Jennifer Aguilia

Resilient. Relentless. Human.

Current Employer & Job Title: Twenty-Six & Co. | A Creative Agency

Age: 40

Hometown: Plattsburgh, NY

Education: AA Clinton Community College), BA SUNY Plattsburgh

Equal parts strategist, storyteller, creative director, community advocate, and accidental philosopher, Jen speaks about leadership the same way great marketers approach branding: honestly, emotionally, and without unnecessary filters. One minute she is discussing SEO strategy and client conversion rates. The next she is quoting Conan O’Brien, reflecting on burnout, or explaining why some of her best ideas happen far away from a screen. At the center of it all is a simple belief that feels increasingly rare and refreshing: you can build something ambitious without losing your humanity in the process.

What aspect of your organization’s culture do you protect or promote most fiercely — and how have you influenced it?

Conan O’Brien once said “Work hard, be kind, and amazing things will happen.” I’ve never needed a more complicated philosophy than that. It sounds simple until you actually try to live it inside a growing business, and then you realize how much intention it takes to protect both halves of that equation at once. We’re far from perfect but that quote has carried us through hard seasons. Having doubled in size over the last two years, we’re seeing this living, breathing culture in action every day.

Who has most influenced your leadership style? What specific lesson from them still shapes how you lead today?

Steven Krolak, a former colleague from my time at SUNY Plattsburgh. He led with steady, consistent kindness that didn't need an audience and wasn't performative. People do their best work when they feel safe, respected, and genuinely seen. You can demand excellence without stripping away humanity. That balance is something I try to commit to every day.

What is one lesson your career has taught you that you had to learn the hard way — and how has it changed you?

Wanting to help is a genuinely good instinct until it isn't. I had to learn the hard way that saying yes to everything, even with the best intentions, has real costs. There's a difference between being generous and being depleted and learning to recognize that line, and actually respect it, has made me a better leader.

The North Country's "Gen IQ" reflects how well we lead, market to, and innovate across generations. Where are we getting it right — and where do we need to evolve?

We're getting it right in authenticity. Businesses here tend to have genuine stories of connection and impact, real community roots, and loyal customer bases built on trust. Where we need to evolve is in how we tell those stories. Too many businesses in this region are still marketing like it's 2012 with inconsistent social presence, no SEO strategy, websites that don't convert. Younger generations are making decisions in seconds based on what they see online. If you're not showing up with intention, you're invisible.

What’s one idea, belief, or change you hope to see shape the future of leadership in our region?

I hope we stop apologizing for being here. There’s a quiet assumption in a lot of North Country conversations that the talented, ambitious people leave, that if you want to build something serious, you go somewhere bigger. I think the next generation of leaders in this region needs to see people who have stayed, built something meaningful, and chose this place on purpose. That’s the shift I want to be part of. Not just surviving here, but building something worth staying for.