Biography of Jay Jacobson, LUTCF, CPC, CFSP

Jay Jacobson is a respected leader, educator, author, entrepreneur, and consultant whose career spans funeral service, professional staffing, leadership development, and small business ownership. With more than four decades of experience working alongside families, business owners, and professionals, Jay is known for his steady presence, ethical leadership, and unwavering commitment to dignity, whether in moments of grief or everyday life.

Jay began his professional journey in funeral service, where he served families with compassion during their most vulnerable moments. As a licensed funeral director and Certified Funeral Service Practitioner (CFSP), he quickly earned a reputation for integrity, professionalism, and thoughtful leadership. His work extended beyond the funeral home, shaping the profession itself through state and national leadership roles. Jay served as President of the Iowa Funeral Directors Association and later as a member of the Executive Board of the National Funeral Directors Association. In these roles, he helped advance professional standards, consumer protections, and ethical practices across the industry.

A recognized voice within funeral service and professional leadership circles, Jay has authored numerous articles for The Director Magazine, The American Funeral Director Magazine, Southern Funeral Directors Magazine, and the digital publication Funeral Vision. His writing focuses on leadership, ethics, professional identity, culture, adaptability, and the human responsibility that accompanies service to grieving families. Through both print and digital platforms, his work has influenced funeral professionals across the country, offering practical insight grounded in lived experience rather than theory alone.

Jay’s perspective and storytelling have also made him a sought-after featured guest on numerous podcasts, where he speaks on leadership under pressure, professional integrity, mentorship, workforce challenges, entrepreneurship, and the evolving role of service-driven businesses in modern communities. In these conversations, Jay connects personal story with practical leadership lessons, resonating with audiences well beyond funeral service.

In addition to his work in funeral service and leadership development, Jay is the founder and owner of Jay’s Cookies, a small business built on the same principles that define his professional life: care, craftsmanship, and connection. What began as a simple act of hospitality grew into a beloved brand rooted in community, storytelling, and shared experience. Jay’s Cookies reflects his belief that leadership shows up not only in boardrooms and classrooms, but also around kitchen tables and conversations where people feel seen, welcomed, and valued.

One of the defining moments of Jay’s career came in the aftermath of United Airlines Flight 232 in Sioux City, Iowa. As part of the disaster response, he assisted with the care, identification, and documentation of the deceased, work that demanded precision, reverence, and emotional resilience. That experience, along with later testimony before the United States Senate Committee on Aging, reinforced his belief that leadership is not declared by title but proven through example. These moments became foundational to his philosophy of leading with integrity, presence, and service under pressure.

Over time, Jay’s leadership expanded beyond funeral service into consulting, education, workforce development, and entrepreneurship. He is the founder of Jacobson Professional Staffing (JPS), based in Ankeny, Iowa, where he supports funeral homes and small businesses through professional staffing, interim leadership, training, CEU programs, and consulting services. Through JPS, Jay helps organizations address staffing challenges, reduce turnover, and build cultures rooted in trust, accountability, and mentorship.

Jay holds the designations of LUTCF (Life Underwriter Training Council Fellow) and CPC (Certified Professional Consultant), credentials that reflect his commitment to lifelong learning and disciplined leadership practice. He is frequently invited to speak at conferences, lead workshops, teach continuing education courses, and participate in panel discussions on leadership, ethics, adaptability, entrepreneurship, and organizational culture. Whether on stage, in print, or behind a microphone, Jay’s message remains consistent: leadership is lived long before it is labeled.

In addition to his professional articles, podcast appearances, and entrepreneurial work, Jay is the author of Lead by Legendary Example, a reflective leadership book built around six core pillars: integrity, presence, vision, servant leadership, adaptability, and mentorship. Drawing from personal stories, professional milestones, and lived challenges, the book invites leaders to examine how their daily choices shape the cultures they lead and the legacies they leave behind.
Jay approaches modern leadership with a thoughtful perspective on technology, including the responsible use of Augmented Intelligence. He emphasizes that technology must remain human-guided, ethically governed, and aligned with values that prioritize trust, transparency, and accountability.

At his core, Jay is a relationship builder. He believes leadership is carried in how we show up for people when it matters most, how we speak when truth is difficult, and how we invest in others so the story continues beyond us. Whether working with funeral professionals, business owners, emerging leaders, or community organizations, Jay brings a calm authority grounded in lived experience.

Jay lives in Iowa with his wife, Shelly, a registered nurse whose compassion and resilience continue to shape his understanding of servant leadership. He is a proud father and grandfather and remains deeply connected to his community through service, mentorship, faith, and hospitality. His work continues to focus on one central conviction: leadership is not about position or recognition; it is about example, practiced faithfully, one decision at a time.