Krista Glasser

When I accepted the job at CI Web Group five years ago, I never imagined where it would lead.

At the time, I had recently lost my previous job and was trying to figure out what came next. My mother-in-law, Caren, reached out to her professional network to see if anyone was hiring. Through her connection with Jenn, she learned that CI Web Group was looking for someone to help with email marketing and content writing.

I wasn’t sure I wanted to work in home services marketing. It wasn’t an industry I knew anything about, it didn’t sound especially exciting, and I couldn’t picture building a career around it. But I needed a job, and this opportunity came at exactly the right time.

I spent my days writing page after page about air conditioner repair, replacement, installation, maintenance, and every other service you could imagine while managing email marketing for clients. Sometime during that first year, we started experimenting with Jasper. At the time it just felt like another writing tool. Looking back, it was the beginning of a much bigger shift than any of us realized.

About a year in, I moved into managing our content team. That was probably the most difficult role I’ve had here.

It always felt like we were trying to catch up. There was more work than our team could reasonably handle. Everything felt urgent. We were hiring, training writers and editors, reviewing content, improving our processes, and working through an endless queue of pages at the same time. There was rarely time to solve one problem before the next one arrived.

That role taught me something about myself. I enjoy mentoring people, but I also enjoy being close to the work itself. When I transitioned into internal communications, it honestly felt like a relief. Instead of trying to keep an endless production queue moving, I could focus on telling our own story.

That’s when everything started moving a lot faster.

We launched a podcast.

We built an online community.

We shifted away from traditional websites and started building our own AI-first platform.

Almost every time I settled into one thing, something new landed on my desk.

There was rarely a playbook. We often knew where we were trying to go before we knew exactly how we were going to get there. It was exciting and slightly nerve-wracking because it meant we were often creating the process while trying to do the work.

I’m someone who likes structure. I like knowing the plan. I like having time to polish something before it goes live. There were definitely times I wished we would slow down, communicate more, or spend another day reviewing before launching. I’ve never stopped believing that taking one more pass is worth it.

That’s where Jenn and I are the most different.

Jenn is always pushing us toward what’s next while I’m usually asking if we can make sure we’re ready before we hit publish. Over the years, I’ve realized there’s value in both approaches, even if I’ll probably always be the person asking for one final review.

Working so closely with Jenn has changed how I think about leadership. I’ve never felt like there was a barrier to asking questions or sharing ideas. She’s approachable, she listens, and she’s always willing to hear a different perspective. Because of that, I’ve also had the chance to see what motivates her.

I’ve heard her say, “That hurts my heart,” more times than I can count. Usually it’s after hearing about a contractor who spent thousands of dollars on marketing that didn’t help their business or who was sold something they never really needed. For someone who’s always looking ahead, I’ve appreciated that she never loses sight of the people we’re trying to help.

That constant evolution wasn’t just changing the company. It was changing the way I worked.

Today, AI is part of everything I do. It helps me organize my thoughts, brainstorm ideas, draft content, create graphics, build presentations, and move through projects much faster than I used to.

When I first joined CI Web Group, I couldn’t have imagined working this way. Now, instead of spending all my time creating a first draft, I can focus on thinking, refining, editing, and making sure the final result says what we actually want it to say.

When I reflect on my time here, I don’t think about job titles as much as I think about how often I’ve had to adapt.

I said yes because I needed a job.

What I didn’t expect was how much I would grow along the way.