communications manager DANIELLE HENSON'S brain is "nothing but horse."
the creative on horses, k-pop, and finding community in Kentucky.
Danielle Henson — communications manager for U.S. Equestrians Teams that compete in the Olympics and other international competitions — is based in Louisville, Kentucky and commutes to three days a week to Lexington to work at USEF Headquarters (the other two, she works from home). In her free time, she runs Weekly Equine Jobs.
I was super curious about her career (it’s so specific!) and how she remains inspired. Her go-to website is going to make me smile for a loooooong time (you’ll get the joke soon, promise).
How would you define the feeling of being a big creative in a smaller pond? What are the pros and cons?
Pros: You get to really get involved in your niche when you’re in a smaller city. Lexington and Louisville are the Horse Capitals of the World, so I feel so lucky to be able to work here and be surrounded by my #1 love: horses.
Cons: I do feel that small creative do tend to be isolated and often unseen compared to creatives working on big brands and big cities.
There are so many people in small cities throughout the country working on amazing projects that don’t get the same hype because they aren’t going viral every other day on TikTok.
What's the coolest thing you've done?
So far, in this job, the coolest thing I have done is traveling to Aachen, Germany for the 2025 World Equestrian Festival. It’s the largest event in the world of it’s kind, especially outside of Pan Olympic and Olympic years.
It’s an event that I grew up dreaming of attending and I finally got to see it all in person and meet a lot of our amazing U.S. Equestrian athletes that represent our country on the international stage.
Where in the world do you feel most creative?
I lived in Seoul, South Korea for two years when I took some time off from the corporate life hustle to work as an English Teacher in a public elementary school. Seoul is an incredible city with so many places to draw inspo from. I feel super creative when I return for visits. But, I also feel creative anywhere that I am around horses. Whether that is at the barn with my trusty lesson horse, Alexis, or traveling the country and world to cover our U.S. athletes and their horses.
How do you stay tuned in in a "small town" (read: not huge city)?
I love to follow fellow creatives on LinkedIn. I get a lot of great insights and inspo from Nathan Jun Poekert. I also love reading the Substack called Silence, Brand! The team who write it are so funny and talented. I think using LinkedIn has really helped me stay tuned in to everything happening in the social media and marketing world.
Where do you go for a creative boost?
I watch a lot of K-pop music videos to get not only a creative boost, but also an energy boost!
If the internet disappeared tomorrow, what you be your next move job-wise?
I think I would transition to working with horses hand-on. My childhood dream was to become a professional equestrian and maybe without the internet I could make that happen.
What's your favorite random website and why?
endless.horse
Might be too on-brand for me, but this site cracks me up. Nothing but horse. Basically, my brain.
What podcast keeps you company while you ideate?
It's Been a Minute by NPR: Love this as it also helps me stay in the loop~
Talk to Me in Korean: I’ve been studying Korean for a few years now, so it’s nice to listen to this while I work.
Who’s inspiring you right now?
Lenny Leithauser: Social & Community Manager @ Calm. Lenny is a fellow small city creative, but she has been such a great person to talk to here in Kentucky. She’s so kind!
Jungmin Lee: Head of Brand Partnerships @ HYBE. I love the intersection of K-pop and marketing. I’m always inspired by the brand partnerships that Lee Jungmin and her team work on with the artists under the HYBE label. It’s fascinating to see which artist aligns with each brand. They always seem to fit like puzzle pieces and the marketing campaigns that come out of these partnerships are incredible to see IRL in Korea and abroad.
How should people contact you for work opps/to collaborate/brainstorm?
Feel free to DM me on LinkedIn!
Questions, thoughts, or big (or small) ideas? Leave ‘em below.