Alone with COHN: Client Edition featuring Jennifer Tucker

Every few weeks, we post a profile of our employees via the Alone with COHN series. This week, we’re turning the tables to get into the minds and hearts of our clients. Meet Jennifer Tucker, VP Marketing/Business Development for Homewatch CareGivers International.

Name a company who you think is doing marketing right and why (from a holistic/branding level)?

Patagonia because they follow through on their mission and what feels like their true passion: caring for the environment. Selling clothes always seem second to their greater vision about leaving the rivers, mountains and forests for the next generation to enjoy. Their marketing shows their ambassadors wearing their clothes in beautiful places doing incredible things with their bodies (climbing, running, surfing, etc.) and it’s inspiring. You think, “I want to be like them,” and you want to buy their products in part because of this, because their clothes are indestructible and have lifetime guarantees but also because buying their stuff feels like you’re giving to an environmental non-profit. If you’re their target audience, you feel like you’ve partnered with the perfect company.

If you had to pick an ad campaign that you admire, which would it be and why?

The Always’ “Like a Girl” campaign because it takes on gender equality in an interesting way and leaves the audience moved, inspired and feeling empowered. You don’t feel sold to, but you’re left feeling that the company understands you.

What do you find most inspiring about working in the world of marketing?

Hands down, working alongside brilliant marketing people at Homewatch CareGivers International who are creative, thoughtful and want to dig deep to find the essential truths that move our customers to action.

What was your first job and how old were you?

Babysitting for a wonderful little girl who was just a few years younger than I was. We usually baked a cake while her parents went out to dinner that we then proceeded to eat. It felt too good to be true, to get paid to eat cake, but when you love what you do, it doesn’t feel like work, does it?

If you had to pick a character from a movie that best represents you, who would it be and why?

I like to think I’m the underdog who no one thinks is going to pull off the big win, but with hard work and mental tenacity overcomes the obstacles and her team triumphs. Thinking this way keeps me from getting comfortable or complacent- which could happen when you’ve been at the same company for 13 years!

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