Where Hustle Meets Strategy: Jessica Campbell and PO3 Agency

Jessica Campbell did not wait for a green light—she created her runway. As the Founder and CEO of PO3 Agency, she has built a brand that moves at the intersection of strategy, storytelling, and culture. What started as a decision to embrace entrepreneurship quickly evolved into a powerhouse agency helping athletes, creators, and companies build identities that resonate far beyond the screen.

Born and raised in Southern California, Jessica’s creative spark was lit when she saw her first graphic on ESPN. From there, a pivot at Pepperdine set her on a path defined by bold moves and growth. Jessica is now an award-winning marketing and creative director, specializing in innovative social strategy for talent, brands, and events across the sports and entertainment industries. PO3 Agency's clients include Grammy-winning singers, songwriters, and producers, as well as professional athletes, public figures, and notable fashion brands.

Photo by: Ethan Ong

Growing up in Los Angeles, how did being a triplet influence your passion for sports and creativity?

Growing up a triplet, it was majority rules- so whatever 2/3rds of us wanted to do was what we did! That’s what got me into sports, and I loved it! I played every single one, but God didn’t build me like a professional athlete, haha- so, I had a lot of fun and learned quite a bit! One of the biggest lessons I took away from sports was the power of mindset-something that resonated deeply with the beliefs instilled in me by my mom. She always encouraged us to embrace challenges without the fear of failure, often asking, “Why not?” “Why not you?” “Why can’t you do it?” This led each of us to be ourselves, push boundaries, and try new things. It’s so interesting because despite having the same upbringing, each of us thrived in different areas. My brother Nelson is a lawyer, and my brother John is in Medical Technology - I could never do what they do, and they could never do what I do, but we are all absolutely killing it.  

Why did you choose to study Integrated Marketing and Communications at Pepperdine University?

I was originally enrolled as a business major. I was sitting in my first econ class, and I quickly realized this was not the right path for me. Halfway through the class, I left and went straight to my academic advisor. I asked her what other options there were to enter the business/sports/entertainment industry with a little more creativity and a lot less math. She went through a few options, and instantly the Integrated Marketing and Communications pathway stood out to me. It ended up being the perfect fit for everything I eventually set out to do. It has been such a full-circle experience because now, I get the opportunity to guest lecture in a lot of college classes, and the ones I speak to the most are business, marketing, communications, and sports management classes! It’s cool to be on the opposite side now and see each major from a different perspective.

Photo by: Cassy Athena

You were a Marketing Intern for the John R. Wooden Award, which was an amazing experience. How did your experience shape your career in graphic design, social media, etc.?

This experience opened my eyes to opportunity. I had no idea how many jobs there were in the sports and entertainment industries. I feel like growing up, we are only aware of the athlete, actor, agent, GM, coach, etc. We don’t really see the marketing team, PR team, sales team, and medical groups of people working behind the scenes that make it all possible. This internship allowed me to explore, try new things, work on my design skills, grow a social media presence for the first time, and begin to learn the ins and outs of the industry. 

What was it like seeing your first graphic on TV or having college/NBA/WNBA legends reshare your work?

The. Coolest. Feeling. Ever. Picture this-you’re 17 years old learning how to design on Adobe Photoshop at 3 pm, having to use those newly acquired skills to design graphics after class at 8 pm, staying up all night to perfect it, then seeing those designs on TV and reposted by the best players in college basketball the next day. WHAT?! It was insane. Seeing my work on ESPN for the first time lit a fire in me that never burnt out - that feeling still fuels me to this day. 

Recently, I got the opportunity to give this same experience to an incredible team member of mine, Andy. She edited a segment we filmed for ESPN+, and watching her live this same feeling, seeing the fire light inside of her as it was broadcast live, was one of the greatest honors. It’s one thing to experience it for yourself, but when you have the ability to share it with others and give someone who is so deserving their own moment, that's where the magic happens.

Provided by: Jessica Campbell

How did COVID impact your internship, and what motivated you to start working on your podcast, Sports 4 Positivity, with your boss?

When COVID started, my internship ended. My boss at the time, Ernest, who became a great mentor to me, and I still wanted to work together, so we started a podcast where we interviewed professional athletes and entertainment figures on how they used social media to spread positivity and cultivate community. We had an incredible production team led by Merry, Frank, and Tommy out of Laguna Beach. I was the co-host alongside Ernest. It was an amazing experience - I was 19 years old interviewing NFL legends like Eric Dickerson, Olympians such as Rowdy Gaines, and incredible entertainment figures from Kelsey Trainer to Ryan Hollins and Sean Farnham. I even spoke to Jim Rooney about his father’s legacy with the Steelers and forming the Rooney Rule. I cherish this experience so much because it taught me one of the most valuable lessons on communication and representation.

