Leading with Heart: Jessica Hawthorne-Castro Of Hawthorne Advertising On The Power of Authentic Women’s Leadership
Embracing a leadership style that seamlessly blends creativity with data analytics has driven significant advancements within my team. Traditionally, advertising agencies separate creative processes from analytical ones. However, by integrating right-brain creativity with left-brain data analytics and neuroscience, we’ve developed campaigns that are both innovative and measurably effective.
This unique approach has not only distinguished us in the industry but has also led to substantial growth for our clients, proving that creativity and data-driven strategy can work hand in hand to drive success.
In today’s dynamic world, the concept of leadership is continuously evolving. While traditional leadership models have often been male-dominated, there is a growing recognition of the unique strengths and perspectives that women bring to these roles. This series aims to explore how women can become more effective leaders by authentically embracing their femininity and innate strengths, rather than conforming to traditional male leadership styles. In this series, we are talking to successful women leaders, coaches, authors, and experts who can provide insights and personal stories on how embracing their inherent feminine qualities has enhanced their leadership abilities. As part of this series, we had the pleasure of interviewingJessica Hawthorne-Castro.
Jessica Hawthorne-Castro is CEO of Hawthorne Advertising. She is committed to providing data-driven solutions and proprietary tools to help clients maximize their advertising investment dollars. From creative and production to strategy, media and analytics, Jessica ensures quality and innovation throughout all disciplines of the agency.
Thank you so much for joining us in this interview series. Before we dive into our discussion about authentic, feminine leadership, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
I was born on the East Coast as an only child, and after spending a few years in Los Angeles, my family relocated to Fairfield, Iowa, a small town in the Midwest, where I spent my formative years from kindergarten through 12th grade. Growing up in the Midwest instilled in me strong values and a solid work ethic, but the West Coast eventually called me back. I attended UCLA, where I earned a degree in Fine Art with a focus on painting and photography from the School of Arts and Architecture, graduating Cum Laude.
During my time at UCLA, I completed multiple internships in the entertainment industry, which led me to begin my career at WME/William Morris Endeavor (formerly Endeavor) as an Agent Trainee. I was quickly promoted to TV Literary Agent, representing writers, directors and producers, and securing opportunities for top talent across major broadcast and cable networks.
After a successful career as an agent, I transitioned into the advertising industry in 2007, joining Hawthorne Advertising — an agency founded by my father, Tim Hawthorne. I thrived on the client side, managing Fortune 500 brands, developing impactful campaigns and driving measurable performance and ROI. The fast-paced nature of the industry perfectly suited my personality, as I loved seeing campaigns go from concept to execution, ultimately driving profitable brand growth.
After earning my MBA Magna Cum Laude from Loyola Marymount University, I moved into operations as COO before ultimately becoming CEO and acquiring the agency in 2014. Today, Hawthorne Advertising carries a nearly 40-year legacy and is recognized as a pioneer in the performance marketing industry.
Can you share the most interesting story that happened to you since you started your career?
During my time in the entertainment industry, I worked with the real-life personalities who inspired the HBO show Entourage. When I became an agent, I went on to represent the writers and producers behind the series. There may even be a character based on me — you’ll have to watch and decide for yourself.
What do you think makes your company stand out? Can you share a story?
Hawthorne Advertising stands out for its unwavering commitment to delivering measurable outcomes through data-driven strategies. We don’t just create campaigns — we craft performance-driven solutions that generate real business impact. By leveraging advanced analytics, consumer insights and cutting-edge technology, we ensure our clients see clear, quantifiable results.
With nearly 40 years of leadership in performance marketing, our agency has continuously evolved, staying ahead of industry shifts and refining our approach to maximize return on investment. We pride ourselves on being a true strategic partner, helping brands navigate an increasingly complex marketing landscape with precision and accountability.
Beyond our expertise, it’s our team’s passion for advertising that truly sets us apart. Innovation, creativity and a results-first mindset fuel everything we do, allowing us to develop bold, effective campaigns that not only meet but exceed our clients’ goals.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
The three character traits that have been most instrumental to my success are adaptability, empathy and strategic thinking.
1. Adaptability
Both in business leadership and motherhood, adaptability is essential. While I strive for balance, I’ve learned that different moments require different priorities. Whether it’s a critical client initiative or a meaningful family milestone, being flexible allows me to be fully present where I’m needed most. Rather than seeing it as a compromise, I view it as a dynamic approach to success — one that enables me to excel in both roles.
