Since 2020, Lindsay Donnelly has led Show Up Authentic with a clear mission: to help mom content creators claim the spotlight—and the income—they deserve. Blending her expertise in content strategy, social media management, creative production, and event planning, she equips mothers to tap into the full earning power of the online marketplace while staying true to their voices.
Here, Lindsay opens up about what fuels her work, her values, and why showing up with purpose matters.
What sets your company apart in a crowded market? What do you believe is your unique contribution to your industry?
We focus uniquely on building organic, authentic communities. Where other agencies only create a pretty brand shoot, we devise campaigns that engage prospects and customers, generate social-first content, and deliver results. Our superpower is understanding the community of moms: what they’re paying attention to, interacting with, and buying. We publish more than 500 content pieces a month, so our clients get the added benefit of data and insights collected across their target audience.
What core values guide your business? How do these principles reflect your personal values, and how do they influence your leadership?
One core value of mine that stems from my background in retail is making every social media connection a human and special one: thoughtful comment replies, never an unanswered DM, and proactive engagement on others’ content for maximum exposure. Just as if a person were walking into my storefront, I want them to feel the same positive energy and attention in their digital experience with my clients.
Ultimately, social media and leadership are both about loving people. I strive to lead with personal and supportive relationships with my team so they know I am 100% invested in their success in business and life. I believe social media is a flexible career path that offers so much opportunity for growth while giving parents the ability to own their schedule, work remotely, and leverage their unique perspectives. At Authentic, we have five culture pillars to ensure we are a strong team and maintain a positive work environment for moms: Take Extreme Ownership, Flexibility for Flexibility, Async First, Champions Others, and Self-Growth Mindset.
“I believe social media is a flexible career path that offers so much opportunity for growth while giving parents the ability to own their schedule, work remotely, and leverage their unique perspectives.”
Beyond financial success, what metrics or indicators do you track to ensure that your business growth aligns with your values?
One thing I like to track is how many opportunities we have provided to mom content creators. In 2024, we worked with more than 300! A metric like that helps me know that I am fulfilling my mission of helping moms express their creativity, find community and purpose, and earn extra income while they are in the early parenting stages.
When your work life gets intense, how do you disconnect and recharge? What rituals help you reset and refocus?
Here’s a mantra I love: “What is meant for me, will be.” I am very big into journaling, meditation, and keeping my body healthy so that my mind is strong. I recently discovered holotropic breath work and also love that. I have overcome PPD and MDD—and those challenges have taught me to find gratitude for the little things and to release the fear of failure.
How do you actively give back to your community or industry? How does this commitment to giving back reflect your values as a leader?
I love helping small businesses succeed. I know how much heart and soul goes into a small business, and I aim to give business owners their time back while helping them feel pride in their marketing. I also love to help my clients organize give-back campaigns so that their business and a charitable organization both benefit. For more than five years, we have been running two campaigns that benefit pets that need to be adopted, as well as women and children living in shelters. Those campaigns warm my heart and make me so proud.
What is the most important lesson you’ve learned in your entrepreneurial journey so far?
Action beats inaction every time. I have been able to stay relevant and keep my clients for a long time by constantly innovating and not being afraid or hesitant to make pivots. Whenever I feel stuck, I go hard into action mode. There’s usually a lag in the gratification, but it always comes as a result of taking those steps every day.
Lindsay 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.