Celina Shands: From Workforce Development to Marketing CEO

Celina Shands: From Workforce Development to Marketing CEO

On a recent episode of the Business of You podcast, host Rachel Gogos interviewed Celina Shands, CEO of Full Capacity Marketing. Shands shared her inspiring journey from growing up in North Carolina to becoming a successful marketing executive and advocate for workforce education.

Shands credits her older sister as an early mentor who encouraged her to pursue education despite challenging family circumstances. Through sports, Shands earned a scholarship to study business and marketing in college. She later moved to California, where she studied sports medicine and holistic health before transitioning into workforce development.

After working in workforce development for several years, Shands founded Full Capacity Marketing about 21 years ago. The agency specializes in marketing for workforce education, economic development, and entrepreneurship programs. Shands was drawn to this niche because of its focus on helping underserved populations access career opportunities beyond traditional 4-year degrees.

Shands emphasizes the importance of understanding market segments and using data to drive marketing decisions. For her clients, which include both public sector organizations and entrepreneurs, she focuses on:

1. Defining the unique selling proposition

2. Understanding target audience psychographics

3. Developing tailored outreach strategies

4. Building thought leadership

5. Leveraging partnerships and community connections

Interestingly, Shands has grown her agency primarily through word-of-mouth referrals and relationship building. She credits speaking at conferences, writing educational content, and showcasing client success stories as key drivers of growth. The company experienced a major breakthrough in its third year with a large Department of Labor contract.

Full Capacity Marketing has been a fully remote company since its inception 21 years ago. Shands credits technology tools and a strong company culture for enabling effective remote collaboration. She values the flexibility remote work provides for both her team and clients.

Celina’s key takeaways for successful businesses include: 

1. Mentorship and education can be powerful forces for overcoming challenging beginnings.

2. Specializing in a niche market can lead to sustainable business growth.

3. Data-driven marketing strategies are essential for both public and private sector clients.

4. Building relationships and providing value through education can be more effective than traditional advertising.

5. Remote work can offer advantages in terms of flexibility, cost savings, and expanded talent pools.

Celina Shands’ story demonstrates how aligning personal passion with business goals can lead to long-term success and positive social impact. Her journey from workforce development professional to marketing CEO offers valuable insights for aspiring entrepreneurs and marketing professionals alike.