A Q&A with positive disruptor Jackie Edmundson CEO of Stealth Venture Labs

CEO Jackie Edmundson. A positive disruptor and visionary leader known for challenging norms and driving remarkable results.

Jackie Edmundson is a seasoned Business Transformation Leader leveraging over 20 years of experience driving profitability and fostering client-first approaches. She currently serves as the newly appointed CEO at Stealth Venture Labs, a digital marketing partner for brands that want to scale. A positive disruptor, known for innovating, challenging norms, and processes to pave the way for positive alternatives. This mindset, coupled with her operational brilliance and humanistic touch, Jackie has already made a significant impact as COO of Stealth in 2023, driving EBITDA growth by 400x and improving expense efficiency by 28% all while simultaneously increasing client satisfaction and results.

Prior to her tenure at Stealth Venture Labs, Jackie demonstrated her expertise as an executive partner, leading strategic initiatives that facilitated organizational scaling in a sustainable manner. From federal agencies with 6,000+ employees to helping start-ups evolve into corporate entities of over 1,000 employees, Jackie excels in connecting transformation and scalability to the business.

She is known for challenging the status quo, improving interdepartmental collaboration, and bridging the gap between strategy and execution. As an activator committed to driving results, Jackie has built and led high-performance teams resulting in operational excellence and a best-in-class employee experience. Her thought leadership in workplace culture and business operations has been featured in publications such as AdWeek, DigiDay, Real Estate Weekly, and the NY Business Journal. Outside of her professional endeavors, Jackie is an avid dog lover and wine connoisseur.

“By fostering a culture of transparency, empathy, and accountability, I aim to create an environment where everyone’s experiences are acknowledged and valued, where biases are challenged, and where individuals are empowered to thrive authentically and unapologetically.” -Jackie Edmundson

Can you start by introducing yourself and telling us in your words, about your inspiring story?

My story is deeply rooted in the lessons instilled by my parents, whose unwavering support and encouragement nurtured my entrepreneurial spirit from a young age. From humble beginnings selling sodas at the local baseball field, they taught me the importance of using best practices and maximizing resources. We scouted good deals and utilized internal resources for logistical support to keep operational costs down. Through this experience, I learned invaluable lessons in salesmanship, customer relations, and financial management, laying the foundation for my future.

From the early days of my career, I recognized that communication lies at the heart of success. Whether I was starting out as an intern, navigating complex projects within the Federal Government, or now leading the Stealth team, I’ve consistently found that effective communication is the cornerstone of progress. It’s the conduit through which ideas are shared, strategies are devised, and teams are galvanized toward a common goal.

My journey has been a continual process of learning and growth, picking up golden nuggets along the way from experience and people. I honed my project management skills working on capital construction projects – emphasizing meticulous planning, resource allocation, and stakeholder engagement as essential components for delivering successful outcomes. Furthermore, This commitment to continual learning and the assimilation of diverse experiences have been instrumental in shaping my leadership journey and driving my passion for innovation and excellence.

Today, as the CEO of Stealth, I’m deeply passionate about creating opportunities for others to thrive. I believe that by championing diversity, fostering inclusivity, and nurturing talent, we can not only drive business success but also foster a more equitable and empowered society.

In essence, my story is one of continual growth, fueled by a steadfast commitment to communication, authentic relationships, and the unwavering belief that every challenge is an opportunity in disguise. I am grateful for the journey thus far and excited for the chapters yet to unfold.

What are the three most important habits to be a successful high performer or leader?

I’ve discovered three fundamental habits that have been instrumental in my journey:
Firstly, staying true to my core values has been paramount. Loyalty, genuine relationships, accountability, winning, and embracing fun are not just words for me; they serve as guiding principles in every decision I make. Upholding these values ensures that my actions are ethically sound and align with my personal and professional ethos.

Secondly, I firmly believe in adopting a people-centric, servant-leader approach. This means placing the well-being and growth of my team members at the forefront of my leadership philosophy. By fostering an environment of trust, support, and empowerment, I empower individuals to unleash their full potential and achieve collective success.

Lastly, I embrace the habit of embracing challenges and opportunities with an open mind and a willingness to learn. Saying yes to new experiences allows me to step out of my comfort zone, acquire new skills, and broaden my perspectives. Embracing vulnerability, as espoused by Brene Brown, fosters deeper connections and enables authentic leadership.

By anchoring myself in my values, prioritizing people, and embracing growth, I continually strive to lead with integrity, empathy, and resilience, driving both personal and organizational success.

How do you use social media in your business?

We use digital media coupled with our unique “Adlightenment” approach to help scale and grow our client’s businesses by specializing in new customer acquisition and adding to bottom-line revenue. We are more than marketers; we are digitally-native e-commerce operators who understand every facet of the journey from customer acquisition to operational excellence and P&L management. Stealth operates as an integral part of the team, not just as a vendor. We come in as a growth partner and handle all of their paid marketing on all social channels, as well as help with other things like UGC creation, CRO, programmatic, and Search ads. We are a “one-stop-shop” which makes it seamless for our partners, which is what we want.