2. Empathy
Empathy is the foundation of my leadership style and comes naturally as a female leader. I genuinely care about my team and take the time to understand what they’re experiencing — both professionally and personally. By fostering a supportive work environment where people feel valued and heard, I empower them to perform at their best. This culture of trust and collaboration not only strengthens our team but also fuels innovation and long-term success.
3. Strategic Thinking
Effective leadership requires the ability to step back and see the bigger picture. Strategic thinking has been a driving force behind our company’s evolution, allowing us to blend data-driven insights with creative storytelling. While these elements may seem at odds, they work together to create powerful, results-driven marketing campaigns. This approach has not only helped our clients achieve measurable success but has also pushed the boundaries of what’s possible in advertising.
These three traits — adaptability, empathy, and strategic thinking — have guided me through the complexities of leadership. They’ve helped me build a career that aligns with my values while empowering those around me to thrive.
Leadership often entails making difficult decisions or hard choices between two apparently good paths. Can you share a story with us about a hard decision or choice you had to make as a leader? I’m curious to understand how these challenges have shaped your leadership.
Rather than relying solely on classic Direct Response formats, I redefined our approach to maintain the ability to leverage DR media rates and core performance-driven strategies while simultaneously focusing on brand-building.
This transition required striking the right balance — ensuring that every campaign still delivered measurable ROI while elevating the client’s brand presence in a more strategic, long-term way. It was a departure from the industry’s conventional separation of performance and brand marketing, and it required educating both our team and clients on the benefits of this integrated approach.
In the end, this decision positioned us at the forefront of performance-driven brand marketing. By merging the best of both worlds — accountability in media investment with the power of storytelling — we helped our clients achieve sustainable growth while maintaining strong brand equity. This shift not only set us apart in the industry but also reinforced my belief that innovation often comes from challenging traditional models and finding new ways to drive impact.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Can you share a personal experience where embracing your unique leadership style, which might not align with traditional expectations, led to a significant positive impact in your organization or team?
Embracing a leadership style that seamlessly blends creativity with data analytics has driven significant advancements within my team. Traditionally, advertising agencies separate creative processes from analytical ones. However, by integrating right-brain creativity with left-brain data analytics and neuroscience, we’ve developed campaigns that are both innovative and measurably effective.
This unique approach has not only distinguished us in the industry but has also led to substantial growth for our clients, proving that creativity and data-driven strategy can work hand in hand to drive success.
In your journey as a leader, how have you balanced demonstrating resilience, often seen as a masculine trait, with showing vulnerability, which is equally powerful, but typically feminine? Can you give an example where this balance created a meaningful difference?
Resilience isn’t just about enduring challenges — it’s about anticipating potential obstacles and navigating around them before they become major issues. At the same time, vulnerability in leadership is just as powerful. Acknowledging uncertainties and seeking input from my team has fostered a culture of collaboration, allowing innovative solutions to emerge.
This balance has been essential in guiding our organization through industry shifts and market fluctuations. With nearly 40 years of experience — predating the internet and modern technology — we’ve learned how to weather storms, pivot strategically and remain adaptable without overreacting. Our success comes from a thoughtful, measured approach to the market, brands, media platforms and most importantly, the development of our employees.
As a woman in leadership, how have you navigated and challenged gender stereotypes, especially in situations where traditional male-dominated approaches are the norm? What strategies have you employed to remain authentic to your style?
Navigating leadership while staying true to my style has required a balance of confidence, adaptability and empathy — traits that motherhood has only strengthened. Leading both a business and a family has taught me to juggle competing priorities, remain calm under pressure and approach challenges with patience and understanding — skills that translate seamlessly into leadership. At Hawthorne Advertising, I’ve embraced a leadership approach that integrates data-driven decision-making with a people-first mindset. By blending the measurability of Direct Response with the long-term value of brand marketing, we’ve created a strategy that drives both immediate results and sustainable growth.
Remaining authentic means leading with transparency, empowering my team while fostering collaboration and accountability. Being decisive isn’t about working alone — it’s about making informed choices while valuing diverse perspectives.
Motherhood has reinforced that true leadership is about guiding, nurturing, and adapting. By bringing that mindset into the workplace, I’ve helped build a culture where innovation, creativity, and performance thrive in harmony.
How do you utilize emotional intelligence and active listening to create an inclusive environment in your team or organization? Could you share a specific instance where these qualities particularly enhanced team dynamics or performance?”
I have taken many assessments that tests that show my high emotional intelligence (EQ) and natural energy levels, which I believe have helped me to consider different perspectives and make well-informed decisions that benefit the entire organization. One specific instance where these qualities enhanced team dynamics occurred during a cross-functional project involving our creative and data analytics departments. Recognizing the potential for differing viewpoints, I facilitated open discussions where each team member could share their insights and concerns.
