Hi, Ivonna! Please share a brief introduction about yourself and your business:
I'm Ivonna Young, Founder and Fractional CMO at The Lavender Agency. With over a decade of fashion marketing leadership, I maximize apparel brands’ sales with dynamic and strategic marketing. As a Fractional Chief Marketing Officer for apparel, accessories, and footwear brands, I craft tailored plans that align with your brand's identity and goals, focusing on delivering rapid results and undeniable value. Drawing on my BBA in Marketing from LIM College and MBA from New Jersey City University, I lead teams to blend insight, strategy, and multi-channel execution, ensuring your brand's growth is rapid and sustainable.
Who are your customers?
Apparel, accessories, and footwear founders and CEOs.
What was your background prior to starting your own business?
10+ years of creating marketing strategies and leading marketing teams for fashion brands.
What made you take the leap to start your own business?
Inspired by experiencing two layoffs in one year from marketing leadership positions, I recognized the need for an alternative to the traditional marketing leadership model. Brands needed my marketing strategy and leadership, but a full-time executive added significant overhead. As a Fractional Chief Marketing Officer, I provide expert marketing leadership with the flexibility that allows startups and small businesses to scale efficiently. This model is healthier for growing businesses, enabling them to redirect overhead costs towards building their marketing teams and scaling their marketing strategy.
Such an incredible journey! Did you always know you wanted to be an entrepreneur?
Yes. I always planned to owned my own business, but I didn't know what it would be until all the stars aligned and I saw a huge gap in the marketing strategy and leadership market for fashion brands.
Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?
Initially, I implemented a standard B2B marketing strategy: taking professional photos, launching a website, engaging on social media, and activating paid ads. This approach got me off to a decent start, but my business truly began to grow when I harnessed the power of networking.
What is the biggest challenge you have encountered along the way so far and what have you learned from it?
As I transitioned from traditional marketing leadership roles to the fractional model, it took some time to determine how to package my services to best serve clients. After a few months of trying to figure it out on my own, I joined a cohort that helped me fine-tune my offering and process.
What accomplishment are the most proud of to date in your business?
Disrupting antiquated leadership models that stunted the growth of startups and small businesses while contributing to a volatile job market, the fractional model is a game-changer. It challenges those who have benefited from years of inflating company overhead and hindering growth.
What's next for your business? What can we expect to see over the next few years?
Our primary focus is to continue driving growth for our clients. Additionally, we plan to expand our offerings to include services for coaches and referral programs in the future.
Exciting things ahead, Ivonna! What is your top productivity tip?
Create checklists to maintain consistency. As entrepreneurs, we experience highs and lows. On those low days, completing a checklist reminds me that I am productive and making progress toward larger goals.
On the flip side, how do you avoid burnout?
Slow mornings are a true luxury. Starting the day slowly allows me to prioritize my personal needs ahead of my business needs.
What is your approach to work-life balance / integration?
Prioritizing work-life balance is what led me to embrace entrepreneurship. I’ve built my business around my desired life, rather than the other way around, ensuring that balance is at the center of everything I do.
What is one thing you wish you had known when you started your Entreprenista journey?
I've just started, so it's difficult to answer this question definitively. Looking ahead, I'm eager to discover how much this journey will transform my life—I'm excited to see its impact!
What's the one app on your phone you absolutely cannot live without and why?
Pinterest. I need the inspo!
What is your favorite business tool or solution and why?
Fathom! It makes recapping meetings a breeze.
What advice do you have for aspiring Entreprenistas?
Take the leap and have faith that all things will work together for your good.
Learn more about the Entreprenista League and join today!
About the Author
Jessi Anderson
Jessi Anderson is the Marketing and Creative Director at Entreprenista, driving innovative campaigns and creative strategies that inspire and connect women entrepreneurs within the community.
