We recently connected with Julia Offenberger and have shared our conversation below.

Julia, looking forward to hearing all of your stories today. So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?

The growing influence of AI in content creation and audience engagement, alongside a shift away from social media platforms like Meta and X, are two of the biggest trends shaping marketing today. People are craving more personalized, meaningful digital experiences, and AI is both enabling and challenging marketers to meet those expectations in new ways.

A prime example is the rise of AI-driven content creation tools, which allow brands to generate everything from ad copy to blog posts in seconds. While this has been a game-changer for efficiency, it also comes with risks. I’ve experimented with AI-generated social media captions, and while they are often technically “correct,” they tend to lack personality and emotional depth. My advice: use AI as a starting point, and always refine content manually to ensure it aligns with your brand or client’s voice. AI is a powerful tool; however, it should never replace authentic storytelling.

At the same time, audiences are increasingly disengaging from platforms like Meta and Twitter/X, which have become cluttered, algorithm-driven, and impersonal. People are seeking alternatives—whether it’s niche platforms like Geneva, BeReal, RedNote, and Lemon8 or private communities on Discord and WhatsApp. This shift presents a major challenge for marketers: how do we reach audiences in a world where they’re deliberately avoiding traditional marketing channels? The opportunity lies in creating content that feels less like an ad and more like a conversation. Brands that prioritize genuine, community-driven engagement over mass broadcasting will have the most success in this changing landscape.

The future of marketing will be defined by this balance—leveraging AI to enhance creativity and efficiency while maintaining a human touch and adapting to where audiences are actually spending their time.

Julia, 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?

I’m a marketing professional with a passion for storytelling, community engagement, and creating content that makes an impact. My journey into marketing was fueled by my love for creativity and connection—I’ve always been fascinated by the way brands can build relationships with their audiences through thoughtful, intentional messaging.

My career started in digital marketing and content creation, where I worked with brands across various industries to develop campaigns that captured attention while also fostering genuine engagement.

My experience in both agency and freelance settings has given me a strong foundation in brand strategy, audience insights, and the power of authentic storytelling. Working across different industries has allowed me to see firsthand how meaningful content can drive engagement and create lasting connections.

Recently, I joined Girl Scouts San Diego–a regional nonprofit serving more than 23,000 girl and adult members–as its Marketing Coordinator. This is especially meaningful to me because I was a Girl Scout for 13 years. Earning my Bronze, Silver, and Gold Awards taught me invaluable leadership and problem-solving skills, and now I get to bring that experience full circle by supporting the organization’s mission through marketing. In my role, I manage and regularly update our website, oversee social media, design and plan posts, write blogs, and create our email newsletters. My goal is to ensure that every piece of content we produce informs, inspires, and engages our community.

One of the most rewarding parts of my job is knowing that the work I do contributes to something bigger. Marketing isn’t just about selling a product or service—it’s about building relationships, amplifying important messages, and making a difference. That’s what excites me about this field, and it’s what keeps me motivated to continue learning and growing.

As I continue my career, I want people to know that my work is always rooted in passion, authenticity, and a desire to create meaningful connections. Whether through my work with Girl Scouts San Diego or my broader journey in marketing, I’m dedicated to using my skills to uplift, inspire, and make a lasting impact.

Do you have any insights you can share related to maintaining high team morale?

Managing a team and maintaining high morale comes down to clear communication, trust, and empathy. Here are some key tips:

1. Clear Communication: Set clear expectations and keep open lines for feedback. Transparency builds trust.
2. Celebrate Wins: Acknowledge both big and small achievements to keep motivation high.
3. Avoid Micromanaging: Give autonomy and trust your team to take ownership of their tasks.
4. Offer Growth Opportunities: Encourage skill development and provide opportunities for learning.
5. Provide Flexibility: Be understanding of personal challenges and offer flexibility when possible.

Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?

Many people assume that if you’re a creative person, inspiration just comes naturally, but in reality, creativity is something you have to nurture, refine, and push through—especially on days when motivation is low or when ideas aren’t flowing as easily. Another misconception is that creative work is always fun or effortless. While I love what I do, it also comes with challenges—tight deadlines, constant feedback, and the pressure to produce fresh, engaging content consistently. People often see the final product—but they don’t see the countless hours of brainstorming, revising, and fine-tuning that go into it.

One of the biggest struggles is balancing creativity with strategy. In marketing, you can’t just create something beautiful—it has to serve a purpose, align with a brand’s goals, and resonate with the right audience. It’s not about personal expression alone; it’s about crafting a message that connects and drives action. If I could offer insight to non-creatives, it would be this: creative work is just as much about problem-solving as it is about artistry. It requires persistence, adaptability, and the ability to take criticism without losing your vision.

Contact Info:

• Website: https://juliaoffenberger.myportfolio.com/
• Instagram: https://www.instagram.com/jjewllz/
• Linkedin: https://www.linkedin.com/in/juliaoffenberger/

Image Credits

GB Magazine
Left to right: Kristen Rice, Stacy Fuhrer, Virginia Lyons, and Julia Offenberger at the Cool Women Luncheon for Girl Scouts San Diego