From Wall Street to Marketing Maven: How Paige Arnof-Fenn Built a Global Branding Empire by Accident

Paige Arnof-Fenn is the epitome of an unexpected entrepreneurial success story. The Stanford University and Harvard Business School graduate began her career on Wall Street in the 1980s before climbing the corporate ladder at industry giants like Procter & Gamble and Coca-Cola. After successfully leading marketing efforts at three startups that all achieved positive exits, Arnof-Fenn found herself at a crossroads following 9/11 when her company cut their marketing budget. What happened next was purely serendipitous—she launched Mavens & Moguls, a virtual marketing department that would grow to serve prestigious clients including Microsoft, Virgin, and The New York Times Company.

As the Founder & CEO of this Cambridge-based global branding and digital marketing firm, Arnof-Fenn has redefined how organizations access world-class marketing talent. Her company operates on the principle that great marketing should be available to organizations of all sizes and budgets, serving everyone from venture-backed startups to Fortune 500 companies and nonprofits.

In an exclusive interview with Entrepreneur Loop, Arnof-Fenn shares her unconventional journey from corporate executive to what she playfully calls “the accidental entrepreneur,” revealing the strategic insights that transformed an unexpected career pivot into a thriving global enterprise.

1. Please provide a brief introduction of yourself and your professional background.

I’m the founder & CEO of global branding and digital marketing firm Mavens & Moguls based in Cambridge, MA.  My clients include Microsoft, Virgin, The New York Times Company, Colgate, venture-backed startups as well as non profit organizations.  I graduated from Stanford University and Harvard Business School.  I serve on several Boards, am a popular speaker and columnist who has written for Entrepreneur and Forbes.

2. Please tell us a bit more about your startup – what does it offer, what problem does it solve, and who is your target audience?

Mavens & Moguls is a virtual marketing department for organizations that want access to great talent on an as needed outsourced basis.  We work with early stage VC-backed startups, Fortune 500 companies, nonprofit organizations and mid-emerging market firms looking for help with their communications, research, PR, branding or strategy as a seamless extension of their team.  We are storytellers and content creators which is a great way to build your brand, increase your visibility more broadly, raise your profile and ultimately attract more attention/clients/customers.  We help our clients find the right words and pictures to create interest for their products and services.  My company’s mission is to bring world class marketing talent and expertise to organizations that want to make a difference in the world regardless of size or budget.  I think we are  more relevant today than when we started 2+ decades ago, great stories never go out of style.

3. What were some of the biggest initial challenges you faced in getting your business off the ground? How did you overcome them?

My biggest challenge early on was that the people you start with are not always the ones who grow with you.  The hardest lesson I learned when I started my company is not getting rid of weak people earlier than I did in the first few years of my business.  I spent more time managing them than finding new customers.  I knew in my gut they were not up to snuff but out of loyalty to them I let them hang around much longer than they should have.  It would have been better for everyone to let them go as soon as the signs were there.  They became more insecure and threatened as we grew which was not productive for the team.  As soon as I let them go the culture got stronger and the bar higher.  “A” team people like to be surrounded by other stars.  It is true that you should hire slowly and fire quickly.  I did not make that mistake again later on so learned it well the first time.  I wish I had known it even earlier though but lesson learned for sure!

I recommend NOT spending money on things like fancy brochures, letterhead, business cards, etc.  Until you know your business is launched I would say to put your budget into things that help fill your pipeline with customers.  Getting your URL and a website up and running is key.  I created online stationery for proposals and invoices, ordered my cards online and made downloadable materials as leave behinds for people looking for more information to help me find clients more quickly.  I know other business owners who spent thousands of dollars on these things and found it was a waste of money.  Your story will evolve as you find your market, you need to look professional and have a web site to be taken seriously but embossed paper with watermarks and heavy card stock is not going to accelerate your sales cycle.  Find those reference customers quickly, use them to get testimonials and referrals.  There is plenty of time later to dress things up!

