Today we’d like to introduce you to Jenna Lachenman
Hi Jenna, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I’ve led the global strategy, marketing, and sales motions for multiple B2B and B2C, public and private firms, serving as a brand ambassador and sales strategist for solutions across retail, travel & hospitality, media, and logistics. In addition to that, I’ve always harbored a passion for small businesses and communities. That has led me to entrepreneurship and owning and growing multiple small businesses over the years. I’ve come to realize that the recurring theme in all of the work I have done is my appreciation for the power of good story. Whether it’s been in building and evangelizing a brand, small business, or uniting a community, storytelling is what I love and is at the heart of what I do.
So when the opportunity came along to take the helm of AZALEA Magazine, publish it through my company, Avenir Group, LLC and serve as Editor-in-Chief, it did not feel like a departure from my past work, it felt very much like an important and meaningful extension of that work and a way to serve the community I love.
Stories really are the threads that connect us to ideas, places, each other, and ultimately, to a deeper understanding of ourselves. My work in sales and go-to-market strategy has always been about crafting stories that forge connections. As a small business owner, I also understand the challenges and the importance of effective marketing and sales. High-end, true editorial (vs “aditorial”) media platforms like AZALEA are powerful because they create true contextual experiences that inspire and educate readers, enhance consumer engagement, and increase conversion for advertisers. Applying these principles to support towns, small businesses, and communities is truly exciting for me. The allure of the SC Lowcountry has. frankly, never been higher. We were the fastest-growing state in the union in 2023 and the vast majority of that growth is centered here in the Lowcountry. At AZALEA we are increasing distribution, expanding our digital experiences, and have added new, analytics-based direct marketing vehicles in print and digital. In addition, we are launching a sister publication that will focus on home, design and the art of being at home.
Serving this incredible community is a passion and a privilege.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Throughout my career and my entrepreneurial pursuits, there have been challenges. Challenges, even failure – these things are all part of any success journey. If I look at collectively at all the different things I have done, I would say that a common thread is my inclination to put myself on a learning curve by entering into markets and businesses where the subject or business model is new for me. Putting yourself in a position where you must learn while you are building is challenging but it also forces you to really dig into your business and master it. For example, AZALEA is the first publication I have ever owned and while it encompassed so many things I loved and elements of my skillset that I had used in other ways, it was an entirely new thing for me. That has been challenging but also fun and very rewarding.
Thanks – so what else should our readers know about AZALEA Magazine?
AZALEA Magazine is a multiplatform media company that celebrates the character, beauty and pace of the South Carolina Lowcountry. The South Carolina Lowcountry is rich in history, diverse in culture and experiences and offers its own distinctive style of southern living. Known for our exquisite design, bold style and storytelling, AZALEA Magazine has emerged as the region’s premiere publication and authoritative voice. Founded in Summerville, SC, the heart of the Lowcountry, AZALEA serves a growing community. Lifting up the stories of this area, past and present, giving readers a glimpse into that world and giving voice and visibility to the people and organizations that serve that community today is something we are very proud of.
Alright, so to wrap up, is there anything else you’d like to share with us?
It’s so important to simply move towards what you love. Even if you don’t have everything figured out just yet, don’t be afraid to start taking steps towards the things that light you up and give you joy. As you move in that direction, you will make discoveries that will lead to your next step and the one after that. You will also find inspiration in those you meet along the way and have the opportunity to inspire others as well.
Contact Info:
- Website: https://www.theazalea.com
- Instagram: https://www.instagram.com/azalea_magazine/
- Facebook: https://www.facebook.com/azaleamagazine
