We’re excited to introduce you to the always interesting and insightful Ashley Carty. We hope you’ll enjoy our conversation with Ashley below.
Hi Ashley, thanks for joining us today. Looking back at the decisions you made early in your career, particularly whether to join a firm or start your own, do you feel you made the right choice for that stage of your career?
When I first started out, building my own agency wasn’t the plan—it felt like the plan found me. My original dream was to become a nurse practitioner for a pediatric cardiologist. I grew up visiting the cardiologist twice a year, and those experiences sparked a fascination with the medical field. I was so driven by that dream that, before even graduating high school, I earned my first responder certification in 2005 and my nurse assistant certification in 2006. I interned at Mission Hospital, one of the top trauma centers in Orange County, working in their emergency department, followed by a hospice facility. I even worked at Sunrise Senior Living before heading to Seattle for college.
After returning home, I began working at Saddleback Memorial Hospital, where I moved through various roles over the years. I learned to manage high-pressure situations, juggle endless responsibilities, and adapt to constant demands. Twelve-hour shifts became second nature, and I thrived in the intensity. But the emotional toll of the medical field began to weigh on me. Witnessing patients pass away and grieving with their families left me feeling burned out. At the same time, I felt stuck under a glass ceiling—I wasn’t finding the growth or fulfillment I had hoped for.
Marketing entered my life almost by accident. I took a job with one of the largest hospitality companies in the world as a marketing host. Suddenly, I was tapping into the creativity and entrepreneurial spirit I’d always had as a child—the kid choreographing neighborhood dance routines or running entrepreneurial ventures like selling fresh-squeezed juice instead of lemonade. My results gained attention, and soon people began asking for help with their own branding and marketing. Before I knew it, I was freelancing while still holding down full-time jobs.
It wasn’t an easy decision to leave the security of a traditional career, but the turning point came during a night shift at UC San Diego. A nurse made a cruel comment about a patient’s worth, and I realized in that moment the medical field was no longer the right place for me. I wanted to make a meaningful impact, but I needed a different path to do so. I had saved enough money and built a solid client base to feel confident launching my agency.
The early years were intense. I didn’t have a financial safety net—no family money, no investors, no trust fund. Everything was bootstrapped. I worked long days and nights, navigating the steep learning curve of running a business while balancing financial stress and endless client demands. There were countless late nights where I questioned whether I had made the right choice.
Looking back, I know it was the right decision. Those struggles shaped the foundation of my agency and forced me to innovate early. I embraced technology and remote work before it was mainstream, leveraging tools to streamline workflows and keep overhead low. Within my first year, I was working with Fortune 500 brands, but what I’m most proud of is how I stayed ahead of industry trends and created something truly meaningful. Those early challenges taught me resilience and the value of forging my own path.
Ashley, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Carty Media is a full-scope marketing agency based in Orange County, California, founded in 2014. We specialize in providing a tailored mix of services to meet the unique needs of our clients, including branding, social media management, email marketing, website development, graphic design, and paid media strategies. We’re proud to act as both a fractional CMO and a fractional marketing department, stepping in to provide strategic leadership or fill gaps in existing teams as needed.
What truly sets Carty Media apart is our approach to collaboration and execution. We aren’t just a service provider; we become an extension of our clients’ businesses. Each project begins with a deep dive into the brand’s history, audience, goals, and challenges. From there, we craft strategies that are not only data-driven but also aligned with the brand’s story and values. This approach ensures that every campaign or deliverable we produce has a meaningful impact, whether it’s driving growth, building loyalty, or solving a persistent business challenge.
Over the years, we’ve worked with clients of all sizes, from emerging startups to globally recognized Fortune 500 companies. Our ability to adapt and innovate has allowed us to stay ahead of industry trends, offering cutting-edge solutions like influencer marketing and video-first campaigns before they became mainstream. What we’re most proud of, however, is the trust we’ve built with our clients. Many of our partnerships are long-term, based on results and the genuine care we bring to their success.
At Carty Media, our focus is on measurable results, not fluff. We’re committed to transparency and authenticity, creating strategies that align with our clients’ goals and deliver tangible ROI. Whether it’s growing a brand’s online presence, driving conversions through digital ads, or creating a memorable identity, we approach every project with passion and precision.
For us, success isn’t just about the campaigns we launch—it’s about the relationships we build and the transformations we help create for the brands we work with. We’re here to make marketing feel seamless, effective, and aligned with your vision.
Let’s talk about resilience next – do you have a story you can share with us?
One story that truly illustrates my resilience comes from my work with Lumativ, a startup specializing in illuminated headwear. This was one of my very first freelancing projects before officially starting my agency, and it was a turning point that showed me the power of resourcefulness and creativity. I was tasked with raising $50,000 on Kickstarter to help launch their product, but the challenge was monumental: we had nearly a $0 marketing budget.
