Jason Voiovich is this year’s Marketing Practice Director in Residence, working with Matt Cone, our Customer Experience & Marketing Practice Director. Jason is a marketing executive, innovation historian, bestselling author, and fractional Chief Marketing Officer, and has 25 years of experience helping organizations grow through strategic marketing and innovation. He has contributed to launching products in industries from medical devices and virtual healthcare to consumer goods and emerging tech.
Jason’s wide industry experience gives him a broad perspective, allowing him to connect ideas across fields. He recognizes patterns and applies lessons from one sector to another, helping organizations approach growth and innovation in different ways. As a connector and translator, he bridges strategy, creativity, and execution, making complex ideas practical. Because of the wide variety of industries represented by the UWEBC peer learning community, this cross-functional experience proves invaluable.
Jason is recognized for blending strategic thinking with creativity, shaped by a family background in art and entrepreneurship. He holds degrees from the University of Wisconsin and the University of Minnesota, with executive studies at MIT Sloan. He also authored the bestselling innovation history of the 1920s, Booze, Babe, and the Little Black Dress: How Innovators of the Roaring 20s Created the Consumer Revolution.
What excited Jason about becoming a Practice Director in Residence with UWEBC?
Growing up in the Midwest, Jason is passionate about supporting Midwestern professionals and building strong connections. He believes success comes not just from knowledge or contacts, but from nurturing relationships that often return more than what was invested. Jason values authenticity and substance—traits he finds central to Midwestern businesses. That focus on practical outcomes and transparent relationships draws him to marketing and the consortium’s community.
“You can take the kid out of the Midwest, but you can’t take the Midwest out of the kid.”
– Jason Voiovich
What’s changing most rapidly in your field?
Jason has seen many marketing trends come and go. He notes that while technology—social media, AI, quantum computing—keeps changing and growing, the biggest shift today is what doesn’t change. Technology reveals that marketing’s true currency is attention. People still value human connection and authenticity, reinforcing marketing as a human-centered field. When asked how businesses should prepare for the future, Jason emphasizes that the most successful organizations avoid the frantic “race” to follow every new trend. Companies should focus on their unique value and deeply understand their specific customer base–that is the “True North”.
“Be aware of the trends, understand them, but don’t chase them.”
– Jason Voiovich
What is one myth about your field?
One myth that Jason often hears is that “Marketing lies to people”. Drawing on experience from the highly regulated banking sector, he emphasizes that marketing is a disciplined practice governed by strict FTC guidelines and legal compliance. At its core, the philosophy is simple: if a product cannot be sold through the truth, it shouldn’t be sold at all. Ultimately, successful marketing serves as a vital bridge that aligns a genuine human need with an honest solution.
What can UWEBC expect from attending your sessions this year?
We are so excited for the year of learning from Jason! Join Jason’s next event on May 21, 2026 about Leadership Alignment on the Mission and Value of Marketing from 9:00 am to 2:00 pm! Join virtually or in-person. Register and find out more here!