Her Story
About Jennifer
Jenny HernandezBotello serves as ads analytics lead at Best Buy in Minneapolis, MN, where she supports one of the company's largest vendors by managing ad hoc requests, custom audience analyses, annual reporting, and quarterly business reviews to improve media efficiency and grow partnerships. With just over three years in retail media, she previously worked at Target's retail media agency Roundel on the research team, executing various tests and developing a large-scale A-B test on bilingual campaigns that drove 1.2 times higher sales for Hispanic audiences, leading to a new playbook still used by the team. She holds a Bachelor's of Art in Business Administration from Portland State University with a concentration in marketing and advertising, a minor in sustainability, and a certificate in food and beverage leadership. She has completed Yale's online women's leadership program and eCornell data science certifications and is pursuing an MBA at the University of Arizona. Jenny is a former member of AMA and Toastmasters, volunteers with Common Hope, and attributes her success to personal growth and a commitment to continuous learning, inclusion, and innovation.
Her Interview
Ten minutes with Jennifer
01What do you attribute your success to?
I attribute a lot of my success to how much I've grown within the last year. It's easy to compare yourself to others, but the biggest thing is what have I learned this year and where am I going towards.
02What’s the best career advice you’ve ever received?
Steer into what scares you, and own your development. Be comfortable being uncomfortable by forcing yourself into growth situations like public speaking. No one will care more about your development than you, so own conversations with your manager.
03What advice would you give to young women entering your industry?
Understand the differences in retail media agencies and how operations are handled. Know about media, retail, vendors, methodology, and popular testing like incrementality testing or matched market testing. Learn how a retail media agency operates as it's a big differentiator.
04What are the biggest challenges or opportunities in your field right now?
The biggest opportunity is how much retail media is growing. Agencies are growing rapidly in methodology, and teams like at Best Buy and Roundel are evolving constantly with updates.
05What values are most important to you in your work and personal life?
Inclusion is super important. Innovation, coming up with new ideas and improving what's existing. A really big learning mindset, never stop being in that student mindset and wanting to continue learning new things and skills.
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