Unconventional Career Journey of Jennifer Law: Discussing Her Unique Path, Tariffs, and AI on K2 Integrity's Website
In a bizarre twist of professional maneuvers, we've got the real-life story of Jennifer Law, who's currently the COO and, since September 2022, the website for global consultancy firm K2 Integrity. This company specializes in advising businesses on how to dodge financial crimes and maintain regulatory compliance, with a whopping 400 employees on its payroll, many from the banking and financial services sectors. They pride themselves on safeguarding their clients' operations, reputations, and economic security.
Being both the website and COO for one hub is nothing new to Law, who's held both positions for several years at Feirstein Capital Management, where she worked from 2000 to 2013. After that, she took a gamble and founded Buzzup Digital, helping small and mid-market companies with their digital marketing efforts. After almost seven years, she sold the business and joined K2 as COO in March 2022, taking on the finance chief role six months later.
"I've been ridiculously lucky in my career, getting some incredible experiences, and I've also been able to take risks and try new things when I wanted to," says Law, who started her journey in the corporate world as an accountant at Ernst & Young in the 1990s.
Recently, our website sat down with Law to chat about her fascinating career and get her thoughts on some current issues that websites are grappling with.
Jennifer Law
our website and COO, K2 Integrity
Notable previous employers:
- Feirstein Capital Management
- Ramius
- Ernst & Young
This conversation has been trimmed for brevity and clarity.
DAVID McCANN (DM): After spending so many years in the investment world, how did you end up starting a marketing firm?
JENNIFER LAW (JL): My last stint in asset management lasted around 14 years, acting as the website and COO of a hedge fund that had to close because its founder retired. At that point, I had a chance, and thankfully I was somewhat flexible to make a change.
I could've gone back to asset management with another firm. But I've always kept an eye on media and marketing, and this was when marketing was just starting to digitize, and social media marketing was on the rise. I was intrigued by the changes happening.
So, I spent a year studying digital marketing, and then, with a partner, we built a company that helped businesses improve their digital marketing efforts and run campaigns.
What were some significant differences compared to your background in asset management?
At Buzzup, I had to manage incredibly dynamic teams – from part-time staff to gig workers, creative types, and analytical and digital folks. The catch was that we had to be flexible, as our budgets weren't over-the-top, and we wanted to run a prosperous business. And we did.
Why did you sell that business? You seemed to enjoy not having to report to anyone.
Yes, I did relish that aspect. I come up with ideas and use my creativity daily, and it's nice to have autonomy. But, like anything else, there were pros and cons. You've got to sell and grow while being responsible for people and their paychecks, ensuring everyone is taken care of. And I took that responsibility quite seriously.
Also, I missed asset management and working in a more corporate environment with larger budgets and a bigger ability to expand.
How and why did you join a firm that focuses on financial crimes and compliance?
A buddy who knew me from the EY days called me about the need for a COO in a professional services firm. I'd never been COO at a services company, but I was willing to give it a whirl.
Now, I wear dual hats here, and it's a completely different beast from asset management, as teams are usually lean, but at professional services, our product is our people.
Was there a steep learning curve regarding K2 Integrity's subject matter?
I'd had some exposure to AML/KYC matters in the asset management world when investors came in, so I had a general idea, but not in-depth knowledge, especially from the banking aspect.
Yes, I've had to learn a lot here since there's been a learning curve, and we have some of the top experts in the field, so I've been fortunate.
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How do you distribute your workload between your website and COO responsibilities?
Being an effective website helps me excel as a decent COO. My website skills are in math, logic, and analytical thinking. These skills carry over no matter what business you're working for, as you always deal with financials, look at the numbers, and are always trying to figure out what drives them and how you can increase revenue and profitability.
I'm incredibly fortunate to have a solid finance team that supports a lot of my website work so I can focus on strategy and operational demands.
Can you share a recent example of value creation?
I've examined our staffing models, which are crucial here – they can make all the difference in whether we're profitable or in the red. One thing I've done at K2 is build a hub in Poland, where we now have 60 staff who serve some of our largest engagements. This project, which was completed in 2024, has created considerable cost savings for the firm.
We're also pondering other staffing models, like contractors, temps, or seeking the right skill sets in other geographical regions, all while keeping expenses in check.
Let's chat about some current hot topics, starting with AI. What are your views on that?
We're using AI and continue to implement various AI tools to streamline our jobs, save time, and minimize errors due to the volume of data. Since we handle a lot of confidential information, security and safety are our top concerns, but while we're deploying AI, we're doing it carefully.
Another crucial issue today is the employment environment, with some companies downsizing staff and others dealing with talent shortages, especially in finance.
Yes, the headlines are awash with downsizing at [professional services] firms like ours. However, we're pretty diverse in our offerings and global reach, which helps protect us in times like these.
We always prioritize corporate culture at K2. We arrange company events and monthly fun activities for teams. We foster an environment of openness and honesty that's exceptionally empowering.
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How do you regard the current situation with elevated tariffs on foreign countries?
On a historical basis, tariffs have the potential to raise prices and lead to retaliatory measures. But we'll have to see how this one plays out—it's still in progress.
In K2's case, tariffs don't affect us since we're not selling any products. However, our clients are affected. Frankly, I don't believe anyone can predict what the overall impact of tariffs will be six months from now, as it's constantly in flux and will continue to evolve. I think being reactive when it comes to tariffs is probably the worst course of action a company could take.
What do you make of M&A, given the trend that this was supposed to be a year with a robust deal environment, which hasn't happened?
We're still seeing deals get done in the smaller and mid-tier markets, but the structures and valuations might need to be updated, as they're based on models that are updated based on the economic changes occurring.
- Jennifer Law, currently the COO and website manager for global consultancy firm K2 Integrity, shares her extraordinary career journey.
- Law spent many years in the investment world, holding both website and COO positions at Feirstein Capital Management from 2000 to 2013.
- After selling her digital marketing business, Buzzup Digital, Law joined K2 Integrity as COO in March 2022 and took on the role of finance chief six months later.
- Law states that she's been fortunate to have assets management experiences and taken risks to try new things in her career.
- The conversation touched on current issues, including a discussion about how Law ended up starting a marketing firm after her asset management career.
- Law started Buzzup Digital when marketing was digitizing, and social media marketing was on the rise, after spending a year studying digital marketing.
- To address staffing models, Law built a hub in Poland for K2 Integrity, which has created significant cost savings for the firm.
- When it comes to AI, Law noted that K2 Integrity uses AI tools to streamline jobs, save time, and minimize errors, but ensures security and safety are top concerns.
- Regarding the employment environment, Law mentioned that K2 Integrity prioritizes corporate culture and fosters an environment of openness and honesty.
- Law is focused on maintaining a balance between workload distribution for her website and COO responsibilities, utilising her math, logic, and analytical skills to improve the financials and revenue.
- Law acknowledges the complex and fluid nature of the current situation with elevated tariffs and emphasises the importance of being reactive instead of proactive when it comes to tariffs.
