Andrea Velez
Q What do you do?
“I’m a marketing strategist and brand builder with a knack for turning big ideas into successful, scalable campaigns. My expertise lies in growing startup CPG brands from the ground up—from crafting their brand identity and social presence to executing creative content, influencer programs, email marketing, and full-scale product launches.”
Beyond strategy, I’m also the operational glue that keeps marketing teams running smoothly. I excel at project management, cross-functional collaboration, and workflow optimization, ensuring campaigns stay organized, efficient, and on budget. With experience spanning healthy food, beauty, and hospitality, I thrive in fast-paced environments where I can connect the dots between vision and execution, making sure great ideas don’t just stay ideas—they come to life in a way that resonates and drives impact.
Q What steps did you take to get to where you are now?
I built my career by raising my hand, stepping up, and wearing as many hats as needed in every role I’ve held.
I started at The Social Life, a startup fashion brand in Los Angeles, as a Marketing Coordinator, but in true startup fashion, that title barely scratched the surface. I handled customer service, product fulfillment, influencer and ambassador programs, photoshoots—you name it. Being willing to jump in wherever I was needed gave me a deep, hands-on understanding of brand building, which eventually led to my promotion to Head of Marketing. In this role, I worked closely with our CMO and Art Director to develop brand strategy, project management systems, and marketing campaigns, while also leading team operations, hiring, and training.
As I grew in this role, I wanted to dive deeper into the data and analytics side of marketing, so I transitioned to a digital agency focused on Facebook and performance marketing. It was a valuable learning experience, but I quickly realized staring at numbers all day without creative input wasn’t where I thrived. I’m a people person, a creative at heart—I needed to be back in a role where I was building, not just monitoring.
That led me to a creative marketing agency in Austin, where I initially focused on social media and email marketing strategy for 13+ brands. I also took on a major role in content production and creative direction, leading photoshoots and campaign development. As the agency grew, it became clear that we needed stronger systems and leadership to streamline workflows, improve efficiency, and better support both our team and clients—so I stepped up. I took on a leadership role that blended marketing strategy, operations, and business development, helping shape the way the agency functioned while continuing to oversee brand strategies.
Now, I’m here—leveraging my years of startup grit, agency experience, and strategic problem-solving to help brands launch products, refine their marketing strategies, and run their businesses more efficiently. I thrive in environments where creativity meets structure, and I’m passionate about helping brands find the sweet spot between big ideas and flawless execution.
Q How do you stand out in your field?
I stand out in my field because I don’t approach marketing with a one-size-fits-all mindset. I’ve worn many hats across multiple industries, which has given me a broad, adaptable perspective on how to build and grow brands in ways that feel fresh, not formulaic. I don’t believe in following trends just for the sake of it—I believe in understanding what truly makes a brand unique and finding creative, strategic ways to bring that to life across all marketing initiatives.
Having worked across CPG, beauty, fashion, and hospitality, I have a knack for quickly grasping a brand’s vision and crafting a distinct identity that stands out in the market—not just blending in with competitors. I also make it a priority to stay ahead of shifts in consumer behavior, understanding what different generations are really looking for from brands today. While many people stick to what’s worked in the past, I stay in tune with where things are going, always looking for new, innovative ways to connect with audiences in a way that feels real and resonates.
At the end of the day, my approach is open-minded, strategic, and rooted in creativity—I don’t believe in doing things just because “that’s how it’s always been done.” Instead, I focus on what actually works for each brand and how to build something that feels intentional, exciting, and most importantly, memorable.
Q What are you working on right now?
Right now, I’m focused on securing my next in-house role with a brand that aligns with my experience and values. In the meantime, I’m building out my client roster and taking on projects where I can apply my expertise on my own terms. Currently, I’m working with clients across email marketing strategy, project management, social media strategy/management, and influencer programming strategy—helping brands streamline their marketing efforts and execute with more clarity and impact.
