In the health and wellness world, it’s not uncommon for an individual to wear many hats and play various roles. We speak to multi-talented Jennifer Lee about how she finds balance between her job and side hustle.
Jennifer Lee is a wellness enthusiast (both by trade, as well as, passion), entrepreneur, and a world traveller. She is the CEO and Partner of Capsoul Consulting, a boutique consultancy that delivers strategic partnership solutions to wellness start-ups. Originally from Los Angeles, California, Jenn moved to London over a year ago to break into the wellness space here and, ultimately, live a more elevated and conscious life.
WHAT IS YOUR CAREER?
I’ve always answered this question with my 9-5, the one that I worked hard to secure that grad scheme from university,, and the one that’s (now!) responsible for my visa to live and thrive in London, the city I still call my “new” home. Late last year, I listened to a talk by Dolly Alderton speak on how the modern (wo)man is multi-faceted in their career, and one role does not need to define them. With that, I’ll speak about three of the hats I wear…
I run Capsoul Consulting, which I define as a new-age consultancy with wellness in the forefront, be it in the solutions delivered, or clients catered for. I help wellness start-ups design, implement, and grow partnerships with the likes of complementary brands, corporations (toward a workplace wellbeing programme), influencers as part of a social media marketing strategy, etc. My clients span from fitness brands in the UK to food & beverage brands in the US, looking to move internationally via partnerships. I like to think strategic partnerships aid in both marketing and business development, and I’ve been intertwined with wellness, so setting this up was nothing less than a passion project.
I do this in addition to my full-time role in Human Capital consulting at a Big 4 firm, where I help clients get curious on things like organisational design, their people, and their culture. As someone who’s been in the professional services realm since university, I know first-hand the importance of a culture that puts “workplace wellbeing” front and centre, which is why I’m super excited about this topic and looking forward to seeing it as a driver in businesses’ culture and change.
Finally, I maintain @parenthesesworld , a personal brand where I deliver travel and lifestyle content, with an emphasis on wellness – think wellness hacks in midst of things like work and travel.
My side hustle is probably what I’m currently most proud of, but each day I do wear a slightly different hat. It does keep me busy, but I like to think each supports and complements the other in this big theme of growing the wellness industry, with its mission to share its tools, concepts, and really, way of living to the highest potential, to the masses.
HOW DOES CAPSOUL FEED INTO YOUR PERSONAL BRAND?
I help some of my Capsoul clients design their influencer (and overall social media) marketing strategy, and utilise my personal brand as a market research engine. I’ve always collaborated predominantly with wellness brands, so I’m familiar with what this niche, and still quite new, market is looking for, in both the UK/US. It was never intended, but that spiraled into obtaining client deals from the relationship I’ve forged with them as a micro-influencer… and vice versa!
WHAT ARE SOME KEY CONSIDERATIONS YOU TAKE WHEN FINDING SOCIAL-MEDIA-BASED PARTNERSHIPS FOR YOUR CLIENTS?
Each company will have its own set of key performance indicators for tracking brand exposure and sale conversions from influencer marketing, which will drive what type of influencers they should be approaching. I love thinking about the following when I’m putting together the strategy on who, how, when, and why:
- Target audience, and what kind of influencers and other industries that audience would follow
- Influencer engagement (not only standard stats, but also which complementary industries related to the infulencer so you can tap into a wide range of consumer profiles)
- Different modes of (non)commercial partnerships that help meet the goals of the brand, and not limiting a one-size-fits-all contract
- Be aware of regulations: e.g. the ASA regulations in the UK – as I started my career in IT risk consulting, being risk-forward is my middle name, for better or for worse!
WHAT HAS THE BIGGEST CHALLENGE JUGGLING MULTIPLE CAREERS – CORPORATE CONSULTANT, WELLNESS ENTREPRENEUR, & MICRO-INFLUENCER?
I’d say the biggest challenge is having to feel that the momentum and drive should be constant/consistent, and otherwise self-limiting beliefs. Every entrepreneur has imposter syndrome at some point in their journeys (no?!) but that doesn’t make it any less difficult to manage. Once Capsoul started scaling, I was over the moon, but at the same time, terrified that I should be feeling this high all the time, and that if I’m not, I’m not motivated enough, productive enough…, x enough.
The biggest thing I’ve learnt is that you’re your own worst critic, and it’s honestly a SKILL to be able to trust the universe and enjoy the journey. This skill has been a long time coming for the A-type, neurotic planner, who’s been thrown in all the fires of corporate America!
WHAT ARE YOU MOST EXCITED BY IN THIS NEW YEAR?
I’m a sucker for good yearly intentions… I never doubt anyone who wants to jot down their “New Year Resolutions” – even if they keep to it for a month, or a week, isn’t it better than not trying to be that better version of themselves at all?
With that, I’m most excited to see how each factor in my professional brand will shape my career this year; what jagged steps I’ll take so that my next move or ultimate path is even more clear. If moving across the pond has taught me anything, it’s that I need to let go of control and embrace what the universe has to throw at me – and truly breathe in the momentum of it all.