From Status to Service: Redefining Success Through Purpose-Driven Work
At some point in life, many of us start to question our choices. Am I on the right path? Am I doing right by my kids? Is this job really all I’m cut out for?
For me, that moment came in 2018. I’d been working in marketing at a Fortune 500 company for the better part of a decade, learning how to write for a global brand, sell my work in creative reviews, and make my voice heard around a conference table. Everyone wanted to work at this company; the salary, status, and perks were a dream. Back then, the business was booming and morale was high—one of my coworkers even had the corporate logo tattooed on his leg. But something was gnawing at me, calling me back to those questions, quietly taunting me. Am I on the right path?
I didn’t know it then, but what I needed was purpose. Years later, as a team leader and non-profit founder, I’d learn that mission alignment isn’t just nice to have—it’s essential. It’s one of the things that keeps people loyal and excited about their work.
I decided to take a leap.
In 2018, I left my corporate job to start a non-profit that brought art-and-craft experiences to kids in foster care and students in under-resourced schools—children who often hadn’t been invited into spaces of creativity, choice, or self-expression. The mission was deeply personal. To fund that work, I ran a related art-and-craft subscription-box business that grew to serve nearly 1,000 monthly subscribers and earn 2,000 five-star reviews from customers across the country. Building that brand from the ground up required defining its identity, shaping its story, and connecting deeply with the audience—a crash course in brand strategy.
“She had a clear, powerful mission and vision for the kind of brand she wanted to build.”
— Jessica Astrella | Illustrator & Designer
Every day was creative, challenging, and full of purpose. The non-profit sparked a wave of community engagement through creative marketing and outreach, bringing together hundreds of passionate volunteers. Strong partnerships with local non-profits helped get our art-and-craft boxes to families receiving new foster placements in the Portland area, while connections with corporate groups enhanced our reach and impact nationally. Our Beaverton warehouse became a hub of energy and collaboration—our doors were always open to anyone eager to pitch in. During my tenure, volunteers prepared 25,000+ craft projects for 8,000+ kids in foster care and families in need.
Like all good things, that chapter of my career eventually came to an end—but my passion for public service and purpose-driven brands did not.
In 2023, I joined a new non-profit as a marketing leader. Once again, I found myself drawn to a mission rooted in access and inclusion. My challenge was clear: our services were essential but underutilized, and our brand lacked a clear identity and strategic positioning. I built a team (and a brand book) to change that, developing a framework that aligned our messaging, visuals, and outreach with our mission.
Today, my goal is to do good work that blends the best of my background—brand strategy, storytelling, creative leadership, and marketing expertise—with the values that first sparked my leap into mission-driven work.
Core Values
I’m happiest when I’m doing purposeful work with the freedom to explore, the respect of my peers, and the chance to create something that serves others. These are the values I hold close: Joy, Meaningful Work, Autonomy, Respect, Creativity, Curiosity, Service, and Impact.
Greatest Strengths
I lead with heart and possibility, balancing empathy with optimism and vision with action. I’m at my best when charting new paths, rallying others around a clear direction, and having the courage and creativity to pivot when necessary.
Fun Facts
Outside of work, I coach youth basketball. I’m an Aries and an Enneagram 7 (IYKYK). Walks in nature and reading fiction help me keep my head on straight. My biggest successes are my kids—and my labradoodle, who’s convinced he runs the show.