about

Jessica L. White

Founder of EAST ON RODEO // Retail & CX Executive // Consultant

Jessica grew up in Los Angeles, deeply rooted in the love of family and the stories created together with her favorite city as the backdrop.

Early, she learned the value of seeing humanity in the people and world around her and how, through that lens, she can create something truly meaningful.

This lesson has been the guiding thread throughout her life and career. With over 20 years of experience in the retail space, Jessica has lead omnichannel and retail customer experience strategies across 11,000 locations and three brands.

While serving underserved customer segments in the telecommunications industry, acted as an executive mentor helping mentees naviagate their careers with authenticity, and ultimately launched a business that champions the overlooked petite market.

Her belief has always been that business should go beyond transactions—it should create space for people.

Her vision is to partner with brands to define business objectives, design customer experience frameworks, and craft journeys at the intersection of human-centered design and measurable outcomes.

Together, we can create touchpoints and interactions where customers feel valued, seen, and served with dignity.

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