Imposter syndrome could have easily taken over and sabotaged me, like I said, I was a 19-year-old woman interviewing Hall of Fame legends - what business did I have talking to them?! I never played professionally, and at that time, I did not have an impressive career or accolades behind me. To make up for what I felt I lacked, I made sure to be overly prepared and present myself as someone they’d respect. I knew every stat, every scandal, every talking point, and wrote thoughtful questions to ensure that I was meeting them at their level. I used industry-specific terminology mixed with relevant facts and discussion points to drive each conversation. This is a practice I’d go on to use for years and continue to do to this day. No matter your age or your experience level, every person has something to offer. As Coach Wooden said, “Failing to prepare is preparing to fail.”

What was the turning point that made you decide to start PO3 before graduating?

I was not only the cohost of the podcast, but I also did all of the marketing for the show. It was catching great attention, and a few of the guests, sponsors, and listeners noticed my work-3 people in one week asked me to be their marketing director, but I was still in college, one semester away from graduating. I had a hard decision to make: do I take the traditional path, or do I forge my own? With my ‘why not’ mentality, I decided to give it a try - the worst thing that could happen is it doesn’t work out, and at least I can say I tried. Best case scenario, if I start my own company during a global pandemic at the age of 20 before graduating college, that turns into the greatest decision I ever made. 

If only that brave, yet terrified, 20-year-old girl could see us now…. PO3 Agency is now over 4 years old. I have grown from 3 clients - an NFL player, bridal show, and fire extinguisher - to now being an award-winning marketing and creative director, specializing in innovative social strategy and branding for talent, brands, and events in the sports and entertainment industries. Our clients include Grammy-winning singers/songwriters/producers, professional athletes, public figures, awards, and popular fashion brands. Notably, in the sports industry, we produced America’s most historic stadium’s first ever youth football camp, NFL/NBA players camps and clinics, foundations, charity galas, and I do all of the marketing and PR for the John R. Wooden Award, All America Team, and Legends of Coaching Award. Within the music industry, we have revolutionized the way singers, songwriters, producers, and engineers are represented on digital platforms and are now working with management companies and labels to expand their creativity in fan conversions, branding, and are working on artist merch and VIP tour experiences. 

Provided by: Jessica Campbell

Was it intimidating to take an unconventional path when most of your peers were going into traditional roles?

YES. It was intimidating, terrifying - you name it, I felt it. I felt the fear, but did it anyway. I don’t think this part of a founder’s journey is talked about enough. It was one of the most intense yet lonely experiences of my life. On the outside it looked like I was doing the damn thing, on the inside I was freaking out with no one to talk to. I didn't know how to start or run a business. No one around me had ever gone through something similar. When I first started out, I had no connections in the industry, didn’t have any other young founders to confide in, didn’t have many people I could go to with questions or to seek advice, so I had to work overtime to find them. There was a period of time when I would reach out to 50-100 people per day for informational interviews and to simply ask questions from people in the industry I respected and wanted to learn from. I quickly had to shift my priorities and learn how to manage my time. That meant not going out with friends, not taking fun trips, sacrificing those experiences, and grinding through most days and nights. Failure wasn’t an option, I had to be laser-focused on my goals. I lost friends, people talked trash about my decision to my face and behind my back - but that didn’t matter, it just meant they weren’t meant to be part of my next path. On the other hand, it also helped form a core group that I truly couldn't do life without! 

What were the biggest challenges in launching your own agency at such a young age?

Besides not knowing anything about forming a corporation, payroll, invoicing, taxes, legal practices - the basics - I encountered two big challenges: 

1. Setting boundaries. I learned early on the power of saying “no” and how much peace it brought. When you are your own boss, no one is going to care about your business as much as you do, no one is going to pick up your slack when you're sick, and you are the only one responsible for keeping yourself accountable. Not showing up to work because you don't feel like it is not an option. It takes a lot of discipline, focus, and commitment - these qualities take time and energy to build. I learned that it is important to protect your energy, peace, and health above all else. You can’t help anyone else if you're broken. 

2. When you are the CEO and Founder, you meet with other CEOs and founders - my peers quickly went from 21-year-old students to 40-60-year-old men, for the most part. My reality changed in a matter of weeks from giving class presentations to partaking in board meetings. As a very young woman in the industry, I had to learn how to earn respect and use my voice. 

Photo by: Aliyah Mariah

How did you manage to manage your first three clients with three different brands—an NFL player, a bridal show, and a fire extinguisher brand?

Well, as you can see, they are QUITE different. I loved the challenge. I meant I had to be creative, VERY creative. Each one had their own audience, pain points, dreams, and goals. It was a challenge at first switching my brain from one industry to another, wearing many hats throughout each day, but I quickly got the hang of it. I had the approach of “how do I make this different and better?” Fire extinguishers have been around for years and years - how is this one different and better? There are so many incredible professional athletes; how is this one different and better? There are hundreds of bridal shows - what makes this one different and better? Once I figured out those differentiation factors, I brainstormed around their strengths and came up with innovative campaigns to reflect them. These campaigns caught the attention of a few awards. I was honored to receive the 2023 Woman in Sports and Entertainment Woman to Watch award. This award expanded my network and led to other incredible opportunities in the sports industry, which led to more honors and recognitions, and so on!  

