Meet Madeline Moitozo, the Founder and CEO of Juniper Media, a mission-driven creative agency focused on storytelling that creates change.
Madeline’s journey to founding Juniper Media began in 2017 after leaving VICE Media where she was producing a daily culture and news show. She had decided to leave broadcast journalism in search of greater balance, yet was still driven by a passion for storytelling. Soon after, she landed a role on a project finding meaningful stories for a branded documentary celebrating the 20th anniversary of “Google Search.” This experience sparked her interest in using journalistic skills for brand storytelling, leading to future collaborations with Indeed and Lyft. These opportunities helped Madeline build Juniper Media from the ground up, focusing on stories that matter and creating positive social change.
We asked Madeline about the story behind Juniper Media’s founding, what she wishes she had known before starting the company, and what’s next on her journey.
Tell us the story behind your company’s founding. How and why did you start working on Juniper Media?
I left VICE Media in 2017. After working in broadcast and digital journalism for five years, I felt so passionate about telling stories that matter. However, I was really tired of barely making a livable wage. I had student loans I couldn’t pay and lived in the most expensive city in the world. Having mastered ‘‘scrappy and resourceful” all through my 20s, by my early 30s, I was ready for some sense of balance. Soon after I left, a friend who owned a production company reached out looking for a storyfinder to support a branded documentary honoring the 20th anniversary of “Google Search.” My job was to find meaningful stories of real people who could attest to the technology changing their lives. I’d never thought about using my journalism skills like this, but it was something I could get behind.
It all sort of snowballed from there. I was referred to a campaign for Lyft in response to Trump’s executive order banning people from Muslim countries. I embedded myself within the community of Muslim Lyft drivers to learn about their experiences. It was a great opportunity to help break down barriers. Indeed then tapped me for what would later turn into a five-year retainer. This gave me the security I needed as a freelancer to really build out Juniper Media from the ground up.
Since 2018, we’ve grown in revenue year over year and expanded our production capabilities to collaborate with inspiring brands, as well as advocacy organizations like Environmental Defense Fund and Voto Latino. During these five years, we’ve stayed true to our mission: to find and tell stories that matter.
What are some of the most meaningful impacts Juniper Media has had so far?
The low-hanging fruit brag is that we’ve worked on campaigns that have aired during the Oscars and other big events with millions of eyeballs. But more personally meaningful, Juniper worked closely with Indeed in 2022 on their national Fair Chance Hiring campaign. This included an activation at a conference where thousands of hiring managers had the opportunity to re-examine possible bias and better understand why being inclusive is not only the right thing to do, but the best thing for our economy and a safer America.
I was so proud to tell Atma Johda’s story in particular. He spent 26 years in prison, and while incarcerated got into yoga and meditation, truly turning his life around. Yet for the six years after release, he was unable to find any sort of substantial employment. He said being part of the campaign changed his life. For the first time he was seen in a dignified way, which gave him hope, and he got a job shortly after helping others who have been in the system. It’s a good reminder that impact can be wide and also deep and specific. Both are so important.
More recently, Juniper worked with the Environmental Defense Fund on a campaign highlighting how companies can turn their net-zero pledges into real results, interviewing climate leaders from Microsoft and Salesforce. It’s such critical work, and it was amazing to see the private sector making essential changes. The planet urgently needs to halve emissions by 2030 on the pathway to net zero.
What makes Juniper Media different from other similar companies in the industry?
We recognize that we don’t have to be a nonprofit to be mission-driven. We put journalistic perspectives and real stories, with real people behind them, at the heart of our work. We also recognize the talent we feature are human beings with voices that deserve to be heard. We don’t think of their stories as simply content or material used to amplify a brand’s mission. Having a strong background in journalism, and knowing how much the media landscape is evolving, gives us that advantage that builds brand trust and makes a measurable impact with advocacy clients.
In addition to our advocacy partners, we align with companies like Fujifilm, Indeed, and Lyft. These businesses are willing to take a public stand on issues like fair chance hiring, climate change, and gender equity and are interested in advocacy and affecting policy change. We focus on work that aligns with our vision of how we hope the world will change. That change could look like more truly committing and investing in causes they care about, resulting in people feeling safe and accepted, net zero becoming a reality and systemic change from a legislative perspective. I believe we can be a meaningful part of massive social movements.
Photo credit: Julien McRoberts
What’s one thing you wish you had known before starting Juniper Media?
Being a solo founder can at times be really lonely. Learning how to dance with that loneliness and be intentional about creating a nurturing and supportive community is really important.
What were the most difficult and most impactful lessons you’ve learned starting and running a company?
Starting Juniper has been deeply personal. The first five years especially, I lived, breathed, and put my heart deeply into everything about this company. In many ways, that has contributed to its success. In good times, that also felt really rewarding. However, I’ve realized more recently it’s so important to remember that, at the end of the day, it’s a business. I am not my business; my business is not me. Learning to step back and have healthy boundaries emotionally with work—both successes and failures—prevents energy leaks and protects my sanity.
I also learned that personalization and learning boundaries also reflect on the team. I’ve had to balance caring about and championing team members while prioritizing what matters most for the business’s success. Sometimes those two cannot coexist. That may mean not being liked or understood at times and learning how to be okay with that. This is especially crucial as a woman recovering from the conditioning that my values are tied to how happy others around me are. In the past, I have sacrificed myself because I want everyone to feel empowered. I’m really grateful to be in a place in my leadership now where I feel clear about my boundaries and how to navigate those sometimes sticky spots with as much grace and sensitivity as possible.
Have you discovered any underappreciated leadership traits or misconceptions around leadership?
How much strength there can be in softness. Being a leader doesn’t necessarily mean always muscling through. This was a massive ego-death for me to soften my edges and know that didn’t make me weaker or less effective. In fact, the opposite has been true.
What is the advice that has had the biggest impact on your entrepreneurial journey?
To trust my gut and know I am always being guided. Have the courage to say no to something that might look great on paper, or in a practical sense seem like the right thing to do, when you just know it’s not the right call. That has been such a blessing.
What’s next for you and Juniper Media?
We’re seeing an increase in companies being willing to dedicate time and resources and really commit to social impact. Consumers have a stronger sense of discernment than they used to. They’re keen on what they’re being sold, and 82% of consumers say they prefer a brand’s values to align with their own. With that in mind, my dream is to be a household name for brands and organizations recognizing the value of featuring real voices and stories.
Madeline is a member of Dreamers & Doers, an award-winning community that amplifies extraordinary women entrepreneurs, investors, and leaders by securing PR, forging authentic connections, and curating high-impact resources. Learn more about Dreamers & Doers and get involved here.