An Interview With Dina Aletras
I rarely describe myself as a thought leader because, in my opinion, it’s a vague term that is often misused. I prefer to be more specific, I’m their team member, their consultant, their teacher, whatever the role calls for specifically.
As part of our series about how to become known as a thought leader in your industry, I had the pleasure of interviewing Jane Campbell.
Jane Campbell is the Vice President of Marketing at Empower Brands, where she leads a dynamic team supporting 8 of Empower’s 10 franchise brands. With over 15 years of experience in the marketing industry, she excels in leveraging data-driven and new marketing initiatives and opportunities to drive business growth. Jane is a graduate of the University of Richmond and is passionate about franchisee support and team development.
Thank you for taking the time to speak with us! Our readers are eager to learn more about you. Could you provide some background information about yourself?
My name is Jane Campbell, and I’m the Vice President of Marketing at Empower Brands, multi-brand franchisor of premium commercial and residential services. I joined the company 15 years ago as a digital marketing professional when it was in its early stages with just a few brands on the roster. Now, Empower encompasses 10 industry leading brands including, Outdoor Lighting Perspectives, Archadeck Outdoor Living, Conserva Irrigation, Superior Fence and Rail, Wallaby Windows, Koala Insulation, Bumble Roofing, Canopy Lawn Care, FRSTeam and Jan-Pro.
What establishes you as an authority on thought leadership? Could you briefly share your expertise with our readers?
Being a thought leader includes so many things and it’s more than being an expert in a particular field. Being a thought leader is about continuously learning and looking to what’s next and sharing that knowledge with those that you work with, support and manage. At Empower Brands, we are supporting franchisees each and every day as they launch and grow their business.
Can you recall a funny mistake you made when you were first starting out? What lesson did you learn from it?
Mistakes happen, and the key is to accept them and learn from them. With companies that we previously had in the portfolio, we gave maybe a little too much freedom when it came to franchisees and their social media. We quickly learned — through posts I couldn’t share but did make us giggle — that we needed to provide very clear guardrails with franchisees and partners that would be representing the brand.
What are the most significant disruptions you foresee in your industry over the next five years, and how can businesses adapt to these changes?
With respect to the home services industry, there seems to be a shift in the marketing landscape. The digital space is becoming more and more fragmented, harder and more expensive to tackle really well. I foresee the use of traditional media and grassroots efforts being integral to local business. Digital won’t go away by any means, but it will need to be more targeted and more personal.
Can you explain the benefits of becoming a thought leader? Why is it valuable to invest time and resources into this?
Thought leadership makes all the difference in the franchising industry. Franchisees invest in a franchise for leadership and support. When they are able to connect directly and personally with a brand leader it provides them with that much more confidence.
Can you share an example of a significant challenge you faced in your career and how you leveraged innovative thinking to overcome it?
With a brand that we used to have, we were the first in a new industry — mosquito control. The challenge we faced was educating homeowners that a service like this even existed. With the help of a PR firm, we created a multi-layered approach to educating the consumer. From public relations pitching, to high-quality videos that were catchy and fun, to robust direct mail, we were able to significantly grow our client base and establish that brand as the leader in the space.
Now that we have covered that, we’d love to hear your advice on becoming a thought leader. Can you share five strategies that someone should follow to gain recognition as a thought leader in their industry? Please include examples or stories from your own experience for each strategy.
Constantly be learning — you have to be looking at what is next to be a leader
Communication skills — it’s important that leaders establish their voice and know how to clearly communicate their messages in a variety of ways
Know your Audience — if you don’t know your audience, you’ve already lost
Build Trust — to be a thought leader, you have to have the ability to create and build relationships quickly
Build a Network — thought leaders learn from and rely on others
How do you foster a culture of innovation within your organization, and what practices have you found most effective in encouraging creative thinking among your team?
At Empower Brands, we are always looking for what’s next. Brainstorming and learning are encouraged. Whether sitting in on webinars, taking sales calls to see what’s on the market, or simply brainstorming with colleagues, it’s important to welcome new ways of thinking and approaches every day.
Who do you think is an outstanding example of a thought leader? What specific qualities impress you about this person?
I’ve been on a leadership and emotional intelligence kick recently, so Brene Brown is one that comes to mind. Her ability to connect you with the message, while having the data and research to back up her work is impressive. Her messages are clear and make total sense allowing her followers to connect with her work.
How do you stay informed about the latest trends and developments in your field, and how do you incorporate this knowledge into your strategic planning?
Read, read, and read. I follow several blogs and newsletters to keep me informed on what’s happening daily in the industry. I attend lots of webinars to hear from other experts, and bring whatever I feel is impactful back to the team.
Some people feel that the term “thought leader” is overused and has lost its impact. What are your thoughts on this?
I rarely describe myself as a thought leader because, in my opinion, it’s a vague term that is often misused. I prefer to be more specific, I’m their team member, their consultant, their teacher, whatever the role calls for specifically.
How do you balance short-term business goals with long-term strategic vision, especially in a rapidly changing market?
The vision of where the business is going always has to be on the radar with an idea of how we are going to get there. I like to take things in chunks. What can I achieve this month, this quarter and this year? This thought process ensures that my short-term goals ultimately support our company’s long-term vision, while also keeping me focused on the present.
Can you share your favorite “Life Lesson Quote”? How has it been relevant in your life?
In a rapidly growing business, I live by “Accept, Adapt, Advance”. It allows me to keep things moving and my eye on the future when things are tough in the moment. It gives me optimism.
Many influential figures in business and entertainment follow this column. Is there someone you’d love to have lunch or breakfast with? They might notice if we tag them.
How can our readers further follow your work online?
Visit our website at https://empowerfranchising.com/
Follow us on LinkedIn at https://www.linkedin.com/company/empower-franchising/
Thank you for your time and excellent insights! We wish you continued success.
About the Interviewer: Dina Aletras boasts over 20 years of expertise in the corporate media industry. She possesses an in-depth understanding of growth, strategy, and leadership, having held significant roles at some of the UK’s largest media organizations. At Reach PLC, the UK’s largest tabloid publisher, she served in various director capacities. Additionally, she held leadership roles at The Independent Magazine Group and DMGT. Her extensive knowledge spans editorial, digital, revenue, sales, and advertising.
Upon relocating to Switzerland, Dina took on the responsibility of managing and promoting the international section of Corriere del Ticino — CdT.ch pioneering the English page “onthespot.” She also was the Co-Editor of Southern Switzerland’s first official Italian and English bilingual magazine.
Jane Campbell of Empower Brands: 5 Things You Should Do To Become a Thought Leader In Your Industry was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.