How Jenny Catalano Is Bridging Corporate Culture and Community Impact Through Purpose-Driven Events

Meet Jenny Catalano, founder and CEO of Impact Events Collective, a company that designs purpose-driven experiences for corporate teams and organizations that strengthen internal culture while simultaneously supporting the missions of local nonprofits. Jenny spent years in senior leadership roles across finance and operations, ultimately serving as COO, before reaching a turning point: she kept seeing the gaps in how businesses were being led and knew she wasn't in a position to change them from the inside. So she built something from the outside that made the change impossible to ignore.

The proof of concept said it all. Jenny designed and executed a large-scale service activation where 150 participants came together to assemble 51 ride-on cars for children in need, and the energy in that room confirmed everything. Thoughtful leadership, strong culture, and meaningful purpose do not have to be afterthoughts. At Impact Events Collective, they are the entire foundation.

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Please share a brief introduction and your business:

I’m a senior executive who has held leadership roles across finance, operations, and most recently as COO of a kitchen and bath buying group. Through these experiences, I developed a deep understanding that people are a company’s most valuable asset — and that intentionally nurturing and supporting them is critical to long-term success.

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At the same time, I felt a growing pull toward work that was more meaningful and purpose-driven. Through an initiative I was already leading, I had a lightbulb moment — I saw an opportunity to bring company culture and corporate social responsibility together in a way that strengthens internal connection while also serving the broader community.

That idea became Impact Events Collective. IEC designs purpose-driven experiences for corporate teams and organizations that enhance engagement, morale, and a people-first environment — while simultaneously supporting the missions of local nonprofits.

Do you have a co-founder?

I don’t currently have a co-founder. At this stage, I’ve chosen to build the business independently so I can fully shape the vision, foundation, and direction.

That said, one of the greatest advantages of being part of the Entreprenista community is the sense of connection and support. I’m surrounded by incredible women who are generous with their advice, insights, and encouragement — it truly feels like having a network of partners who are invested in helping each other grow.

Are you a mamaprenista?

I am! For me, it comes down to boundaries and balance. Being intentional about how I structure my time allows me to stay focused on building my business while also being present for my family.

It also makes a huge difference to have a supportive family — that encouragement creates space for me to pursue what I’m building while still staying grounded in what matters most.

Take us back to when you launched? What was your marketing strategy?

As a new business, my initial focus has been on building a strong foundation through relationship-driven outreach rather than traditional marketing. I’ve been connecting directly with organizations, associations, and nonprofit partners to introduce the concept and refine the messaging based on real conversations and feedback.

While it’s still evolving, this approach has already led to meaningful conversations and early opportunities, and it’s helping me shape a more targeted and intentional marketing strategy moving forward.

Did you always know you wanted to be an entrepreneur?

Not always. For a long time, I don’t think I believed entrepreneurship was something I was capable of, so it never really felt like an option. As I got older and learned more about myself, I began to recognize and own my worth. I realized I was absolutely capable of building something of my own — and that it simply starts with identifying a need that isn’t being fully met and having the courage to pursue it.

What accomplishments are you the most proud of to date in your business?

I’m most proud of bringing the concept to life through a successful proof of concept — designing and executing a large-scale service activation where 150 participants came together to assemble 51 ride-on cars for children in need.

This experience reinforced that the concept for my business was strong. Seeing the energy in the room and the direct impact on the families served reinforced that this idea not only works, but truly resonates with people — and that has been incredibly validating as I build the business.

What is one thing you wish you had known when you started your Entreprenista journey?

My journey is just beginning, but one thing I’ve already realized is how valuable it is to learn from those who have gone before me. Being part of a community like Entreprenista gives me the opportunity to gain insight from founders who have built successful businesses and navigated challenges I haven’t encountered yet.

I’m approaching this phase with a mindset of learning and curiosity — absorbing advice, understanding different paths to growth, and being intentional about applying those lessons as I build. I feel so fortunate to have access to this network of brilliant women who are such a valuable source of insight. 

When hiring, what is your go-to interview question?

My approach to hiring focuses less on finding the most experienced candidate and more on finding someone who is driven, adaptable, and genuinely aligned with the mission. I believe the right person — with the right mindset and support — will grow into the role and thrive.

One of my go-to interview questions is: “What about this role and our mission resonates with you, and what motivates you to do this kind of work?”

That question helps me understand not just their interest, but their deeper sense of purpose and whether there’s a natural alignment that will lead to long-term success.

What did you do before starting your own business?

