Today we’d like to introduce you to Joanna Umali
Hi Joanna, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?Growing up an hour outside of LA, my world was much more small-town than big city. Everyone knew everyone and I was surrounded by my big, close-knit family. Most of them lived within 15 minutes of each other or just across the street. Everything changed when I was 13; my father passed leaving me, my mom and my younger brother to navigate a completely different life together.
With the loss of my dad came a change in perspective. I grew up quickly, became more confident in myself and realized that if I wanted to follow my dreams, I had to forge my own way there. No one in my extended family had moved out of Southern California; that was home and there was no reason to leave. No reason until now. As scary as it was to leave my safe space, my desire to build something of my own was stronger.
I moved to San Francisco for college and I don’t know who I’d be today if I hadn’t. I made lifelong friends, traveled to 17 countries and discovered a career path I never would have imagined for myself if I’d stayed the course that had been pre-charted for me. Then, the pandemic turned the world upside down. I left a bag of Hot Cheetos on my desk, thinking I’d be right back. I didn’t know it would be the last time I’d ever see some close friends in person.
During the pandemic, I found myself back in Los Angeles with my family for a few months, with the intention of riding out the storm until I could head back to the Bay. But the pandemic dragged on and on, and one afternoon, my four-year-old nephew flipped the script: “Ninang, don’t go home okay? We’re your family.” And he was right. I’d been gone long enough and my priorities had changed.
As I learned at a young age, life is unpredictable and time is precious. I want to spend mine with my loved ones and doing good work I’m passionate about. During this time, I’d been working in PR and Marketing for various companies and was always the “all-in” employee giving 110%. I had put in countless hours for other companies as if they were my own to no avail and when my last role ended, I decided it was time to bet on myself and start my own marketing business. Four years since moving back to LA and one year into running my own company, I can confidently say I made the right decision. Now, I’m not only pursuing my passion but also partnering with and empowering others to pursue theirs, all with my family right by my side.
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?
Starting my own business has definitely been a learning experience! It can be overwhelming at first, knowing you have a million things to do and trying to accomplish it all yourself. It has been a real lesson in perseverance, humility and trusting your gut — figuring out what will really make an impact, when to pivot, when to keep pushing forward and when to ask for help.
Being honest with yourself and constantly recalibrating is also key. At first, I wanted to say yes to every project — but it quickly became clear that quality mattered more than quantity and that not every relationship is the right fit. Now, I’m confident that every client we partner with receives our best, and we truly respect the trust they place in us.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
UMedia specializes in tailor-made marketing services for small businesses and up-and-coming entrepreneurs that range from social media to PR and content. There was a hole in the marketplace for PR and marketing firms that focus on this group, and as we are also a small business made up of entrepreneurs, these are our people! We understand that one size does not fit all, and does not usually fit most. Everyone is aware of the necessity to market your business, especially the power of social media. But most don’t know where or how to start. Each of our offerings are designed to fit and meet the client’s business goals, whether its introducing your business to the world for the first time through Instagram or enhancing your credibility through earned media coverage.
We’re all about fostering genuine connection and promoting growth. Dynamic, top-performing content is the result of symbiotic relationships with our clients, where we truly get to know them and their audience — as well as what sets them apart. Our clientele spans a number of industries, but what they all have in common is passion for their work and drive to grow their business. Those are the clients we love to partner and work with because we’re all on the same page.
We’re also constantly evolving; not just staying on top of trends, but anticipating our clients’ needs and adjusting accordingly. Our newest team member also reflects our ability to navigate any media platform; April is an Emmy Award winning journalist and producer who knows how to dig deep and craft a compelling story that leans into genuine, human interest. Super proud to be partnering with her.
We take immense pride in our values, because they came to be extremely organically. We mean it when we say the pillars of our business are community, connection and empowerment because without all three, we don’t exist.
We want potential clients to know that we are prepared to help them expand their business regardless of the stage they are at. Everyone has a story to tell, and we’ll help you find your voice.
Have you learned any interesting or important lessons due to the Covid-19 Crisis?
The pandemic taught me invaluable lessons, both as a future business owner and in my personal life. It simplified things, pushing me to evaluate whether the work I was doing every day was meaningful and aligned with my values. This period deepened my sense of purpose, showing me that I wasn’t just building a future that offered freedom—both in time and finances—but also helping others achieve the same, which keeps me motivated and disciplined.
Adaptability and resilience were also crucial takeaways. Daily life changed drastically for many of us, requiring quick pivots and creative problem-solving, whether it was shifting to remote work or rethinking business models. I had to adapt to new circumstances and continue evolving.
A quote that has often come to mind since then starts with, “My mission in life is not merely to survive, but to thrive,” and it has been a powerful reminder to keep pursuing my dreams, even in the face of adversity.
Contact Info:
- Instagram: _umedia_marketing
- Website: www.umediamarketing.com
Image Credits:
April Newell
