Season 6, Episode 16 : When Preparation Meets Opportunity: Pamela Zapata, Founder & CEO, Society 18

When the world feels unpredictable—industries in flux, layoffs in the headlines, and AI rewriting the rules of work—it’s easy to go into survival mode. But in this week’s episode, Jayzen Patria offers a powerful reminder: strong brands don’t shrink when things get hard—they step up.

He reflects on pivotal moments in his own career—like the chaotic merger between Universal Studios and GE—and how choosing to embrace change rather than resist it opened doors he never imagined. Instead of waiting for things to settle, he leaned into the storm, raised his hand, and became the bridge between corporate and creative cultures. Years later, during the 2009 financial crisis, Jayzen faced another turning point. With travel banned and training budgets slashed, he didn’t retreat—he got on planes himself, showed up in person, and found a new way to lead.

The message is clear: This is not the moment to coast. It’s the moment to grab the wheel. When you spot a problem, that’s your invitation to solve it—using your unique mix of skills, experiences, and passions.

So what’s your next turn? What opportunity is hiding inside the chaos?

After Jayzen’s powerful open, he’s joined by the vibrant and fearless Pamela Zapata—founder and CEO of Society18, a multicultural influencer marketing agency that’s shaking up the industry. Pamela’s journey from behind-the-scenes roles at E! and Ryan Seacrest Productions to launching a seven-figure business is both bold and deeply human.

She shares how she built Society18 from a side hustle into a full-fledged agency, not because she wanted to build an empire, but because she saw a problem worth solving: creators of color were underrepresented, underpaid, and undervalued. With heart, hustle, and a whole lot of spreadsheets, Pamela took the leap. Her first year in business? She hit seven figures.

Pamela opens up about the realities of entrepreneurship—the burnout, the mindset shifts, and the pressure of scaling fast without a business degree. But through it all, she remained grounded in her purpose: to create impact, amplify diverse voices, and pave the way for others like her.

Whether you're navigating layoffs, contemplating your next move, or building something from the ground up, this episode is your reminder that the bend in the road might just lead you to your breakthrough—if you're brave enough to turn.

Guest Bio

Pamela Zapata

Founder & CEO

Society 18

Society 18 is a bicoastal agency specializing in influencer management and marketing, with a focus on multicultural and multiethnic content creators. Based in Los Angeles, Pamela has spent the past 15 years building a successful career in influencer strategy, integrated marketing, talent relations, casting, and production. Over the course of her career, Pamela has worked with some of the most prominent networks, brands, and agencies in the industry. Before launching Society 18, she served as Senior Director of Influencer Marketing at Starpower, where she led influencer campaigns for high-profile beauty brands including Estée Lauder, Bobbi Brown, MAC, Aveda, and La Mer. In this role, she was instrumental in developing and executing campaign strategies, managing client relationships, and building impactful talent partnerships. Prior to that, Pamela was the Director of Influencer Marketing at United Entertainment Group, where she spearheaded influencer strategy and partnerships for major Unilever brands such as Dove, Suave, Axe, and Popsicle. Her earlier roles at E! Entertainment, Ryan Seacrest Productions, and StyleHaul further shaped her expertise, with a focus on integrated marketing, talent development, and production. Over the years, she has cultivated a robust network of industry relationships, leveraging talent and influencers to drive digital campaigns, brand partnerships, and on-air programming that deliver measurable results and fuel business growth. A proud first-generation Dominican-American and bilingual Latina, Pamela is deeply committed to amplifying diverse voices in the digital space. Her impact and leadership have been recognized by top industry outlets including Forbes, Business Insider, WWD, Yahoo! Finance, Ad Age, Success Magazine, and GirlBoss. 

Links 

To book Jayzen for a speaking engagement or workshop, visit Jayzenpatria.com

Follow Jayzen on his book journey at LeadWithYourBrand.com/book