Partner, Brand Strategy
From Marriott to Bain Capital, Jenny’s expertise lies in helping clients identify what’s unique and most compelling about their brands and how to position them for long-term success.
Whether she’s diving deep on a brand positioning or launching a new brand alongside her clients, Jenny’s passion for understanding customers serves as the foundation for all of her work. Her happy place? Out on the beach with family, friends and her dog.
- Which projects have been the most meaningful to you and why?
The really soup-to-nuts projects that go from positioning and strategy through to design, expression and activation — where you really reimagine a brand from start to finish. Also, the really unique projects that fall out of our standard wheelhouse and force me to tackle a new problem totally from scratch. And, of course, the projects where the client takes your recommendations to heart and implements them in a tangible, meaningful and visible way — where you can really see the impact that you made on an organization.
- What’s your favorite place you’ve traveled to?
Paris is my favorite city in the world. The old world architecture, the food, the cheese, the croissant, the wine, the shopping... I could go on and on.
- When did you decide you wanted to be in this business? Why?
I’ve always been really passionate about understanding what motivates customers. In my previous role as a strategy consultant, I almost never got to see the outcomes of my work in action in the real world. What really excited me about switching to brand strategy at Lippincott was seeing just how high impact and visible the work is: You can really see how the work you do directly changes an entire company and its brand(s) for the better.
- Who would you change places with for a day?
My close friend is a luxury travel agent. All of these fancy hotels around the world always offer to host her at these incredible venues and with really cool experiences. I definitely wouldn’t mind trading places with her during one of her luxury trips across the world — maybe to Australia or New Zealand!
B.A. Finance, Psychology and International Business, Washington University in St. Louis
Associate Consultant, ZS Associates