Meet Jen Cassell

Alright – so today we’ve got the honor of introducing you to Jen Cassell. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Jen, so great to have you on the platform. There’s so much we want to ask you, but let’s start with the topic of self-care. Do you do anything for self-care and if so, do you think it’s had a meaningful impact on your effectiveness?

Two years ago, the importance of self-care became clear to me when the pressure of balancing the demands of the entertainment industry with being a wife and working mom led to anxiety and panic attacks. I had a moment of realization: I had devoted so much time and creative energy to building my career and nurturing my marriage and children, but I had neglected the most essential element in making it all work—myself.

Since then, I’ve gone full-on hippy-dippy with my self-care routine, and honestly, it’s done wonders for my effectiveness and productivity at work—and in life overall. Every morning now starts with a hike and meditation. I love the outdoors, and spending time in the mountains is grounding. It’s my time for gratitude practice, intention-setting, and a little positive self-talk to kick off the day.

Weekly yoga and dance classes are now essential too. The best ideas come during periods of incubation—when you’re not actively trying to have them—and I often find mine come after these self-care routines.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

I’m Jen Cassell, an Executive Producer and the Vice President of Programming and Development at Shed Media, one of the leading production companies in unscripted TV. Over the past 13 years, I’ve dived into discovering unique talent and stories, bringing them to life across platforms like Peacock, Bravo, E!, Lifetime, Snapchat, and HGTV, to name a few. I’m a soup-to-nuts producer—from the show’s spark all the way to its final cut, managing everything from idea generation and sales tapes to pitching, directing talent, shaping scenes in post, and overseeing teams of top-notch producers, production crews, and editors.

Before joining Shed Media full-time, I was a freelance producer hustling to create and sell my own projects. After some successful collaborations with Shed, I joined the team and haven’t looked back. Some of my favorite projects have included Paris in Love (yes, that Paris) for Peacock, Mathis Family Matters for E!, and my latest project, Sold On SLC, which debuts on Bravo on December 4, 2024.

Creating relatable, authentic stories that capture real, diverse experiences is what excites me most. When a concept resonates with me personally, that’s when I know it’s going to be special. I’m beyond grateful for the chance to shape and evolve unscripted TV, and I can’t wait to share more of what’s cooking!

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

The four qualities that have profoundly shaped my career journey—failure, openness, empathy, and honesty—are so crucial that I couldn’t narrow it down to just three.

First off, let’s talk about failure. Yep, I’ve “failed” way more than I’ve succeeded, and I’ve heard more “no’s” than “yeses” along the way. But I see those misses differently: each one was a stepping stone to where I am now, which, honestly, feels like a pretty big win. I’ve reframed my relationship with failure; to me, it’s synonymous with learning. That mindset shift has been huge, letting me embrace risks and take big swings in development, fieldwork, and post-production. Sure, the fear of flopping is real, but every setback has taught me to appreciate the wins so much more.

Then there’s openness—an absolute must in this industry that is easier said than done, because trust me—I do have strong opinions. Staying open to direction, new perspectives, and the wild twists that production loves to throw your way does make a difference. You have to be open to shifting at any given moment and approach stories without judgment or preconceived notions. This is what allows you to capture those raw, unexpected moments that make for authentic storytelling. Openness fosters collaboration and creativity, and honestly, with all the depth and complexity in people’s lives, it’s the gateway to stories that are anything but one-dimensional.

Empathy, though, is the real connector. Building rapport with cast and crew isn’t just about understanding them on paper—it’s about truly feeling what they’re going through. My theater background taught me the importance of ‘getting into character,’ which has been a big asset in my work. It’s about genuinely listening and making everyone feel seen and heard, something I strive to do in my current position. These relationships go beyond the job, making the work feel meaningful and increasing the chances of long-term success.

And last, but definitely not least, honesty. It starts with being real with myself—I don’t have all the answers (yep, I admit it!), and that’s okay. That honesty opens doors to learn from people who know more, which is critical to growth in any industry. When working with talent or producing partners, I lead with transparency, even if it risks losing a collaboration. Most of my shows revolve around real people with real stories, and honesty is the bedrock for trust. And trust? Well, that’s the glue that holds the tv magic together.

Is there a particular challenge you are currently facing?

One of the biggest challenges right now (and I know I’m not alone here) is navigating an industry that’s become a little allergic to risk. New programming without big-name IP or talent-driven spin-offs? Let’s just say it’s a tough sell! Budgets have tightened, expectations have gone up, and delivering top-notch content with fewer resources is pretty much the norm. It’s a balancing act, and while the whole industry feels like it’s on a roller coaster with layoffs, strikes, and shifting priorities, it is not lost on me how lucky I am to still be in the game.

It can feel overwhelming when so much is out of our control, but here’s what I can do: keep creating, keep championing, and keep pushing for content that fires me up. I’m betting there are still decision-makers out there who crave fresh, authentic stories as much as I do. Through all the unknowns, it’s creativity, strong relationships, and a healthy dose of resilience that keep me moving forward with a sense of optimism—and hope for what’s to come.

Contact Info:

• Instagram: https://www.instagram.com/jenniferbainbridgecassell/
• Facebook: https://www.facebook.com/jennifer.bainbridge.58
• Linkedin: https://www.linkedin.com/in/jennifer-cassell-0674696b/

Image Credits

Photography for this feature is provided by Tom Morris, Kevin Ostajewski, Cooper Cassell, and several other contributing photographers.