Marketing Zwagger: Where Passion, Purpose, and Identity Collide
Your brand isn’t missing a tactic—it’s missing you.
→ This is a story about what happens when you stop chasing strategies—and start listening to yourself.
The other night, I dreamed I was in Paris—surrounded by friends from different parts of my life. We were all staying in this beautiful, unfamiliar place. Each person had their own room, their own space, their own reason for being there. In a way, it felt like my life had converged and the different versions of me were finally coming together under one roof. Funnily enough (or maybe not?), that’s also how I’d describe this moment in my journey: a reimagining, a reconnection. That dream reminded me of what it feels like when everything comes together—which is exactly what inspired me to write about Marketing Zwagger this week. It’s the version of you that shows up when passion and purpose meet clarity and confidence.
Introduction: What Is Marketing Zwagger?
Let’s talk about Marketing Zwagger. Marketing Zwagger is my personal take on what happens when passion meets unapologetic strategy. For me, it’s the confidence to own your story, the creativity to craft something unforgettable, and the clarity to make it all work seamlessly. It’s not about following a formula or ticking boxes—it’s about showing up authentically and trusting your instincts to create something that truly connects.
Marketing Zwagger (n.): The creative and strategic flow that emerges when you finally align what you love, what you're great at, and what your audience genuinely needs. It's bold, intuitive, and deeply personal—a kind of inner clarity that shapes everything from the way you communicate to the way you lead. It’s not just a vibe; it’s a vision in motion.
Finding my marketing zwagger has been anything but linear. It’s taken years of trial and error, late-night doubts, bold moves, and deeply satisfying wins. It started when I fell in love with marketing in college—realizing it wasn’t just about selling but about storytelling, connection, and psychology. Over time, I had the chance to bring those passions to life through campaigns for brands like ESPN and MGM. But it wasn’t until I launched The Launch Box that I truly felt it all come together: creativity, strategy, and purpose, finally aligned. Now, I get to help founders tap into that same kind of clarity and confidence, building brands rooted in their own unique essence.
But let’s get real—this isn’t about me telling you how great my career has been (spoiler: it hasn’t always been smooth sailing). It’s about sharing the highs and lows, the lessons learned along the way, and how those moments helped me reconnect with what I love about marketing. My hope is that by sharing my story, you’ll feel inspired to reflect on your own journey—and maybe even find a little zwagger of your own.
Part 1: The Spark – Discovering Your Passion
Every journey starts somewhere, and for me, it was a college classroom. Marketing wasn’t even on my radar—it was just another required class for my business degree. But something about it clicked right away. Marketing wasn’t just about selling products; it was this incredible blend of art and science, creativity and psychology. It tapped into my love of storytelling and my fascination with what makes people tick. It felt like someone handed me the key to understanding how to connect with people on a larger scale—and I couldn’t wait to dive in.
That spark led me to my first job at People Magazine as an assistant (I know, not exactly glamorous work), and it gave me a front-row seat to how media and marketing intersect. One day, I watched the women in marketing give a presentation, and something shifted for me. They weren’t just selling ad space; they were crafting stories that connected with audiences and building relationships that mattered. I thought to myself, That’s what I want to do. That moment planted the seed for my next big goal: moving to New York City to work in magazine marketing.
But let’s be honest—dreams don’t come with shortcuts. Before I could get there, I needed more experience—and that’s where my detour into media and entertainment began. Working on the account side at an advertising agency taught me how to think strategically and build relationships, while my time on the client side at Paramount and MGM showed me how creativity and execution come together to make an impact.
Looking back, those early experiences were laying the foundation—quietly shaping the skills, values, and instincts that would guide me later. In hindsight, they were like the first guests arriving in that dream—pieces of my journey starting to gather, waiting for the bigger picture to come into focus.
Welcome to "Purpose Play"—a quick moment in each post where I invite you to pause, reflect, and put purpose into practice. Because building a brand with real zwagger isn’t just about absorbing ideas—it’s about exploring your own.
Purpose Play: Think back to your own spark moment—when did you first realize what lights you up? What about that moment felt exciting or meaningful? Write it down, then reflect on how it connects to what you’re doing today.
