Amy Wills
Co-Founder & CEO
Hometown: Jonesboro, AR
Briefly describe your role:
A: My role blends strategic leadership with hands-on engagement. I have a fantastic team, and together we develop innovative social media strategies that genuinely connect with audiences and drive results for our clients. My days are filled with strategic planning, collaborative brainstorming, and active client interactions to ensure we’re not just meeting their needs but really knocking their expectations out of the park.
Q: What is your favorite part of your position?
A: The never-ending learning that comes with the world of marketing.
Q: What do you see as the greatest challenges for women in your chosen industry? What are the greatest opportunities?
A: My kids. Sounds corny- but I truly want them to feel like there are no limits or silly goals… so I constantly push out of my comfort zone and have definitely failed in front of them, but moved forward- and I think that’s important, for them to see that life goes on after failure and you can’t be afraid of it or let it limit your dreams.
Q: What's been a challenge in your career that you've had to overcome?
A: Accepting that I’ll never be the best. Which sounds silly but it’s easier to do great when you know what the rule of measure is… and in marketing that just doesn’t exist. There are so many contributing factors for success in this field- and coming to terms with that was, and will always be, challenging.
Q: What led you to your career path?
A: I did a lot of volunteer work when both my kids were babies- and was working in healthcare at the time. I loved my job but it just wasn’t fulfilling and so I took a leap of faith into marketing. I was interested in it but had no idea if I could even do it- but met a mentor of sorts on LinkedIn and he encouraged me to just go after it and I did, and I’m so glad I did!
Q: What’s been a defining moment in your career?
A: Having an amazing boss that says ‘I trust you’ regularly. It seems minor but it’s one of those eye-opening moments where you just go ‘I am the expert right now’ and it’s empowering.
Q: You mentioned that WOOF was a bit of side-project, was there a defining moment that motivated you to transition into your current, full-time role?
A: Yes, WOOF started off as a side project, something my co-founder Cat Frans and I were passionate about and tinkered with in our spare time. But there was this defining moment when we realized that what we had built was growing rapidly—it was starting to spill over and demanded much more attention than we could give in our off-hours. It was clear that WOOF had the potential to be much more than just a side hustle. So, I made the decision to go all-in and fully commit to what Cat and I had started. It’s truly been one of the best decisions I've ever made, seeing WOOF flourish beyond our expectations and really make an impact in the digital space.
Q: Are there any current campaigns/projects that have you excited?
A: We're thrilled about all our current projects at WOOF. Our client roster is incredibly diverse, spanning from nonprofits to automotive groups and national and global agricultural groups and beyond. This variety keeps our work exciting and ensures there’s never a dull moment. We're fortunate to work with such dynamic partners and are genuinely excited about what the future holds for WOOF.
Q: What opportunities for growth do you think women have in your field?
A: There are so many opportunities for women in both marketing and in finance!
Q: Have there been people who have influenced your professional career?
A: Oh absolutely- I feel like James Frans deserves top mention here. He has always been such a huge cheerleader but has also always been totally honest in his feedback. There have been a lot of risks I never would have taken without him loudly chanting ‘what’s the worst that could happen?!
Q: What advice do you have for women in your field?
A: Clap for everyone around you. I feel like women are kind of conditioned to believe that everything is a competition.. and it can feel that way sometimes, but once you’re among truly successful people, you see that everyone is just supportive and clapping for each other. So, I think there are opportunities for women to cheer for each other more and continue to bring each other forward. Look for opportunities to learn, not compete.
