Meet the Team: JESSICA
ROI’s Meet the Team Series is meant to showcase some of our exceptional team members and share in their passion for all things economic development. We also have a little bit of fun to help you get to know the ROI Team more personally.
Meet Jessica Benson, our VP of Business Development. With an impressive 20-year track record in business development, investment promotion, economic development, and national enterprise policy, Jessica brings a wealth of expertise to the ROI team. Her proven track record promises to be a significant asset in driving ROI's growth and success. Jessica's commitment to delivering value-added solutions and fostering long-term partnerships perfectly aligns with our mission to empower businesses and drive economic prosperity.
Tell us about the role you play at ROI AS VICE PRESIDENT OF BUSINESS DEVELOPMENT
I work with Economic Development Agencies at regional and national levels globally to understand their needs and deliver ROI’s tailor-made solutions to ensure they can attract the right investments and help their communities grow and thrive for generations. A big part of my role is understanding sustainable economic development strategies, global trends in site selection, and how best to leverage digital lead generation. I love working with our fantastic team at ROI, continually optimizing our processes to make sure we are always delivering the highest quality service and exceeding our client’s expectations.
What initially drew you to the field of economic growth, and how has your expertise evolved throughout your career?
I’ve always had a passion for economic development. I’ve experienced the massive impact strategic economic development policies and initiatives can have first-hand. The contrast between the Ireland I grew up in in the 1980’s with unemployment at almost 20% and the high skilled, high tech, Ireland of today is almost unimaginable. Those changes are due to a strong commitment to economic development. I had the privilege of working for national agencies supporting both FDI and Trade for over 15 years. It’s incredibly satisfying to see the direct impact a successful manufacturing plant or technology company has on regional employment and opportunities, and the knock-on effect in a community from new coffee shops opening to new start-ups establishing.
In your view, what are some key challenges or opportunities faced by economic development agencies today, and how do you anticipate ROI adapting to meet those aspects?
I think it’s a real challenge to stand out from the crowd and articulate what is unique about your region and what your region has to offer. There are massive opportunities if you can tap into what is unique about your community and what type of companies will thrive there – if you can find that fit, you’ve hit gold. ROI really understands the drivers of site selection at local, regional, and international level, as well as the nuances of different industries. Combining this with a vast network of private and public sector contacts built up over 20 years gives our clients a real edge. Having a strong digital presence and a strong brand is essential in today’s world. One of the reasons I was so excited to join ROI is because of our deep digital expertise which is so essential if clients are going to stay at the forefront of emerging technologies and best practices and get in front of the right audiences and win business.
In your experience, what role does lead generation play in shaping the future of EDO’s, and how do you foresee it evolving in the coming years?
Lead generation and nurturing is critical for EDO’s to succeed. We would all love a 200 person project to come knocking on our door, ready to put their first hire in place within a month, but, as we know, those projects falling from the sky are few and far between. That’s where precise, strategic lead generation and nurturing comes into play. Understanding which companies are poised for growth. Talking to executives, getting insights on what decision-makers are thinking about now, and over the next 24 and 36 months. Making sure that even when an investment isn’t on the immediate horizon, we are nurturing those leads so we can convert them in the future when the time is right. A sound Digital Marketing strategy is a crucial component to ensuring this happens effectively, so winning investment isn’t a matter of luck it’s the outcome of a sound strategy.
If you could offer one piece of advice to economic development agencies seeking to enhance their strategies for attracting investment and driving growth, what would it be, and why?
Really understand your region its strengths and unique advantages, develop a strong value proposition that speaks to your target audience and take a strategic approach to your digital marketing, monitoring engagement, and adjusting your approach to ensure you are getting engagement and buy-in from your target audience, and ruthlessly measure outcomes.
What's one valuable lesson you've gained that you'd like to share with aspiring professionals in the field?
Find good mentors and learn from them, value your relationships with your colleagues, having colleagues you trust and can have some craic (Irish for fun) with will get you through the tough days. Take some time at the end of each week to reflect on what you’ve accomplished, on what you would have done differently and on where you’d like to grow. Celebrate the wins and learn from the losses.
What's something that never fails to bring a smile to your face, even on the most challenging days?
My dog Leo – woof
Favorite podcast
This American Life, The Moth, Hidden Brain