Janet Casey
President and Founder of Marketing Doctor, Inc.
WPO Springfield, MA & Platinum IV Member
How has being a WPO member helped your business?
Being a WPO member has helped my business grow in a multitude of ways, but I’d like to share a specific, important moment. Several years ago, I attended a national WPO meeting, and it changed the way I viewed business growth and scalability. The speaker at the event shared a powerful anecdote detailing her career trajectory as a Latinx woman in business. She started in property management working for a male business owner who was absent. Leveraging her intelligence, drive, and ambition, she ended up winning the Government contract formerly held by him. Listening to her story, I had both a personal and professional awakening. I realized that there is power in potential. She inspired me to grow my business beyond western Massachusetts. I suddenly had a vision that felt right and that I had confidence around. Without her story, I don’t know when or how I would have found my ambitious path forward. Now, Marketing Doctor runs national and international marketing campaigns across industries, including government, retail, healthcare, and more. Listening and learning from other WPO members continues to revolutionize my perspective on growth. It continues to be my primary source of vision for my own path forward.
What challenges have you faced as a woman in business?
Being a woman in business means navigating stereotypes daily. Often, the status quo of business trends towards men. Local institutions have established relationships with male owned agencies and the rest of us don’t enjoy being the incumbent. –They tend to take their business discussions and partnerships to the golf course. Impromptu golf course meetings or happy hour gatherings are not Primary Caregiver friendly. Part of realizing my own potential and expertise was recognizing that I had, and have, the ability to make change within industry culture–that my perspective is valuable and impactful. Reframe challenges as strengths. Stop using the status quo to define yourself and your goals. It is a strength, for example, to promote flexibility in business, and to encourage a healthy work-life balance. All people can be great business leaders AND great parents. When people are treated with respect, it is easier to work together as a team because there’s a foundation of community and shared best interests. Collaboration and flexibility lead to limitless growth.
What inspired you to start your business?
Marketing Doctor was born as a one-person consultancy because I wanted the leeway to be a great and attentive Mother. The “Old Boys’ Club” workplace where I started my career was unfriendly and inflexible, especially to Primary Caregivers. This was especially true for parents and Mothers. I was adamant that Marketing Doctor would be the opposite. There is an inspirational quote in the office. It says, “If you bungle raising your children, I don’t think whatever else you do matters very much.” This quote guides us in prioritizing work-life balance and flexibility every day.
What’s your favorite WPO event you’ve attended? Why?
Attending WPO’s 50 Fastest Growing Women-Owned Companies reception in 2021 was a surreal, out-of-body experience for me. Having Marketing Doctor featured as #34 among so many inspiring women-owned businesses was truly inspiring and motivating. I stood on the stage clearly remembering seeing the 50 Fastest at my own first WPO conference and never imagining that I would ever be on that stage.
What’s the best business advice you’ve ever received?
That I’m qualified and courageous enough to have a seat at the table. There’s a Michelle Obama quote from a couple years ago that really resonated with me. She stated, "I have been at probably every powerful table that you can think of, I have worked at nonprofits, I have been at foundations, I have worked in corporations, served on corporate boards, I have been at G-summits, I have sat in at the U.N.: They are not that smart." This eye-opening quote really rang true to me, especially in the advertising industry!
What lesson have you learned that can you share with other women entrepreneurs?
A key insight I’ve learned, specifically as a woman in business though useful for anyone looking to start or grow a business: never stay in the vacuum of your own head. Join professional organizations in your industry and make growing your network a priority! There is something to learn from every single person around you—many others have been where you are right now, and will be there to help you grow.