James Wallace began his career during the dot-com boom, first on software and then helping build one of Fort Worth’s leading marketing firms. In 2016, he joined client Cendera Funding as Marketing Director, later continuing after its acquisition by Service First Mortgage. Today, he leads brand strategy, marketing operations and special initiatives across the company, blending creativity with strategic, tech-driven leadership.
Recognizing Wallace’s leadership in blending values-driven decision-making with an analytical marketing approach, this interview explores how his commitment to people, purpose and precision redefines how the company connects with its audience and grows its brand.
Leading with Personal Values: Rooted in Inclusion and Dignity
My leadership is grounded in two principles. One comes from the values I hold personally and the other comes from the values that guide the organization, Service First Mortgage, that I represent. Aligning both has grounded my decisions and shaped how I show up for others. Integrity through action, innovation through curiosity, growth through collaboration and accountability through empowerment have stayed central. These ideas influence how I make decisions and how I measure my own growth. Any recognition I’ve received over the years in my organization means more to me because it ties back to staying true to these principles. They keep me grounded and remind me who I am at every step.
"People come first. That belief shapes every part of how I lead. Whether it’s someone I manage or whose path briefly crosses mine, I try to keep humanity at the center. I believe in kindness, dignity and inclusion as a reflection of how I want to live"
People come first. That belief shapes every part of how I lead. Whether it’s someone I manage or someone whose path briefly crosses mine, I try to keep humanity at the center. I believe in kindness, dignity and inclusion as a reflection of how I want to live. These values aren’t political. They’re personal. And often, the moments that define us aren’t the ones anyone sees. They happen in quiet, everyday choices. That’s where leadership lives.
Leveraging Technology: Data for Smarter Marketing Decisions Over time, I’ve learned to focus on what matters most. Projects come and go, but priorities must stay clear. One recent rebrand reminded me of this. It was about creating a cohesive experience that made sense across every touchpoint, rather than a new logo or fresh messaging. That alignment matters more than surface-level change.
Large events teach this lesson, too. Our Builder-Realtor Roundup last year became a case study in both possibility and constraint. We had just a few months to plan, yet demand far exceeded expectations. We ran out of parking. The venue hit capacity. That moment showed me what can happen when the right environment meets real interest.
• Data-Driven Marketing Decisions – Leveraging analytics and real audience behavior to focus efforts and improve campaign effectiveness.
• Smart Use of Technology – Implementing AI tools and programmatic advertising to optimize reach while minimizing waste.
• Continuous Improvement Through Insights – Analyzing past results and refining strategies for stronger, more targeted marketing outcomes.
This year, we’re scaling up. A bigger venue means new opportunities, but it also demands sharper planning. In a cautious economy, sponsor support takes real strategy. That’s where we’ve focused, connecting our outreach directly to builder communities. Simple ideas work when they’re timely. An early bird registration option on-site and a prize draw have already brought in a large number of RSVPs.
Campaigns now start with what the data tells us. We study what worked, what was missed and how people engaged using last year’s data. That discipline led to a recent email with over 51 percent open rates because it spoke to the right audience in the right way.
Tools have changed, too. We’re experimenting with AI to move faster, not to replace our voice. Programmatic ads are next, helping us target with precision and reduce waste. That’s what good marketing looks like. You don’t cast a wide net and hope. You focus, learn, adapt and build smarter each time.
Key Advice for Aspiring Leaders: Turn Hypotheses into Insights
The clearest lesson I’ve learned is to avoid assumptions. I’ve made mistakes. We all do. But the ones that stayed with me were those built on assumptions I failed to test. Early on, I thought instinct and effort were enough. Now, I know real outcomes rely on evidence.
Hiring people who question your ideas is part of the same process. This also includes building the habit of checking data, spotting patterns and adjusting direction based on facts. Every project starts with a hypothesis. But leaders grow when they care more about what’s true than what they expect.
The discipline to look past your own ideas and follow the signal is where real strategy begins. I’ve come to believe success doesn’t come from being right at the start. It comes from being willing to revise along the way.
