Jacqueline ODonnell


After more than 15 years in marketing, primarily in the corporate sector, I became incredibly disillusioned with my work. Although I always tried to work in an ethical manner and actively avoided working for organisations in 'unethical' industries, I felt like I was fighting a losing battle. My KPI's - and those of the organisations I worked for - were so profit focused, there was room for little else.

For the past 3 years, I've been deliberately challenging the marketing, and general business concepts, I was taught throughout my career. I believe that there is a better way to market, a way that adds value rather than undermines our community, planet and each of us. I call it Positive Marketing.

Positive Marketing doesn't use tactics such as fear, guilt or shame; it doesn't undermine people's self-esteem or intelligence; and it doesn't promote mindless, excessive consumption.

Positive Marketing aims at working with people's higher values - by first creating a safe, compassionate and mindful space for them. It works on co-creating great products and services with customers at their very heart so that we don't have to rely on brand-building, blitz marketing and manipulative messaging.

If you are a marketing professional who would like to learn more about how to use positive marketing or if you are in business or working in the not-for-profit sector and would like someone to help you implement positive marketing, please contact me.

  • Work
    • Just Good Marketing
  • Education
    • Bachelor of Commerce (Marketing and Human Resource Management)
    • Graduate Certificate in Internet Marketing
    • Masters of Social Science (International Development)