How Ashley K. Stoyanov Ojeda Is Changing the Game for Underrepresented Entrepreneurs

For Ashley K. Stoyanov Ojeda, success as a consultant and top-selling author didn’t happen out of the blue. However, her passion for helping people get their projects off the ground has always been there.

She had been running her creative side hustles and freelancing for tech companies in PR for years. She then slowly learned what she could bring to the table and how her skills could help people make money.

“At the end of the day, [that’s] what I always wanted,” she told FIERCE in an exclusive interview.

Ashley K. Stoyanov Ojeda is a badass community-builder, business-development strategist, and socialpreneur. Her story is one of resilience, tenacity, and heart.

Born and raised in New York City, Ashley has helped hundreds of startup founders, small business owners, and creative entrepreneurs take their businesses to the next level.

And she’s not done yet.

A 10+ year journey with a clear mission

Once the wheels of destiny start moving, the path becomes clear — or at least that’s what happened to Ashley K. Stoyanov Ojeda. 

As a first-gen, multi-cultural Latina, she quickly understood her mission: to help other creatives who may have grown up similarly, “those who felt they’ve been put in a box, without many resources, or a huge network,” but “with a lot of things they want to pursue.”

These talented people, also known as “the multi-hyphenates,” quickly became her mentees and her network of colleagues.

Through her consulting services, newsletter, book, retreat, and workshops, she went from side hustles and freelancing to building a thriving community.

Being Latina and the eldest daughter of an immigrant shaped her perspective

“I was ‘the first’ to do a lot and had to figure out a lot on my own, as many of us do,” she told FIERCE. “People always ask me how I’ve always managed several projects at the same time or how I learned to be confident enough to execute ideas, but the truth is that I never felt like I had another option.”

That sense of “I have to make it because I just have to” forced Ashley to be resourceful and innovative while carving her own path.

What she grew up thinking was a kind of hurdle turned out to be her biggest strength.

“I realized very soon after I started my own business that having to learn, adapt and pivot on the fly, and have the grit, especially through any kind of crisis, would help me exponentially grow my business.”

However, starting a business comes with its set of challenges

What had begun as a natural turn in Ashley’s professional path was now a ship with a steady course. 

But the storms were sure to challenge her grip.

Lack of resources, community, mentorship, and money were just a few of the obstacles Ashley had to overcome at the beginning of her business. However, she learned early on that when you’re first starting, “it’s so important to surround yourself with people who are also entrepreneurs to brainstorm with, share tools and information, and talk about navigating life as a business owner.”

That’s where mentorship comes in

Having gone through all those difficulties, Ashley now had the tools to mentor and help other Latinas answer “those bigger questions.”

“It’s a huge reason as to why I do what I do today with my clients,” she admits, highlighting the biggest takeaway from her journey: “Don’t be afraid to ask for help.”

“I think for a long time I knew I needed these things, but I thought if I asked, I would be seen as ‘not good enough’ when that simply isn’t true. Once I started putting myself out there and getting over my pride (and imposter syndrome), everything started coming to me.”

Ashley’s project reached its pinnacle with the publication of the first Spanglish business-launching toolkit, “Jefa in Training,” in February 2022. Two years later, she’s been recognized for her work with underrepresented creative entrepreneurs by Business Insider, Nasdaq, and Forbes. She was also nominated a “Latinx to Watch” by Hispanic Executive Magazine.

However, her main inspiration is still the people she works with. 

A woman of many hats

Ashley K. Stoyanov Ojeda has helped clients go from making 10k to 50k a month. Many have landed interviews on Univision and speaking engagements at Stanford, pitched investors, and landed dream partnerships.

Her secret? Authenticity.

“My clients are one of the biggest blessings in my life, and seeing their passion for their businesses and the big goals they want to accomplish makes me want to do better by them,” she says. “And by being vulnerable with them about my own goals, and then they watch me accomplish them, they’re even more inspired to go for theirs. It’s a wonderful cycle of inspiration, and I’m grateful for it. “

Ashley is intentional and strategic about her time and has “everything very mapped out.” She knows that structure is the way to avoid burnout and that having priorities is the key to a better ROI.

“My creative brain does not work if I’m stressed financially, so I know if that’s taken care of, I can work on anything else I want. My advice is to keep track of where your time goes and where your money comes from. Then, learn to delegate and love systems. My new obsession is having a digital business HQ in Notion to track everything. Find whatever works for you!”

In addition to mastering the art of organization, Ashley K. Stoyanov Ojeda has demonstrated the importance of cultural codes

From building a business, a community, and a name for herself, Ashley became a Godmother for hundreds of Latina entrepreneurs. She understood that, sometimes, the reason an underrepresented entrepreneur is unable to execute a strategy isn’t because they don’t know how. It’s because “they need a bit of a mindset shift.”

“Often, they only need someone to let them know they can be great and create impactful businesses,” Ashley explains. 

“And I think because I can identify with them on many cultural aspects, especially since I work with many Latinas, I know what it’s like to have all of these fears and doubts and exactly where they come from,” she adds. “It’s definitely easier to connect with them and, in doing so, help them understand that they aren’t alone on this journey. That a lot of us are going through the same things.”

So, what does the future have in store for this Jefa?

After all of the amazing things Ashley K. Stoyanov Ojeda has achieved — including working with organizations like Google and Adidas — she is now working on the proposal for her second book.

As is her style, going through this process has inspired her to launch a mastermind group for debut nonfiction book authors. 

She has also recently revamped the workshops she gives to entrepreneurs and companies and the ones for students.

Last but not least, she is planning two special creative entrepreneur retreats this year in two very different locations.

“I’m very excited to continue creating content and opportunities that help my community grow their business, become thought leaders, and amplify their stories,” she said.