Today we’d like to introduce you to Ashley Eliot.
Ashley, can you briefly walk us through your story – how you started and how you got to where you are today.
Since college I’ve always chosen the entrepreneur route, from hosting a local radio show, writing for various magazines, starting a PR and marketing agency for musicians and eventually doing PR for a food festival that led me to directing two more food festivals. Hospitality and music have always gone hand in hand for me.
I moved to LA from Orange County to pursue my dream of working for a record label. After a stint at Cornerstone Agency, I received an opportunity from Interscope Records and stayed in the Universal Music family for five years, and leaving then for a great opportunity at BMG Record Music to be their Head of Digital Marketing and manage the department. While music will always be a part of everything I do, this past year I took a huge leap. I left the record label life to pursue my passion for craft beer and the experience it yields. I knew changing industries in my 30s would be insane, but I felt more motivated than I had felt in years and I was ready for the challenge. I threw myself headfirst. I started helping out the LA Brewer’s Guild with events, my first one was the LA Beer Week Kick Off Fest. From there, I attended a few events a week, talked to owners and brewers, and ended up working with three breweries in planning, two that opened earlier this year. I loved the chance to learn from the ground up from opening a brewery, managing a brewhouse, learning to brew, etc.
At six months into this new career change, I attended the bi-annual Pink Boots Conference in Austin and that’s when I felt a real vote in confidence for making the move. As I met more and more women in the beer industry from all across the country, I felt I had this incredible support team. It not only inspired me to keep at it but it also motivated me to help these incredible women further their career in the industry. After that and joining homebrew groups The Crafty Brewsters Club and SoCal Cerveceros and attending the Women’s Beer Forum at Eagle Rock Brewery and Indie Brewing’s Indie-Pendent Women’s Night, I wanted to build a network for women in the beverage industry. As someone who handles a variety of clients on the marketing, PR and sales side for craft beer and spirits clients, I wanted the group to be open to women across the different verticals of the beverage industry and bring all these incredible women together for a common good – to empower one and another, share advice, discuss career goals and spotlight their accomplishments.
Knowing first hand the rollercoaster of making a career change and freelancing for various clients with an emphasis on craft beverages, I understand the daily challenges of breaking into a new industry and through Women of the Bevolution I want it to be a resource for not only professionals but also those looking to break into the industry or those who have a passion for craft beer, spirits, wine, etc. and want to learn. The educational side from brewing to understanding the different taste profiles all stems back to when I started out in music and would be one of the youngest at a dinner table full of industry vets and it was intimidating to order a drink when I was still figuring out what I liked. Over time I started to learn through asking questions, going to tastings, and touring distilleries and breweries. I hope Women of the Bevolution serves as a safe place for all to learn more about the industry and for professionals to share their stories.
Has it been a smooth road?
Definitely not. Despite my resume, it took a lot of cold calling and meeting people face to face to get my start in this new industry. Yes, there’s a lot of rejection. A lot of we don’t have the budget to support marketing efforts. A lot of follow-ups and proposals that never come to fruition. But that’s all part of the journey and it doesn’t phase me. I knew what I was getting myself into…not just making a career change but also juggling the freelance life. This past year has been a real eye-opener to learning more about myself and understanding my value. The road will never be smooth, and I’m alright with that. Keeps it exciting, that’s for sure.
So, as you know, we’re impressed with Women of the Bevolution – tell our readers more, for example what you’re most proud of and what sets you apart from others.
I am a freelance marketing, PR, and sales consultant specializing in craft beer, spirits, music, and tech. I think what sets my experience apart from others is that I’ve worked with global corporations and startups, so I understand where the client is coming from and how to best work with them. I started out working for independent businesses and artists, then worked in corporate for over eight years. I’m excited to be back revisiting my independent roots.
Let’s touch on your thoughts about our city – what do you like the most and least?
I’ve always lived in Northeast LA, and Highland Park has truly been my home these past few years. It feels like a real community. I live down the street from my best friend of ten years. I go to Hermosillo or Sonny’s Hideaway and always see neighbors, friends, and industry folks. I’ve been playing in a dodgeball league in Highland Park and Glassell Park for almost nine years now, right after I moved to LA, so not only have a lot of the members become drinking buddies but the league has also provided an outlet to getting to know my city even more with community outreach through volunteering at the local rec center, organizing tree plantings and city cleanups, and so on. Highland Park has really become a home for me. While LA has it highs and lows, I think my least favorite thing is people rarely socialize at the bar…so if you’re sitting at the bar, you better be ready for a conversation otherwise don’t sit there!
Contact Info:
- Email: [email protected]
- Instagram: http://instagram.com/womenofthebevolution
- Facebook: https://www.facebook.com/WomenoftheBevolution
Image Credit:
Pink Boots Conference Image by Jessica Alexander
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