Perseverance and Persistence: Jenny Stanley’s Journey to Leadership

Jenny Stanley has over 20 years experience in international sales management across the media, advertising and creative technology industries. Jenny is managing director and founder of the global leader in connected packaging, Appetite Creative. The creative technology studio unites brands with audiences through web app based interactive brand experiences.

Jenny has pioneered the integration of digital experiences into physical packaging, transforming it into a powerful marketing tool that drives consumer engagement and provides valuable data insights for brands. Under her leadership, Appetite Creative has developed groundbreaking connected packaging campaigns reaching millions of consumers worldwide, for global brands including Tetra Pak, AB InBev and Nestlé.

Her latest book released in September 2024, ‘Connected Packaging: The Game-Changing Marketing Tool’ was an industry first on the subject of connected packaging. Jenny’s comprehensive guide offers fresh perspectives on this rapidly evolving field.

Prior to launching Appetite Creative in 2015, she began her career at Microsoft as a senior member of the sales team, she then moved to UTarget and Oddcast leading business development. Latterly, she was sales director at EyeWonder/Mediamind and European commercial director at Adform.

LBB> What was your first experience of leadership?

Jenny> When I started Appetite Creative in 2015, I faced my true baptism by fire as a leader. Prior to that, I had held senior roles at Microsoft, Adform and as European commercial director at Mediamind.

Founding my own company in Spain — where I was a single mother to a toddler, couldn't speak the language well and had no family support — was when I truly learned what leadership meant. I had to dig deep and find an inner strength I hadn't experienced before. This challenge of building something from scratch in difficult circumstances taught me that persistence and belief in yourself are fundamental to leadership.

LBB> How did you figure out what kind of leader you wanted to be – or what kind of leader you didn't want to be?

Jenny> I realised I wanted to be a leader who creates flexibility and trust. As both a woman and a mother, I understand that work is often just one part of someone's life. That's why I've built Appetite Creative as a 100% remote working environment where my team can work flexibly.

I encourage them to attend important personal events like their children's Christmas Nativity plays without needing permission — as long as they deliver results. This approach stems from seeing more rigid leadership styles that force people to choose between work and personal commitments, which I didn't want to replicate.

LBB> What experience or moment gave you your biggest lesson in leadership?

Jenny> My biggest leadership lesson came when I was building Appetite Creative. I learned that perseverance is the most crucial leadership quality. When faced with seemingly insurmountable obstacles, I discovered that pushing through barriers is what separates successful leaders from the rest. This experience taught me that women are much stronger than media portrayals suggest, and that finding other supportive women to act as advisors and comfort during hard times is invaluable.

LBB> Did you know you always wanted to take on a leadership role? If so how did you work towards it and if not, when did you start realising that you had it in you?

Jenny> I didn't always envision myself in leadership, but my career trajectory naturally moved in that direction. I started at Microsoft, then progressed through senior sales roles at UTarget, Oddcast, EyeWonder/Mediamind and as European commercial director at Adform. Each position built on my expertise in media, advertising and creative technology.

When I founded Appetite Creative in 2015, it was a culmination of over 20 years of experience and a desire to pioneer connected packaging technology. I realised I had leadership potential when I could see opportunities and innovations that others missed —particularly in transforming packaging into dynamic marketing channels.

LBB> When it comes to 'leadership' as a skill, how much do you think is a natural part of personality, how much can be taught and learned?

Jenny> Leadership combines both natural instincts and learned skills. My natural resilience and determination helped me push through when establishing Appetite Creative under challenging circumstances.

However, I've also deliberately developed skills in identifying market opportunities, building client relationships with global brands like Coca-Cola and Tetra Pak, and fostering an inclusive work environment. I believe the fundamental aspects of good leadership — like empathy, vision and persistence — often have roots in personality, but can be strengthened through experience and conscious development.

LBB> What are the aspects of leadership that you find most personally challenging? And how do you work through them?

Jenny> One of the most challenging aspects of leadership I've encountered is aligning internal teams on strategy and communications. This is particularly evident in connected packaging projects, which span across marketing, finance, product development and packaging design teams. Each team needs to understand the value proposition from their specific perspective.

I work through this challenge by emphasising education and clearly demonstrating return on investment (ROI) metrics. For example, our latest annual Global Connected Packaging Survey has identified that industry confidence is soaring as 88.8% of respondents see connected packaging as increasingly important, up from 80.4% in 2025. More than half of survey respondents are confident about the value that connected packaging delivers across consumer loyalty and promotions (57.2%) and sustainability initiatives (51.9%).

By sharing concrete data about the 14% scan rates our campaigns achieve (compared to 0.01% for traditional digital advertising) and demonstrating how connected packaging can drive sales increases of up to 30%, I help teams understand the business case for investment.

LBB> Have you ever felt like you've failed whilst in charge? How did you address the issue and what did you learn from it?

