Just a girl from Queens who figured out her superpowers.
“Ashley K. Stoyanov Ojeda is a badass community-builder, business-development strategist, and socialpreneur. Her story is one of resilience, tenacity, and heart.” - mitu
There's a thread that runs through everything I've built.
I grew up in Queens, New York, a first-generation Latina with Mexican and French-American roots, in a household where you figured things out because that was the only option. Nobody handed me a playbook. Nobody mapped out the path. I just knew I wanted to write, I wanted to help people, and I was endlessly fascinated by what makes people tick — why they do the things they do, how they see the world, what makes them feel like they belong somewhere.
I didn't know it yet, but that curiosity would become the foundation of everything I'd build.
I also didn't know that the things I thought were just survival skills — being resourceful, being creative, knowing how to move between cultures and read a room before anyone says a word — were actually superpowers.
It took a few chapters to figure that out.
the music chapter.
I started as a musician. I performed under the stage name Ashley Xtina (and a series of other failed bands), wrote songs, and chased the dream the way you do when you're young and convinced the universe owes you a shot. Music wasn't the forever thing, but it taught me something I still carry into every room I walk into: how to make strangers feel something. How to tell a story that lands. How to build something from nothing but an idea and a lot of nerve.
After college, I did what a lot of first-gen creatives do when the dream shifts: I panicked a little and then I figured it out. I started freelancing in communications, which led me into the media and events world — community marketing for Yelp and Fairygodboss, business development and PR for pre-seed tech and media startups. And that's where something clicked.
I got to see up close how community is actually built. Who gets invited into the room, who gets left out, what makes people stay, what makes them feel like they matter. I was taking notes on all of it, even when I didn't know what I'd do with them yet.
the quarter-life crisis chapter.
the community chapter.
What I did with those notes was build my own room.
In 2016, I founded WomxnCrush Music, a community for women songwriters. I'd seen the pattern firsthand: in male-dominated industries like music, women were feeling lost, overlooked, and isolated. They needed a safe space. Not just to vent, but to actually move forward. So I built one. It grew to over 10,000 members and was featured by The Recording Academy. No funding. 50+ volunteers across North America. No blueprint. Just a belief that if you create a space where people feel seen, they'll show up.
And they did.
That experience changed how I understood business. Community wasn't a marketing tactic. It was the foundation. Storytelling wasn't a nice-to-have. It was the thing that made people trust you enough to stay. And strategy? Strategy was just making sure the magic didn't fall apart.
And so I have kept building.
Jefa in Training started as a book and became a movement. The Circle is the membership community that grew from it — a space for Latina entrepreneurs, authors, speakers, and nonprofit leaders who are building something and need a room that actually gets it. A room built on sisterhood, strategy, and Spanglish. Where the advice is culturally fluent, the goals are real, and nobody has to translate their experience to be understood.
Our comunidad is going into it’s third year and finally ready to grow. Building this is one of the things I am most proud of in my entire career. Not because of what it produced for my business - but because of what it produced for the women inside it - and what they have been able to do together. That has always been the whole point.
the author chapter.
I took everything I'd learned and wrote Jefa in Training, the first Spanglish business-launching toolkit for Latinas. People told me a bilingual business book wouldn't work. It became an Amazon bestseller, got endorsed by Eva Longoria, and proved that when you build something for the people everyone else overlooks, it resonates in ways nobody expects. The second edition came out in 2025.
In 2026, I co-authored The Book of Awesome Latinas with my best friend and longtime Latine-media journalist, Mirtle Peña-Calderón. It's a storytelling collection that reclaims the legacies of trailblazing Latina and Indigenous women the mainstream forgot to tell us about. Writing it reminded me why I started all of this: because the stories we tell shape who gets to dream, and who doesn't.
the strategist chapter.
Today I run The Reframe, a consultancy built on one belief: that trust is the foundation of every community, every campaign, every business, and every room worth being in.
I am the person you call when you need to build a movement.
I work with two kinds of people. Organizations and brands who need a strategic partner to help them understand how trust actually moves in communities they've been missing — and design their programs, communications, and strategy around that reality. And underrepresented entrepreneurs, authors, and leaders who are building something meaningful and need someone to help them read the room, understand their buyer, and build something that actually fits their life.
I teach consumer trust strategy and thought leadership development. I help people figure out which ideas to execute now and which ones to put on the back burner. I build with people, not for them. Everything I do is trauma informed and culturally fluent — because the way you've been taught to think about money, success, and worthiness affects every business decision you make, and I'm not going to pretend otherwise.
Along the way I've partnered with Google, PepsiCo, Adidas, and Qualtrics. I've spoken at universities like FIU, Montclair, and Baruch College. I've been featured in Forbes, Business Insider, Nasdaq, People en Español, Telemundo, and Hispanic Executive Magazine, which named me a Latinx to Watch.
But the work I'm most proud of doesn't always make the highlight reel. I've consulted with vocational rehabilitation programs, helping people with disabilities build business plans and access funding for self-employment. I'm certified in the Trauma of Money method. And I've spent a decade building rooms for people who were told there wasn't one for them — and watching what happens when they finally walk in.
the holding multitudes chapter.
Right now I'm in the most humbling and beautiful chapter of all.
Bebecito J arrived in late 2025 and rewrote everything I thought I knew about ambition, capacity, and what it means to build sustainably. I am a present mom first and a business builder second. Every strategy I create, every offer I build, every engagement I take on has to work around that truth — and I wouldn't have it any other way.
Building with a baby on my schedule has made me sharper, more honest, and more protective of my time and energy than I've ever been. It has also made me more convinced than ever that the goal was never to be busy. The goal was always to build something that funds the life you actually want to live - and create a legacy that leaves some kind of hope for the next generation.
That's what I'm building. And if you're here, I think that's what you're building too. And I write about it all in my Substack, Holding Multitudes.
the thread.
Every chapter has been different. Music, nonprofit, community building, publishing, consulting. But the through line has always been the same: I build resources, rooms, and roadmaps for people who have historically been left out of them.
Storytelling. Strategy. Community. And Access + Agency. That's me in a nutshell.
I'm fluent in Spanish, conversational in French, and I once performed on stages I had no business being on. My community calls me the Business Hada Madrina — part sharp strategist, part fairy godmother.
But first and foremost, I want to connect with other like-minded people who are building cool businesses, writing amazing books, having important conversations and well - if that’s you and you need someone in your corner - you're in the right place.
I believe that we are stronger together and love meeting new people.
If you don’t know how we could work together but resonate with my mission + want to chat, send me a message.