Jackie Zach
December 27, 2024
In today’s episode, Jackie Zach is joined by Michele Tonkovitz, the owner and CEO of Green Onion Creative, a marketing agency based in Milwaukee. Michele shares her journey, from her early inspiration to work in advertising, influenced by her aunt, to starting her own business at 34. She discusses her leadership style, emphasizing the importance of empowering her team and her role as the “chief hole poker,” always looking for areas to strengthen in her company’s work. Michele also highlights the diverse range of clients Green Onion Creative serves, from local businesses to international manufacturers, and offers advice on the importance of investing in your business and not doing everything alone.
Throughout the conversation, Michele provides valuable insights into the challenges and rewards of being a business owner, including the need to balance personal and professional life. She stresses the importance of relationships and community connections, both in business and life. Looking ahead, she plans to continue growing Green Onion Creative by expanding her team and staying ahead of industry trends, including the evolving role of AI in marketing. Michele’s message to other business owners is clear: don’t be afraid to grow, delegate tasks, and take time for yourself while building meaningful connections with others.
Podcast Transcript:
Jackie Zach: Hi, everyone! This is Coach Jackie Zach, and I’m excited to welcome Michele Tonkovitz from Green Onion Creative. She’s the big cheese—wait, no—the big onion! Michele has nearly 25 years of experience in creative and strategic marketing, including the last 11 years as owner and CEO of Green Onion Creative.
As an independent business owner, Michele loves helping clients turn their visions into reality, regardless of business size or budget. She believes good marketing should be accessible to everyone.
Green Onion Creative is fully remote, and outside of her home office, Michele teaches fitness classes for her local rec department—celebrating 17 years as an instructor. Congratulations! She also serves as president of the Milwaukee Chapter of the American Marketing Association. When she finds downtime, Michele enjoys traveling to relax, recharge, and make memories with loved ones.
Welcome to the show, Michele!
Michele Tonkovitz: Hi, Jackie! Thanks so much for inviting me to be a guest on the podcast.
Jackie: I’m excited to have you! I’ve gotten to know you a bit, and I love your story. I think our audience will learn a lot and see themselves in your journey. Tell us a little about your background—where you were born, where you live, and more.
Michele: I was born right here in Milwaukee, Wisconsin. I’m an only child, but I have a big, loving family. From a young age, I knew I wanted to work in advertising, inspired by my aunt, who was a media buyer. She took us to fun events like Disney on Ice, Milwaukee Admirals games, and water parks. I thought, “Wait, advertising lets you do cool stuff? I want to do cool stuff when I grow up!” And honestly, I’m still figuring out what I want to be when I grow up!
Jackie: What a fun story! It’s amazing you could see your future through your aunt’s career. How did you decide to start your company?
Michele: Since I knew this was the path I wanted to take, I pursued it through school, attending UW-Whitewater before finishing at UW-Milwaukee. I started as an intern at a local agency and worked my way up from media assistant and PR assistant to proofreader, then copywriter. I also worked in-house for brands like Every Day with Rachael Ray, Betty Crocker, Taste of Home, and Pillsbury through Reader’s Digest.
Later, I returned to the agency world, which had changed a lot. One day, at 34, I wondered what my next chapter should be. I even considered becoming a nurse! As I thought about what the next chapter of my life might look like, former colleagues reached out asking if I could help with freelance work, like creating flyers or writing press releases. I realized that a flyer needed to be connected to something—perhaps an event, so I suggested creating social media posts or a website landing page to promote it. That’s how Green Onion was born. I realized I could build a business on my terms, doing what I love.
Jackie: Great story! I love how you layered your experiences into Green Onion Creative. What a creative name! Tell us about your leadership style.
Michele: I’ve had both great and not-so-great leaders throughout my career, and I’ve learned from both. I believe in empowering my team because different perspectives make us stronger.
I like to call myself the “chief hole poker.” When reviewing designs and content, I look for gaps or areas needing more clarity. Every word and graphic matters. It’s not about criticism; it’s about making the work stronger together to help clients succeed.
Jackie: Oh, excellent. So, tell us more about your company. Who do you serve?
Michele: Green Onion Creative has many layers of talent—or as I like to call them, “layers of awesomeness”—and we serve a variety of clients. We’re based in Milwaukee, Wisconsin, so we help many local businesses. For example, we work with a local grocery store, developed a website for a mom-and-pop security shop, and handle public relations, copywriting, graphic design, and website wellness checks for Festival City Symphony, Milwaukee’s longest-running symphony orchestra.
We also work internationally, helping B2B manufacturers grow globally. One of our clients is a pump manufacturer. We help businesses sell products to distributors or directly to other companies. In these cases, search engine optimization (SEO) is critical to ensure the right keywords are in the right places at the right time.