Jenny> When I started Appetite Creative, I found networking extremely difficult as events were often male-dominated and seemed more focused on socialising than professional development.

Rather than accepting this as a failure, I addressed it by creating FemmeNiche in 2017 - a women's networking group designed to create a safe space for women to meet, share stories and inspire each other. This taught me that leadership often means transforming obstacles into opportunities and creating solutions that not only help yourself but also benefit a wider community. Sometimes what initially feels like a failure becomes the catalyst for meaningful innovation.

LBB> In terms of leadership and openness, what's your approach there? Do you think it's important to be as transparent as possible in the service of being authentic? Or is there a value in being careful and considered?

Jenny> I believe in transparency about business values and vision while maintaining appropriate boundaries. My approach emphasises transparency in our company operations and data — as evidenced by our annual Global Connected Packaging Survey, which has become an industry benchmark now in its fourth year. We openly share results which build trust with clients and partners.

Last year, I wrote a book ‘Connected Packaging: The Game-Changing Marketing Tool’ as a comprehensive guide offering fresh perspectives on this rapidly evolving field. It shares all of the learnings we’ve had as global leaders in connected packaging over the last few years — and I hope it’s useful for brands, marketers and the wider packaging industry looking to tap into this valuable media channel.

LBB> As you developed your leadership skills did you have a mentor, if so who were/are they and what have you learned? And on the flip side, do you mentor any aspiring leaders and how do you approach that relationship?

Jenny> When founding Appetite Creative under challenging circumstances, I discovered the value of finding wonderful women who want to help others succeed. These women became my advisors and sources of strength during difficult times.

My approach to mentorship emphasises the importance of persistence and resilience - digging deep and keeping going even when barriers seem insurmountable. I believe in sharing not just successes but also challenges, helping mentees understand that pushing through difficulties is what ultimately leads to rewards.

LBB> In continually changing market circumstances, how do you cope with the responsibility of leading a team through difficult waters?

Jenny> I cope with market changes by staying at the forefront of innovation while maintaining flexibility. Connected packaging is an evolving field, and I ensure our team continually researches emerging technologies like AI-driven personalisation and advanced augmented reality (AR) experiences to stay competitive.

We've adapted to economic uncertainties by diversifying our approach. Our recent survey showed a reduction in companies planning to increase digital marketing spend (75.5%, down from 96% previously), suggesting budgetary constraints. We've responded by emphasising connected packaging's cost-effectiveness — generating a 14% scan rate versus 0.01% for traditional digital advertising, with effectively zero cost per engagement compared to the £1.50 average click cost of digital ads.

I also maintain our 100% remote working model, giving team members flexibility while focusing on results rather than rigid processes. This approach has proven essential during economic fluctuations, allowing us to adapt quickly while maintaining team cohesion.

LBB> As a leader, what are some of the ways in which you've prioritised diversity and inclusion within your workforce?

Jenny> I've prioritised diversity and inclusion in several concrete ways. First, as a female founder in the tech industry, I've established a 100% remote working environment that particularly benefits parents and caregivers who need flexibility. I specifically encourage my team to prioritise work-life integration rather than just balance.

Our connected packaging solutions also incorporate inclusivity by addressing accessibility needs. We ensure our technology can help diverse groups. For example, people with sight impairments, specific dietary requirements or educational constraints. This commitment to making information accessible to everyone reflects how I've integrated inclusion into both our company culture and product development.

LBB> How important is your company culture to the success of your business? And how have you managed to keep it alive with increases in remote and hybrid working patterns?

Jenny> Company culture is fundamental to our success at Appetite Creative. As a connected experiences studio, our culture of innovation directly impacts our ability to pioneer technologies like AI-driven personalisation and multi-technology connected packaging approaches that combine QR codes with NFC (now used by 42.4% of the industry).

As a 100% remote working company, we've embraced flexible work patterns from the beginning. This approach has proven particularly effective as the broader industry has shifted toward remote work. Rather than having to adapt our culture to new working patterns, we've been able to refine our already-established remote practices, focusing on clear communication and collaborative innovation regardless of physical location.

LBB> What are the most useful resources you've found to help you along your leadership journey?

Jenny> First, the network of women I've connected with has been invaluable. It’s so important to find those wonderful women who want to help others succeed as they will be your comfort, advisors and strength in the really hard times.

Industry partnerships have been crucial resources as well. My work with major packaging manufacturers including Tetra Pak, Elopak, Smurfit Kappa, Greiner Packaging and ThePackHub has provided insights into the packaging ecosystem that inform my leadership approach. These collaborations have helped me build Appetite Creative into a recognised authority in connected packaging.

Additionally, our annual Global Connected Packaging Survey, now in its fourth year, serves as both a leadership tool and industry resource. By collecting and analysing data on industry trends, we gain valuable intelligence that guides our strategic decisions while positioning ourselves as thought leaders in the space.