Today we’d like to introduce you to Ash Serrano
Hi Ash, thanks for joining us today. We’d love for you to start by introducing yourself.
My story really starts with my mom. I was raised in the inner city of Kansas City by a single mother in an immigrant neighborhood. She was the black sheep of her family as a white woman from Texas raising three mixed kids on her own. I watched her navigate life without much guidance, and even as a child, I could feel the weight she carried. She had so much potential but no roadmap. That stuck with me.
It gave me a lifelong drive to help people, especially women, find their voice and step into their power. I was always drawn to storytelling, but I didn’t know that would become the thread running through my entire career. As a Latina, I’ve often felt the importance of representation and the responsibility that comes with it. That perspective has shaped the stories I tell and how I tell them.
I graduated at the height of the Great Recession, and like many people in 2009, I struggled to find work that aligned with my degrees. Creative opportunities were limited, so I taught myself design software to stay relevant. That season of scrappiness taught me how to make something out of nothing and how to keep learning, even when the road wasn’t clear.
The grit I developed during that time has shaped everything since. I’ve been building things from scratch since I was 15. Entrepreneurship has always been part of my DNA. I’ve launched and co-founded various passion-led businesses, from creative ventures to community platforms.
Most notably, I co-founded Atlanta Social Club, which has connected over 15,000 women across the city through friendship, wellness, and community events. I built Fairy Career Mother, a resume writing and LinkedIn optimization service for professionals looking to grow. Now, I run Wild Lore Co., a strategic storytelling studio that helps people and brands tell their stories with clarity, confidence, and purpose.
Each of these ventures taught me something new about people, storytelling, and what it means to build something with purpose. Since then, I’ve also built a career at the intersection of strategy and creativity. I’ve worked across industries, from media and tech to consumer goods and finance, leading teams, launching campaigns, and shaping brand narratives. My journey hasn’t been traditional, but it has been intentional. Every step has brought me closer to the kind of work I was meant to do.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Definitely not smooth. But I don’t think the road is supposed to be.
Graduating into a recession was only the beginning. Until recently, I often found myself in executive-facing roles while being the youngest person in the room. It was hard to build credibility when I was still learning how to trust my voice. I had to navigate those rooms while holding onto my ideas, even when I wasn’t sure they’d be heard.
As a woman and now as a mother, I’ve experienced the tension between ambition and caregiving. There were seasons of burnout and moments of doubt, and I’ve had to build my own seat at the table more than once.
Through it all, I’ve held onto one core value: growth. Even after 15+ years in the industry, I still believe in sharpening my skills and challenging myself to learn more. That’s why I recently completed my master’s in communication. In a constantly changing world, I believe staying curious is the only way to stay ready.
Alright, so let’s switch gears a bit and talk business. What should we know?
Wild Lore Co. is a strategic storytelling studio built around one core belief: stories matter. I help both people and brands figure out who they are, what they stand for, and how to communicate it clearly and confidently. That might involve building a founder’s thought leadership platform or reimagining a brand’s voice and messaging. I specialize in social media, executive visibility, content strategy, and design. Above all, I specialize in clarity.
I’ve worked with global brands, bold startups, and incredible individuals. What sets Wild Lore Co. apart is the way strategy and storytelling meet. I don’t just deliver assets. I help people find their voice and their “why,” and then I turn that into something that feels as real as it is powerful.
I’m most proud of how Wild Lore Co. has become a space where people feel seen, especially women, who are used to shrinking their ideas to fit someone else’s mold. Here, we do things differently. We build the brand around the truth, not the trend.
How do you think about luck?
I believe luck is real, but you have to be prepared when it shows up. Some of my biggest breaks came from moments I couldn’t have planned, a conversation, an intro, a chance to pitch, but those moments only worked because I had already done the work.
I’ve definitely had my share of bad timing, too. I graduated into a recession, faced layoffs, and had projects cut after months of work. But I’ve learned to see those things not just as setbacks but as course corrections. They pushed me to create my own space and trust myself more than I ever would have otherwise.
So yes, luck has played a role. But preparation, resilience, and curiosity have played a much bigger role.
Contact Info:
- Website: https://www.wildlore.co
- Instagram: https://www.instagram.com/ash_serrano
- LinkedIn: https://www.linkedin.com/in/ashserrano/
- Youtube: https://www.youtube.com/ashserrano
Image Credits
Kate Blohm
