As a woman business owner, I know success comes from constantly evolving.
Over my journey from college student to young earner to motherhood to successful entrepreneur, I have forged new identities and reinvented myself many times over.
Recently, as I embarked on my latest venture—Team Spark Advisors, which employs data analytics to help businesses hire the right people in positions where they will be most effective—I reflected on how the experience that I have built over my decades as a professional informs the work I do today.
Where I started is far from where I am now, but in a way I have come full circle, challenging myself and learning as I went. I earned my undergraduate degree in journalism and media studies with a minor in counseling from Rutgers University, which is where I met my husband, Jake. Although I initially pursued broadcast journalism, I earned a Master’s degree in Counseling Psychology from Columbia University.
Fascinated by the developing mind and with a love for working with children, I became a high school counselor. Although it was a safe career with perks, there was no upward progression.
When I was on maternity leave after the birth of my youngest daughter, Violet, I felt it was time to start pursuing my dreams, but I wasn’t sure what they were. I felt pigeonholed in a specific career path and didn’t see how my skillset would translate to something else.
While scrolling through Facebook, I saw an ad for a managing editor at a hyperlocal parent website. The description seemed tailored to me: a local mom with kids under 12 who was active in the community and had strong communication skills.
I applied but was initially passed over due to the fact they didn’t think I would have the time. Jake convinced me to call and tell them why I’d be successful. Filled with renewed confidence, I did and was hired as a “mommy blogger.”
It didn't take long for me to recognize the potential for increased earnings through selling advertising space on my website. However, there was a catch: I had absolutely no experience in sales. Undeterred, I decided to teach myself. Early in the morning, on weekends, and during Violet's nap time, I dedicated myself to reaching out to prospective clients, driven by the goal of generating enough income from my website to match my current counselor's salary. The ultimate aspiration? To transition to working from the comfort of my home. After one year, my dream became a reality. I quit my job in December 2018 and focused on building my site.
As I was settling into my new routine, Jake dropped some unexpected news: He had sold his business. Though it came as a shock, it was the right move. Seeking new business ventures, Jake learned about City Lifestyle, a national magazine franchise. “I think you’d be really good at this,” he told me. “What if we went into business together?”
As we looked closer at the opportunity, I fell in love. Owning a magazine combined my love of journalism, passion for my community, and desire to help local businesses get their message out.
People have inquired what it is like working with a spouse. In our case, working together has made us closer. We discovered we are the perfect partners: We are aligned, trust each other, and know the other is always acting in our collective best interest. Working together also allows us to better balance family life.
We launched our first magazine, Bridgewater City Lifestyle in August 2019. Our children were young and kept me busy. I’d rise at 4 a.m. on the weekends to edit articles and get a jump on the day before the girls woke up. In our first six months, I did not take a day off. Our hard work was rewarded. We grew quickly, and the corporate office named us “Rookies of the Year.”
In 2020, City Lifestyle headquarters invited me to join the corporate team to help other magazines in the franchise of about 190 markets nationwide achieve the same success. As I rose through the ranks to Vice President of Sales, Jake was busy launching our second publication, Somerset Hills City Lifestyle, and growing our local team.
Our success continued, but at headquarters, our CEO was looking for a way to recruit stronger publishers. We wondered: Why were some people experiencing incredible success while other smart, capable people struggled? They trained me in a system that used a diagnostic tool that could tell us in about seven minutes who had the internal makings of a good publisher, one who naturally had the drive, vision, and follow-through skills.
Using this system, we also could easily identify who would be the right support staff for each publisher, people who could fill in their weaknesses. I started working closely with the recruiting department and the publishers on building their teams.
I realized that when you put the right people in the right seats, they shine. Everyone deserves to be in the right job for them. That is when the magic happens.
Then, I realized something else: I was not in the right seat. Although I loved my job, corporate life was taking me away from what I wanted. I started my own business to be an entrepreneur, work with my husband, and be involved with local businesses. I decided to make another adjustment in my life, while still continuing to help grow and build local magazines in New Jersey.
Inspired by the personnel analytics and team building I did at the corporate office, I founded Team Spark Advisors to bring these benefits to local businesses. I feel that again, I've come full circle. I’m a counselor again--only now for business owners. I apply the diagnostic tools to corporate teams to provide insights on their strengths and weaknesses. This will help them place the right people for precise positions based on the current dynamic.
Sales is a part of every business, and with my background, I particularly love working with sales teams. It’s impactful to see their numbers skyrocket once they make the right hires. I also particularly love working with female leaders. When a talented woman is surrounded by the right team, she can be her best self.
What I am most proud of is that my four daughters can witness their mom pursuing her passion. We talk a lot about business and entrepreneurship. They see how heavily involved I am in the business community: I am a member of Entrepreneurs’ Organization NJ, a BNI group (Businesses Networking International), and other local business development groups.
I lead by example. I want my girls to know that they are only limited by themselves. They do not have to follow societal norms of what is “expected” of them. They should put in the hard work and never feel that opportunities are limited. I want them to grow and have a life like I have forged, one driven by passion where they wake up every day excited about the work they have chosen to do.
What lies ahead? Only time can reveal that, but currently, I take great pleasure in helping businesses build their teams. Furthermore, I derive immense satisfaction from contributing to the launch of new City Lifestyle publications throughout New Jersey. I am eager to explore and seize the untapped opportunities present in both of these endeavors. My story isn’t over.
Discover how Team Spark Advisors can help your business grow at TeamSparkAdvisors.com
Office courtesy of Embrace Home Loans, Basking Ridge
Hair and makeup: J.Walker Salon, Bernardsville
Restaurant: Red Horse by David Burke, Bernardsville
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"I realized that when you put the right people in the right seats, they shine. Everyone deserves to be in the right job for them. That is when the magic happens." (pull quote please)
