Jennie Smythe
Becoming Girlilla
Jennie Smythe is the founder and CEO of the award-winning Girlilla Marketing. A powerhouse in the music industry, Jennie shares insights from her journey as a digital strategist for some of the biggest names in entertainment. Based in Nashville, she reflects on leading a female-founded company in a fast-paced, ever-evolving space—and what it took to break barriers along the way. Jennie also opens up about her new memoir, Becoming Girlilla, giving listeners a behind-the-scenes look at her path to success, the lessons she’s learned, and the bold moves that defined her career.
The Birth of Girlilla Marketing
For Jennie Smythe, the decision to start her own company didn’t come from a grand plan—it came from a deeply personal turning point. After years of grinding behind the scenes in the music industry, surrounded by the high energy of L.A. and the pressure to follow a conventional timeline, Jennie found herself at a crossroads. It was a simple but profound question from her father—”What would you do if your life was half over?”—that forced her to pause and reflect. In that moment, she realized she had been carrying around expectations that weren’t really hers. What she truly wanted was to build something of her own. That moment of clarity, shaped by years of hustle and quiet ambition, ultimately sparked the creation of Girlilla Marketing.
Leading a Female-Founded Agency in a Male-Dominated Industry
When Jennie Smythe reflects on starting Girlilla Marketing, she admits she didn’t set out to break barriers—but that’s exactly what she did. “At the time, I didn’t know the difference,” she says. It wasn’t until later, with more perspective and exposure to others who had paved the way, that she realized the gravity of leading a female-founded agency in a male-dominated industry. Jennie acknowledges the challenges of being seen and heard as a woman in leadership. Yet over the last 17 years, she’s built a company powered predominantly by talented women—not by design, but by instinct and talent. “I’ve just hired the most talented people—and they happened to be women.”
What’s Next in Digital and Music Marketing
As a trailblazer in the music industry, Jennie Smythe has always had a knack for building audiences, monetizing content, and staying a step ahead of digital trends. But when asked what the future holds for fan engagement and online platforms, her answer is clear—and refreshingly grounded.
According to Jennie, the next wave isn’t some flashy new platform or passing trend. It’s a return to what works: evolution, revolution, and ownership. “Every 15 years or so, people decide they want more of this and less of that,” she says. While social media platforms will continue to evolve, she believes the real power lies in private, owned spaces—your website, your email list, your direct connection with your audience.
Her philosophy is simple: consistency and connection matter more than perfection or virality. “It doesn’t have to be perfect, but it does need to be compelling,” she says. And when something does go viral? “Celebrate it, sure—but then get back to your why. What do you really want to put out into the world?”
Why Jennie Smythe Decided to Write Becoming Girlilla
Jennie Smythe never set out to write a memoir—but life had other plans. A longtime writer and former aspiring fiction author, Jennie found her voice through lived experience rather than a publishing deal. After a breast cancer diagnosis, the isolation of the pandemic, and years of mentorship and personal growth, she felt a responsibility to share the lessons she’d learned—not just for her own children, but for others navigating life and leadership. Becoming Girlilla blends personal reflection with business insight, offering a human perspective on digital culture and the importance of using your voice to create connection rather than division.
Resources and Links
Jennie Smythe on Linked In
Instagram @GirlillaJennie
Girlilla Marketing website
Facebook @GirlillaMarketing
