By Bianca Mendez
Jeannine Morris is a jack of all trades. She’s a freelance writer, an on-air reporter, and, most recently, a self-made branding expert. After years of working in editorial and public relations, Morris was inspired to launch The JM Collective, a branding and marketing consultancy that helps business owners define their brand. We caught up with Morris to chat about her impressive freelance career, her new company, and how whippersnappers can start building their own brand one follower at a time.
Can you walk me through your career path before starting The JM Collective?
I started my career writing in the beauty department of Cosmopolitan magazine. Since I worked on several beauty accounts at a PR firm in NYC, and while there, launched a beauty blog (BeautySweetSpot.com at the time), that opened up a new career opportunity for me as a blogger and freelancer. I’ve been freelance for the past seven years now and have been focusing on writing for brands like Refinery29, Women’s Health, Allure, Harper’s Bazaar, in addition to serving as an on-air beauty expert [for The Today Show and Good Morning America].
You call The JM Collective your passion project. Did you ever see yourself becoming a “branding expert” or did it just happen?
Consulting for beauty brands and experts has been a passion of mine for quite some time, but was something I did behind the scenes. It only made sense to create a company around it where I can fully serve start-ups, experts and people who are looking to take their brand to the next level.
What services do you offer to clients that they can’t necessarily do on their own? In other words, why would a brand want to come to you?
I’m lucky to have experience in both beauty edit and public relations. Besides being in-the-know, I’ve also built a successful brand myself, which has lead me to career opportunities beyond my wildest dreams. The proof is in the pudding.
What advice do you have for writers looking to build their own brands?
In order to be a successful writer (especially freelance), it’s imperative to understand how to use social media to help brand yourself and market yourself and your work. Choose a niche and own it to the best of your ability.
Any advice on how to build a social media following?
Focus your content on beautiful images. These days, imagery tells almost the whole story so you want your photos to be well thought out, clean and engaging. Once you create content you’re proud of, begin to follow and engage with others within your niche in order to grow your followings. Cross promotional partnerships also help.
What advice do you have for anyone who wants to pursue a career in marketing and brand strategy?
Begin playing with social media on your own time and try to build accounts for yourself so you can fully understand what works and what doesn’t, then be ready to adapt. When I hire interns, I look at their personal websites and social media profiles to make sure they get it and are actively trying to learn. Creating a solid digital blueprint for yourself before you even have a job is almost more important than your resume.
What’s the one thing you can’t live or work without?
My yoga practice!
Instagram, Snapchat, or Twitter?
Instagram!
Bianca Mendez is a Brooklyn-based freelance writer who has contributed to Refinery29, TeenVogue.com, Bustle and other publications. Her perfect day in NYC consists of trying the latest fitness class followed by a night of wining and dining. Check out more of her work at biancammendez.com, and follow her on Twitter and Instagram.
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