ft. Elisha Greenwell
Hustle & Leisure Spotlight: Elisha Greenwell
A Conversation with Esi Kokui Acolatse
In this Hustle and Leisure feature, we highlight Elisha Greenwell, a marketing powerhouse and community advocate whose work seamlessly blends creativity, strategy, and cultural impact. Born and raised in Northern California, Elisha holds a B.A. from UC Santa Barbara and an M.F.A. from the Academy of Art University in San Francisco.
With a 20-year career developing award-winning, community-centric brand strategies for iconic companies like Nike, Target, Intel, and Starbucks, Elisha has cemented her legacy as a leader in the marketing world. Her groundbreaking work as founder of Black Joy Parade—a celebration of Black culture and resilience—has earned her national recognition, including the 2018 AdColor Change Agent Award.
Elisha resides in Oakland, CA, where she continues to lead Black Joy Parade 501(c)(3), serves on the board of the Huey Newton Foundation, and consults with brands to help them create positive, authentic connections in underserved communities.
Where do you work, and what’s your title? What do you do?
I have multiple jobs. I’m the founder of the Black Joy Parade, a big, beautiful parade in Oakland that has grown into a week-long celebration and a movement for Black Joy in the Bay Area. I’m also a Marketing Director for a healthcare company, where I ensure everything I do aligns with the greater good. Whether it’s selling products or strategizing campaigns, I aim to bring net-positive results to the world. Lastly, I’m a mom, which is a full-time, unpaid job that requires endless energy but fills my heart.
What would you say are the top three to five things that helped you get to where you are today?
Incredible privilege, for sure—my parents are still married, college-educated, and raised me in a safe environment. I was fortunate to travel young and receive a good education. Beyond privilege, my circle of support—parents, grandparents, and now my friends—has been crucial. These are the people who believe in me, motivate me, and celebrate me, which is something I count as a blessing every day.
What makes the work that you do worth it? What aspect brings you the most joy?
It’s seeing other people experience joy through my work, whether it’s the Black Joy Parade or my other projects. It’s fulfilling to know I’m contributing positively to the world. On a personal level, the work gives me a sense of purpose and significance, even in a world of billions. That said, I’m learning to balance my value as a person with the work I produce—a journey that therapy is helping me navigate.
What’s a recent project or accomplishment you’re particularly proud of?
Becoming a mom. I had my daughter at 40 after waiting until I was ready. It’s been a deeply fulfilling experience, and I’m proud of the journey my husband and I have gone through to build our family.
And also, I’m really proud of the most recent Black Joy Parade. Each year, it’s a bigger undertaking, but seeing the community come together in celebration makes every challenge worthwhile. This year, we were able to bring in even more local vendors and artists, making it a true platform for Black expression. Watching people of all ages light up with pride and joy is the most fulfilling experience, and knowing we’re supporting the community on so many levels keeps me motivated.
What was one of your biggest challenges in your professional journey, and how did you overcome it?
One of my biggest challenges was finding my voice in spaces where I was often the only person of color. Early on, it was tough navigating environments where I felt I had to prove myself constantly. I learned to overcome this by focusing on my purpose and building my confidence over time. Having mentors and allies who believed in my vision also helped me stay grounded and empowered.
Balancing multiple roles has been a challenge—corporate work, leading Black Joy Parade, and now, family. I’ve learned that it’s not about balance, as everything doesn’t hold the same importance at all times. Instead, it’s about prioritization, which is an ongoing challenge for anyone who wears multiple hats.
What’s the best career advice you’ve ever received, and who gave it to you?
Follow people, not companies. This advice has served me well. I’ve always focused on working with great people who inspire me, which has opened doors and provided learning experiences that a company or brand alone could never offer.
What does hustle mean to you?
Hustle, to me, is all about intentional prioritization. It’s not about doing everything; it’s about choosing what really matters and giving that my all. I’m focused on bringing energy to what feels meaningful—whether that’s the Black Joy Parade or other projects that help elevate my community. It’s a disciplined kind of energy, applied with purpose.
What is your take on mentorship and finding mentors?
I think true mentorship is rare but incredibly impactful. Not everyone you learn from is a mentor, and that’s okay. I’ve taken valuable lessons from many people without needing formal mentorships. Real mentors are few, but the great thing is that learning opportunities are everywhere—you just have to stay open and observant.
What’s a skill you believe everyone should develop to succeed in today’s world?
Good writing. Whether it’s an email, a social media post, or content creation, honing your voice and communicating effectively is crucial. It’s part of your brand and a skill that can open doors in any field.
Also, adaptability. The world is changing faster than ever, and the ability to pivot and learn on the go is essential. No matter what field you’re in, being adaptable will keep you resilient and ready for whatever comes your way.
What role has networking played in your career?
Networking has been everything for me, though I don’t see it as the transactional kind. It’s about building genuine connections with people you align with. These relationships naturally lead to opportunities, and they’ve been the foundation of my career.
What advice would you give to someone just starting out in your career path?
Find someone to learn from. It doesn’t have to be a mentor in the formal sense, but surround yourself with people who inspire you and emulate their best qualities. You can learn different things from different people, and that’s invaluable.
What can’t you leave home without?
My phone—it’s my GPS and lifeline for navigating the Bay. Comfortable shoes are also a must because I love walking everywhere, and a jacket because, well, Bay Area weather.
How do you handle stress and prevent burnout? What does self-care look like for you?
I prioritize physical self-care through yoga, stretching, and cooking. My garden is also a source of peace. I make sure these activities are part of my routine rather than afterthoughts. However, with a newborn, I’m currently navigating the challenges of less sleep and disrupted routines, which has reaffirmed how vital physical well-being is to my peace.
What, in your opinion, makes for a Toasted Life?
A Toasted Life, to me, means living fully and authentically. It’s about finding your people, having a support system, and celebrating together—whether that’s through gatherings, traditions, or shared goals. To live a Toasted Life is to pursue what brings you joy and inspires you to show up fully in life.
