���ϲ�����

In an era of endless digital scrolling and AI-generated noise, Jessica Weickert is on a mission to bring us back to our senses. As head of strategy at XD Agency, Weickert explores how various sensory stimuli—like specific colors, textures, sound frequencies, scents, and elements of nature—interact with our nervous systems, directly influencing our emotions and perceptions. She then takes this information and uses it to help brands connect with their audience in a more authentic way.

While much of the marketing world is obsessed with algorithms, Weickert focuses on the “science and soul” of human interaction. Her work aims to combat the modern “loneliness epidemic” by creating spaces that foster psychological safety, trust and a genuine sense of belonging.

“In today’s world, people aren’t buying the product anymore,” Weickert explains. “They are buying identity and how a brand makes them feel. That’s the future of experiential.”

Her expertise has earned her a spot on the 2024 Women We Admire’s Top 50 Women Leaders in North Carolina, a testament to her influence on the up-and-coming industry.

“There’s not a ton of experiential representation in our state, so it was nice to put our agency and our industry on the map,” she said.

Weickert’s reach extends globally as well through her work with the World Experience Organization, where she collaborates with fellow creators to design experiences that connect people.

“Experiences are the best form of ads and will be the only channel that matters in a world that is being inundated with AI, mistrust, a loneliness epidemic and a polycrisis,” she said.

Her rise to the top of the experiential marketing world began with a deep-seated curiosity about the human experience. Her career started in traditional advertising, where she quickly became exposed to the greater marketing ecosystem. Seeing all the many facets of marketing allowed her to find her true calling in experiential work.

“There was something soulful about experiential marketing; it was much deeper than a human being exposed to a digital ad on the screen, and I was drawn to that,” she said. “I felt instantly connected to this idea of using brand stories as a powerful tool to create connection and belonging amongst strangers.”

Weickert’s career was heavily influenced by her experience at ���ϲ�����. She credits her classes at ���ϲ����� for helping her thrive in her current role.

“My Business Communications class and my Public Speaking class both taught me how to effectively communicate with others in a concise yet compelling way, with lessons that I still use in my current role today,” she said.

Winter Term ended up being one of the most meaningful parts of her experience at ���ϲ�����, especially due to one class centered on Woodstock.

“My Winter Term class explored the music surrounding the Woodstock era, both the cultural and artistic influences that led up to it and the ones that emerged in its wake,” she said. “What struck me most about the class was how deeply it invited us to reflect on the creative act itself. It taught me the biggest lesson above all: to always engage in experiences that leave you inspired, stay curious about the human experience, and expand your world into new realms of thinking.”

That mindset has stuck with her, and she now makes a point to seek out experiences that spark inspiration and bring those insights into her everyday work. Her work as head of strategy at XD Agency involves working with her team to discover “how people make sense of the world and turn it into category-shifting advantages for brands,” she explains.

Her job also consists of constant travel and high-pressure environments. For Weickert, she maintains a level head with a disciplined sense of gratitude, reminding herself how lucky she is to feel tired from a long week of traveling the world and how fortunate she is to meet unexpected people around the globe. She also looks to stay present through mid-day meditation or simply appreciating the moments.

Weickert points to one standout project as her favorite: Camp Poosh at the 2025 Coachella Festival, created for Kourtney Kardashian Barker’s brand Poosh.

The team transformed a massive Palm Desert estate into something entirely immersive, blending “color, texture, sound, nostalgia, and ritual” to create a space that tapped into what people crave most: novelty, belonging, and pleasure. What made the event especially memorable for Weickert was its carefully crafted sensory journey, which Weickert was a main part of creating. Guests flowed through an environment filled with contrasts, moving between workout classes, cold plunges, sound baths, DJ sets, and late-night celebrations that blurred self-care with nightlife.

“The brain loves contrast, so we leaned into it,” she explained, highlighting how each moment was designed to keep energy and engagement high. That philosophy culminated in a surprise performance by Heidi Montag, which, “turned the entire house electric.” The result was a perfectly balanced experience: “wellness that didn’t feel preachy” and “indulgence that didn’t feel guilty,” capturing what she calls a seamless blend of inscape and escape.

Her advice for those following in her footsteps? Put down the phone and connect with others.

“The only way you can understand what it means to be human is by exposing yourself to things that fundamentally make us human,” she said.

Weickert emphasizes the importance of prioritizing time outdoors to stay grounded. As algorithms increasingly shape our digital lives, it is essential to nurture a curiosity for the physical world, enabling us to become better communicators.

Do you know an alum who has an interesting story to tell, maybe even yourself? Please feel free to share your feedback or those stories online.