Business Owner Crush: Jenica Oliver, Founder and Fractional CMO, Blueprint Marketing Group

With over two decades of marketing expertise and leadership roles at companies like Yum! Brands and Borden Dairy, Jenica now champions small and minority-owned businesses while redefining work-life balance as a purpose-driven entrepreneur. We discuss her journey from corporate restructuring to building a business that levels the playing field for small brands in the CPG industry.

What inspired you to start Blueprint Marketing Group LLC?

The company was originally formed as a side-hustle in 2008 to provide small businesses with access to experienced marketing support. After an organizational restructure in 2016, my corporate position was eliminated, which effectively began my entrepreneurial journey. What started as a bridge to my next corporate leadership role, turned into my dream job!  I've always marveled at what small brands are able to accomplish without the resources that their competitors in large organizations have, and I appreciate the struggle. Blueprint Marketing Group has allowed me to play a part in leveling the playing field for brands in the consumer products industry by providing access to marketing leadership, and by extension of my network, connecting them with resources that have extensive CPG expertise.   

What was your first year like? 

My first year was eye opening.  I didn't see myself as an entrepreneur...just a marketing leader.  So, I had to put processes in place and structure my company in a way that allowed me to do great work for my partners (i.e. Clients), while also staying in my lane. I knew I wasn't and didn't want to be an agency, so I modeled my company and service offering after what I'd done the previous 20+ years.  I focused on marketing leadership, but the type of work I do and the phrase "fractional CMO" wasn't commonplace, so I spent more time explaining what I did, and how it worked, than I do today. In essence, I wasn't a contractor or a temporary employee, so it was new to most of the organizations I worked with, but they understood the value proposition — and my goal has always been to over deliver on their expectations.    

As someone who helps CPG brands scale, what was your own journey to scaling your fractional CMO business, and what challenges did you overcome?

For many years, I relied almost exclusively on referrals to identify my clients.  I'm a solopreneur, so my bandwidth is limited.  For years, I was booked to capacity and nearing burnout. Then, I had to be intentional in deciding what I wanted Blueprint Marketing Group to look like in the future and define my why.  Much of that led me to realizing I wanted balance — as much as you can have as an entrepreneur.  I wanted to be able to really prioritize my family — i.e. spend time with my kids and volunteer at their schools, be off when they are off, and show up for them and my husband when they needed me. I didn't take advantage of that when I worked in Corporate America, and I realized it was a decision that cost me precious time.  So, I wouldn't say my focus has been on scaling, but more so on doing good work for my partners.  

You've earned impressive recognition, including High-Growth Entrepreneur of the Year. What do you consider your most significant pivot or adaptation that contributed to this success? 

I've always had a heart for the underdog, maybe because I've seen myself that way over the years.  Being a woman in leadership, and a black woman at that, I always felt that anything I received, I had to earn — and would probably have to "earn" it a few times before being recognized for my work. So, that's what I did. I never settled for good enough, but I knew "good" wasn't the standard for me and people that looked like me. 

For small businesses, and especially diverse-owned businesses, the same applies. You have to be able to do more with less, and sometimes, all it takes for someone to have a shot, is access — access to resources, information, opportunities — that can be a game-changer.  Most small businesses don't need, nor could they afford, a CMO -- but they should be able to access marketing expertise.  That's where my volunteer opportunities come in. Whether it's serving as DFW CPG's Executive Director, or on the board of Women's Business Council - Southwest, I am a champion for resources, programs, and opportunities that will help small businesses make an impact in the industry.

Being named 2024 WBE of the Year is a significant achievement. How has being a woman business owner influenced your approach to building and scaling businesses? 

It wasn't something I aspired to, it just happened.  I was honestly surprised and thankful for the recognition. In my mind, I was just doing purpose-driven work.  I feel that making an impact on others doesn't mean making the most money. It's showing up for people and companies in whatever way you're able to.  When my focus has been on doing great work, I've been blessed.  My name is mentioned in rooms I'm not in, and recognition for doing what I thought I was supposed to do has come my way.  I'm truly thankful and I take nothing for granted. God has been simply amazing.

What's your perspective on balancing rapid growth with sustainable business practices in today's competitive CPG landscape? 

I encourage everyone to focus less on scaling and rapid growth and more on building a solid foundation. That's where many companies falter. Without the infrastructure in place to handle the growth, let alone sustain the growth, success will be short-lived. Any challenges you face as a small business will just be exacerbated when you scale.

I like guide my partners to make sound, fact-based decisions along the way and take the time to learn and iterate.  Focus on creating a compelling and relevant brand story, lean in to your core values and what makes your brand unique, don't get comfortable — innovate constantly, and finally always analyze what you've done to understand what worked and didn't so you can adjust. This is how you build a sustainable business that will last long-term.  

Three biggest business lessons you’ve learned since you started Blueprint Marketing Group LLC?

1. Be flexible and open to change — what you do today won't be enough to sustain you down the road.

2. Be open to trying new things — you never know what's in store for you when you say "yes" to some things you might not have thought of before.

3. Never stop learning — the industry and market change rapidly.

The pandemic was a business case in complacency that we should learn from. We all had to adapt or pivot, but not everyone made it out successfully. I doubt we'll experience anything that drastic again in the near future, but it's possible. Embrace new trends, technology, and ways of thinking — AI is a great example of a technology disrupting how marketers have traditionally done things, but it's here to stay, so figure out how to incorporate it into what you do and extract as much value as you can versus fighting against it.

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