What social media platform is the best for business growth and why?

We still see Meta (Facebook/IG) as the “bread and butter” for paid ads for our client base. It usually encompasses at least 50% of their total ad budget. In the last year we’ve expanded many brands on to TikTok with great results and in the last 6 months have been launching more brands on Snapchat and starting to experiment with X/Twitter as well.

User-generated content (UGC) has emerged as a powerful tool for brands, demonstrating exceptional performance in engaging audiences and driving conversions. We pride ourselves on our unique positioning to leverage UGC effectively, thereby helping our partners succeed. With our deep understanding of consumer behavior, creative expertise, and innovative strategies, we specialize in harnessing the authenticity and relatability of user-generated content to amplify brand messaging, increase brand trust, and ultimately boost ROI for our clients. By integrating UGC seamlessly into our marketing campaigns and leveraging cutting-edge analytics, we empower brands to connect with their target audiences on a deeper level, driving meaningful interactions and sustainable growth.

What routines do you follow each day?

My daily routines are centered around starting and ending the day on a positive note. I make it a point to steer clear of the online world for at least an hour after getting up. I’m all in on this idea I stumbled upon in a study—it says doing this helps keep those stress hormones, like cortisol, in check. And you know what? Keeping stress at a manageable level is like my secret sauce for having a stellar day.

Each morning begins with coffee and cuddles with my dogs, followed by a refreshing morning pack walk with my husband. I then switch into work mode, diving into emails, calendaring, and prioritizing my top tasks for the day, ensuring I tackle the most mentally demanding ones while my focus is at its peak. At day’s end, I review my accomplishments, celebrating the wins (regardless of size) and setting intentions for the next day. I end the day the way I started it, with a pack walk with my favorites to decompress and transition into my personal time.

What business advice would you give your younger self?

I prioritize joy – it’s something I learned from our Founder at SVL, Brent Freeman. Oftentimes, we are so focused on wanting to be the best, having to succeed, and not wanting to let anyone down that we lose sight of all the beauty around us. As Ferrise Bueller once said, “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.”

Take time to celebrate the simple things to maintain balance, and always find the opportunity in every situation. Don’t wait to put off your happiness and joy, do it now, you are in control.

What can you tell our readers about what’s next for yourself and your company?

My mantra is to challenge everything, elevate everyone, and cultivate a top-notch culture to drive outstanding outcomes. It’s about igniting growth, sparking innovation, and creating raving fans for Stealth and our clients.

As we look towards the future, my goal extends beyond just business growth; it’s about deepening our relationships with clients and positively impacting their success by staying ahead of the curve. The exciting part for both me and the team is the opportunity to get creative and innovative. Our brainstorming sessions are incredibly energizing, like a double expresso, as we dive deep into understanding the needs of our partners and then devise new, groundbreaking solutions that propel them forward. This drive is powered by harnessing the latest in technology and AI, while infusing it with the creativity and care of our dynamic team.

What truly excites us is the prospect of welcoming a new channel of partners—thought leaders and entrepreneurs—individuals with an immense passion that resonates with us. We aspire to be an integral part of their journey, leveraging our expertise to help these individuals, businesses, and brands thrive and reach their fullest potential. Moving forward, we are committed to growing our team, seeking out like-minded individuals who share our passion and drive, and expanding our client base with those who align with our values and vision.

How do you boost your self-esteem in moments of doubt?

In moments of doubt, I find comfort and strength by grounding myself in my values and reflecting on the incredible journey that has brought me to where I am today. I am reminded of the profound impact of those who came before me and what they have done to pave the road for me. Many of those individuals, especially the women, overcame incredible things – like my grandmother who survived WWII and came to America to build a better life, all while grounded in a high work ethic and values.

I think of those who have stood by me, serving as my cheerleaders, supporters, and mentors. Their unwavering belief in my abilities has been a guiding light, propelling me forward even in the face of uncertainty. Just thinking about those moments – snapshot photos and quotes in my mind helps set me straight. If that doesn’t work, listening to some 2000s rap music usually does the trick.

What initiatives or actions do you believe are crucial for fostering a more supportive and inclusive business environment for women?

