My Biggest Lesson: Jennifer Anderson

Jennifer Anderson is the managing director at Seed Marketing Agency, an award-winning youth marketing agency. In her role, she leads the agency's strategic initiatives, focusing on creative, insight-led, and student-focused marketing strategies.

Under her leadership, Seed has expanded its client base to include brands such as Spotify, Jack Daniel's, Bumble, lululemon, Revolut, and Taco Bell. Jennifer's strategic vision and commitment to excellence drives Seed's success as they continue to deliver audience focused campaigns.

She has also taken a central role in leading Seed’s responsibility positioning. In her own time Jennifer volunteers as a mentor for Who’s Your Momma? An advertising mentorship programme that is part of She Says.

This is a lesson I learned early on, during my time as an account manager at Ogilvy Action. I had just returned after taking a year out to travel, to a new role at a new agency. At the time, I didn't have a concrete plan, my only goal was to pick up where I left off, enjoy living in London again and most importantly, start earning a steady income again.

However, I soon realised that without a clear plan or defined goals, I was left feeling a bit lost in my career. At 25 (and honestly, at any age) the thought of writing a three to five year plan felt intimidating. 

When planning a campaign, the key is always setting clear objectives and envisioning the desired outcome. So I applied the same thinking to my career. I took the time to assess what I wanted, then worked backwards to ensure I was gaining the right experience and taking the right steps to make that vision a reality -  whilst ensuring I was enjoying the journey and finding job satisfaction along the way.

Rather than obsessing over the specifics of the plan, I decided to focus on understanding what I truly wanted from my career. I asked myself: What did I enjoy? What were my non-negotiables? What were my ‘nice-to-haves’?

A simple pen-to-paper exercise led me to reflect on my role and whether it was playing to these strengths. If not, I began to explore how I could shift my focus to areas that would better align with my skills. I also asked: What motivates me? Which tasks and projects energise me?. Finally, I evaluated my values - did my role, and the agency I was with, align with what mattered to me most?

Networking played a huge role in this process. I made a point to connect with people within the group—whether peers or senior leaders—over coffee, just to hear their stories. I found understanding everyone's unique paths, made me realise that there isn’t one set route to success. 

Not everyone knows exactly what they want to do, and that’s okay.

By reframing my career plan, I realised that I didn’t need to fixate on a specific title or the exact agency I wanted to work for in 5 years. Instead, I focused on what truly mattered: I wanted to keep learning, I enjoyed managing people, I loved being onsite, and working with inspiring people was non-negotiable. This approach helped me ensure that my next steps aligned with those values.

After three great years at Ogilvy Action, I recognised that my passion truly lay in brand experience. While being a part of a large advertising group had its benefits, it wasn’t the right fit for me long-term. I knew I wanted to work with an independent agency that better aligned with my values. I had a clear path and this ultimately led me to Seed. 

This way of thinking has stuck with me, and today, and even now I still like to map out my career vision. But now, it’s more than just a roadmap—I see it as a vital part of my ongoing growth. It keeps me focused on personal development, ensuring that I’m giving the same attention to my growth as I do to the projects I work on each day.

What really helps with this process is making it something you look forward to, not a chore. I’ve made it a ritual: I bought a fresh notebook and pen, dedicate time on Sunday afternoon with a coffee, and focus entirely on myself—what’s working, what’s not, and where I want to go.

I encourage my friends and mentees to do the same: step back, assess what truly matters to you, and make sure your career is aligned with your values. It’s easy to get absorbed in the day-to-day of your role, but job satisfaction comes from knowing you’re on the right path—and more importantly, that you’re actively shaping that path along the way.