By leveraging the diverse strengths of our team, we were able to execute a successful campaign that resonated with our target audience and met our clients’ objectives. Consistently applying emotional intelligence and active listening, I focus on creating a workplace where collaboration thrives, and every team member feels valued.
What role has mentorship played in developing your authentic leadership style, and how do you communicate authentically to inspire and empower both your mentors and mentees?
Mentorship has played a significant role in developing my authentic leadership style. I’ve been fortunate to have several mentors who have greatly contributed to my career growth. I believe it’s essential to be proactive in identifying potential mentors rather than waiting for one to be assigned. Finding someone who can guide and support you is invaluable in shaping your professional path.
For those just starting their careers, I strongly recommend seeking out a solid mentor early on. Additionally, even those further along in their careers can benefit from mentorship, as it continues to be a key driver of success and personal development.
Ok super. Here is the main question of our interview. Based on your experience and research, can you please share “5 Ways Leading Authentically As A Woman Will Affect Your Leadership”? If you can, please share a story or an example for each.
Absolutely, here are five ways leading authentically as a woman can positively affect leadership:
- Enhanced Empathy and Emotional Intelligence
Women often bring heightened empathy to their leadership, fostering deeper connections with team members. This emotional intelligence creates a supportive environment where employees feel valued. For example, by actively listening to her team’s concerns, a female leader can address issues early on, leading to higher job satisfaction and lower turnover rates. - Collaborative Decision-Making
Authentic female leaders tend to encourage collaboration and seek diverse perspectives before making decisions. This inclusive approach results in well-rounded solutions and empowers team members, fostering a sense of ownership and accountability. By prioritizing input from the team, they cultivate a culture of shared responsibility and engagement. - Resilience Through Adaptability
Women often balance various roles in their personal and professional lives, which enhances their adaptability. This resilience allows them to guide teams through periods of change. For instance, a female leader juggling work and family commitments models adaptability, inspiring her team to stay flexible and positive during transitions. - Mentorship and Development Focus
Authentic female leaders often emphasize mentorship, investing in the growth of their team members. By nurturing the development of others, they build a loyal and skilled workforce. For example, a leader who dedicates time to mentoring junior employees not only helps them advance but also strengthens the organization’s talent pipeline. - Authentic Communication
Women leading authentically often communicate openly and honestly, which builds trust within their teams. This transparency encourages a culture where feedback is welcomed, and challenges are addressed constructively. For instance, a leader who shares her own struggles and lessons learned can inspire her team to approach obstacles with confidence and openness.
Are there potential pitfalls or challenges associated with being an empathetic leader? How can these be addressed?
As an empathetic leader, one of the potential challenges I face is the tendency to see the good in everyone and, as a result, sometimes give people too many opportunities for required change. This empathy can sometimes lead to overextending support or offering too many chances, which, if not managed carefully, could impact team dynamics or individual performance. It’s a balance I’ve had to learn — ensuring that my desire to support and nurture doesn’t enable underperformance or create burnout within the team.
To address this, I’ve learned to set clear boundaries while still being supportive. This means being more selective about the challenges I offer, ensuring they are appropriate for each individual’s skills and growth potential. I also prioritize consistent, honest feedback to help team members stay on track and hold them accountable while still maintaining a supportive environment. By striking this balance, I can continue fostering empathy and growth without compromising the overall effectiveness of the team.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
If I could start a movement that would bring the most good to the most people, it would be a movement centered around “Empathetic Leadership for All.” The goal would be to promote the idea that leadership is not about authority or hierarchy but about understanding, listening and nurturing the growth of others. The movement would focus on the power of empathy, emotional intelligence and collaboration in every field — whether in business, education, healthcare or community development.
At its core, the movement would aim to encourage leaders at all levels to lead with authenticity and empathy, fostering environments where people feel truly seen and valued. It would advocate for more supportive, inclusive cultures in workplaces and communities, where feedback is constructive, where vulnerability is respected and where collaboration is prioritized over competition.
The ripple effect of this movement would be profound — empowering individuals to lead from a place of empathy could lead to more innovation, stronger relationships and, ultimately, a society where people feel both supported and challenged in meaningful ways. It could also break down barriers of division, uniting people across different backgrounds, roles and industries to work together for the common good.
How can our readers further follow you online?
Please feel free to connect with me on LinkedIn at Jessica Hawthorne-Castro or visit www.hawthorneadvertising.com.
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
Leading with Heart: Jessica Hawthorne-Castro Of Hawthorne Advertising On The Power of Authentic… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.