Jacqueline Theise

I attribute much of my success to being adaptable, curious, and willing to step into new challenges before feeling fully “ready.” Throughout my career, I’ve been able to combine a strong analytical and performance-driven mindset with creativity and storytelling, which has helped me build programs that are both brand-focused and results-oriented. My background in merchandising also gave me a strong understanding of consumer behavior and product positioning, which continues to influence how I approach marketing strategy today. I’ve also been fortunate to work alongside strong mentors and leaders who empowered me to take ownership, continue learning, and grow into leadership opportunities across affiliate, influencer, and social marketing.

The best career advice I’ve ever received is to choose a company whose mission genuinely resonates with you — somewhere you feel personally connected to the product, service, or community you’re supporting. When you truly care about what you’re building, the work becomes more meaningful, motivating, and fulfilling, even during challenging moments.

For me, that alignment has made a huge difference in both my growth and confidence throughout my career. Rather than chasing opportunities solely based on title or compensation, I’ve learned that passion and purpose create stronger long-term success and make the day-to-day work far more rewarding.

I would encourage young women entering this industry to find a company and brand they genuinely feel passionate about. Having a personal connection to the product, mission, or community makes a huge difference — it turns work into something that feels exciting and meaningful rather than just a job. If you’re spending most of your week working, you should enjoy and believe in what you’re building.

I’d also recommend staying open to different opportunities and being willing to learn new skill sets, even if they feel outside your comfort zone. My own career evolved from merchandising into affiliate marketing, influencer partnerships, and eventually social media leadership. Each experience built on the next and gave me a broader understanding of how all of these channels work together.

The marketing landscape is constantly evolving, so being adaptable, curious, and collaborative will take you much further than trying to fit into one specific path from the start.

One of the biggest challenges in this field — especially within the marine and outdoor industry — is that so much of the content creation process is dependent on real-world conditions like weather, boating schedules, and seasonality. Capturing authentic on-the-water content often requires flexibility, quick pivots, and strong coordination across creators, production timelines, and campaigns.

At the same time, one of the biggest opportunities right now is the continued integration of social media, influencer marketing, and affiliate strategy. Brands are moving toward more connected ecosystems where creators not only drive awareness and engagement, but also measurable performance and conversion. We’re currently focused on building stronger overlap between affiliate and influencer programs to create a more full-funnel approach that supports both brand storytelling and business growth.

The values that are most important to me in both my work and personal life are authenticity, balance, growth, and connection to nature. Being outdoors and on the water has always been a huge part of who I am. I grew up in South Florida surrounded by boating, fishing, diving, and ocean life, and those experiences continue to shape both my lifestyle and perspective today.

Spending time outside — whether boating, paddleboarding, diving, fishing, or simply being in nature — helps me stay grounded and connected. Yoga is also a very important part of my life and has helped strengthen my mental, emotional, and physical well-being over the years.

I’m also very creative outside of work and enjoy crafting, especially working with shells and creating visually inspired pieces. Creativity and self-expression are things I value deeply, both personally and professionally.

Living in different places like Boston and Portland, Maine also had a major impact on me. Experiencing different environments, cultures, and perspectives helped me grow tremendously and shaped the way I approach relationships, leadership, and life overall. I’m incredibly grateful for those experiences because they pushed me outside my comfort zone and helped me become more adaptable, confident, and well-rounded.