Women Worth Watching 2015
On and off the Job, BHGRE’s CMO Helps Brands Stand Out
Jennifer Marchetti became chief marketing officer at Better Homes and Gardens Real Estate, a franchisor of residential real estate companies and a subsidiary of Realogy Holdings Corporation, four years into her tenure with the brand, which began in 2010. At BHGRE, Jennifer oversees brand marketing, technology, events, social media, and communications. Under her marketing leadership, BHGRE launched a groundbreaking lifestyle search-based website (bhgre.com), introduced the real estate industry’s most comprehensive social media strategy, and launched a series of innovative marketing and thought leadership campaigns that have gained the brand a strong share of voice and accelerated growth. She also led the creation of the brand’s Be Better℠ industry campaign and Expect Better℠ consumer campaign, and published leading-edge research on millennials, Gen Z, luxury buyers, and Baby Boomers in real estate.
“The real estate industry is teeming with entrepreneurial women,” said Jennifer. “Our CEO, Sherry Chris, is the epitome of what a woman can achieve in business. Our company strives to connect women through events, personal interactions and social media. Through collaboration, we apply our collective expertise to move the industry forward.”
“You never know where your career will take you.”
She has also used her branding, strategy, and communications expertise to help the New Jersey Chapter of the National Ovarian Cancer Coalition, as well as the American Hippotherapy Association, develop effective marketing and strategic planning.
After earning a bachelor’s degree in psychology with honors from Duke University, Jennifer began her career in press and investor relations at Trilogy, a business software company. She moved on to oversee marketing for Cendant Corporation’s hospitality-focused business development group, managing a portfolio of partnerships representing tens of millions of dollars of revenue.
In 2005, Jennifer joined Wyndham Worldwide, where she first led strategy for the world’s largest hotel loyalty program, Wyndham Rewards, and oversaw its global rebranding efforts. Later, she provided oversight and guidance to marketing, technology, and branding for Wyndham’s stable of hospitality brands, including Wyndham, Wingate, and TRYP.
Education: Bachelors of Science, Psychology, Duke University
First Job: Public Relations, Trilogy Software
What I’m Reading: “A Short History of Nearly Everything” by Bill Bryson
Words I live by: Think ahead. Question. Explore every possible angle. Collaborate.
The most important quality a woman leader should have is…
…the ability to put yourself in your team’s and your stakeholder’s shoes. Professional empathy. This is true of any leader.
The career advice I’d give my former self:
You never know where your career will take you. Network with and learn from as many people as you can. At the very least, you will gain valuable insight. At best, you may gain a new opportunity that can change your professional life.
The one thing I’d do differently in my career, knowing what I know now, is…
Given that I didn’t end up pursuing a career in medicine, while in undergrad, I may have skipped Organic Chemistry and instead taken a business class or two.
When I really need to focus on a project, I…
…leverage the unique perspectives of my team, stakeholders and CEO. I can attack projects most successfully when I have a holistic context about what we are trying to achieve and why. It helps to crystalize our prioritization and focus.
My biggest career leap (and what I learned from it) was…
I moved from a strategy role to a true brand marketing leadership role while at Wyndham in 2009. Without that opportunity, I would never have been considered for my current position, and would not have experienced the growth I have enjoyed at Better Homes and Gardens Real Estate. I am grateful that I was given the chance to try something new those years ago.
Being a woman in my profession has been…
…rewarding. The real estate industry is teeming with entrepreneurial women. Our CEO, Sherry Chris, is the epitome of what a woman can achieve in business. Our company strives to connect women through events, personal interactions and social media. Through collaboration, we apply our collective expertise to move the industry forward.
I’ve learned that the only true failure is…
… simply a chance to refine your approach and try something a better way the next time. The only true failure is when you don’t learn from the experience. Nothing worth doing is easy. A temporary setback is a small price to pay for the promise of real innovation.
I maintain a healthy personal life by…
…taking balance seriously. I have an incredible team at home as I do at work. Above all, I structure my day with greater efficiencies to ensure I spend quality time with my husband, children, family and friends.
I knew my present career was what I wanted to do when…
…I realized that my life prepared me for my career: my love of learning and intellectual curiosity; traveling and experiencing new cultural points of view; being an informed consumer; being an empathetic friend. While I lacked formal business training as a young professional, my life experiences became my greatest foundation.