Meet The Innovators: Jessica Anselmi: Director of Innovation + Growth / Panera (via Dunkin')

When Dunkin’ dropped the “Donuts” from their name, it was big news. Now you can meet one of the people who played a part in this and many other major innovations at Dunkin’. I first got to know Jessica during an innovation project that our team at Breakaway did for Dunkin’, and have stayed in touch as she’s moved to Panera to drive innovation and category growth. At both companies, she has led some amazing initiatives that you’ve definitely enjoyed (and that I’m addicted to - like Dunkin’ Cold Brew…)

1. What are you doing now? (Tell us a bit about your day job and other pursuits / side hustles)

By day, I’m Director of Innovation & Category Growth for Panera Bread. Our team is focused on mining consumer insights and identifying food trends to inform new product development. We then bring new menu items to market in a meaningful way for our guests. By night/weekends, I’m working on a passion project, my blog about where life and work intersect, which I call The Great Between.

2. Fun fact about you that would surprise people to learn?

I walked 200 miles through Spain during the summer of 2017. It was both the hardest and easiest thing I’ve ever done. Someday, I’ll complete the full Camino de Santiago.

3. What led you down the path that you’re on now?

I’ve always had an affinity for two things: stories & people. As a kid, that meant lots of reading under the desk during math class, and then wanting to have play dates with friends at the library. I wanted to be a journalist. In college, I figured out the ‘adult’ version of these interests could be applied in journalism or in the business world, specifically within marketing & communications. I started out in agency public relations – writing press releases and pitching media for a range of client across tech, retail, CPG and food & beverage. As I mastered the art of storytelling, an interest in the science of how products & services came to be was born. I moved into brand marketing at Dunkin’, where I was involved in the full innovation-to-market process and learned from a great boss, Dan Wheeler, and a wonderful cross-functional team.

After innovation & marketing efforts that led to the launch of products like the GranDDe Burrito, Sweet Black Pepper Bacon Sandwich, Cold Brew and Frozen Dunkin’ Coffee, I moved into a Chief of Staff role to Dunkin’s new (at the time) CMO, Tony Weisman. I learned a great deal from Tony & our VPs as the brand was undergoing a huge transformation - preparing for a rebrand (dropping the ‘Donuts’), changing its iconic packaging and rolling out the Store of The Future. Involvement in this brand-building work led me to Panera Bread and back to innovation - identifying consumer needs, developing products that fit the brand & meet customer ‘jobs to be done’, and bringing new products to market in an impactful way for Panera guests.

4. What was your career plan when you started out? Have you had to change your career path? 

I have to say my career has evolved and continues to evolve in a way that feels cohesive – while I didn’t have a firm vision; I always knew I wanted to be in marketing. Starting out touching brand strategy, public relations, corporate communications, crisis management and digital/social media strategy was a great entry point. I’m so glad I had 5 years in the agency world; I lean into those skills regularly and to this day, some of the best people I’ve worked with come from RFBinder and Cone. You apply a lot of the same principles in brand marketing & innovation but your end ‘client’ is the customer. You want to do your best for them every day.

5. How do you deal with change? Is it something that has been a constant for you?

It’s ironic that a type-A person found herself in innovation roles. Innovation – a space defined by constant gray – requires creativity yet level-headedness and above all, adaptability. You learn quickly, you pivot, you fail, and then you change course, again and again. Ultimately, it’s all the change and challenge that ultimately makes new products or campaigns going to market all the more rewarding.

6. What are your superpowers? 

Hmm, I would say passion & productivity.

7. How / When did you discover them? How do you work to develop them? 

I’ve always been an enthusiast – I like to do things I’m passionate about and give 100%. As a kid, I loved gymnastics and ice-skating and knew every fact & figure about every Olympian. Honestly, I was obsessed but I was terrible at both gymnastics and ice-skating so those hobbies were very short-lived, but it didn’t deter my passion. In terms of productivity, I honed that skill in high school; efficiency was a byproduct of juggling lots of commitments – AP classes, 2 high school sports, 2 travel sports teams, babysitting and working at my neighbors’ coffee shop. I remember finding an old calendar a few years ago and just shaking my head looking at it. I somehow managed to still have some fun, but in retrospect it seems crazy.

8. Are you able to use your superpowers in your career?

I try to bring passion to everything I do. If I’m not passionate about it, I try not to do it or change the way I look at a project or task. In terms of productivity, it’s been a blessing at work and at times, a curse in my personal life. At work, I am a GSD (get shit done) type of person. I believe in the adage that if you need something done, give it to a busy person. Outside the office, its taken time for me to learn how to truly relax but now, I cherish quiet time. You need it to recharge and keep being productive (and passionate).

9. What superpower(s) do you wish you had?

I wish I was more of a data wizard – I have a strong business acumen and an MBA, but it just takes focus to absorb reports and visualize the story the numbers are telling.

10. What is your kryptonite?

Details - I’m detail-oriented, which is a good thing, but regularly check myself to ensure I’m not losing the forest through the trees.

11. What keeps you up at night?

Nothing, really. I fall asleep within minutes of my head hitting the pillow 99% of the time. It’s an enviable skill, I know.

12. What gets you going in the morning?

I have a new routine where I like to meditate for a few minutes using the Headspace app. Then, I read The Hustle and The Skimm. It makes me feel like I’ve done something for myself before giving way to the day.

13. Who inspires you most in work + life?

My dad is the hardest worker yet most fun-loving person I know. He’s been a lifelong source of positive examples, encouragement and humor. I also have great admiration for my mom, who dedicated 25+ years to raising me & my siblings. She’s the epitome of selfless.

14. What do you consider your greatest achievement?

Hmm, don’t think I’ve had it yet but it’s probably coming up, and I can’t wait to uncover what it is.

15. What are your life + career goals right now?

I’m focused on learning as much as I can, everyday at work and outside of work. Last year, I counseled a startup, Food For All - I really enjoyed using my skillset to help build a new brand. I’d like to do more of that. On the personal front, I’m ready to meet a lifelong travel buddy to continue global adventuring with.

LIGHTNING ROUND:

1. Title of your biography?

“Becoming.” Know it’s taken but I can’t do better than that, Michelle Obama!

2. Hero(es) in real life?

No heroes, just lots of people I admire and look up to. If I had to pick a businesswoman I admire most, it’d be Sara Blakely, founder and CEO of Spanx. Just follow her on Instagram – she’s wonderful.

3. Companies / brands you admire the most?

Airbnb – changing the way we travel

The Sill – changing the way we bring the outside in

Headspace – changing the way we think about wellness

4. Companies / brands you’d love to get your hands on?

The above – active user of them all

5. Blogs, websites, podcasts, books, shows, etc…that you go to for inspiration?

Daily: The Hustle; theSkimm; Harvard Business Review tips

Websites: Mine (thegreatbetween.com), which is inspired by my own experiences and content I gather from all over

Podcasts: Need to get into the podcast game –Oprah’s “SuperSoul Conversations” is on my list

Books: Recently read, “Braving the Wilderness” by Brene Brown and “The Social Animal” by David Brooks. About to start Brooks’ “The Second Mountain”