Member of the Month: Shelly Spiegel

My mission is simple: to bring a little more sunshine to the world of work — because I believe workplaces everywhere need it now more than ever.

I founded Sunnyside Up in 2025 to help organizations — whether in-office, hybrid, or fully remote — build strong, positive workplace cultures that attract top talent, boost retention, spark engagement, increase productivity, and drive profits. We also offer a complete suite of services to help all-remote teams truly thrive.

I spent 22 years leading Fire Engine RED, a marketing, analytics, and tech company serving higher ed. It was one of the first fully remote companies in the U.S. — and the first all-remote company recognized by Inc. Magazine as a Top Small Company Workplace for its talented team, innovative culture, and strong values.

After selling the company in 2023, I started rereading the hundreds of notes my team had sent me over the years — heartfelt thank-yous for creating a workplace where people felt valued, connected, and trusted. Those notes inspired me to launch Sunnyside Up Consulting.

A strong workplace culture isn’t a “nice-to-have” — it’s a powerful business advantage. At Fire Engine RED, culture was our superpower:

●     96% of candidates accepted our job offers
●     78% of hires came from employee referrals
●     98% employees stayed with the company  (in 2023)
●     93% of employees completed our workplace surveys

I saw firsthand that great culture doesn’t hurt profitability — it fuels it. I credit my extraordinary team for making our success — and my eventual exit — possible.

Q&A with Shelly:

What was your first job?
Kohr Brothers Frozen Custard in Ocean City, New Jersey.
I absolutely loved working there. The stand was completely open, so I was able to enjoy the summer weather. Even better, the manager told me I could eat as much ice cream as I wanted while working because it was good for business. Since ice cream was (and still is) one of my favorite foods, I was happy to do my part to boost sales.

That summer, I gained eleven pounds.

Years later, I found out that Kohr Bros. actually prohibited employees from eating on the job. Go figure.

It’s Sunday at 10 AM. Where are you?
At home, watching CBS Sunday Morning — one of the few shows that still focuses on what’s good in the world, with thoughtful stories that lift people up. It’s probably no surprise that I especially love the sun images that appear throughout the show — each one a little different, but all sunny and bright. It’s a perfect way to start the day — and the week — on the sunny side.

What is your top tip for meeting people?
Get a dog! Better yet, get two.

In 2021, after my dog allergies mysteriously disappeared, I got two toy poodles— Daphne and Irwin — and started walking them in Washington Square Park four times a day.

Because Daphne and Irwin are so friendly — they are determined to meet every human (and dog) in the park — I’ve met more neighbors since getting them than I did in the previous 20-plus years.

What is your favorite app right now?
ChatGPT — hands down. It helped me get my new business off the ground much faster than I expected. I use it for all sorts of tasks, from market research to setting up QuickBooks.

It’s also making it easier for me to write a personal memoir for my niece and nephew — saving me countless hours of editing and organizing material. 

If you decided to start a different career, what would you do instead of what you’re doing now?
I just started that “different” career  — and it’s a dream come true. I now get to focus full-time on doing what I’ve always enjoyed the most: creating great workplace cultures.

Shelly J. Spiegel
Sunnyside Up Consulting
215-913-6066
shelly.spiegel@sunnysideupconsulting.com
sunnysideupconsulting.com
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