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For much of early 2025, Jess felt the "albatross" of traditional social media success—the constant pressure for job titles and viral announcements. By late 2025, she pivoted her content strategy significantly:

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For creators looking to survive and thrive in 2025 and beyond, the lesson is clear: stop trying to be Jess West. Instead, apply her playbook to your own voice. Go find your grain. And then, refuse to polish it. For much of early 2025, Jess felt the

The most surprising shift in is her official title. She no longer calls herself a fitness influencer, a CEO, or a creator. On her LinkedIn (yes, she actively uses it), she lists: "Narrative Economist." Go find your grain

: A standout career highlight was her work on the 2024–2025 Greggs Christmas campaign featuring Nigella Lawson, a project that cemented her status as a top-tier creative advertising professional.