By Samantha Masunaga
Los Angeles Times
WWR Article Summary (tl;dr) Jaclyn Johnson parlayed the experience she gained while writing her own fashion and lifestyle blog into her first job at a social media marketing agency. That gig ultimately led to the establishment of her own digital marketing and events agency and a conference geared toward female entrepreneurs.
The gig: Jaclyn Johnson, 31, is founder and chief executive of Create & Cultivate, an online platform and conference series geared toward women entrepreneurs in the digital world. She is also the founder and CEO of No Subject, a digital marketing and events agency. Both companies are based in Los Angeles. In 2015, she was on Forbes magazine’s list of 30 under 30 in marketing and advertising.
Magazine dreams: Johnson once dreamed of becoming a magazine editor and has a bachelor’s degree in journalism from New York University. But after several internships, including at Conde Nast, she found herself more interested in the advertising side. “What I really liked was working on the brand side, getting into the strategy side of things,” Johnson said.
Finding a niche: Johnson parlayed the experience she gained while writing her own fashion and lifestyle blog into her first job at New York social media marketing agency Attention. While working on campaigns such as makeup company Origins’ Organics line and the MAC Cosmetics Fafi collection, she started reaching out to beauty bloggers in what was then called “word of mouth marketing“, sending products directly to writers, rather than just communicating with editors at traditional publications.
Today, that kind of outreach is called social media marketing. “I think for any larger brand … there’s a lot of fear that went into social media,” she said. “We’re putting our product in the hands of consumers, and they get to talk about it. I think it was just a cultural shift in the way people were viewing PR and marketing.”