Prior to starting my business, I spent my career in progressive leadership roles across finance and operations, ultimately serving as COO of a kitchen and bath buying group and also for an organization that outsourced fractional finance support, where I focused on driving organizational growth, strengthening culture, and aligning teams for long-term success.

What made you take the leap to start your own business?

After many years working across multiple roles, I started to realize I never felt fully fulfilled — not because I didn’t love the work, but because I consistently saw gaps in how businesses were being led and supported.

Whether it was a lack of strong, people-focused leadership, underdeveloped culture, or business strategies that lacked clear vision and follow-through, I could see what was missing and how it could be improved. But I wasn’t in a position to influence meaningful change, and over time it became clear that my perspective wasn’t something leadership was open to embracing.

I reached a point where I knew I didn’t want to continue investing my energy into environments that weren’t aligned with the kind of impact I knew was possible. I wanted to build something where thoughtful leadership, strong culture, and meaningful purpose weren’t afterthoughts — but the foundation.

At the same time, I felt a strong pull to create something that gave back in a tangible way. Through my experience, I began to see a clear opportunity to bridge that gap — and that ultimately became the foundation for my business.

Do you have any recent wins?

One of my biggest recent wins has been gaining traction through meaningful conversations with organizations that clearly see the value in what I’m building. Many recognize it as a unique approach to strengthening both company culture and philanthropic engagement — particularly within small to mid-sized businesses where these areas are often not fully integrated.

I’ve had the opportunity to connect with corporate teams planning large-scale volunteer initiatives and explore how Impact Events Collective can support and enhance those efforts in a more engaging, team-centered way.

Additionally, building relationships with nonprofit partners and industry connections has created a strong foundation for future growth, which is incredibly exciting at this stage.

What's one app on your phone that you cannot live without?

LinkedIn. At this stage of building my business, it’s been an invaluable tool for staying connected, learning from other professionals and founders, and sharing what I’m building. It allows me to build relationships, stay informed, and create visibility in a very organic and meaningful way.

Who are your customers?

My customers are organizations that value strong, supportive company culture and recognize the importance of giving back to the communities they serve.

This includes companies that are already culture-focused and philanthropically engaged, but are looking for more meaningful, team-based ways to bring those elements together. It also includes organizations that want to strengthen their culture and community impact, but don’t have the time, resources, or relationships to build and manage those programs internally.

I also partner with associations and business groups looking to elevate their events by creating more engaging, purpose-driven experiences that add value for their members.

What's your top productivity tip?

My top productivity tip is to create structure without rigidity. I set clear priorities for each day and build a general routine, but I also leave space for the unexpected — because things rarely go exactly as planned.

I focus on realistic to-do lists and what truly needs to get done, rather than trying to do everything. And just as importantly, I’ve learned to give myself grace when things shift or don’t go perfectly. Consistency over perfection has been key.

What's your favorite business tool?

I've been intentional about keeping my tech stack simple in the early stages, but Hubspot has become essential for managing my contacts and staying organized. It helps me track conversations, maintain relationships, and build a strong foundation for growth as the business evolves.

What's your approach to work-life balance?

My approach to work-life balance centers around setting clear boundaries and maintaining realistic expectations — both for myself and for my team as I grow. I believe that without balance, burnout is inevitable, and that ultimately impacts both well-being and performance.

Creating space for balance leads to happier, more engaged teams — and those are the teams that are more dedicated, loyal, and passionate about the work they do. For me, it’s not just about productivity, but about building a sustainable environment where people can thrive.

How do you avoid burn-out?

I think avoiding burnout starts with building something that genuinely aligns with your purpose — because the work feels very different when you’re deeply connected to what you’re creating.

At the same time, I’m intentional about setting realistic expectations for myself, focusing on what matters most each day, and recognizing that I don’t have to do everything at once.

As the business grows, I also see the importance of surrounding myself with the right people and not trying to do it all alone. Building something sustainable means knowing when to step back, ask for support, and create space to recharge along the way. 

What advice do you have for aspiring Entreprenistas?

We never truly max out on learning - especially from those who have paved the way before us. Staying open to new ideas, different approaches and even unfamiliar topics only expands our perspective.

The more we learn, the more we grow and that growth not only strengthens our businesses, but also deepens the value we bring to the world around us.

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Jenny's story is a reminder that sometimes the clearest path forward is the one you build yourself when the existing ones stop making sense. We are so excited to have her in the Entreprenista community and cannot wait to see the impact Impact Events Collective continues to create.

Want to connect with founders like Jenny? Visit Entreprenista League to explore our community and discover more stories of women building businesses that truly matter.