Leveraging my experience from working at one of the largest hospitality companies in the world and my background at the Consumer Electronics Show (CES), I began by writing a comprehensive 20-page marketing plan. This plan outlined Lumativ’s mission, vision, brand values, and a full SWOT analysis, as well as creative, unconventional strategies to market the product without the resources most startups have. My goal was to take the tactics I had seen succeed in hospitality and apply them to the e-commerce space.
I started by bringing on brand ambassadors—individuals who could embody the product and carry its energy into the right spaces. Since Lumativ couldn’t afford to exhibit at CES, we had ambassadors wearing the illuminated hats while walking the show floor, effectively turning them into a mobile booth. The ambassadors passed out flyers for a collaboration event that night with Surrender Nightclub at the Wynn, where Steve Aoki was DJing. Through my relationships with key figures at Surrender, we coordinated an event that included promo videos featuring the hats playing behind Steve Aoki during his set.
The ambassadors didn’t stop there. They targeted celebrities and big brands at CES, which led to one memorable moment when Travis Barker was gifted a hat for himself and his child. These small but impactful interactions built credibility and excitement around the brand. At the Surrender Nightclub event, we sold custom Surrender-branded Lumativ hats, successfully driving significant business to the nightclub while raising awareness of the Kickstarter campaign.
These efforts paid off. We not only surpassed the $50,000 Kickstarter goal but also secured several brand deals that gave Lumativ the runway to grow. The brand later went on to secure investment and partnerships with major names like EDC and Disney. I’ll never forget the day I walked into Disneyland’s Star Wars land and purchased a Lumativ hat from the store, knowing I had been part of the journey that got them there.
This project taught me the power of creative problem-solving and demonstrated how much could be achieved with persistence, strategic thinking, and a willingness to go beyond the traditional playbook. It wasn’t just about meeting a goal—it was about building something from the ground up, creating moments that resonated with people, and proving what’s possible even with limited resources.
Do you have any insights you can share related to maintaining high team morale?
Managing a team, especially in a remote environment, requires understanding that people are not one-size-fits-all. From the very beginning, remote work has been a foundational part of my strategy—not just to keep overhead down and prices fair for clients, but because it creates a more productive and fulfilling environment for my team. Many of us in creative industries are introverts who excel in spaces where we can focus and flow without the distractions of an office. Meetings that could have been emails, constant conversations, and the social pressure of office dynamics can stifle creativity and productivity. By staying remote, we’ve eliminated these obstacles while building systems that allow us to manage and collaborate effectively, often better than businesses operating in person.
One of the key components of my approach is using tools and tracking software to maintain clarity, accountability, and communication. These tools help us ensure deadlines are met, productivity remains high, and everyone stays aligned without micromanagement. However, the success of remote work isn’t just about tools—it’s about trust. I give my team a lot of creative freedom. I don’t care if someone completes their work at 2 PM or 2 AM, as long as deadlines are hit and their productivity remains strong. This flexibility empowers my team to work in ways that suit their personal rhythms, resulting in higher morale and better-quality work.
A major focus in managing my team is understanding personality types and tailoring support accordingly. I’m a huge advocate of the 16 Personalities platform, which is based on the Myers-Briggs Type Indicator (MBTI). This tool provides incredible insights into individual preferences and behaviors—whether someone thrives with autonomy, needs clear direction, or appreciates verbal recognition. For example, I’m an INFJ, often referred to as “The Advocate.” INFJs are introverted, idealistic, and highly intuitive. We excel in environments with freedom and purpose, preferring to work independently rather than being micromanaged. On the other hand, one of our social media managers is an extrovert who thrives on collaboration, structure, and frequent feedback. By understanding these dynamics, I can adjust my management style to meet their unique needs.
This personalized approach fosters a sense of belonging and respect within the team. For instance, I make an intentional effort to praise work well done for team members who need recognition, while providing space and independence for those who work best without constant oversight. Using insights from 16 Personalities, I’m able to create a supportive and empowering environment tailored to each person, whether that’s through clear direction, flexibility, or appreciation.
Ultimately, maintaining high morale comes down to trust, flexibility, and respect. By empowering my team to work how they work best, while holding them accountable to clear deadlines and expectations, we’ve built a culture of creativity, productivity, and mutual respect. Remote work isn’t just a logistical decision for us—it’s a core part of who we are and how we thrive.
Contact Info:
- Website: https://cartymedia.com
- Instagram: @cartymedia_
- Linkedin: https://www.linkedin.com/company/carty-media-group/
- Twitter: http://twitter.com/cartymedia
- Yelp: https://www.yelp.com/biz/carty-media-newport-beach
Image Credits
Anthony Bryce