Jennifer Galbraith is the President of Alestra Marketing and CEO of Vouch.
Jennifer is a Marketing and Public Relations professional and Nationally Certified Story Brand Guide that enjoys helping companies clarify their message and create their overarching brand strategy. Her company, Alestra Marketing, Inc., is a social change communications agency that uses the power of stories, media, and technology to change behavior, advance policy, build communities and transform thinking.
She is also the CEO of The Vouch App, LLC, an easy-to-use video endorsement platform for local experts and explorers. The Vouch App helps people share and discover the best local places in their communities.
She has over 20 years of experience in Public Relations in the Public and Private sectors. Prior to starting Alestra, Galbraith worked in Economic Development and in the private sector for a diverse client base through national advertising account management roles. Working on the agency and client side, she has helped to market and promote everything from nonprofit organizations, retail outlets and artists to foundations, schools, associations, airports, resorts, tourism destinations, technology companies and more.
[Q U I C K N O T E S]
- Position: Founder, CEO
- Industry: Marketing, Public Relations
- Location: Naples, FL, USA
- Website: Alestra Marketing, Vouch
- LinkedIn: Jennifer Galbraith
Jennifer, can you start off by telling us about yourself and why you chose marketing and PR?
I have always enjoyed storytelling and more specifically how we can make a difference through the power of stories. I originally started out in journalism. I had the opportunity to report on some exciting topics such as NASA launches and entertainment features. However, while interning at a local television station during college I discovered public relations while working at the news desk with the assignment editor. It was my job to sort through press releases and help decide which topics were timely and newsworthy.
It was fascinating to me that the PR representatives from local businesses and non-profit organizations were actually driving the content and helping us to decide what we’d focus on in our news coverage each day. That summer I decided I wanted to be on the other side of the newsroom and pursue a career in Public Relations. I wanted to have the opportunity to promote and help tell the stories of people and organizations that are making a difference in their communities.
Can you tell us what drives you to be successful as an entrepreneur?
For as long as I can remember my biggest goal for my career and my life has been to live and love creatively. Being an entrepreneur allows me to be creative every day in my personal and professional life. It also allows me to help other companies and non-profits grow by bringing their story to life in creative ways and through creative partnerships.
The work I am doing with The Vouch App ties into my desire for creativity and exploration in my life. I am curious and love connecting people with the places that I enjoy exploring. As a nationally certified story brand guide and through my company, Alestra Marketing, I also get to be creative in promoting amazing businesses and causes. I enjoy helping businesses be successful in the great products and services they bring to the market.
Tell us about your vision of your company in the next 2-3 years.
Over the next 2-3 years it will be exciting to see local influencers and explorers share more and more of their favorite hidden gems in their community on The Vouch App. I’m looking forward to building out the platform to be an even greater resource for individuals and businesses. I am also looking forward to all the stories I will be able to tell through marketing and PR efforts through Alestra Marketing.
What’s the one or two accomplishments that you’re proud of?
I am proud of having the courage to start Alestra Marketing 10 years ago and for all the wonderful businesses and causes I have been able to support in that time.
I am also grateful to have the opportunity to share the new Vouch App with communities across the country. For over 20 years I have been building my experience in public relations and integrated marketing. It’s great to put that experience and the relationships I have built to help other small businesses.
What advice do you have for other up-and-coming marketing and PR leaders?
Be curious and be helpful. You are the guide for your customers. It is important in communication that we are genuinely interested in the people we are connecting with each day. What is it that they want? What problems are they struggling with in their lives? How can you come alongside them and help them with their personal or professional goals?
One of the things I have learned through my training in public relations and as a nationally certified Storybrand guide, is how important it is to be clear and concise. It is also important to be a guide to others while understanding that they are the hero of their own story.
This is true whether you are communicating with family and friends, a charity you are involved in or with potential clients.
In business, what we think we are saying to our customers and what our customers actually hear, are two different things. Customers make buying decisions not based on what we say but rather what they hear. We need to make sure that we are honest and authentic. We need to make sure we really care about our clients and their story.
In Donald Miller’s New York Times best-selling book, “Building a Story Brand,” he talks about how customers are attracted to us for the same reason heroes are pulled into stories: they want to solve a problem that has, in big or small ways, disrupted their peaceful lives. I work with all of my clients to make sure that they are the guide for their clients and that they are asking the right questions that resonate with their client’s stories in a way that is clear and concise.
Are you active on social media professionally? If so, what platforms work best for engaging your followers?
I am a loyal fan of LinkedIn. It’s a powerful professional social networking platform and has actually been around longer than Facebook, Twitter, Snapchat, and Instagram? But it’s more relevant now than ever. With over 950 million professional profiles, it offers an amazing supply of networking and potential partnership connections.
Who was your biggest influence?
There have been so many people that have influenced my career along the way, but the biggest area of influence has come from internships. They are transformative and can profoundly shape the trajectory of our lives. I would recommend any college student to prioritize finding and completing internships in their field. It can help you make connections in that field or realize that you should pivot in a new direction. During school I interned for a local news station, a pharmacy, a national advertising agency, and a cause-based organization. These experiences helped me explore what was possible and go in a direction that allowed me to live and work creatively.
What is the most challenging part of your work as a CEO?
This is a great question because so many of the challenges lead to the greatest opportunities. Some of those challenges are using your time wisely, choosing the right partners and investing your resources overall in the most strategic ways.