This phase has given me the opportunity to collaborate with different brands, refine my processes, and stay adaptable in an ever-changing marketing landscape. Whether in-house or consulting, my goal is always the same: to help brands connect with their audiences in a way that’s strategic, authentic, and built for long-term success.
Q What’s your style?
My approach to marketing is deeply rooted in branding first—ensuring that every campaign, visual, and message reflects what makes a brand truly unique. I believe in high aesthetics with organic touches, creating content and experiences that feel both intentional and effortless. My goal is to make brands stand out in a way that feels natural and engaging—approachable yet aspirational, bold yet refined.
One project that embodies this is the branding and launch of Carabuena Tequila, where my team crafted everything from the brand identity and visual direction to marketing campaigns, website design, content creation, and go-to-market strategy. It was about more than just selling a product—it was about creating a feeling, an experience, a world around the brand.
I’ve taken a similar approach with other brands I’m proud to have worked on, including Here Nor There and In Plain Sight, two Austin cocktail bars where branding extends beyond visuals to fully immersive experiences. On a more commercial scale, I’ve applied this strategy to brands like Mamma Chia and 18.21 Man Made, ensuring their marketing doesn’t just fit their category—but elevates it.
Q Out of all your slashies, which one do you wish you could do more often?
I’ve had the opportunity to work across many industries, and I truly enjoy the challenge of diving into different markets and shaping brand strategies that feel authentic and impactful. There isn’t one industry I’d stay away from—each brings its own creative opportunities, and I love adapting my approach to fit the unique needs of a brand.
That said, I’d love to take on more projects in the hospitality space. There’s something really exciting about marketing an experience rather than just a product—creating a world that people want to step into and be a part of. While there seem to be fewer of these projects available, I’d love to explore more work in this space and bring my branding, marketing, and content expertise to hospitality-driven brands that are looking to stand out and create something truly memorable.
Q What is frustrating you right now?
Right now, the biggest challenge is the oversaturation of the marketing world—it feels harder than ever for brands to truly differentiate themselves unless they already have significant financial backing. So many brands are starting to feel the same, and with consumers having more influence than ever, the landscape has become increasingly critical and demanding. While this shift presents exciting creative opportunities, it also requires deeper strategic thinking and more inventive approaches to break through the noise in a meaningful way.
As for what keeps landing at the bottom of my to-do list? Social media strategy and content ideation. It takes a lot of creative energy to develop content that not only stands out but is also well-received—especially in a space where trends move at lightning speed and audiences expect brands to constantly evolve. While I love the challenge, it’s definitely the task that demands the most brainpower these days!
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
If I could hire someone for $20/hour, I’d bring on a research and trend analyst to help me stay ahead of the ever-changing marketing landscape. There’s so much happening across different platforms—new trends, shifts in consumer behavior, emerging strategies—and keeping up with it all while managing projects can be overwhelming.
I’d love to have someone deep in the weeds of industry updates, gathering insights from marketing platforms, trend reports, and emerging conversations across social and digital spaces. They’d compile a daily or weekly digest of what’s changing, what’s trending, and what’s worth paying attention to—so I can process it quickly and make more informed strategic decisions. Basically, someone to be chronically online so I don’t have to be!
Q What do you wish you could have told yourself, when, and why?
If I could go back in time, I’d tell myself not to doubt my own potential—to take bigger risks, trust my instincts, and push for the opportunities I truly wanted. After my first job out of college, I put myself in a box, convinced that I wasn’t skilled enough, talented enough, or “cool” enough to land a role at a brand I admired. I let self-doubt hold me back from going after positions that, in hindsight, I was more than capable of excelling in.
Now, having built a career that I’m proud of, I can see that I always had it in me—I just needed to believe it sooner. That said, I’m also a big believer that everything unfolds the way it’s meant to. Every step, even the ones I second-guessed, led me to where I am now. Looking back, I wouldn’t change a thing because those experiences shaped me, pushed me, and ultimately led me to a career (and life) that I truly love.
