Meet Jennifer Baker Asiddao | Marketing Communications Consultant

We had the good fortune of connecting with Jennifer Baker Asiddao and we’ve shared our conversation below.

Hi Jennifer, do you have a favorite quote or affirmation?
“It will all work out.”

Yes, it does.

But it doesn’t all work out at the same time. It came with a hella lot of challenges and tough lessons.

When I began my career in marketing communications in the early 1990s, I encountered a lot of men who didn’t support women in the workplace. And, to my surprise, some women, too. After college, I started as an assistant to get my foot in the door at a small PR agency. Then, I took another assistant position at Paramount Studios. Once I started to move up the ladder, I had to hone my craft AND learn how to navigate “being female” in the workplace.

This resulted in many conversations with my mom and my close friends who noticed I was very passionate about my career but also that I was extremely stressed out. That’s when the saying really started to take hold and become a mantra.

At that point, mid-career, I did something that not a lot of people my age were doing. I took the plunge and left that corporate job to do consulting work. I was young, in a relationship, but not yet married or parenting. It was a new adventure that energized me. I worked on some fun projects and met people that are still in my life today.

What was even more kismet was one of those projects resulted in being introduced to a group of extremely talented people at a large communications agency. I liked the vibe of that workplace. There were people of all ages and backgrounds and they seemed to like and respect each other. When one of the senior executives offered me a job as the media director, I took it.

That early phase of working inside corporate, as a consultant and then taking a position at the agency all worked out. But it came with some tough lessons. I’ve often told people “I’m good at what I do because I went to the school of hard knocks.” The people who “get it” ALWAYS chuckle.

In those early days, I was frequently one of a few women in meetings. We sat in big conference rooms with large wooden tables down the middle… No matter where I strategically placed myself, I was swimming in a sea of older men, who were potential clients as well as colleagues. On many occasions, during meetings, the prospective clients would clearly indicate they weren’t listening to me or to the other women in the room by staring at their notepads or writing missives to each other. Weirdly, being on the receiving end of that behavior motivated me to hone my skills by not only deeply knowing my s**t, but also by showing up with confidence and selling the hell out of the project or campaign. And, when someone appeared not interested, it became a game to see if I could get their attention.

Over time, more women came into the workplace. On many occasions in those big conference rooms, I would be sitting next to, and across from, women.

After being separated from my position as an executive in late 2020, I decided that after 25+ years working for others, I wanted to create something new. I started my marketing communications consulting practice. Today, I work with a bevy of trailblazing clients. They’re soulful entrepreneurs, founders of nonprofit organizations and decision-makers at companies. My clients are artists, writers, founders, educators, food experts and more. I’m an expert in a variety of industries including wellness, self-help/spirituality, art/culture, food, lifestyle, healthcare, higher education and technology.

In this phase, as the ones before, it has all worked out.

Alright, so let’s move onto what keeps you busy professionally?
I LOVE WHAT I DO. I care about doing great work that helps promote my clients and reach larger audiences. I’m a marketing communicator, so I dig deep into telling my clients’ stories. There’s a lot more that goes into a successful project than just a beautiful story in a media outlet, on social channels, or on a website. I help my clients tell their stories in a concise and meaningful way. This normally includes formulating talking points, coaching them on how to tell their story and creating a family of materials. I also have relationships with all types of online media, broadcast outlets and podcasters. Although the media world has changed dramatically since the beginning of my career, I find that what makes a good story is still the same as it’s always been and that people want to hear them!

I face challenges every day. Whatever is happening in the world, nationally, in California or in my community, impacts me personally and professionally. Combine that with the fact that AI is impacting the way that people view good, soulful and intelligent writing, and that media companies are changing their business models to stay relevant (and stay in business). Also, there is so much information available today, through so many channels, that’s complete bulls**t. I’m constantly in pursuit of the TRUTH.

Beyond my work, I mentor emerging talent in marketing and communications, especially those coming into the workforce from the journalism/PR program at my alma mater, California State University Long Beach (CSULB). I took on a volunteer position as the chair of the Journalism/PR advisory committee, working alongside the Chair of the department and nine distinguished alumni who are also in the world of mass communications.

Being focused on my work often results in spending hours in my office. To counterbalance being inside, I spend as much time as possible in nature. I volunteer at the South Coast Botanic Garden.During the seasonal butterfly exhibit, it’s pure magic to experience the joy of people, of all ages and backgrounds, as they gather together to interact with hundreds of brilliantly colored butterflies. I love the colorful winged insects, too.

