Page 134 - Cityview Jan-Feb 2017

FACES OF EAST TENNESSEEMarketing MavenAn early love of travel inspired Jackie Spining to pursue a career founded on human relationships and customer serviceStory by Rebecca WhalenJAKIE SPINING WAS JUST A GIRL WHEN SHE was bitten by the travel bug. From a small town in Tennessee, it’s Spining’s memories of staying in di erent hotels with her grandfather that had thelargest impact. “I loved the variety, and I loved customer service,” she admits.Her love of travel turned into a love of all things tourism and hospitality and led eventually to her marketing career with The Dollywood Company. “I started with Dollywood when it was just three years old,” says Spining. “We had a small team, but that meant I had the opportunity to really work on all facets of marketing.”She began as the marketing manager, working with both the local community and the sales department, but was eventually invited to work directly on the projects cra ed by the Director of Marketing—that kick-started her desire to be the realm of creative advertising.She climbed the marketing ladder at Dollywood, eventually landing the senior marketing manager role, somethingshe says happened because she was unafraid to raise her hand, try new projects, and ask to sit in on meetings. That willingness to give her all paved the way for a successful career. Spining worked with Dollywood for roughly 20 years before moving to the Herschend Family Entertainment as Corporate Director of Advertising, where she built an in-house agency for all of their creative and advertising projects.Spining had aspirations to grow. And so three years agoshe set out on her own and created The Spining Group: a branding, advertising and creative agency. “I always felt I could own my own business and be successful,” she says. “I thought to myself, there is no better time than now. Why not?”She was thrilled to nd that clients she had worked with for years went with her, including Dollywood. “They were the rst to pick up the phone,” she says. While she worked to build her team and take baby steps creating her company, she already had clients and knew she couldn’t move too slowly. So she jumped right in, rst working with hospital and tourism but eventually working with many other types of brands.“To know you can take those skills and transfer them from any business and brand is great,” says Spining, adding that the key is surrounding yourself with “people that are smarter than you” and building great strategic plans. Relationships are imperative, she adds—as long as you are willing to take the time to build them. “You’re only as good as the people you surround yourself with,” a mindset Spining stamps on her client relationships as well.Lessons learned on the journey have helped Spining thrive: treating others with respect, asking questions, and stepping outside her comfort zone come rst, she says—but not without dreaming for bigger things. “I love what I do, and I love telling other people’s stories. Getting to know them and helping them succeed—that’s my biggest reward.”132JANUARY FEBRUARY 2017