my journey: from college to my own consulting firm

welcome to the exciting story of my journey from college to the launch of the abc firm. as i reflect on the moments that shaped my marketing career, i am excited to share the story of how each experience brought me closer to where i am today.

chapter 1: college days and finding my partner in crime

college was a defining period in my life, just like everyone else. i knew going into it that i wanted to dive headfirst into the world of marketing. through all the textbooks and lectures, i also met my future partner in life, my wife, jessica. she was pursuing a business degree before heading to law school, and her “guidance” and support helped me navigate the challenging courses.

chapter 2: the challenging start

after graduating in 2008, i found myself thrown into a job market that resembled a daunting maze. that helped me decide to further my education as a graduate intern while pursuing my master's degree. during this time, i also offered my expertise to the office of student life, helping clubs and organizations in refining their marketing strategies. little did i know that these early experiences would pave the way for my future adventures in marketing.

chapter 3: navigating the marketing maze at ryan partnership

my journey then led me to ryan partnership, an agency buzzing with creative energy, where the sounds of drake played from a creative's office. initially, i started in the traffic coordinator department, overseeing marketing projects from legal checks to production and everything in between. it was like witnessing marketing magic unfold right before my eyes.

speaking of magic, once i got to the account side, i had the privilege to work on other incredible brands, including bombay sapphire, nestle waters, the bacardi portfolio, and corzo tequila. each brand presented its own set of challenges and opportunities, shaping my growth as a marketer.

but the marketing accomplishment i am most proud of was the opportunity to work on dusse cognac, a brand that jay-z was keeping hush-hush at the time. alongside my talented team and a select few in the agency, we crafted the brand's identity from scratch. we brainstormed on everything from the bottle design to pronouncing the brand's name.

this project was a defining moment in my career! i had the privilege of defining the target demographic, named malcolm, and mapping out where he existed in the world of social media. trust me, back in 2011, social media was a whole different ballgame.

and here's one more fun story that adds a dash of flavor to my time at ryan partnership: one friday at 10 am, i found myself “collaborating” with my creative director, not for fun, but to name a shot for corzo tequila. it was a memorable experience that highlighted the dynamic and unconventional nature of the marketing industry.

chapter 4: nurturing growth at jared james

my next stop was with jared james, a real estate influencer. during my seven-year run, we achieved remarkable growth, turning his brand into a powerhouse in the real estate industry. we expanded the database from 10,000 to over 61,000 and grew his instagram following from 2,000 to more than 30,000.

our secret to achieving growth was an innovative email drip campaign that lasted over 60 days. it resulted in more than 16,000 completed actions and 1,400 conversions. attendees of our events would email us for free content, and throughout those 60 days, we offered them value and promotions. that's what i call real growth!

chapter 4a: exploring ui/ux design

now, here's a twist in the story. i took a detour into ui/ux design and snagged a certification from the university of michigan. i thought i might leave marketing for this, but little did i know, those skills would come in super handy later when thinking about the user experience in my marketing projects.

chapter 5: the get joy dog food adventure

next stop: get joy dog food! as a dog lover myself, it was like a dream come true. we were not only revamping the brand's creative look and feel on instagram but also diving into uncharted territory.

while i was working at get joy, we got an amazing opportunity to launch the very first dog park in the metaverse. this happened during the early stages of web3 technology. being able to work in that space at such an early stage was truly revolutionary. we were pioneers in a "digital frontier" that was just beginning to take shape. this experience opened doors to endless possibilities.

but the excitement didn't stop there. i also had the privilege of working with the one and only david shing, known as the "digital prophet." shingy is a self-styled digital guru with a background in agency work, and he's paid to predict the future of the digital world. our collaboration brought a new level of insight and innovation to our projects.

additionally, we engaged some incredible social media influencers, including professional athletes like brooks laich, jacob trouba, olivia amato, max domi, and alex fagan. their authenticity and passion for the brand resonated with our audience, creating a powerful connection between get joy and its customers.

this chapter not only marked my journey into the world of web3 but also solidified my belief in the ever-expanding landscape of digital marketing. the launch of the dog park in the metaverse was just the beginning of my exploration into the exciting possibilities that lay ahead in the digital realm.

chapter 6: a glimpse into the world of mortgage consulting

my transition into the mortgage industry was eye-opening. as the director of marketing at total mortgage services, i found myself in a dynamic world of opportunities and challenges. as part of my job, i got to oversee the marketing strategies for the company. it was a great opportunity for me to learn more about the unique demands of the mortgage market!

during this time, i was responsible for putting together a commercial that aired during game 1 of the 2023 nba finals – a thrilling experience that brought marketing to the grandest stage of all.

however, what truly piqued my interest was the opportunity to consult with individual loan officers. collaborating closely with them, i helped them establish their own social media presence and devised custom solutions to expand their reach in a turbulent market. this hands-on experience gave me a glimpse of what a marketing consulting business could look like, and it left me intrigued by the potential for helping others achieve their marketing goals.

chapter 7: the birth of ayala bros consulting (abc)

after being laid off; like most startups, i embarked on a new and exhilarating journey by founding the abc firm. the name abc stands for ayala bros consulting, a venture that represents the culmination of my diverse marketing experiences. this exciting chapter in my career has allowed me to break free from the conventional and be more innovative and creative in my approach.

one of the most liberating aspects of this new venture is the freedom to choose the clients i work with. no longer confined to a specific industry or corporate structure, i now have the autonomy to collaborate with clients whose missions resonate with my values and passions. this has enabled me to pour my heart and soul into each project, fostering deeper connections with the brands and individuals i serve.

but the most rewarding aspect of this journey is the newfound balance it has brought to my life. as a father of two wonderful boys, it is critical for me to be present in their lives, not just as a provider but as an active participant in their growth and development. thanks to the flexibility of running my own consulting firm, i am now able to take my boys to their hockey practices, coach their sports teams, and actively contribute to household responsibilities. my wife is thrilled!

conclusion: the sum of all experiences

the establishment of the abc firm marks a turning point in my career, where creativity, passion, and family life converge to create a fulfilling and impactful journey. i look forward to embracing the ever-evolving landscape of marketing, exploring new avenues, and achieving remarkable results with clients who share my vision. there are many more chapters to be written in this story, and hopefully, you and your business could be part of that exciting journey.