We’re excited to introduce you to the always interesting and insightful Jill Sites. We hope you’ll enjoy our conversation with Jill below.

Jill, appreciate you joining us today. Are you happier as a business owner? Do you sometimes think about what it would be like to just have a regular job?

I love this question. I’ve had my own firm for just over 6 months, and it’s truly wonderful. For years, and I mean years, anytime I was unhappy in a role, or a job, people would tell me “you should just hang your own shingle.” Starting Soak Up The Sites was not something I did intentionally. It came out of necessity, when a company I was working for went bankrupt suddenly, and I needed to figure out what to do while “figuring out what to do.” Thankfully, a long time colleague and brand I had worked with previously immediately hired me to consult for a project – and once I signed that contract, another came, and another. All of a sudden, it occurred to me, that to take a full time job meant saying goodbye to all of this other work – and to the income that came with it.

And I realized – it was in fact time to take the leap. To embrace the fear and welcome in the change. I launched launched Soak Up The Sites as a stand alone business, but even more, as a new way for me to look at how to live my life. And how to help brands, people, and the beverage world.

The most recent time I thought about moving in-house was navigating health insurance. New York State, while wonderful for those who need health care at any given time (myself included) does not make it super easy to purchase private health care. It was a difficult road to navigate, and I won’t say I didn’t think about throwing in the towel more than a few times.

Thanks to a LinkedIn post, and a new follow, I was able to get it sorted, and realized that I didn’t “need” someone to pay for my insurance. I could do that on my own. It was a privilege, not a right. And now that I was my own business, it was time for me to realize that.

I finally acknowledged that if I was going to do this, to embrace all that this life has to offer for me on this side, it was time to just say yes. Ignore the scary, and aggressively jump in.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

For those who may not know me, I’m Jill Sites, the founder of Soak Up The Sites, a consulting firm specializing in the beverage industry. My journey into this field has been both organic and driven by passion. With a background that spans marketing, brand strategy, and project management, I’ve spent years working closely with brands to help them navigate the complexities of their markets. Originally beginning my career as a publicist in NYC and Chicago, a life pivot found me in the beverage industry – helping build a brewery from the ground up, and joining a well-known wholesale distribution company for the better part of 10 years.

COVID led me away from my comfy distribution job, and I spent the next few years bouncing in a way I never had; I worked with Mr. Black and other Distill Ventures companies, and in that time I recognized it was time to stop drinking – a key move in my career path. I then went on to join the (at the time) very new company Betty Buzz and help lead the national sales strategy. From there I moved to a non-alc hybrid company to help build a wholesale strategy, and as the tides turned quickly, I found the opportunity to lean in to myself.

At Soak Up The Sites, I provide services that include brand positioning, marketing strategy, consumer engagement initiatives, and grocery strategy. My focus is on helping clients articulate their unique value propositions and connect with their customers in meaningful ways, particularly in the competitive grocery landscape.

One of the primary problems I solve for my clients is the challenge of differentiation in a crowded marketplace. With so many brands vying for attention, I help them uncover what sets them apart and how to effectively communicate that. A significant part of my work involves developing tailored strategies for grocery placement and merchandising, ensuring that products stand out on the shelves and resonate with consumers. I believe that every brand has a story, and it’s my mission to help them tell it in a way that captivates and inspires.

What sets me apart is my blend of creativity and analytical thinking. I approach each project with a fresh perspective, ensuring that my strategies are not only innovative but also data-driven. My background in both marketing and sales means I can see the bigger picture while keeping a close eye on the details, ensuring that projects are executed smoothly and effectively.

I’m most proud of the relationships I’ve built over the years, both with clients and within the industry. Being able to support brands in achieving their goals and witnessing their growth is incredibly rewarding.

For anyone reading, I want you to know that my approach is collaborative and tailored. I take the time to understand your unique challenges and aspirations, ensuring that the solutions we develop together are aligned with your vision. At Soak Up The Sites, I’m dedicated to not just helping you succeed but also empowering you to embrace your own story and the impact you can make in the beverage world.

Ultimately, my goal is to be a trusted partner in your journey, providing insights and strategies that lead to lasting success. I believe that together, we can create something truly special.

Let’s talk about resilience next – do you have a story you can share with us?

One question that has always resonated with me is about resilience. It’s a deeply personal topic for me. When I was 18, I was diagnosed with several autoimmune disorders that became life-threatening. I faced some harrowing moments and nearly lost my life twice. At one point, doctors told me I wouldn’t make it to 30.

In the face of that prognosis, I made a bold choice: I underwent an experimental procedure—an autologous stem-cell transplant—at 26 years old, back in 2005. This decision required me to leave my job at a PR agency in Chicago, a position I loved and where I saw a promising future.

The transplant journey was grueling, involving chemotherapy, hair loss, and a great deal of pain. It tested my physical and emotional limits, but ultimately, it saved my life. That experience was nearly 20 years ago, but it remains a pivotal part of who I am.

Whenever I encounter challenges in my professional life, I think back to that 18-year-old girl – the young woman who spent months in the hospital. I remember the strength it took to endure such a difficult journey and how I emerged from it stronger and more resilient.

Having been healthier for much longer than I was ill, I believe that what I went through as a young woman laid the foundation for my strength today—as a businesswoman, a colleague, and a friend. Those experiences taught me the power of perseverance and the importance of confronting challenges head-on, shaping not only my career but my approach to life itself.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

In my late 30s, I was convinced I had it all figured out. I appeared to be an Alpha in the corporate world, charging ahead with a mindset that left little room for doubt. I believed that I was smarter than most of the men in the room – at least the ones that disagreed with me. But that all changed when I encountered “Geoff”—a colleague who decided he wouldn’t work with me anymore. He reported this to a myriad of superiors – his, mine, ours, and it made its way to me.

This revelation rocked me to my core. I felt blindsided and fought against the notion that I was the issue. I stopped speaking to my boss out of frustration. But eventually, I realized I had to confront the situation. With some guidance from Geoff’s boss, I learned the importance of humility and reconciliation. I had to “kiss the ring,” so to speak, to mend that relationship, and it worked.

But the real lesson came when I was still struggling with my boss. However, the real turning point came just before a pivotal work trip. I was still grappling with my feelings when I had a conversation with my boss’s boss, who was in town to work with me for the day. I laid everything out for him, expressing my frustrations and confusion. That’s when he said, “Jill, you should want to be wide open for feedback. It’s a gift. Yes, it might sting, but embrace it—allow it to make you stronger. Allow it to make you a better leader.”

That moment changed everything for me. I had to unlearn my instinct to defend myself against criticism. Now, I welcome feedback with open arms, recognizing it as an opportunity for growth. Sure, I still have moments when I feel vulnerable and maybe even shed a tear or two when no one’s watching, but I’ve transformed that initial resistance into a powerful tool for my development.

(Oh and I eventually made up with my boss, too.)

Contact Info:

• Website: soakupthesites.com
• Instagram: @soakupthesites
• Linkedin: https://www.linkedin.com/in/jillsites/

Image Credits
Jayson Sites, New York City