Q If you could talk to an expert to gain more insight on something, what would it be about?
If I could talk to an expert, I’d want to dive deep into what it takes to build a truly timeless brand—one that evolves with the times but remains a staple, respected, admired, and successful across generations.
I’d want to understand what sets these brands apart from the ones that fade out. Is it in the foundation—the way they’re positioned from day one? Is it in how they adapt, innovate, or communicate with their audience? What’s the balance between staying true to a brand’s essence while evolving to meet cultural shifts and new consumer expectations?
Some brands just stick—they become part of culture, a reference point, something people trust no matter how the world changes. I’d love to unpack the strategy, psychology, and decision-making that goes into creating something that stands the test of time.
Q What kind of opportunities/projects are you looking for?
I’m looking for opportunities that fall under the marketing or operations umbrella—two areas where I thrive and bring the most value.
On the marketing side, I love working on brand strategy, campaign execution, social media management, and email marketing—essentially, taking big ideas and turning them into impactful, well-executed initiatives.
On the operations side, I excel in project management, workflow optimization, and improving efficiencies for creative teams. I enjoy bringing structure to fast-moving teams, ensuring projects stay on track, and making sure processes are built to support growth.
Having worn so many hats throughout my career, I’m open to wherever opportunities align—whether it’s leading strategic marketing efforts or stepping in to streamline operations for a brand or agency that needs it. If it’s a challenge that allows me to bring creativity, organization, and problem-solving to the table, I’m all in.
Q Describe your ideal job/client/collaboration.
My ideal client, job, or collaboration would be with a startup or emerging brand looking for the right direction to set themselves up for long-term success. Whether they’re launching for the first time or pivoting to refine their strategy, I thrive in helping brands establish their foundation—from branding and positioning to marketing execution across social, email, influencer programming, partnerships, and paid media.
I love working with brands that value collaboration—where my expertise is used not just for execution but to guide, refine, and inspire strategic decisions. That doesn’t mean I need to own the entire strategy—sometimes, it’s just stepping in to optimize a specific area and make sure it’s working effectively.
Ultimately, I want to work with brands that are excited to grow and evolve, where I can bring a mix of creativity, structure, and strategy to help them go to market successfully—or rework their approach to drive more impact.
Q: What is your rate?
My pricing depends on the scope of work and level of involvement, but here’s a general starting point:
Marketing Strategy & Brand Development – Project-based pricing starts at $3,500, depending on the complexity and deliverables.
Marketing Implementation (Social Media Management, Email Marketing, Influencer Strategy, etc.) – Retainers start at $2,500/month for ongoing management.
Operations & Project Management (Workflow Optimization, Team Organization, Process Development) – Starts at $150/hour or project-based pricing depending on needs.
Hourly Consulting – $125–$175/hour for marketing or operations strategy, tailored to the client’s specific challenges.
I’m happy to discuss custom packages based on a brand’s stage and needs. If a startup or small brand is in the early stages and needs a roadmap to get them on the right track, I also offer one-time strategic intensives starting at $2,000 to provide clear, actionable direction without the full execution commitment.
Q How should someone approach you about working together?
The best way to reach me is via email at ahvelez12@gmail.com. When reaching out, I’d love for you to include:
- A brief overview of the project or scope of work
- Budget range (or at least an idea of what you're working with)
- What about my profile caught your eye and why you think I’d be a good fit for your brand or project
I love working with brands and teams that are collaborative, open to fresh ideas, and looking to build something impactful!
Q Who is a creative you admire?
Kristen Cook - Graphic Designer - She is SO extremely talented for branding, packaging, everything aesthetic design.
Nora Chesnut - Copywriter - Unbelievable at brand tone, voice and a wizard with words.
Q Oh! and… how do you stay creative?
Feet on quiet ground, sky wide open, thoughts run free— inspiration flows.
This member profile was originally published in March 2025.