Women’s History Month Spotlight: Jeanene Kroetch

Jeanene Kroetch’s career has included long-term roles in client management, marketing and communications strategy, operation management for top marketing companies like JWT and Y&R. Jeanene’s talent has landed her global recognition as an agency partner to marketing teams in Fortune 100 companies including Colgate-Palmolive, Kellogg’s, Unilever and Kraft. 

Jeanene has channeled her entrepreneurial spirit to drive organic growth by creating specialized agencies, integrating services, and identifying and resolving organizational inefficiencies. After working in-house for years, Jeanene spends her days as the co-founder and Chief Operating Officer at Overflow, and an independent consultant who specializes in marketing strategy, consumer analysis and skill-building, working with innovation groups across the US and Latin America. 

We sat down with Jeanene in celebration of Titanium’s Women’s History Month interview series: The Sky Is the Limit: Breaking Glass Ceilings. This series was created to recognize all the incredible women who are leaving their impact on the world in unconventional and inspiring ways. 

Can you tell us a little bit about your career journey and how you got to where you are today? 

I grew up on the prairie in South Dakota, but I was always a reader, a dreamer and a goal-setter. My goal was to travel and find work where I could touch a lot of different areas and people. When I was younger, I thought this desire would lead me on a path toward journalism. I ended up going to graduate school for advertising which led me to my first job at J. Walter Thompson. I was immediately looking for a way to get on the international team. 

It took a few years, but eventually an assignment came across my desk that no one else wanted - because it meant moving to Warsaw, Poland and helping set up an agency there. After that transition, I moved to Mexico and Latin America where I became the regional brand director for JWT. Then I started my own business for a year before I re-entered the game working for Colgate-Palmolive. After a few years traveling around the world with Y&R, I landed in New York. I worked in New York for a few more years before I realized there wasn’t much room left for me to grow within these giant corporations, so I went out on my own as an independent consultant. 

I loved the freedom, but it was missing something. My work didn't feel purposeful. I had the desire to leave a lasting impact on the world, and I knew I didn't have the capacity to do that as an independent consultant. I ended up meeting a few like-minded people, who eventually became my very close friends. Together, we founded Overflow.

What are the keys to being successful in the advertising industry? 

I think the most important thing is networking. Every position I’ve ever had I got through a connection. You have to establish trust, and that’s not necessarily easy with just a resume or a LinkedIn profile. The key to success in any industry is making connections and building trust. 

If you could look back on the beginning of your career, especially when you first moved to Poland, what advice would you give yourself? 

Get more sleep. I was sleep deprived for probably two years. I would say take your work seriously, but not too seriously. I was incredibly earnest, hardworking and responsible, but that came with a lot of sacrifice. Looking back, I would tell myself to spend more time with friends and family because that’s ultimately what’s most important. 

Can you tell us about some of the hardest challenges you’ve faced in your career, specifically as a woman in leadership? 

The double standard of emotions was one of the most difficult things for me to overcome. When men get angry they’re seen as forceful, but when women get angry they’re seen as out of control. When men are unyielding they’re strong, but when women are unyielding they’re stubborn. Women are always accused of being overly emotional, especially in the workplace. It’s such a misconception and narrow view. Anger is an emotion too, but one that’s demonstrated by men a lot more than women. 

So we’ve talked about external challenges, can you tell us about a time when you had to overcome adversity within yourself? 

Prioritizing myself has always been key for me - whether that means going for a run, swim or massage. Doing things that make me feel good physically and mentally set me up for success and help get me through tough spots. When you’re in a situation where you have to give 110% of your time and energy, it really pays dividends to make sure you’re taking care of yourself. It sounds contradictory and maybe even a little selfish, but it’s about long-term thinking and self-care. 

How can we help support women as they’re getting their start in the world of advertising? 

Calling out double standards like I mentioned earlier really helps level the playing field. What I love most about it though is that anyone can do it. It doesn't take special skills or status to call out injustice. Reshma Saujani, the woman who founded Girls Who Code, made a really good point that we’re in a once-in-a-generation opportunity to fix the workplace. The balance is with workers and not companies for the first time in a while. The pressure is being put on corporations to reevaluate policies on gender neutral paid leave, mental health care, childcare and affordable health care. All these things trickle down to affect our future generations. I’m following Reshma closely because I think these points are valid and important for all women in the workplace. 

How are you and your company making a difference to help pave the way? 

As marketing and advertising professionals, we’re in a position to break stereotypes because we have access to the messaging itself. If you have a hand in shaping the message, you have influence. I had this realization a few years ago, and it has played a huge role in shifting my mindset. As women, we really have an opportunity to make a tremendous difference in this way. 

Do you have any final words of wisdom? 

Advertising can be a fantastic place to have a career because you have amazing exposure to many different people, industries, people and places. If you’re someone who likes a challenge and has natural curiosity, it’s a great field to be in and explore.