Jackie: Excellent. When did you realize you had the confidence to run your own business?
Michele: Confidence is one of my greatest assets—and sometimes my biggest challenge. As an only child, I was surrounded by a loving family that made me feel I could do anything. Their support gave me the courage to pursue my dreams.
It really hit me when I was working from my kitchen table, and former colleagues started reaching out, asking if I could help with various projects. They weren’t obligated to work with me—they wanted to. That realization was a huge confidence booster.
Jackie: Looking back, what would you do differently at the beginning of your career?
Michele: Starting as a proofreader gave me a solid foundation to learn about clients from the ground up. I chose to stay in Milwaukee, but in hindsight, I wish I had studied abroad. Now that we work internationally, I see how cultural differences affect marketing. Cliches and colloquialisms don’t really translate well around the globe. So, if there are young marketers or business owners listening, I highly encourage studying abroad or exploring the world—it broadens your perspective.
Jackie: Great advice! What’s a common myth about being a president or CEO that you’d like to dispel?
Michele: That CEOs make tons of money and are always traveling—see you on my yacht! In reality, running a business is a lot of work. Revenue might look great on paper, but expenses like salaries and operational costs add up quickly. But having a team is essential because taking everything on yourself is overwhelming. If you don’t delegate, things will eventually fall apart.
Jackie: Absolutely. You’re limited by what you can handle alone. So, what’s some valuable advice or insight you’ve received that’s worth sharing?
Michele: Don’t be afraid to grow. Investing in your business can bring greater returns. For years, I was the only “onion” at Green Onion Creative. But one of our manufacturing clients urged me to expand, saying they loved our work but needed more capacity. I hired two content writers initially for that client, but their skills helped us serve other clients better too.
Another important lesson: Being a business owner is your job, not your entire life. You need time for yourself. Life happens, and it’s okay to be human. Yesterday, I had to cancel my afternoon meetings for an emergency vet visit for my black lab, Tubs. This morning, I received messages asking if he’s okay. He is—he just hurt his hip lunging after a cat.
Jackie: I’m really glad to hear that. As an animal lover myself, I was concerned when you mentioned that earlier. You’re absolutely right—business owners are people too, though we often forget that ourselves. What’s something you’d like to learn outside of work?
Michele: I’m passionate about health and wellness, which is why I’ve been teaching fitness classes at my local rec department for 17 years. I’m always looking for ways to manage stress, relax, and maintain a healthy mindset. It’s about staying mentally, physically, emotionally, and even financially fit so I can live a long, fulfilling life.
Jackie: Excellent! What’s one area of your business you’ve always wanted to become more knowledgeable in?
Michele: Marketing is constantly evolving. Our core services include content writing, social media, public relations, and web development. With AI becoming increasingly prominent, we can’t ignore its potential. When AI first came up, some of our writers worried about losing their jobs. I reassured them that while AI is powerful, it can’t replace human creativity and understanding of brand voice. As AI tools advance, we need to stay informed, use reputable platforms, and ensure our results align with client goals.
Jackie: That’s an excellent point. I was at the dentist yesterday for a routine cleaning, and the hygienist mentioned they were using AI. I was surprised! After the AI analysis, the dentist still performed a visual check and ended up changing the initial recommendation. It made me realize how AI is becoming integral, even in unexpected places. You’re absolutely right—AI is here to stay.
What’s the next big thing for your business in the next one to three years?
Michele: I want Green Onion to keep growing by adding talented employees and subcontractor partners. We’ll invest in training, tools, and systems—though these come with significant costs. Staying ahead of industry changes ensures we meet market demands, build a strong reputation, and expand our services.
Jackie: I’m excited to see how your business evolves in the next few years! What advice do you have for business owners trying to manage everything themselves?
Michele: You don’t have to do it all alone. Tap into national and local associations to connect with like-minded professionals and trustworthy resources. Running a business involves tasks I don’t enjoy, so I’ve found great partners to handle those areas while I focus on what I do best.
Jackie: It sounds like you’ve had an incredible career with supportive people along the way. What would you like to say to them?
Michele: Thank you—truly! Without you, there’d be no meat, no green onion—your kindness means so much. Take time to connect with others, not to sell or promote, but simply to ask, “How are you doing? Is there anything I can do to help?” Building meaningful relationships is essential because life is too precious to waste on shallow connections. Reach out to coworkers, friends, family, and community members. They might need someone to listen to them or share ideas, and in the process, you might gain valuable insights for your own growth.
Jackie: Excellent. Michele, it’s been a pleasure speaking with you today. Thank you so much for being on the show.
Michele: I loved it! I look forward to growing my LinkedIn network with connections from today’s listeners and viewers.