How did you develop your unique approach to brand positioning and social strategy?

Over time, many different people came to me with the same problem - they were trying everything and thought they were following the right steps, but were not getting any results. I am not one to ever put a band-aid on a problem, I want to get to the root and find a solution. What I saw kept happening was that people were pouring their energy into the wrong environment. It's like going to Chick-fil-A and asking for a hamburger - no matter how many times you try, you won’t get your desired outcome - because you are in the wrong place! They were appearing in the wrong spaces online, getting invited into the wrong rooms because their branding and digital presence did not match their desired outcome. This is the innovative social strategy piece I always speak about. I specialize in making a brand come to life in a way no one else has done before, ensuring their digital presence has a seamless transition to their in-person experience. My methods attract brands, collaborators, fans, and experiences that match. It is one of my favorite services that we offer - brand positioning!  

Photo by: Aliyah Mariah and Conor Lacefield

How do you approach branding for NIL athletes to make them stand out?

If you were a brand with $1,000,000 to spend on marketing campaigns with college athletes - who would you feel more comfortable/confident investing in: an athlete with 3 photos on their Instagram featuring their family, their fit pic, and their team media day headshot, or an athlete with a few videos showing their personality, their off-day interests, and their game highlights? Probably the second! I always tell the athletes I work with, there are hundreds of thousands of athletes out there. What makes you different and better? Why would a brand choose you? How can we create a brand that is authentic to you, beneficial to your team/program, and allows the opportunity for longevity even after graduating? This is the tip of the iceberg of the programming I do when I visit athletic departments, teams, and run workshops. If any athlete is interested, I will be hosting weekly NIL courses online - all are welcome, and the link will be in my Instagram bio (@jess.campbell3)!  

Can you walk us through your process of architecting a brand strategy for an athlete or company?

C’mon now! I can’t give the secret sauce away! But I will give you a little hint - we focus on a 4-part strategy: brand positioning, marketing strategy, content strategy, and fan conversions. If your brand isn’t positioned correctly, you will not attract attention from the right fans, audiences, brands, etc. We all get dressed in the morning, but look around, we are all wearing something completely different. We all have social media, but many people use it the same way; that’s the problem. Social media is now usually our first impression of someone, and in my opinion, everyone should be using it as a tool to serve whatever purpose they desire. That is where PO3 and I step in! 

Provided by: Jessica Campbell

How has speaking at colleges and conferences helped you give back to the next generation of marketers?

I truly would not be where/who I am today without the people over the years who took a chance on me. Sam Laganà, Ned Colletti, Ernest Baskerville, Don Costante, Dr. Sarah Fischbach, to name a few, have each played a special role in my life, and to each I am eternally grateful. I hope I can be even half of what you all are to me to someone else! I try to pass this on through my internship program and my speaking engagements. I have been so blessed to speak at colleges and conferences all over the nation, sharing the information I wish I knew when I was in their shoes.  

What’s one piece of advice you always give to students or aspiring entrepreneurs?

"Don't fake it till you make it, OWN IT FROM THE START!"

If you are unsure of what you’re doing, how can you ask anyone else to believe in you? Confidence is key, and if your product/service is as good as you say it is, you shouldn't need to 'fake' anything. When you own it from the beginning, you allow your mindset, goals, and actions to be in a much different place, allowing for a better chance at success. If you are going to start something, make sure YOU believe in it first, then the right people will follow. 

Finally, if you had to describe your journey with a song, what would it be and why?

Fireball by Pitbull. We came in hot, bring a great time wherever we go, and leave a strong impression - lol! 

Jessica Campbell is a testament to what happens when vision meets velocity. She has carved her own path by seamlessly blending creativity with strategic insight, elevating not only brands but the people behind them. From mentoring the next generation of marketers and athletes to producing unforgettable events that make an impact, Jessica’s influence reaches far beyond the typical bounds of her industry. Her ability to adapt, innovate, and lead with authenticity positions her as a true trailblazer in the evolving world of sports and entertainment marketing. As the landscape continues to shift, one thing remains clear: Jessica isn’t just participating in the story; she’s shaping the future and writing the playbook for others to follow.

Disclaimer: The thoughts, experiences, and opinions shared in this article are solely those of Jessica Campbell and are based on her personal journey. They do not necessarily reflect the views of any organizations, sponsors, or institutions with which Jessica may be associated with. To ensure accuracy and maintain context, Jessica Campbell reviewed this article before publication. Unauthorized reproduction or distribution of this material is strictly prohibited. For any inquiries or concerns regarding this article, please contact info@hazzemedia.com