Coworking with Jenny Penich

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Jenny Penich is global chief revenue officer at creator marketing agency Influencer.

How would you describe your job to someone who doesn’t work in retail? I lead the teams responsible for growing our business globally and helping brands grow theirs. That means bringing together our commercial, creative strategy, performance, platform partnerships, and marketing science teams to turn creator marketing into measurable business results. As global chief revenue officer, my focus is on building a connected global commercial organization that combines regional expertise, data, and innovation to create a better client experience and accelerate growth. At its core, my job is about helping brands connect with people in ways that feel authentic—bringing together culture, community, commerce, and technology to drive real business impact.

One thing we can’t guess about your job from your LinkedIn profile? Probably how much of my job is about connecting people, not just driving revenue. While my title is chief revenue officer, a huge part of what I do is bringing together teams across commercial, creative strategy, performance, platform partnerships, and marketing science around a shared vision. It’s about breaking down silos, aligning regional expertise, and helping incredibly talented people solve problems together. The best growth doesn’t come from one function working harder. It comes from every function working better together. That’s where I spend most of my time.

What’s your favorite project you’ve worked on? One of my favorites has been helping brands rethink how they show up on YouTube, not just as an awareness channel, but as a full-funnel driver of both brand and performance. We’ve worked with partners like J Crew and K18 to build creator-led strategies that feel native to the platform while still delivering measurable outcomes. Seeing a brand move from “test and learn” to making creators a core part of their marketing mix is always a big unlock.

Which emerging retail trend are you most excited about right now, and why? The shift from influence to measurable impact, both online and in-store. For a long time, creator marketing was seen as a top-of-funnel awareness play. Now, we’re seeing it drive real business outcomes, not just in e-commerce, but in getting people back into physical stores. What’s exciting is how brands are using creators to create cultural moments that translate into real-world action, whether that’s store visits, product drops, or localized activations. Paired with better measurement and attribution, we’re finally able to connect content to actual business results. It’s turning creator marketing from something brands experiment with into something they can truly scale.

What’s your go-to coffee order? Decaf almond milk caramel latte. Yes, I’m a decaf girl!

Worst piece of advice you’ve received? “Stay in your lane.” Some of the biggest opportunities in my career have come from stepping outside of it and connecting different functions, taking on roles that didn’t perfectly fit my title, and building things that didn’t exist yet.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? At 15, it was anything Abercrombie, Contempo Casual, or 5-7-9. Shoutout to my fellow millennials! Now, I’m much more drawn to brands that understand culture and community. Whether it’s Ouai, Anine Bing, Parke (always a shoutout to women-founded brands), or Reformation, which balances sustainability with pieces that seamlessly work from day to night, it’s less about a single product and more about how the brand makes you feel and where it shows up in your life.