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From Side Hustle To Senior Vice President: Dimplez Is Lighting The Way In Digital Marketing

The ItGirl 100 List, in partnership with Hyundai, is a celebration of 100 Black women who aren’t afraid to pull up their own seats to the table.

If turning your side hustle into a flourishing career was a person, it'd be Dimplez Ijeoma.

In 2007, the Senior Vice President of Marketing at Capitol Music Group and digital marketer discovered her knack for building websites and blogs for social media’s early tastemakers.


“I got very, very curious about everything that went into making a website pop,” she tells xoNecole. “I started to dig into the minutiae around what excited people to view and visit certain sites — it was very apparent that there was a lane for me to explore.”

At the time, Dimplez was a grad student studying physical therapy, so while marketing and digital storytelling wasn’t the initial path she saw for herself, it was the one her curiosity led her to. “It wound up being a circumstance of my hobby piquing my interest in this area, and there ended up being a career path for me in the area.”

As many up-and-blossoming ItGirls use the internet to share their niche interests and build communities around their hobbies and passions, a common hesitancy for some is turning their hobbies into careers, only to lose the initial spark that brought them joy. For Dimplez, the distinction within this conundrum was clear.

“There's a difference between hobby and passion for me,” she explains. “I would never monetize [my hobbies] because that's something that just genuinely brings me joy.”

She continues, “I'm passionate about how people think, what people enjoy consuming, and how artists tell their stories. That's my passion. I don't mind monetizing my passion because I would do it whether I was paid for it or not.”

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"I'm passionate about how people think, what people enjoy consuming, and how artists tell their stories. That's my passion."

Dimplez is candid about the fact that when she first embarked on her career, social media was shifting into an entirely new frontier, and the title of “digital marketer” didn’t exist. That’s why, years later, becoming a director of digital marketing and now, the Senior Vice President of Marketing at Capitol Music Group, is a full circle moment.

“I definitely want to give a nod to Michelle Jubelirer, who was the CEO at the time,” Dimplez shares. “When Michelle was appointed CEO, I was one of her first calls because she cares about artists, she cares about storytelling, and she wants the best people around to do those things. Under her tenure and guidance, I co-lead a team of the best digital marketers, short-form content creators, and digital technologists in our industry. And with them, we were able to not only turn the company around but turn the label group around to its greatest success in the last 19 years.”

For Dimplez, lifting as you climb has been the hallmark of her trajectory and the template for the ItGirls coming behind her, looking to blaze their own path. “I expect anyone who wants to be a digital marketer to beat me: be better.”

On what it means to be an ItGirl: 

"It means that I am representing us well. My mom is my favorite girl known to man, because in every room, she represented, not only herself, but she represented everyone who she stood for, well. Oftentimes, I am in rooms where I am the only Black woman, I am the most senior Black woman, I am the most senior immigrant, I am the only immigrant, whatever the case may be.

"Oftentimes, I am in rooms where I am the only Black woman, I am the most senior Black woman, I am the most senior immigrant, I am the only immigrant, whatever the case may be."

"It's not lost on me that in the spaces I occupy, I am not only representing myself, but I'm representing everyone who will come after me. And to be an ItGirl, it means I am doing this justice."

Dimplez-Capitol-Music-Group

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On how she overcomes challenges in her career journey: 

"The biggest challenge that any of us will ever face in different environments is communication. It's not that we're not speaking the same language, but we're not understanding the same. I remember one of my mentors once told me that we judge ourselves based on intention, but we judge everyone else based on action. And what I found a lot in the corporate space was, people were judging actions versus intent, and we needed to level set.

"A lot of workplace or career challenges literally boiled down to miscommunication — whether it be intentional or unintentional. And as an executive, a woman, and a human, the moment we become better communicators, the less friction we will have."

On the advice she'd give women who aspire to follow a similar path as her: 

"To anyone looking to follow in the same pathway: do it and do it better, be greater. I was only able to even visualize my role because I thought of executives that came before me. I think often of Vivian Scott Chew, Lynn Scott; these are Black women marketers that lifted as they climbed, and made it a point to protect their artists, protect the talent that they represented, and create a lane for themselves that didn't really exist.

"Whatever anyone is thinking, you can do it. Do it even bigger. Do it even better. Because I think everyone is capable of doing it."

To learn more about the ItGirl 100 List, view the full list here.

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