111: Jessenia Francisco: Leading MOps at Asana and Lucidchart, feeding on your own martech and overcoming imposter syndrome

Humans of Martech

What’s up everyone, today we have the pleasure of sitting down with Jessenia Francisco, Director, Marketing Operations at Lucid.

Summary: Jessenia shares her journey from nonprofit to tech, emphasizing adaptability and purpose. She tackles imposter syndrome by fostering an inclusive culture, explores the strategic use of tools like Lucidchart in her own day to day, and advocates for mindful martech selection, particularly the integration of AI, balancing innovation with practicality. Her work with Women in Revenue underscores the power of mentorship in empowering women in revenue roles, highlighting the importance of community and strategic thinking for professional and personal growth.

About Jessenia

• Jessenia started her career in Finance at Merril Lynch and Bank of America
• She pivoted to the non profit space joining the Association of Latino Professionals for America where she started to get in fundraising operations
• She was later recruited by the NewSchools Venture Fund and moved out to the Bay area to roll out Salesforce across the organization
• She then joined the Opportunity Fund as Development Operations Manager focused on improving the donor acquisition process and marketing automation implementation
• Jessenia then made the mega move to Asana where she started in Sales Operations and later pivoted to Marketing Operations leading Martech Program and eventually becoming Head of Marketing Automation
• Today she’s Director of Marketing Operations at Lucid Software, the creators of the popular flowchart and diagram tool; Lucidchart

Shifting from Counting Coins to Making Change

Jessenia's career evolution from finance to the nonprofit sector was not just a job change; it was a pursuit of impact over income. She sought to make a tangible difference, moving away from the profit-focused dialogues of her finance days towards creating systemic change. This quest for purpose led her to the nonprofit world, where she found the work deeply rewarding.

Reflecting on her journey, Jessenia realized she had been involved in operations long before it became a recognized field, combining her analytical skills with business operations even during her finance tenure. This foundation served her well in the nonprofit sector, allowing her to apply her skills to support community-driven initiatives. She was particularly moved by the stories of the communities she worked with, finding a profound connection to the people and the transformative changes her efforts contributed to.

At NewSchools Venture Fund, Jessenia experienced the intersection of venture philanthropy and educational reform. This organization, pioneering in merging investment with educational innovation, aimed to disrupt traditional learning models. She was fascinated by project-based learning, as seen in a Napa school, where even kindergartners engaged in complex concepts like velocity and gravity. Such moments underscored the significant impact of strategic funding in education.

The nonprofit sector also presented Jessenia with numerous growth opportunities, from implementing CRMs to leading marketing operations. These experiences built her expertise in sales and marketing operations, highlighting the sector's potential for rapid professional development. Jessenia appreciated the creative challenges and the "champagne taste on a beer budget" mentality, which taught her to maximize limited resources effectively.

However, Jessenia also faced challenges, including under-resourcing in technology and potential career stagnation. The nonprofit world's inclination to deprioritize tech investments and the limitations in career growth posed significant hurdles. Additionally, leadership changes and political dynamics within organizations could disrupt projects and affect the effectiveness of operations work.

Key Takeaway: Jessenia's narrative reveals the dual nature of nonprofit work: its capacity to fulfill a deep-seated need for purpose and impact, juxtaposed with the practical challenges of limited resources and career growth ceilings. Her journey highlights the importance of adaptability, creativity, and a steadfast focus on mission-driven work amidst these challenges.

Career Leaps From Small Ponds to Big Tech Oceans

Jessenia's career leap from niche nonprofits to tech giants like Asana and Lucid sheds light on the value and versatility of working in different organizational sizes. Initially joining Asana when it was a relatively small team of 350, she quickly dispelled the myth that smaller entities lack significance. Her experience at Asana, a company that grew from a "cult classic" to a major player, exemplifies the unique advantages of smaller companies, such as a close-knit work culture and rapid adaptability.

Small companies, Jessenia notes, offer a level of intimacy and direct impact that larger organizations can struggle to match. From knowing a colleague's preference for Diet Coke to having the ability to influence business outcomes directly, these environments foster a sense of community and effectiveness. Yet, she also confronts the misconception that privilege and pedigree are absent in smaller settings. Even in a tight-knit team, backgrounds of privilege and elite education can influence dynamics, something Jessenia encountered firsthand.

However, as companies grow, maintaining the essence of a smaller organization's culture poses challenges. Jessenia emphasizes the importance of meeting people and business needs as they evolve, advocating for empathy and adaptability in processes. She warns against being wedded to past solutions or technologies, stressing the need to tailor approaches to the organization's current context rather than relying on what worked elsewhere.

Key Takeaway: Jessenia makes the point that smaller companies offer a richness of experience and that you will need a nuanced approach if transitioning to or scaling within larger tech companies. She highlights the importance of adaptability, empathy, and a keen understanding of the unique dynamics at play, offering insights into successfully navigating career transitions and fostering personal and professional growth in any organizational landscape.

Reflections on Overcoming Imposter Syndrome

Jessenia tackles imposter syndrome with a unique blend of emotional intelligence and mindful reflection. Instead of reacting on impulse, she takes time to process complex ideas, valuing collaboration over solitary effort. Recognizing when to ask for help has been crucial in her journey, turning potential hurdles into learning opportunities and stronger bonds with her colleagues.

Her approach to leadership focuses on empowering her team, encouraging them to confidently express their insights and take ownership of their expertise. This method not only addresses imposter syndrome but also promotes a culture where accountability and teamwork thrive. Jessenia believes in the power of vulnerability and support, showing that admitting you don't know everything can be your greatest strength.

Jessenia actively seeks out communities for both professional and personal growth, especially during challenging times like the COVID-19 pandemic. By engaging with networks, she ensures no one has to face difficulties alone, emphasizing the importance of collective wisdom and shared experiences.

Key Takeaway: The cornerstone of her strategy against imposter syndrome lies in fostering environments where asking questions, seeking clarity, and valuing each team member's viewpoint are encouraged. This approach not only helps combat feelings of inadequacy but also strengthens the team's cohesion and effectiveness.

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