1253: Marketing Your Business Without Abandoning Yourself or Wasting Money With Jess Shirra
“Marketing is required in any business, and the marketing landscape is constantly changing. You have to evolve with it.”
In this episode, Heather and Jess Shirra break down what it actually looks like to evolve with the marketing landscape without burning yourself out or throwing money at strategies that don’t move the needle in your unique business. This is a real conversation about the identity shift that comes with hiring a team, the weight of holding the bigger pieces alone, and why bringing in the right marketing leadership at the right time can change everything. If you’ve ever felt the pressure to “figure it out” yourself, questioned your strategy, or wondered whether you’re investing in the right things, this episode will challenge how you think about growth, support, and building a business that honors your lifestyle, not just your revenue goals.
What to listen for:
✨ The identity shift and initiation that come with hiring a team for your business
✨ How the heaviness of holding the bigger pieces can negatively impact your work
✨ Understanding the right hiring order for team members, and finding their best role
“The CMO role is almost like having insurance for your marketing budget and marketing efforts. Someone inside your business is making sure you're not wasting money, spending too much, or focusing on the wrong things and that every single little bit of energy, effort, revenue, like budget is being directed towards the most needle-moving things.”
✨ Hiring a Chief Marketing Officer who honors your lifestyle and goals
✨ Why you need a marketing strategy and a dedicated lead-generation funnel
✨ The importance of asking for support in advance so you don’t expect instant ROI
“If you have a strong CMO, what that person will do is hear your ideas and then think about that in the bigger picture of where we're going, and this thing actually does make sense, or it's going to actually make that other thing faster or better.”
✨ The importance of having a solid marketing strategy in place, even if you’re new
✨ Building self-trust and navigating the lack of ethics in online marketing
✨ Understanding there’s no one right way to market a business
About Jess Shirra:
Jess Shirra is a Fractional CMO and the founder of The CMO Office, where she partners with 7- and 8-figure creators and brands to bring them the clarity, direction, and leadership they’ve been missing in their marketing.
Over her 15-year career, she’s led marketing for global brands like Lululemon, Pottery Barn, Strava, and Deloitte, and has supported top creators including Jenna Kutcher, Lori Harder, and Vanessa and Xander Marin. Jess' superpower is her ability to cut through the noise and help founders understand what their businesses truly need to grow.
Connect with Jess:
Website: https://www.thecmooffice.com/
Instagram: https://www.instagram.com/marketing.by.jess
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