From Small Town to Digital Success: How Nikki Lindgren Built a Female-Led Marketing Agency
In this episode of Career Spotlight, we're joined by Nikki Lindgren, founder of Pennock, a California-based digital marketing agency helping beauty and lifestyle brands scale their e-commerce presence. Starting from a small Minnesota town of 400 people, Nikki's journey took her through roles at Pottery Barn and Cost Plus World Market, where she was part of the founding 7-person e-commerce team that generated 200K in their first month.
After managing digital marketing for over 45 entertainment and sports brands including Game of Thrones merchandise and major sports teams, Nikki founded Pennock in 2020. Today, her all-female team specializes in elevating brands from $1M to $10M+ in annual revenue through strategic paid media and SEO initiatives.
Key Discussion Points
After managing digital marketing for over 45 entertainment and sports brands including Game of Thrones merchandise and major sports teams, Nikki founded Pennock in 2020. Today, her all-female team specializes in elevating brands from $1M to $10M+ in annual revenue through strategic paid media and SEO initiatives.
Key Discussion Points
- Building and scaling e-commerce presence in today's multi-channel landscape
- Transitioning from corporate roles to agency leadership
- Managing digital marketing budgets for emerging brands
- Leveraging AI and automation in marketing operations
- Creating sustainable work culture in agency environments
- Strategic approach to paid media and SEO optimization
- Balancing client relationships and team management
- Career Insights
- Agency vs In-House Roles
Agency work offers exposure to multiple brands and peer learning opportunities
In-house positions at emerging brands provide generalist experience
Small agency environments foster quick decision-making and strategy implementation
Work Culture
In-house positions at emerging brands provide generalist experience
Small agency environments foster quick decision-making and strategy implementation
Work Culture
- 28 paid holidays
- Monthly office closure on one Friday
- Unlimited time off
- Focus on work-life balance and sustainable practices
- Call to Action
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Creators and Guests
Host
Michael Bernzweig
Michael Bernzweig is a tech entrepreneur and podcast host. He founded Software Oasis in 1998, pioneering software distribution. Now, he connects businesses with top tech consultants and hosts the Software Spotlight, Career Spotlight, and Consulting Spotlight podcasts, providing valuable insights to professionals.
Guest
Nikki Lindgren
In the agency realm at Delivery Agent, Nikki expanded the growth team from 3 to 12 members, overseeing 45 clients, including esteemed entertainment brands like Rolling Stores, NY Knicks, HBO's Game of Thrones, FOX's New Girl, Jessica Simpson, Rachel Ray, Ben Sherman, and others. The agency experienced tenfold growth during her tenure.
