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HERstory: Jenny Coppola, Director of Content & Creative, Wistia

Hi ladies!  This week's #marketHER is Jenny Coppola, Director of Content & Creative, Wistia. Her
August 11 · Issue #28 · View online
HERstory by
Hi ladies! 
This week’s #marketHER is Jenny Coppola, Director of Content & Creative, Wistia. Her interview is chock-full of great advice, like how to secure a promotion. Take 5 minutes to get to know HERstory. You won’t regret it. 😉
Oh, and stay tuned next week! Katrina Wong, VP, Product Marketing & Demand Generation, Segment will share tips on breaking into leadership, negotiating a higher salary, and more. 💪
Jes Kirkwood
Founder & Managing Director

Jenny Coppola is the Director of Content & Creative at Wistia, a video marketing software company in Boston. Prior, she worked in marketing in the publishing software space. From coming up with creative ad campaigns to perfecting a line of copy, Jenny currently leads a team of talented and creative marketers. In her spare time, you might find her recording music out of her bedroom, designing greeting cards, or listening to [way too many] podcasts.
Follow Jenny on Twitter and LinkedIn.
How did you break into leadership?
I started out as more of a marketing generalist, but once I found the areas I was most passionate about, I drilled down deeper into those and got more specialized. At the same time, I also jumped on opportunities that pushed me out of my comfort zone [….] Gaining a broader understanding of marketing helped me see the bird’s eye view of what makes a team successful, and I think that perspective benefitted me as I transitioned into a leadership role. You have to see how the puzzle fits together and also be able to relay that to your team to get them bought-in on and inspired by the work they’re doing.
There’s so much more to the story…
What unique challenges or obstacles have you faced?
The biggest challenge for me personally has been coming to the realization that the workplace is not a meritocracy, and then figuring out how to navigate within the current system. Taking on additional work, putting in the extra hours, or exceeding your goals doesn’t equate to a raise or even necessarily recognition. Being seen as credible and worthy of the position we currently hold is often something we are constantly forced to prove as women, which is a hindrance in and of itself.
There’s so much more to the story…
How do you secure a promotion?
I realized early in my career that businesses, and the people within them, will typically not go out of their way to promote you unless you expressly ask for it, which ties into the misconceived notion I had at first around business being a meritocracy [….] I’ve learned that you have to ask for what you want and take matters into your own hands—even if that means asking repeatedly, as it often does.
There’s so much more to the story…
If you could do it again, what would you do differently?
I would work on being more direct, more vocal, and more confident earlier in my career. I know those things often take time and experience to develop, for women in particular, but I think that would’ve helped me with some of the intense imposter syndrome I felt early on (that I still grapple with today!).
What's been the highlight of your career thus far?
This is a super tough question, and I’m going to cheat a little with my answer and say that I’ve been experiencing a ton of micro-highlights lately. They all center around seeing my team mature and grow, both within their respective roles and as professional women in tech. Nothing gets me more excited than when I see my teammates gaining confidence within themselves, with their opinions and their perspectives. When that’s able to shine through across the organization for all to see—it’s really the best.
What's your advice for up-and-coming marketers?
My advice for up-and-coming marketers is to know your worth. This can be hard when feelings of inadequacy start to creep in (as they often do), but it’s super important to acknowledge that you are bringing unique skills, perspectives, and experiences to whatever company you work for and that you were hired for a reason. Remember, you don’t “owe” the company anything outside of respect and a job well done. Don’t be afraid to take a hard look at the value you bring to the company and the value you personally get out of the company and see how those two things stack up. If the scales are not tilted in your favor, see what you can do to change that, whether that means working within your company or going elsewhere.
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