Five Questions with Jessica Ponyrko

When Marshfield resident Jessica Ponyrko founded Anchor Watch Marketing in 2019, she brought a big-picture approach to small businesses. Her career began in biopharmaceuticals, but she wanted to help local entrepreneurs navigate marketing challenges with the same strategic mindset employed by large organizations. Now a Marshfield resident and Vice President of the Marshfield Chamber of Commerce, Jessica shares her perspective on the unique opportunities and challenges for South Shore businesses.

Jessica, what inspired you to start Anchor Watch Marketing?

My goal was to take the kind of strategic marketing that larger organizations use and simplify it for small businesses. Many small business owners think of marketing as just posting on social media or having a website, but they don’t consider how those pieces work together to build trust in their brand or boost sales. I wanted to help them create a cohesive strategy that feels manageable and serves their goals.

That quite the shift! And the difference between big brands and local operations must be striking. What challenges do small businesses on the South Shore face when it comes to marketing?

The small business community here is big and growing, but many owners start a business because they’re passionate about something, not because they want to or know how to run a business. Marketing often gets pushed down the list. A lot of my clients are sole proprietors who don’t have the bandwidth for long-term planning. I often feel like I’m half therapist, half marketer, helping them shift their mindset to see marketing as something that can work for them, not just another chore.

In addition to helping those local businesses, you also decided to become one. How has living and working on the South Shore influenced your business?

We moved to Marshfield in 2018 because we wanted more space and to be near the ocean. Networking has been critical for my business. The Marshfield Chamber gave me so many opportunities, even during COVID. I was able to meet people and build relationships through Zoom and other events. The South Shore community is incredibly supportive of small businesses. People here want to shop local and build connections, which makes it such a great place to be.

What advice do you have for small businesses trying to stand out in today’s market?

I’ve been encouraging my clients to move away from relying solely on social media. While it’s a valuable tool, it’s also very saturated, and you don’t own it. Personal connections are what really make a difference. I’ve also been helping clients leverage new technologies like SEO and AI to better understand their audience and meet their needs. It’s about creating authentic relationships and using that to drive your marketing strategy.

What excites you most about your role with the Marshfield Chamber of Commerce?

I joined the Chamber in 2020, and by 2023 I became Vice Chair. I also lead our Women in Business group, which is one of the most rewarding parts of what I do. The Chamber has been a huge part of my business’ success, and I wanted to give back. It’s an incredibly active organization with so many opportunities for networking and collaboration. The support here for small businesses is amazing.