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Jen Burke is chief revenue officer at Faire, a wholesale marketplace for independent brands.
How would you describe your job to someone who doesn’t work in retail? I help the small shops you love discover the products their customers will love. At Faire, we support independent retailers and emerging brands by making it easier for them to find each other and grow. My role is to lead the teams that build those relationships—whether it’s helping a local boutique discover their next best-selling product, or enabling an up-and-coming brand to break into hundreds of new markets. At the end of the day, we make sure our marketplace is driving real, tangible value for the businesses that count on us.
One thing we can’t guess about your job from your LinkedIn profile? How much of my day is spent listening. Whether it’s a conversation with a customer, a teammate, or a cross-functional partner, listening deeply is often the most important—and underrated—part of my role. Understanding the nuances of what people need, what’s working, and where the pain points are is what allows us to stay close to our customers and make smart decisions that scale.
What’s your favorite project you’ve worked on? I like working on projects that involve bringing teams together around a singular, ambitious goal that will drive large customer impact. I’ve been fortunate enough to do that a few times at Faire, most recently to launch updates to Faire Insider, our free shipping program. For over a quarter, our entire sales team was focused on launching this product, which helps retailers save money and increase their margins. Programs like this help our customers be more competitive, and it’s really fulfilling when you get to see a group of people come together to bring an idea to life.
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Which emerging retail trend are you most excited about right now, and why? I’m excited by the continued rise of data-powered retail—especially how analytics can empower small businesses. One of Faire’s superpowers is our ability to synthesize insights across a huge, diverse customer base. We’re just scratching the surface of how we can use that data to help retailers make smarter buying decisions. The idea that a neighborhood shop could have access to the same level of intelligence as a major chain is a game-changer for the future of independent retail.
What’s your go-to coffee order? I’m simple—regular coffee with a splash of milk and a Splenda.
Worst piece of advice you’ve received? I got into sales by accident, but it turned out to be the most formative experience I’ve had. I joined ClassPass to be a general manager, but almost immediately I was sent on a flight to walk the streets of Chicago and sell studios to join ClassPass. If I had been too focused on staying within my perceived lane, I would’ve missed one of the most defining moments of my career. Growth comes from stepping outside your comfort zone, and in my experience, the roles that felt the most intimidating at first often became the most rewarding.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? I love high-quality notebooks. I don’t think much has changed in that respect except maybe the brand and price point I’m willing to spend on one. Having a great notebook makes me feel more organized, and for whatever reason, no matter how hard I’ve tried, I find writing down my to-do list is a way more effective way for me to stay on task than putting it into a document or project management system on my computer.