In this episode, Jayzen reminds listeners that nobody cares more about your career than you do—so you must be your own Chief Marketing Officer. With performance review season approaching, he challenges professionals to treat their self-assessments as advertising campaigns for their personal brand.

Jayzen’s key points include:

• Be intentional and proactive: Don’t wait until the last minute to write your self-review. Use it to market your accomplishments and showcase your value.
• Use brand language: Infuse your self-assessment with the tone and energy of your personal brand while aligning it to your company’s core values.
• Reflect deeply: Highlight three areas—what you’re most proud of, what you’ve learned, and what you need to develop to be a “rock star” in 2026.
• Be your own CMO: Your self-assessment is your “advertising”—a message you fully control. Show up on-brand and make it easy for your manager to advocate for you.

Jayzen ties this back to his signature question: Are you Coffee or are you Starbucks?—reminding us that successful professionals aren’t generic commodities. They’re super-premium brands that people line up for because of the unique experience and value they deliver.

Jayzen is thrilled to welcome Iva Chen to the show. Her story is one of vision, grit, and transformation. From her early days working as a high school cashier at San Francisco International Airport to becoming the independent owner and operator of the first Panda Express at SFO, Iva has truly come full circle.

Iva’s career has included corporate finance as a CPA at Deloitte and leadership roles at Nestlé, CBS Paramount, and The Capital Group. Tune in to hear lessons from her father’s pioneering work forming the Starbucks–HMS Host airport partnership, a story that perfectly embodies the Lead With Your Brand philosophy—transforming everyday “coffee” into a globally recognized experience.

Guest Bio

Iva Chen

CEO

IOC Design and Consulting

Iva Chen is a dynamic entrepreneur, operator, and community advocate whose career spans finance, hospitality, and brand development. A UC Santa Barbara graduate and licensed CPA, she began her career at Deloitte before holding leadership roles at Nestlé, CBS Paramount, and The Capital Group.

She’s now the CEO of IOC Design and Consulting and Chief Development Officer of Lady Luck Gourmet — and most recently became the independent owner and operator of the first-ever Panda Express at San Francisco International Airport.

Her entrepreneurial path has taken her from building a chain of pizzerias in China to producing experiential marketing campaigns for brands like Taco Bell, Hyundai, and Herbalife.

Iva also serves as Vice President of Public Relations for the AMAC Los Angeles Chapter, sits on the Board of Directors for Pretend City Children’s Museum, and co-founded the Association of Asians in Aviation. She’s deeply passionate about mentorship, women’s empowerment, and helping the next generation of diverse leaders take flight.

Links 

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