4. What have been your key strategies for growth and gaining traction/users?

I have established authority in my space with outbound content, use social media to warm leads up and am a fan of SEO.  In my experience, people need to be on LinkedIn so that they can be found.  It adds credibility and transparency when you know the people you are meeting or working with know people in common.  LinkedIn has become more than an online resume or rolodex, it is the foundation for building trusted relationships in the digital economy.  With LinkedIn, you don’t have to wait for a networking event to make meaningful business connections.  You get one chance to make a great first impression so make sure every section of your LinkedIn profile is complete, with no blank spaces or gaps.  Include a professional head shot and powerful headline followed by a summary with highlights of your personal brand, what you do well and how you can benefit potential clients or employers. Keep this section brief and easy to skim for best results.  Keywords are a great way to help professionals in your industry find your profile and strategic keywords in your profile give you an advantage in networking too.  To present yourself as an expert in your industry post interesting and educational content by sharing a great article you’ve read recently or if you truly want to make valuable connections and represent yourself as a talented thought leader in your industry, you should be crafting your own articles on LinkedIn.

5. How do you stand out from the competition in your space? What sets your product/service apart?

Everyone in our group comes out of industry so our heads and hearts are much more aligned with our clients than a typical agency or consulting firm.  We are not professional PowerPoint makers, we have actually done the job as marketing and communication leaders so our recommendations come from having been in our clients’ seats before.  We are an extension of their team and spend their money the way they do, not as a vendor so I think that is a compelling angle when they hire us.  We do not see marketing as a necessary evil, we believe in the power of great brands and think all organizations regardless of size or budget deserve great marketing advice.  Our passion comes through in our tag line “Because Marketing Matters” and in everything we do.

Our name really sets us apart too I think.  For my company when I started the firm I jokingly referred to the women as the Marketing Mavens & the guys as the Marketing Moguls & for short I called them Mavens & Moguls as a working name but never expected it would stick.  I did research over e-mail with prospective clients, referrers, media, etc & tested ~100 names.  Mavens & Moguls was one choice on the list & to my great delight & surprise it came out as a clear winner.  It has helped us be memorable and stand out from the pack.  Because I have a hyphenated last name half the battle is for clients to be able to find you when they need your help.  I have had clients tell me they could not remember anything other than my first name & one word of my company so they googled Paige & Mavens and we popped right up.  I was at an event one day and a venture capitalist started waving in my direction and shouted “hi Maven!” across the crowd, everyone looked my way and we ended up getting introduced to a portfolio company that hired us!  Names contribute to your brand and in our case I think it has been a major plus.  Maven is Yiddish for expert and a Mogul is someone of rank, power or distinction in a specified area.  I like the alliteration and I think it sets us apart from other consulting firms.  It shows a little personality & attitude and implies we do not take ourselves too seriously.    Would you rather hire “Strategic Marketing Solutions” or Mavens & Moguls?  We are the “not your father’s Oldsmobile” of marketing firms.  If nothing else our name is a great conversation starter and getting into a conversation is all it takes to open a door.

6. What do you know now that you wish you knew when you were first starting out?

You  do not exist today if you cannot be found online.  Being invisible online is a terrible strategy.  You have to meet your audience where they are to stay relevant.  If we learned anything during Covid it is that your online presence is only growing in importance.  Social media is 24/7 so it is easy to get sucked into it but don’t let it drive you crazy, you do not need to be everywhere, it does not matter which platform you choose just pick one or 2 that are authentic to you.   Don’t spread yourself too thin.  You do not need to blog or be on all social media platforms but make sure you are active on the ones where you are.  It should look and sound like you and the brand you have built.  Tell a consistent story to build trust.  Everyone is not going to like you or hire/buy from you but for the ones who would be a great fit for you make sure they feel and keep a connection and give them a reason to remember you so that when they have a problem your product/service can solve they think of you first.  If your customers do not use Facebook, Twitter/X or Instagram to find you then you do not need to make them a priority.  For professional service businesses like mine, LinkedIn matters the most.