I’m in constant motion when I’m not working. I’m an urban farmer in my home garden, experimenting with growing herbs, veggies and flowers and tending to my bins of worms and their marvelous “worm tea.” I take advantage of the beauty of our local beaches, go to museums and galleries with my husband and kids, and spend time nurturing my relationships with an amazing group of friends and extended family. And everything is punctuated by my love of vintage jewelry; I make beautiful pieces and I also do a bit of collecting wherever I roam.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
So much to do in LA and SoCal and we’d do it all… Each morning, we’d walk a different beautiful route. A few mornings would be on the Strand along the South Bay beaches. Other mornings, we’d walk a conservatory trail in Palos Verdes, along the rim near Terranea and the light house, or at the South Coast Botanic Garden. Afterwards, we would grab coffee at one of the hundreds of locally owned businesses.

For one of the afternoons, we would make a picnic or pick up sandwiches, salads, or sushi from a nearby deli counter and head to LACMA, The Getty, The Broad, or explore galleries at Bergamot Station.

For an “only in SoCal” experience, we would make the journey to Riverside and spend time at The Cheech and eat at Tio’s Tacos.

We’d spend time on the beach, after 3 p.m., when the crowds thin out and the light becomes golden. We’d watch the sunset before heading home.

After a long day exploring/experiencing SoCal, we’d cook a delicious meal together and sit in my backyard and talk into the wee hours. The exception would be if the Hollywood Bowl were in full swing. We’d find a fun concert, pack delicious eats and head up to The Bowl via the park-and-ride.

Throughout our visit, we’d eat tacos and pupusas and enjoy them from family-run establishments, small business owners at farmer’s markets and vendors on the street corners. Shoutout to La Esperanza for their awesome food and bakery; family-run stands, like Davila’s, at the Riviera farmer’s market; and the awesome stands at the Hermosa, Redondo and Torrance farmer’s markets.

Who else deserves some credit and recognition?
I have to do a Shoutout for the love that surrounds me.

I’m giving a standing ovation for the generations of women that came before me, especially my beloved Grandma. She was a huge influence and supporter in my life, a trailblazer. She was the first generation of my family born in the U.S. in the early 1900s. My great-grandmother had the courage to flee Russia and start a new life in New York. This bravery resulted in her marrying another immigrant, my great-grandfather, and building a life that included four girls, one of them, my Grandma. My grandmother was the first in her family to attend, and graduate from, high school. Throughout her youth, she played handball with the boys. It was not acceptable in the 1920s and 1930s for girls to be physical alongside the boys, or for them to beat boys at their games. But she did it. As children, she taught us (my siblings and me) to play, too. At the time, she was already in her 50s.

After graduating from high school, my Grandma found a job in the garment district, keeping books for a small manufacturer. My grandfather, who was starting his business as a cutting-machine expert, often showed up in her office. After a few visits, she realized that he was there to see her instead of the owner. They began “courting.” After a short time, they decided to marry.

She, along with my grandfather, wanted to go to “the land of lemons and sunshine.” They had the courage to gather the resources to move away from their parents and families to start a new life in California. They landed in the Golden State in the 1930s, while the world was in turmoil and there was widespread hardship in the country. Despite it all, my grandfather built his business in Los Angeles and they started a family. While raising my mom and uncle, my grandmother continued to keep the books for small businesses. Eventually, she went to work for the city health department. She was one of a few women in her community who worked outside the home. At the same time, she had to focus on being a wife, mother and grandmother.

As a lifelong learner and creative, she cooked, baked, knitted, crocheted, fished in Mexico and traveled the world. She was the first person I knew that understood the true value of money. She worked with a financial planner in the 1980s, well before it was a service that was widely available to regular, hard-working people. This helped my mom’s financial future. In turn, my grandmother taught me lessons about the importance of investing in myself and my own future.

I feel deep love for my grandmother every day. That love, coupled with the support of my husband, three kids, sisters, brother, extended family members, and tight-knit group of friends – of all ages, walks of life and backgrounds – keeps me connected, grounded and focused on what’s important in life.

Instagram: @jba_studios

Linkedin: @jenniferbakerasiddao

Facebook: @jenniferbaker-asiddao

Image Credits
© 2025 All rights reserved Jennifer Baker Asiddao

All photos courtesy of Jennifer Baker Asiddao