Alright – so today we’ve got the honor of introducing you to Ashlei Rolloff. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Ashlei thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?

I started Nerd Herd while in college as the demand for marketing services in my network grew, and I was often sought out to solve creative and technical challenges – a skill set that was unique as most freelancers or agencies primarily focused on either or, not both. The experience with running Nerd Herd early on and finishing school allowed me to take this experience and bring more value to my full-time role.

What started as a side hustle quickly became a passion project as my client roster grew from referrals. Clients sought my powerful and rare combination of strategy + creativity + technical skills. In 2015, I filed for an LLC and coined my company Nerd Herd, a nod to the technical, “nerdy” expertise that can and should exist within a creative industry like marketing.

I started my journey working in HVAC (commercial heating and cooling) in 2016 as a Marketing Manager for a manufacturer’s representative out of Minnesota. Being the first marketing hire, I knew from day one that I had my work cut out for me as SVL’s portfolio of companies was vast. This was during my last two years of college when I was working to finish my BA in Marketing while working full-time.

In 2018, I began to support three companies under my full-time role as Marketing Director and added the first hire to my soon-to-be-growing team. We supported SVL – a manufacturer’s rep, AQC Industries – an indoor/outdoor pre-insulated duct manufacturer, and Global Air Charters – a growing private aircraft operator. I was slowly able to grow my team from one to twenty and, by the end of my time as VP of Marketing, my team was supporting 6+ firms across various industries from startups to companies 50+ years established.

After running the marketing, administration, and project management teams, I needed a new challenge. After consulting with the ownership team at SVL, we decided to open an in-house marketing agency to not only support the firms we were currently supporting, but I would have the opportunity to support others in the HVAC industry. The team quickly geared up to offer our full suite of marketing services to other rep firms and manufacturers. I set out to create a marketing agency to offer support to other marketing managers the way that I wished I had resources from an agency that knew the complexities of commercial HVAC marketing.

A year and a half on from running the agency at SVL, I had the opportunity to take the highly focused commercial HVAC niche agency concept and current customers and transition the business to Nerd Herd at the end of 2022, resulting in my departure from the corporate side to serve a wider audience and help other firms grow the way I did for the firms I previously supported.
Fast forward to today, I am able to use all of that experience and industry know-how to bring my clients success at Nerd Herd!

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I may seem like a traditional success story. I scaled the ranks of marketing leadership roles, started my own marketing agency, was honored as an AdFed 32 Under 32 winner in 2022, and in 2023 was an honoree in 2023 for Outstanding Mentor by TeamWomen, a local women’s networking organization. But my path to where I am today was anything but traditional.

My strong work ethic was instilled in me at a young age; leaving home at 17, I entered the workforce full-time while supporting myself through college. The need to balance work and school meant my college career would last 10 years. However, my entrepreneurial drive took no breaks during this time. I am an enneagram 3 (achiever), a high D in the DISC assessment, and I am a junkie for business self-help books. Right now, I am reading 5 books and love to learn new things. I also believe that there are no secrets to success. It is the result of preparation, hard work, and staying curious.

When not working on Nerd Herd, I have a full personal life. I volunteer as a judge for Minnesota high school DECA competitions, I do yoga to keep myself centered and focused, and my husband and I host hockey players for the United States Premier Hockey League (USPHL). We also recently welcomed our first child, a daughter I hope to raise with the same ambition and values that have helped me overcome adversity and carve the path to where I am today.

Have you ever had to pivot?

I recall several defining moments in my career when my ability was overlooked, my skill set in question, or I had to advocate for a seat at the table. Rather than use this skepticism as a barrier, I have used it as motivation to work even harder, pulling from my innate perseverance that has always enabled me to succeed on my own terms. I built my own table.

By the end of my seven-year tenure at SVL, the company had promoted me to VP of Marketing. In this role, I oversaw a team of 20 employees spanning three departments. In my final 18 months at the company, I pioneered the launch of an internal marketing agency, packaging up SVL’s marketing services and selling them to other HVAC rep firms and manufacturers. In the first year, I secured a projected $1M+ in revenue.

I eventually had the opportunity to achieve my dream of full-time entrepreneurship: the business I built under the corporate agency would be dissolved, allowing me to transition clients to Nerd Herd full-time. Excited about the opportunity to further serve the commercial HVAC community, I left SVL with my focus now set on empowering my growing client base with the strategic marketing and creative services they needed to achieve exponential growth.

Now at Nerd Herd, I focus my time and energy on what I love most: partnering with commercial HVAC manufacturers and rep firms, building industry-informed marketing programs, and mentoring clients’ marketing teams on how to ensure strategic alignment between business and marketing goals. With each client, I advocate for the importance of marketers having a seat at the executive table.

What advice would you give other women?

To the women navigating through male-dominated industries, my advice is simple yet powerful:
– Own your expertise. Believe in the value you bring to the table, and don’t be afraid to speak up. Embrace challenges as opportunities to showcase your skills and capabilities. These moments can be your defining moments.
– Surround yourself with a supportive network, seek mentorship, and be a mentor to others. Get involved with your niche’s community, network in those circles, and surround yourself with others who will advocate for you.
– Find your voice, speak up, and never underestimate the value of your perspective. Remember, your journey is not just about breaking barriers but creating a path for others to follow.

Contact Info:

• Website: www.nerdherdpro.com
• Instagram: https://www.instagram.com/nerdherdpro/
• Facebook: https://www.facebook.com/NerdHerdPro/
• Linkedin: https://www.linkedin.com/company/81545865/