1. Mentorship: In my experience, mentorship has been pivotal in empowering women. By pairing experienced leaders with aspiring female talent, we not only provide guidance but also create pathways for advancement and success. It does not even have to be that formal, sometimes just having another woman that can be a thought partner or say “I get you” is enough and so important.
2. Flexible Work Policies: I firmly believe that offering flexible work policies is essential in supporting women’s career growth. It allows them to balance their professional aspirations with personal responsibilities, fostering a more inclusive and supportive work environment. Women should not have to choose between professional success, family obligations, personal growth opportunities, wellness, or joy. This is why Stealth is proud to be 100% remote and offer unlimited leave and flexible work schedules, along with an incredible parental leave policy (for moms and dads).
3. Cultivating a Culture of Inclusion: Cultivating a culture of inclusion is non-negotiable. I and the team at Stealth encourages open dialogue and actively listens to women’s experiences, and take concrete actions to address any barriers they face. By doing so, we create a workplace where diversity is celebrated, and every individual feels valued and empowered to thrive.

What challenges have you faced in the workplace, especially your experience in male-dominated environments?

Having personally experienced gaslighting and bias as a woman in the professional world, I understand the profound impact it can have on one’s confidence and sense of belonging. Gaslighting, with its subtle manipulation and invalidation of one’s experiences, can leave you questioning your own reality and worth. Bias, whether overt or covert, can create unfair obstacles to success, undermining your abilities and potential.

These experiences can also make it difficult to trust others, as you carry the weight of past mistreatment until shown another way. However, it’s crucial for women to stand up for themselves at all times. You might be called assertive, you might be called self-focused – that’s fine, you should be. It is 100% acceptable to be yourself, to stand up and champion for yourself. By doing so, you not only advocate for your own rights but also pave the way for other women to do the same. Standing up for yourself means standing up for other women, and that is what we need to move the needle toward a more inclusive and supportive environment.

My intention as a leader is to pave a way where others never have to endure such treatment. By fostering a culture of transparency, empathy, and accountability, I aim to create an environment where everyone’s experiences are acknowledged and valued, where biases are challenged, and where individuals are empowered to thrive authentically and unapologetically

How do you leverage technology and innovation (like AI) to stay ahead in the rapidly evolving business landscape?

We understand the power of leveraging technology and AI within our processes to get our clients better results while making our team more efficient. This means more time to focus on the strategy. From calendar, creative, and copywriting tools we utilize AI in many ways.

I actually gave this question to chatGPT with some of our best practice prompts to see its answer. It actually came out with some great responses for us, that were on point:

Here are 2 ways we utilize AI:

1. Data-Driven Decision-Making: We harness the power of AI and technology to collect, analyze, and interpret vast amounts of data. This allows us to gain deep insights into consumer behavior, market trends, and campaign performance. By making data-driven decisions, we can optimize our strategies in real time, ensuring maximum impact and ROI for our clients.
2. Automation and Efficiency: We utilize AI-powered tools and automation to streamline repetitive tasks and workflows. This frees up valuable time and resources, allowing our team to focus on high-value activities such as strategy development, creative ideation, and client collaboration. By automating routine processes, we can deliver results faster and more cost-effectively, giving us a competitive edge in the market. Now chatGPT response actually kicked out a list of 5, but we narrowed it down to these 2 that are most relevant to our actual use cases.
   We also utilize this a ton for writing ad copy, headlines, email copy, landing page copy, and
   organic social media posts for our own agency. Usually, there are quick edits, but AI and technology saves our team tons of time with the rough drafts of all these things.

How do you set your business apart from others in your industry?

Aside from being early adopters of AI and new tech, we also take a catered approach to each client. Even though we may fulfill the same service across the board, and have the same process in the background, our team has a diverse amount of knowledge and skills across all markets and paid channels that gets turned into amazing strategy & launch plans, along with highly effective marketing and ads that we execute on.

Through our “adlightenment” process we do the deep work with clients. Most agencies just look at your website and see what you sell, then do a broad stroke and see what sticks. With Stealth, we work with you to see why you sell it, what problem it solves, who you sell it to, and develop market personas. We want to understand the demographic data, psychographic data, daily habits, routines, hobbies, eating habits, and more to really be able to tailor our marketing to the exact right person at the right time. This strategic and psychology-driven approach has resulted in significant reductions in customer acquisition costs and increased bottom-line revenue for clients we work with. We’ve scaled multiple clients from 0 to 100s of thousands in ad spend while dropping their CPAs and increasing revenue into the business.

Nothing makes me more excited than supporting other growing businesses and the people behind them. I have 20+ years of positioning complex service delivery for long-term viability for profitability and performance. I am passionate about creating raving fans of Stealth and our clients, championing the development of client-first companies. Expert connector between organizational culture and financial performance, my expertise is in delivering sustainable, scalable solutions. With digital marketing experience (expertise in UGC, harnessing the power of secondary channels, and using psychology to drive results), my knowledge extends to M&A, contract & pricing optimization, compliance (HR/IT/InfoSec), and of course cultivating a high-performance team to ensure a sound foundation. I am passionate about supporting business owners and helping them get to their breakthrough, regardless of how big, that propels them forward. Empowerer of women. Avid dog lover and wine connoisseur

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