We had the good fortune of connecting with Jennifer Lopez and we’ve shared our conversation below.

Hi Jennifer, we’d love to hear more about how you thought about starting your own business?
My journey into owning and operating my own business, Jalapeño Digital was a beautiful one. I spent my earlier years working for ad agencies in Orlando, San Diego and San Francisco – many with global offices that had me traveling quite a bit. I started in the PR field and ended up moving into more digital roles as the the world became more online-centric. I had incredible opportunities, and mentors – all of whom I am still in touch with today, many of whom are clients. After earning my “stripes” and becoming the youngest Global Director of Biddable media for an agency in San Diego and winning Search Marketer of the Year from Search Engine Land in 2016, I noticed that my role was becoming harder. I was moving up, climbing the corporate ladder and I began managing people and not just the digital ad platforms I had known so well and grown to love. At a director or VP level, I would be sitting around large round tables pitching clients and in back-offices training team members, and I realized that it was so easy to fall out of the loop without my role having to actually manage any campaigns in our platforms. Many VPs would be in conference rooms recommending features that no longer existed, ad types that had been sunset, and more. I realized that for someone at my level to remain strategic AND tactical, that I needed to continue to have hands-on experience, especially with the ever-changing digital platforms. So, Jalapeño Digital was born, and became the “Toastmasters” of online advertising. We are a freelancing network, sourcing senior level talent and above, to give them the opportunity to remain in the platforms and hands-on with lower-touch clients who just want results. It’s the perfect place for Senior Managers, Directors and VPs to ensure they an extra source of income, but more importantly a place to continue to hone their craft that they are teaching and pitching to others. All team members hold day jobs in digital, and are better at their jobs because of their involvement with Jalapeño Digital. For clients and partner agencies alike, we offer unparalleled expertise and talent as a fraction of the cost desired by traditional agencies. The agency was born in 2016, giving me the ability to work from home and start planning for a family. Three toddlers and 7 years later, the agency is going strong.

What should our readers know about your business?
Throughout my younger years, it was always my husband who was the “entrepreneur”. I never really had that mindset early on. My thought was that — yes, we are a two-income household, but one of us needs the security, the health insurance, the “day job”. I watched for years as my husband created incredible businesses, raised millions, upleveled his network, and still I never saw that for myself. It wasn’t until I really considered what being a mother would like, that I knew I had to take the leap. While I love agency culture – you put in blood, sweat and tears. There are late nights to get through and happy hours to attend, there are clients who have done it all, and seen it all and you can’t tell them differently. It can be overwhelming and wonderful all at the same time as you’re growing. But, as I began picturing myself with kids, I couldn’t picture staying at the office late last minute to finish something up, or driving in early to work on a pitch. I needed flexibility and time freedom, and frankly – alot more respect from the types of clients larger agencies will entertain. I wanted to have team members I loved, clients I loved, and a business that SUPPORTED me in every sense of the word. That’s what I’ve created. I have an incredible team, and we only work with clients who we absolutely love that truly see our value. Often agencies are seen as the “vendor,” or someone you just procure services from to your liking. All of my clients – they see us as true partners and see our value every single day in the results we provide.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
In the Fort Lauderdale/Miami area, I have a laundry list of things to see and do!

Monday – Go to Wynwood Walls with your best gal pal and get the birria tacos at Coyo Taco.
Tuesday – Visit the spa at the Fountain Bleu – plan to stay for the day and go to the pool, where you can eat and drink poolside.
Wednesday – Spend some time on the yellow banana bikes at the Hollywood Beach Broadwalk. If you’re lucky you might catch some live music at the bandshell. Grab some margaritas from Landshark and enjoy the sounds!
Thursday – Head out to the Improv at Dania Pointe. While you can eat and drink there, you’ll want to do some shopping at the stores in the plaza, and maybe grab a filet mignon taco from Tommy Bahama’s Marlin Bar.
Friday – Date Night! Take your love our and do something fun – axe throwing on Hollywood Circle, or gambling at the Hard Rock.
Saturday – Date Night #2, cause why not! Stroll Las Olas and have yourself a martini, lobster tail and steak dinner at Flemmings.
Sunday – Sunday you’ll want to visit the Yellow Green Farmer’s market in Hollywood. You’ll have to stop by the pasta lady for some rotini and alfredo sauce, the veggies stand for mushrooms, basil, garlic and cherry tomatoes, the cheese guy for the best stracciatella you ever had, and the bread lady for asiago sourdough bread. When you get home, make your fresh pasta with mushrooms and alfredo, and assemble your bruschetta with a scraping of cheese on your toasted bread with a garlic, tomato and basil topping. It’s a winner family dinner, every time.

Who else deserves some credit and recognition?
Evok Advertising was the first agency job I held out of college that wasn’t an internship. They were hiring for a PR Manager at the time and wanted someone with loads of experience. I came in, spoke with the owner and told him I was sharp, confident, and would do it for literally half the salary they’d posted on the job description. Believe it or not, that CEO gave me a chance. During my time at Evok Advertising, located in the Orlando area, I got direct experience with account managers, media buyers, trafficking managers, creative teams – the experience was second to none in having me understand the ins and outs of an ad agency. While I did do lots of PR work for the firm, it was here that I shared an office with a media buyer and together we launched our first Facebook Ads campaign – which was eons ago now. Just that one campaign allowed me to understand all of the data available with digital – all the insights we could provide to clients if we took that leap. Just that one campaign launch let me know that digital is where I would find my home. Aside from that, the owner Larry Meador, has remained a trusted mentor for me over the years. He’s given our team business, shared advice and so much more. And not just him, other team members like Natalie, Linda, Cheryl, Casey, Sheri, Kerri, Diana and Chris have all been in my corner for the long haul.

Website: www.jalapenodigital.com

Instagram: @jentriesthings

Linkedin: https://www.linkedin.com/in/jenniferjohnstone/

Other: bit.ly/whyicried

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