Jessica Jacobi W'09

What did you study at Penn and when did you graduate? 

I graduated in 2009 as a Wharton undergraduate with a marketing concentration. I liked that marketing had more creative aspects, and I also liked the idea of working with brands that aligned with my values and interests. However, after graduation, I took a job in finance. The skills I learned on the job were helpful, but I really craved the flexibility for creativity in marketing. 

 How did you go from finance to Aspen Skiing Company?

I shifted into a brand strategy role which got me focused back on marketing. My finance job taught me how to work well under pressure and pay attention to details. However, the job also helped me figure out I was more interested in creativity and strategy. 

 What do you do now and where are you based?

I currently work as the Managing Director for Aspen Skiing Company. I lead the digital strategy, roadmap, and team, and I’m responsible for hitting channel and revenue targets (i.e. tickets, ski school, rentals). My focus ranges from growth marketing to product marketing. 

 What is a day in your life? 

Since skiing is very seasonal, my role also varies seasonally. Strategic projects typically happen off-season. In-season on a typical day, I might have some 1-on-1’s with my team, meetings ranging from revenue management and pricing to creative campaign meetings, then decide to go on a couple of ski runs or help on the front-line. We also usually have bi-weekly strategy meetings, team meetings, and regular check-ins with my team. This season we refreshed our brand and my team launched a redesigned website, app, and several other digital touchpoints prior to season start. But, we’re very cognizant to preserve our work-life balance. 

 What has been the proudest accomplishment of your career?

When I joined the team at Aspen Skiing Company, there wasn’t a digital team. At that time, they were primarily focused on traditional marketing. I helped build the company’s first digital strategy, roadmap, and team. 

 What advice do you wish you had known when you were an undergraduate?

First, follow your passion and don’t get too caught up with what everyone else is doing. Second, never force yourself into a certain area. Finally, trust that everything will fall into place. Also, nothing is permanent: jobs and opportunities are all areas for you to explore. Even with regard to choosing your concentration, there’s a lot of flexibility when you leave Wharton. 

 What advice do you have for our members as they begin exploring careers and internships? 

Strong mentors are awesome to have throughout your career. They can really shed light on what to focus on, and what changes you’ll encounter during your career as you progress. Fortunately, I’ve had mentors that cared a lot about my growth, and I think that Wharton sets us up well to have that network. 

 How do you get a mentor?

At your company, take note if you have any special connection with people you work with. I would also recommend looking into leadership and mentor programs. Finally, you’ll find that you’re attracted to certain leaders, and you should find ways to build relationships with those people. 

 How has being a woman affected your career trajectory, if it has?

I’m fortunate that my company is very aware of gender diversity and invests in uplifting women. However, the ski industry is definitely a male-dominated industry. I think you just need to be prepared to navigate that in some instances. For example, finding the right balance of speaking up for what you want is really important. I learned from my mentors to speak up for what I want and curate a presentation style that works for me. Women can come off as more serious: we need to just stick to our guns and be who we are.