated, supported, and inspired to perform at their best.
Contact Info:
- Website: www.jalapenodigital.com
- Instagram: @whyicriedbook
- Facebook: https://www.facebook.com/JalapenoDigitalTeam
- Linkedin: https://www.linkedin.com/in/jenniferjohnstone/