In the dynamic world of digital marketing, where trends shift with the wind and competition is fierce, Nikki Lindgren has carved out a niche for herself. As the founder of Pennock, a digital marketing agency specializing in beauty and lifestyle brands, Nikki’s journey is a testament to the power of perseverance, adaptability, and a relentless focus on growth.

From Consultancy to Agency: The Evolution of Pennock

Nikki’s journey began with a simple consultancy. “I started as a consultant with the help of freelancers,” Nikki recalls. However, as her business grew, she encountered challenges that many in her position would find all too familiar. “I had such a bad experience with freelancers that I was losing sleep, just super nervous about everything.”

This realization led Nikki to transform her consultancy into a full-fledged agency. “The move from Pennock being a consultancy to an agency was driven by the need for more control—over how the team represents us, our workflow, and when deliverables are due,” she explains. This transition was not without its challenges. Hiring full-time employees brought its own set of hurdles. “While on paper, it seemed brilliant, we had a ton of challenges with full-time employees too. It wasn’t a one-and-done solution.”

Navigating the Complex World of Digital Marketing

Today, Pennock helps beauty and lifestyle brands, primarily those generating between $1 million to $10 million in annual revenue, grow their e-commerce presence through paid media. “We’re adding value by strategizing and building all of their paid media across every platform—TikTok, Pinterest, Meta, Google, you name it,” says Nikki.

One of the key areas where Nikki and her team excel is in optimizing the return on ad spend (ROAS) for their clients. “The name of the game is getting the CAC (customer acquisition cost) lower and the ROAS higher,” she notes. But it’s not just about numbers. Nikki ensures that the growth she drives is sustainable. “We look at their total business to make sure that what we’re driving is scalable.”

The Importance of Adaptability in a Rapidly Changing Landscape

Running a digital marketing agency in today’s fast-paced environment requires a constant willingness to adapt. “In the four and a half years that I’ve been running Pennock, the biggest lesson has been that the only constant is change,” Nikki reflects.

The rise of AI and machine learning in ad campaigns is a prime example of this. Nikki mentions how Google’s Performance Max and Meta’s Advantage+ Shopping campaigns, both of which rely heavily on AI, have evolved. “These platforms have become more sophisticated, and our role is to ensure our clients’ campaigns are set up in a way that maximizes their potential.”

Despite these technological advancements, Nikki highlights that creativity remains at the heart of successful campaigns. “If we can’t figure out how to get creative that stops people in their tracks, nothing else is going to win,” she emphasizes. For Pennock, this means focusing on low-fi, creator-led videos that resonate with audiences.

Learning from Challenges: The Role of Business Coaching

Like many successful entrepreneurs, Nikki has sought guidance along the way. “I’ve had three different business coaches in the last four and a half years,” she shares. For Nikki, having a business coach is about accountability. “I work best when I feel accountable to someone who’s going to give me a hard time if I miss a deadline.”

This support has been crucial in helping her navigate the complexities of scaling a business. “Without that accountability, I’d get stuck in the operations, helping my team manage clients rather than focusing on building the business.”

The Value of Systems and Processes

One of the biggest lessons Nikki has learned is the importance of systems and processes. “Had I had SOPs (standard operating procedures) from the start, we wouldn’t have had such an awful falling out with some early team members,” she admits. Implementing these systems has not been without its challenges, but it has significantly improved the agency’s operations. “Our project management system now has a lot of recurring tasks built into it, so everyone on the team knows what their weeks and months look like in advance.”

Looking Ahead: Overcoming Challenges to Achieve Growth

As Pennock looks to the future, Nikki is focused on achieving profitable growth. “Our success in the next 12 months will be measured more by profitability growth rather than just top-line growth,” she explains. This focus on profitability is crucial in an industry where margins can be thin.

However, Nikki acknowledges that there are challenges ahead, particularly in navigating the macroeconomic environment. “What will prevent us from hitting our goals is our ability to move upstream within the niches we’ve chosen,” she says. To overcome this, Pennock plans to invest more in its own marketing—an area Nikki admits has been neglected in favor of client work. “We’ve got to figure out how to position ourselves better.”

Advice for Aspiring Entrepreneurs: Finding Joy in the Process

Reflecting on her journey, Nikki has a few words of advice for her younger self—and for anyone else on the entrepreneurial path. “It’s not as serious as you think it’s going to be,” she says. “You’ll find a way through it.” She also emphasizes the importance of finding joy in the process. “I’ve always been so fixated on the outcome and disappointed when it wasn’t met. Now, I’m trying to enjoy the process more.”

For Nikki, entrepreneurship has been a journey of continuous learning and adaptation. As she continues to grow Pennock, her story serves as an inspiration to other entrepreneurs navigating their own paths.

Whether it’s mastering the complexities of digital marketing, managing a growing team, or simply finding joy in the day-to-day, Nikki’s journey is a reminder that success is about more than just reaching the destination—it’s about enjoying the ride along the way.

Connect with Nikki Lindgren on LinkedIn