7. What are the most important skills someone needs to be a successful founder, in your opinion?

The key skills needed for effective teamwork today are about being adaptable/agile, having strong communication skills and a growth mindset.  Given all the uncertainty in the news there is never a more important time to provide accurate, empathetic communication with transparency, truthfulness and timeliness.  We need to communicate in a way that gives teams better focus, helping them to create a bridge from the noise today to a clearer/better future.  Growth mindset teams are successful because they never stop learning and experimenting, they are focused on the future and see opportunities ahead by creating a culture of learning and growth.   Communication is key to engagement. To stay connected and keep my team connected I try to set the tone upfront with one rule, when in doubt over-communicate. Especially now that everyone is working hybrid it is key to set up regular e-mails, video and conference calls. If the lines of communication are open and everyone makes an effort to listen and be heard then collaboration will happen naturally and the information will flow.  It takes effort and a commitment to excellence for people to continually learn/grow especially now in a remote/hybrid environment. I do not think there is one silver bullet to keep your skills sharp and fresh, I recommend using a combination of reading and learning online and off, attending conferences and talks, networking, newsletters from influencers, TED talks, podcasts, finding mentors and listening to all feedback good and bad.  To stay relevant and keep growing I try to prioritize professional development to keep skills fresh and stay on top of new trends and technologies. In the digital age I have found that building relationships is what drives my business and technology supports them once they are solidified.  Technology helps advance the conversation but it will never replace the human interaction that builds trust over time.  While soft skills like charisma and confidence help you rise in the office environment, when it comes to remote/hybrid work, groups value helpfulness and reliability over bluster and charm, in a virtual/hybrid environment you want  people who are independent, self-motivated, flexible with good time management skills.  Many technical skills can be learned with training.  Cultural fit and attitude matter more now.  The more that technology runs our lives the more important it is to show your humanity in all interactions.  Building connections and relationships with your team is more important now than ever!   Whether you are B2B or B2C every business is P2P and connecting on a personal level is what matters most.  

8. What are some future goals or plans you have for your business in the next few years?

I have no idea where my business will evolve but I am confident I have built a great foundation with interesting clients and colleagues who value communications and want to use marketing best practices to make a difference in the world.  It has been a circuitous route to get here but as Steve Jobs said it is only looking backwards where you can make real sense connecting the dots in life.  I believe I am on the right path and am going to follow it and see where it goes.  I see us continuing to pivot and stay relevant.  If we all find a way to incorporate the pandemic lessons of gratitude, simplicity, friendship and love into the new normal I will be incredibly happy that we did not waste the crisis.  I do not want to waste one minute of my life post pandemic with people or things that do not matter.  If we can hold on to the very best parts of the pandemic personally and professionally the world will be a better place for it.

9. What advice would you give to aspiring entrepreneurs who want to start their own company?

Market research is more important now than ever!  Whatever we thought we knew or understood before Covid about our customers and market must now be checked because  the world has changed so much since March ‘20.  Before you spend anything you need to conduct market research!  When real customers are willing to pay real money for your product or service, you have a real business. Start with the fundamentals: Who are you and why should anyone care? If you’re not passionate about what you’re doing, then why should anyone else be? There’s a lot of noise in every category, so if you don’t have a unique story to tell and a new approach or idea that excites you, then go no further.  Every great business is built on a great story so start telling yours to potential customers and see if they buy what you’re selling.

Don’t underestimate the importance of focus.  There is so much noise out there with social media, 24/7 news, climate change, gun violence, political unrest, etc. that for my clients and me staying focused with all the distractions we are bombarded with on a daily basis can be tough.   So my top tip is to learn to give yourself permission to say no.  Whether it means passing on joining another committee, delegating to someone on your team to attend the event, sleeping in (no to an alarm clock), meditating, taking a walk, or just turning off my phone and computer (no I will respond later on my own schedule), simple acts of letting myself focus, relax and be present in the moment are the very best gifts I can give myself as an entrepreneur.  Like most small business owners and entrepreneurs there are never enough hours in the day to fit everything in so when something has to give it is usually time I have allocated for myself to think, exercise, read or just relax.  What I have come to appreciate and realize in my 50s is that “me time” is not a luxury or pampering like it was in my youth, now it is maintenance!  To improve productivity in my experience when you focus and do less you can get more done.

Paige Arnof-Fenn’s journey from Wall Street to marketing maven proves that sometimes the best entrepreneurial opportunities arise from unexpected circumstances. Her philosophy of building authentic relationships, staying adaptable, and never compromising on talent quality has created a sustainable business model that continues to evolve with changing market demands. For aspiring entrepreneurs, her story serves as a powerful reminder that success often comes not from following a predetermined path, but from having the courage to leap when opportunity knocks—even if that leap feels completely accidental at the time.