Her Story
About Jenna
Jenna Smith is a sales leader with more than 15 years of experience driving growth and building strategic partnerships within the advertising, consumer packaged goods (CPG), and retail media industries. She currently serves as Sales Team Lead at Chicory, where she has spent the past five years leading the company's retailer business and helping grow the retailer practice into a multi-million-dollar territory. Jenna began her career at News America Marketing in 2011 as an account coordinator and steadily advanced through the organization over eight and a half years, ultimately serving as Vice President, Senior Account Director. Following a brief experience with startup Cargo, she joined Chicory as a Senior Account Executive before stepping into her current leadership role. She earned a double major in Entrepreneurship and Marketing, along with a minor in Sociology, from the University of Dayton.
Known for her collaborative leadership style and commitment to client success, Jenna has built her career by embracing stretch assignments and lateral opportunities that expanded her expertise across multiple business sectors. She believes that genuine relationships are the foundation of long-term business success, prioritizing authentic partnerships by understanding clients beyond the boardroom and delivering solutions that create lasting value. Her focus on innovation, retailer growth, and exceptional customer experiences has established her as a trusted advisor to clients and a respected mentor to colleagues.
In 2026, Jenna was recognized as one of Progressive Grocer's Top Women in Grocery, honoring her contributions to the evolving retail media landscape and her leadership within the industry. Outside of work, she enjoys spending time with her husband and their two daughters, especially on the tennis court, where the family has recently embraced the sport together. An avid reader, Jenna also participates in two book clubs and enjoys thoughtful discussions sparked by her love of literature. Guided by values of collaboration, accountability, and continuous learning, she encourages young professionals to proactively seek opportunities, remain open to growth, and build meaningful relationships that create lasting impact.
Her Interview
Ten minutes with Jenna
01What do you attribute your success to?
I attribute my success to being open to stretch assignments, including lateral moves that provide opportunities to gain new experiences and learn new skills. I made lateral transfers from Cincinnati to Chicago and then to Bentonville to fill company needs while becoming a subject matter expert in different sectors. These diverse experiences have made me an invaluable asset. Additionally, genuinely caring about clients' experiences and outcomes, and doing work I'm passionate about builds trust and partnerships that grow revenue.
02What’s the best career advice you’ve ever received?
The best career advice I've ever received is to personalize the business, or PTB. This means getting to know your client as a person, understanding their hobbies and passions, not just their brand. It involves remembering their kids' names, entertaining them over drinks or meals or ball games, creating fun memories that lead to foundational work relationships. Over 15 years, many clients have turned into legitimate friends; I even invited clients to my wedding.
03What advice would you give to young women entering your industry?
Don't be afraid to ask. Ask for the meeting, the proposal, the referral, the promotion. Do so tactfully, always providing something of value in the exchange. Don't be afraid because the worst someone can say is no. When they do, don't take it personally, seek to understand why, and use that to show up better and more prepared next time.
04What are the biggest challenges or opportunities in your field right now?
One of the greatest opportunities in the grocery industry is continuing to innovate while meeting the evolving needs of consumers. Today's customers expect greater convenience, value, and personalized experiences, which requires businesses to remain agile and forward-thinking. At the same time, navigating supply chain challenges, workforce development, and changing market demands requires strong leadership and a commitment to continuous improvement. I believe these challenges also create opportunities to drive meaningful innovation and deliver greater value to both customers and communities.
05What values are most important to you in your work and personal life?
I value collaboration over competition. In my current organization, our sales team is the most collaborative group of women I've ever worked with; we are each other's biggest cheerleaders. Second, holding high standards, being proud of the work you're sending out, honoring your commitments, and holding others accountable to doing the same.
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