Part 2: Milestones – The Highs That Shape Your Zwagger
No career is built on a single moment—it’s a series of milestones that teach you who you are and what you’re capable of. For me, some of my proudest moments came during my time at ESPN, where I had the chance to work on projects that pushed boundaries and tested my creativity.
One of my biggest highs was the launch of the 30 for 30 Blu-ray box set. It wasn’t just another product release—it was a bold idea that required persistence and a willingness to take risks. The concept was simple but unconventional: release each film as a standalone to honor the filmmakers while also creating a collectible box set to celebrate the series as a whole. Most vendors didn’t see the vision, but I did—and I wasn’t willing to compromise. After pitching the concept to multiple partners, I finally found one who believed in it as much as I did. When the set launched and hit #1 on Amazon’s sales charts, it wasn’t just validation for the project—it was proof that trusting your instincts can lead to incredible results.
Moments like these taught me that great marketing isn’t about playing it safe—it’s about leaning into creativity, trusting your gut, and staying true to your vision. These lessons became foundational for how I approach every project today, whether it’s crafting campaigns or mentoring founders through The Launch Box.
Each of these milestones reminded me of what I value most in my work—and helped me build the confidence to show up more fully as myself in every role I stepped into. They were markers of growth, like rooms in that Parisian villa—each one holding a version of me that built toward the whole.
Purpose Play: Think about one of your biggest wins—whether it’s launching a product, solving a tough problem, or connecting with your audience in a meaningful way. What made it successful? Was it creativity? Persistence? A bold idea? Write down the steps you took and reflect on how they align with your values.
Part 3: Pivot to Purpose – Rediscovering What Matters
Sometimes success isn’t enough—it takes hitting pause and reassessing what truly matters before you can move forward again. For me, that moment came during my time at Fox when I realized I’d lost sight of why I loved marketing in the first place—the art, the science, and the spark that had always fueled me.
Leaving Fox wasn’t easy—it felt like admitting defeat—but it turned out to be one of the best decisions I’ve ever made. Going back to school for my MBA gave me space to reconnect with my passion and explore how to align it with my purpose moving forward. It also gave me the courage to start The Launch Box—a business built on creating personalized strategies for founders who want their brands to stand out authentically.
Through consulting and mentoring entrepreneurs, I saw firsthand how many founders struggled—not because they lacked ideas but because they didn’t know how to connect their passion with strategy in ways that felt authentic. That realization became central to everything I do today: helping others rediscover their why so they can connect deeply with their audience.
This was the point where I started letting go of the things that no longer fit—and made space for the parts of me that were ready to lead. Just like in the dream, not everyone stays for the whole journey—but each one shapes the energy of the space you're creating.
Purpose Play: Reflect on your pivotal moments—what lessons did they teach you? Write down one way you can use those experiences to reconnect with your why and shape your next steps forward.
Part 4: Connecting Passion and Purpose to Your Audience
Once you’ve rediscovered your passion and aligned it with your purpose, connecting authentically with your audience becomes possible—and powerful. ESPN taught me what storytelling can really do—how it creates emotional connections that go beyond transactions (30 for 30 wasn’t just a product; it was an experience). Later, my work at The Launch Box showed me how authenticity drives loyalty when messaging aligns with values.
Authentic connection starts by knowing who you are—and communicating that clearly across every touchpoint of your brand.
Purpose Play: Reflect on your brand’s story and values—what makes your business unique? Write down three ways you can communicate these ideas through storytelling or customer experiences.
That dream I had—the one in Paris—was my psyche connecting the dots between all the important people, places, and moments in my life. It was a glimpse of what delivered me to today. It's how I developed my zwagger. It’s not just strategy or passion—it’s the full integration of who you’ve been, who you are, and who you’re becoming. And if you ask me, that kind of alignment? That’s the real power behind a brand that lasts.
I'd love to know—what part of your story is asking to be brought forward right now? Drop it in the comments, send me a DM, or share your own “zwagger moment” and tag me. I’m here for the real, the messy, and the magic in between.
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What’s your zwagger moment? I’d love to hear about it!