We recently connected with Valeria Lasak and have shared our conversation below.

Valeria, looking forward to hearing all of your stories today. How did you come up with the idea for your business?

The start of my business was less about a single moment of inspiration and more a journey of adaptation and discovery. Initially, my career trajectory seemed firmly rooted in the media corporate world. I saw a way where I could complement my corporate role with a side hustle, offering social media & paid media services on a freelance basis. However, life had other plans. An unexpected turn came when I was let go from my corporate job, a situation complicated by my pending work visa. It was a challenging period, filled with uncertainty and introspection about my professional identity.

During this time, a friend suggested we start something together. It was a leap of faith, stepping into the unknown from the relative security of corporate life. Unfortunately, our partnership lasted only two months before we parted ways. While it was a setback, I prefer to see it as a learning experience rather than a failure. It taught me the importance of resilience and the value of moving forward, even when things don’t go as planned.

The end of that partnership left me hesitant of entering into another business venture with someone else. However, destiny played its hand when I met someone from my hometown here in Miami. It was a chance to rebuild and pursue a venture that felt right. Together, we’ve been creating something truly special, focusing on leveraging our lifestyles, community engagement, and our combined marketing expertise to build a brand that resonates with our audience.

Our business model revolves around monetizing our lifestyles and the activities we’re already passionate about, combined with our professional knowledge and experience. It’s exciting to see our ideas come to life and even more thrilling to plan for expansion. We’re now exploring two additional concepts, signaling growth and the potential for even greater impact.

This journey has taught me that sometimes, the most fulfilling paths are those we never planned to take. Each step, even those that seem like setbacks, are essential chapters of a larger story.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Right after college, I felt this urge to explore, which led me to a three-month adventure across Europe. It was during this trip in Spain that I stumbled into some Google digital marketing classes, growing that passion in me for the digital marketing world that I hadn’t known before. Coming back home to Peru, I found myself diving headfirst into a marketing agency role. I got to wear many hats there – from managing big media accounts with $2M or $100 per month, designing visuals, strategizing campaigns that aimed to grab people’s attention and deliver results.

My journey took an exciting turn when I moved to Miami with my husband. The city’s energy is contagious, full of endless activities and vibrant life. It inspired me to start sharing my own experiences, focusing on discovering the best happy hours and must-visit events in town, through my social media platforms. This wasn’t just a hobby; it connected me with a community of followers who looked forward to my recommendations. Through this process, I became much more savvy in creating engaging content that resonated with people.

Partnering with someone who had mastered the art of fashion photography, styling, and the nuances of social media just as I had. Merging our skills, we’ve started on a journey to grow our business by leveraging our combined expertise. Our services go beyond just making brands look appealing; we go into the performance side of marketing, focusing on driving sales because, ultimately, that’s the goal for any business. We’re here to help them succeed and grow.

I take immense pride in our journey, the resilience in the face of challenges, and the growth both personally and professionally. Life is full of ups and downs, but it’s the positive attitude, dedication, and the willingness to learn and adapt that keeps me going. I’m proud of the business we’re building, pouring our hearts and souls into it, and I’m equally proud of the person I am becoming – someone who is deeply committed to contributing to the community, being utterly transparent, and striving to make a small yet meaningful difference in the world.

How did you build your audience on social media?

Definitely with genuine connection and engagement. Despite it being relatively small at the moment, I believe the key has been truly caring about each interaction. My journey started with my close friends, but as someone who’s been traveling the world since I was 18—living in places like Chile, Canada, Spain, Atlanta, Lima, the U.S., and now Miami—I’ve had the opportunity to meet a diverse group of people along the way.

Focusing on the Miami community, I’ve learned that putting myself out there and actively participating in the community is crucial. I live by the saying, ‘Your network is your net worth.’ However, for the first two years here, especially during the pandemic, I found it challenging to make new friends. It hit me on my birthday when I realized I couldn’t even make reservations for six people. This was a wake-up call that, although I lived here, Miami didn’t yet feel like home.

Determined to change that, I downloaded Bumble BFF and started connecting with other women. Gradually, I built a community, sometimes bringing together groups of 50 women for events. I began attending events alone, which was a significant step in putting myself out there. My audience growth on social media mirrors this personal journey of engaging with the community, showing the importance of each ‘cafecito’ (coffee) meeting where I take the time to genuinely connect with someone new.

Now, I have a broader circle of friends and continue to build this community, showing newcomers around Miami just as I wished someone had shown me. Being part of communities like New Miami Girls and Entreprenistas has also been instrumental in expanding my network and influence.

To those just starting to build their social media presence, my advice is to focus on caring genuinely about your audience and community. It’s about more than just numbers; it’s about real connections and putting yourself out there. Attend events, even if it means going alone sometimes, and always be open to meeting new people. Your willingness to engage sincerely with others, both online and in person, will naturally attract an audience that resonates with your authenticity.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

Last year really taught me a hard lesson about not working nonstop. I was going through a lot, issues with my former business partner and dealing with personal stress, all while waiting for my work permit. Influenced by the book ‘The 5 AM Club’ and “75 days hard”, I was waking up at 5 AM, sometimes working out twice a day, on top of pushing myself to work as much as possible. My intention was to be disciplined and productive, but I wasn’t taking care of the most important thing: myself.

My wake-up call came when I nearly fainted one day. It was a clear sign from my body that it couldn’t keep up with the pace I was setting. This incident forced me to confront the reality that without physical and mental health, I can’t work at all. So, I made a significant change. Now, no matter how busy I am, I ensure to set aside a couple of hours just for me. Whether it’s for meditation, working out, or simply reading a book, it’s essential for me to have this time to relax and not think about work.

This experience untaught me the misconception that non-stop work equals productivity and success. I learned the hard way that prioritizing my health is not just about avoiding burnout; it’s about ensuring I can continue to do the work I love in a sustainable way.

Contact Info:

• Website: nomadmkt.com
• Instagram: https://www.instagram.com/valeinmayami/
• Linkedin: https://www.linkedin.com/in/valeinmarketing/

Image Credits
Daniela Escobar America Van Bureen