Shelby Hickerson

I attribute much of my success to my family, especially my grandparents and my dad. My grandmother really taught me what hard work looks like and gave me my “get-it-done” attitude. She grew up on a farm, and her mindset was always that if something needed to be done, you just did it. My grandfather and dad also played a huge role through our family’s fifth-generation sawmill operation. Growing up around a family business taught me responsibility, work ethic, and the reality that everyone has to pull their weight.

I grew up participating in 4-H and FFA, so those 5 a.m. wake-up calls at a young age really shaped me. By the time I was 16, I was already learning different parts of owning a small business, so I developed a mindset of figuring things out and adapting quickly. Thankfully, the internet and technology have made learning much more accessible over the years.

I’ve also been fortunate to have strong mentors throughout my career who saw my potential, challenged me to grow, and helped guide me along the way.

The best career advice I’ve ever received is to start every day with a smile and a good attitude. Mindset really shapes how you approach challenges, people, and opportunities. No matter how stressful or unpredictable things get, staying positive and willing to adapt can completely change the outcome of a situation. I’ve found that when you approach work with energy and optimism, you’re capable of far more than you initially think.

My advice to women starting in the industry would be to trust yourself and not be intimidated by stepping into spaces where you may be the only woman in the room. A lot of growth comes from being willing to ask questions, learn as you go, and take on challenges even before you feel completely ready.

I would also say that hard work and consistency still matter. Show up, follow through, and be willing to figure things out. Confidence comes with experience, and experience comes from being willing to try. Having a strong work ethic, staying adaptable, and maintaining a positive attitude will take you much further than you realize.

Most importantly, don’t underestimate the value of building relationships and learning from mentors. Some of the biggest opportunities in my career came from people who believed in my potential and pushed me to grow.

A major challenge is balancing technology with authenticity. AI and automation tools are incredibly helpful for efficiency and data analysis, but consumers still want real, human-centered brands and experiences. Companies that rely too heavily on automation without maintaining a strong brand voice or genuine connection risk losing trust and engagement.

In e-commerce and digital marketing specifically, there is also increasing pressure around data privacy, ad performance transparency, and constantly changing algorithms across platforms like Google, Meta, and Shopify ecosystems. Marketing teams are expected to do more with less while proving measurable ROI.

I also think adaptability has become one of the most important skills in the field. The platforms, tools, and strategies that worked even a year ago can change quickly, so staying willing to learn and evolve is critical to long-term success.

The values most important to me in both my work and personal life are hard work, perseverance, positivity, and having a true get-it-done mindset. I believe a lot can be accomplished by staying adaptable, working through challenges, and showing up consistently, even when things are difficult.

I also care deeply about nonprofit work and animal rescue, which has remained an important part of my life and career. Supporting causes that make a tangible difference is something I find very fulfilling.

Family traditions and time spent outdoors are equally important to me. Gardening is something I grew up doing alongside my great-grandmother and grandparents and it’s still something I enjoy today because it keeps me connected to family, nature, and a slower pace outside of work. At home, that also extends to caring for my two dogs, including a rescued bulldog who recently turned three, and continuing to support animal rescue efforts whenever I can.