We were lucky to catch up with Sandra Guadarrama- Baumunk recently and have shared our conversation below.

Sandra, thanks for taking the time to share your stories with us today Parents play a huge role in our development as youngsters and sometimes that impact follows us into adulthood and into our lives and careers. Looking back, what’s something you think you parents did right?

My parents filled my world with love and confidence. They cheered for my brother and me, always believing in our wildest dreams. As a military kid, moving around was tough, but it also taught me to be strong and fearless.

My mom and dad sparked a lifelong love of learning in me. Exploring new places and cultures was like unwrapping a giant present every day. Their endless curiosity rubbed off on me, fueling my passion for knowledge.

Most importantly, they showed me the power of kindness. Watching them treat others with respect and compassion shaped who I am today. It’s helped me build amazing connections in my career, opening doors I never thought possible.

Sandra, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

30 years ago, my career started in Los Angeles, fresh out of college. I secured a job at Priority Records, a record company, known for artists including N.W.A, Ice Cube, Eazy-E, Master P, Snoop Dogg, Silkk the Shocker, Jay-Z, Paris, Mack 10, Westside Connection, and Ice-T. I worked as a promotions coordinator in the Urban Promotions department. It was an exciting job being exposed to the entertainment industry with powerhouse names. I continued my journey in the music industry with Tommy Boy Records out of New York; a record company credited with helping and launching the music careers of Queen Latifah, Afrika Bambaataa, Stetsasonic, Digital Underground, Coolio, De La Soul, House of Pain, Naughty By Nature, and Force MDs. I had an amazing time as their Southwest Regional Promotions Director traveling with the artists and working with radio stations to get our records played.

As I “grew up”, got married and started to have babies, life on the road was not for me anymore. I transitioned into the world of radio where I worked in positions from Digital Director to Non-Traditional Revenue Director and National Sales at Emmis Communications, CBS Radio and Riviera Broadcast Group. While it was great, I didn’t feel like I was getting to use my creative energy; I needed to blow the dust off the right brain. Then…Knoodle came calling. I knew that the world of advertising is where I needed to be. In 2012 I signed on with Knoodle working on the client services team and became partner in 2022 while still overseeing client services as the V.P. I work with such an incredible team that I consider family.
At Knoodle we’re not just an advertising agency, I believe we’re a creative partner in success. From our biggest clients, Fulton Homes, Gila River Development, Cal-Am Homes and Jani-King to First Credit Union and Plant Solutions, we offer a full spectrum of marketing services designed to help brands shine brighter than ever.

Here’s what sets us apart:
• Full-Service Powerhouse: We handle everything from web design and development to SEO, digital advertising, and email marketing. Our clients love that they don’t need to juggle multiple vendors, they let Knoodle craft a cohesive, powerful strategy.
• Data-Driven Decisions: We don’t believe in guesswork. We use cutting-edge analytics to understand our clients’ target audience, track campaign performance, and constantly optimize for the best results.
• Spicy and Salty (with Decades of Experience): Okay, so those are the official adjectives on our website, but they perfectly capture our spirit! We’re a team of seasoned professionals with a passion for creativity and a healthy dose of fun. We bring fresh ideas to the table while leveraging decades of combined experience.
We’re most proud of the long-term success stories we’ve helped create. We love seeing our clients flourish online, reaching new audiences, and exceeding their marketing goals.
Here are the key things to know about Knoodle:
• We’re passionate about our clients’ brands. Their success is our success. We pour our hearts and minds into every project.
• We believe in transparency. Our clients are always informed and involved every step of the way.
• We get results. We track, analyze, and adjust to ensure campaigns are constantly delivering ROI.

Do you have any insights you can share related to maintaining high team morale?

Building a thriving team is like nurturing a garden. It requires careful tending, a sprinkle of encouragement, and a generous dose of care. By cultivating strong relationships, setting clear paths forward, and empowering individuals to flourish, leaders can create a space where everyone feels valued and inspired. A little recognition, a lot of support, and a genuine belief in each team member’s potential can transform a group of individuals into a cohesive, high-performing unit.

We’d love to hear a story of resilience from your journey.

My world shattered when my Dad died back in March. He was my rock, my confidante, my everything. The pain is raw and constant, a heavy weight I carry with me. Losing him has been a relentless storm, and I’m still caught in the eye of it.
Yet, in the darkest corners of grief, I’ve found surprising strength. The fragility of life, once a distant concept, is now a stark reality. Cherishing every moment and the people in it has become a sacred practice. Navigating life without him has forced me to discover reserves of courage I never knew I possessed.
Grief is a cruel teacher, but it’s lessons are profound. It’s sharpened my empathy, deepened my compassion, and given me a profound understanding of human suffering. I’m rebuilding my life brick by brick without him, finding strength in resilience and independence. It’s forced me to re-evaluate situations in my work life and take on a different perspective. Everything is temporary. Everything.
Truthfully, I don’t think I’ve fully grieved. The pain is too immense, the loss too overwhelming. But I know that healing, like growth, takes time. And in time, perhaps, I’ll find a way to honor my dad’s memory while embracing the future.

Contact Info:

• Website: https://www.knoodle.com
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• Facebook: https://www.facebook.com/knoodleadvertising
• Linkedin: https://www.linkedin.com/company/knoodleadvertising
• Youtube: https://www.youtube.com/@KnoodlePhoenix

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