When you are working for someone else you can lean into their culture and mission. When you are charting your own course strategic planning is crucial.
Many time people start a business around something that they excel at and I’m a great example of this myself. I love making strategic partnerships, creating public relations and marketing campaigns and seeing my clients experience success. However, there is so much more to be done in a business. You have to realize where you excel and surround yourself with the right partners to complement your strengths.
What do you have your sights set on next?
My focus for the next few years is to expand the reach and functionality of Vouch. The Vouch App is something that I’m passionate about for so many reasons. Local businesses are doing their best to serve their communities with great food, products, and services. However, many businesses remain hidden and go unnoticed. Vouch enables people to easily showcase businesses they love through video and then share it with others. With the recent launch of “Collections,” people are able to group endorsements from multiple users together, making an even bigger impact to local businesses.
Without a trusted referral, the average person cross references 4 or more unique sources before making a decision to visit a business. They often visit Facebook, Yelp, Instagram, or one of the many other social media pages, review sites, company websites, maps, and more.
Review websites like Yelp provide star ratings, but the quality of the reviews can often be hard to trust and fail to provide enough context around the attributes that make the business worth a visit. Platforms like Youtube, Instagram, and TikTok are saturated. As a result, people have to filter through an expanse of unrelated content to find what they’re looking for. Vouch is the only platform that enables you to easily create and showcase your local expertise through video and share it.
My goal with Vouch is to simplify and enhance the process by giving people the opportunity to create short, honest video endorsements.
The Vouch App was designed to help show what to expect, the people behind the business, and a positive experience in 60 seconds or less.
Recommendations are organized by geographic location and linked to a personal Vouch profile. The local experts can then share their personal endorsements or “Collections” on other social platforms such as Instagram, TikTok, Facebook, and YouTube.
People want to discover and support the best local places run by the people within their community. It’s my hope that the newly launched Vouch App will encourage and inspire people to shine a light on all the amazing hidden treasures in their communities.
Local businesses are serving their communities every day with dedication and pride. Vouch is committed to giving people a tool they can use to share those positive stories often and well.
The Vouch App was created to provide an easy-to-use, all positive, all the time video endorsement platform for local experts and explorers. The Vouch App helps people share and discover the best local places in their community. For more information, visit http:// www.TheVouchApp.com or download Vouch from the App Store or Google Play.
I have always enjoyed telling the story of businesses doing great work in their communities. I have over 20 years of experience in Public Relations in the Public and Private sectors. Prior to Vouch, I worked in Economic Development and in the private sector for a diverse client base through national advertising account management roles. Working on the agency and client side, I have helped to market and promote everything from nonprofit organizations, retail outlets and artists to foundations, schools, associations, airports, resorts, tourism destinations, technology companies and more. I am excited to be able to use my background to help shine a light on great companies through Vouch. I am currently using my PR background to promote the app nationally. One of the core areas of focus for me is promoting women owned and minority owned businesses and non-profits.
What is a day in your life like?
I like to start my day by getting organized and making a to-do list. This helps me stay on track and be productive throughout the day. After I complete my morning routine, I usually spend a few hours working on media outreach for clients, writing and making partner connections for clients and Vouch. Many days you can find me at my favorite local coffee shop or cafe to refuel and refocus and share the location through Vouch. In the evening, I try to relax and unwind by reading, exercising, or spending time with family and friends.
Do you have any hobbies?
I enjoy playing singles and doubles Tennis. I also enjoy participating in or attending many of the activities that my husband and children take up. That changes with the season or the year, but right now it includes, Duathlons, Muay Thai, Running and Pickleball. My husband is a world level Duathlete and one of our sons is a serious Ultra Runner. It is fun watching their dedication to their sports. I’m also learning some great Muay Thai moves and Lacrosse tips. I love the variety of activities our family can be a part of together. I also enjoy writing and playing piano.
What makes you smile?
There is always something to be grateful for and something in your everyday life to bring a smile to your face. For me it is little things that my husband and children say or do, sunrises and sunsets, flowers and definitely anytime spent in a hammock. I’m also regularly smiling while exploring a new place. I’m the person that wants to experience every town like a local when I’m traveling and there is so much joy in the adventure of exploring a new place.
What are you never without?
I believe I think better when typing or writing so I’m usually never without either my laptop or a pen and paper or journal.
What scares you?
Life is so beautiful and so short and I try not to let fear rule my life. I believe in Love over Fear and Progress over Perfection.
However, if there was one recurring concern it would be not working at my highest and best use and not taking chances. I believe that we all have so much to offer the world and those around us, but this required courage and effort. I want to have the inspiration to go forward each day and make a difference in the world around me.
What is your favorite vacation spot?
I love exploring new places with my family and my favorite spots are growing each year. I love traveling abroad and exploring new countries. However, I also really love just exploring small town America. I believe every town has something unique and charming to explore when you are there. That’s why I’m so passionate about Vouch. I want to encourage others to share all the hidden gems in their travels too.
Other work, published articles, interviews or accomplishments:
- I am also a certified StoryBrand Guide and have had the pleasure of helping companies around the country clarify their marketing messages. You can connect with me on LinkedIn to keep track of what I’m working on now and some of my endeavors over the years.
- Podcast on Coruzant Technologies
~ Jennifer
