Exclusive Interview: Pop Culturalist Chats with Ashley Bruzas

In the past decade, we’ve seen the digital landscape grow exponentially with the rise of social media platforms like Facebook, Instagram, Snapchat, TikTok, and Twitter. As brands find new ways to create deeper connections with their audience, they’ve turned to digital media experts like Ashley Bruzas to help build and develop content plans and strategies.

Having discovered her passion for digital marketing at a young age, Ashley has worked with industry leaders that include Nike, Converse, and Moose Knuckles as well as launched her own brand, Veronika Stealz. We caught up with Ashley to learn more about how she got her start, how she keeps up with trends, and the impact COVID-19 has had in the advertising space.

PC: How did you get started in digital marketing?
Ashley: Growing up with the rise of the internet and social media, it’s safe to say that I took a liking to creativity and marketing at a young age. I started working for my dad’s business when I was fifteen, and it was a great opportunity to move into new positions within a digital-first company. I was working as a digital media manager throughout my time in university, and that’s when it really shifted from internal marketing to multiple-brand marketing work. Ultimately, it was on a consulting or project basis before I had enough experience to move to New York City.

PC: Who or what has had the biggest influence on your career?
Ashley: I would say that my friends and family have had the biggest influence on my career: first and foremost, because they have always supported my decisions and second, because they are the ones who inspire me.

Growing up in Toronto also shaped me in many ways, and the lessons and experiences will forever be a source of inspiration. It’s important to stay grounded. Surrounding yourself with good people and setting goals is a great way to keep yourself in check.

PC: You’ve had a lot of success already in your career. When you look back, is there a particular moment that stands out?
Ashley: I would say that it’s a combination of many moments over the course of the last five to ten years, but it really comes down to the launch of my personal brand/online persona Veronika Stealz and growing into the creative community in Toronto and moving to New York. When people ask how I got to where I am today, I always say that I turned a hobby into a dream job. Now I get to spend every day on different touchpoints of the process and work with incredible brands around the world. Some things just can’t be taught in a textbook. Digital is constantly evolving, and being able to adapt will ultimately help you grow.

PC: Tell us the backstory about launching your own personal brand Veronika Stealz.
Ashley: Veronika Stealz was a name that popped up at some point in high school. I don’t remember all of the details, but a group of friends and I came up with these alter egos and ended up using them for our social handles. Veronika Stealz is fun and edgy and really allows me to put my ideas forward in a visual way.

Living in Toronto during the initial evolution of Instagram was extremely valuable and rewarding. Toronto is an incredible hub for creatives, and I was able to network with photographers and brands to create content many years before the idea of the influencer came to light.

When I launched my blog WhoIsVeronika, it made me realize all of the extensions of reach, content sharing, deeper brand relationships, and stories. I’ve worked with dozens of incredible brands to date and have also learned about influencer relationships and social media marketing.

PC: The digital landscape is constantly evolving. How do you keep up with all the trends?
Ashley: Read. A lot. I am really interested in the technology and data behind the digital landscape. Thankfully, there are plenty of resources to stay on top of the trends. I really like ModernRetail.co for the digital brand landscape. Twitter is also a great channel for trends. I think it’s a great way to see relevant and engaging commentary on different subjects. If people make the trends, we need to be looking at where the people are.

PC: How has COVID-19 affected the digital landscape?
Ashley: When we look back on this time during COVID-19, I think many of us are going to remember all of the ways digital helped us stay connected, build communities online, and really support one another. Because I work for a digital agency with a broad range of clients who are investing in digital advertising, I’m able to monitor and shape the way brands are navigating these uncertain and turbulent times. I understand that brands in the digital space aren’t the only ones taking a hit from the worldwide pandemic. Influencers and other social/digital jobs are feeling the impact and are forced to reevaluate content creation, travel, collaborations, and other everyday work schedules. Now is a great opportunity for brands and influencers to work together in preparation for long-term gain when this is resolved.

PC: What’s one thing you know now that you wish you knew when you started your career?
Ashley: That it’s okay to not have it all figured out! I thought that studying journalism and media at the University of Toronto would mean I would end up getting a job as a journalist. I always wanted to be an international reporter for a platform like Al Jazeera. While I didn’t necessarily pursue a career in journalism, I’ve moved into many positions over the past few years that all fall within a digital marketing and media realm. Ultimately, all of the skills I’ve learned over the course of my career have shaped me into the person I am today. When we’re kids, we dream of becoming astronauts. My ten-year-old self would never have imagined I’d be living in New York City and have the opportunities that I have.

Pop Culturalist Speed Round

PC: Guilty pleasure TV show?
Ashley: Survivor! I grew up watching the series with my family. There’s something about the challenges, tribe dynamics, and rewards that really get me going. Who wouldn’t want to spend thirty-nine days on an island for the chance to win one million dollars?

PC: Guilty pleasure movie?
Ashley: Anything from the Marvel Cinematic Universe. I’m trying to find me a genius like Tony Stark. Iron Man is so good.

PC: Favorite book?
Ashley: Anything by Deepak Chopra. His books saved my life a few summers ago.

PC: Favorite play or musical?
Ashley: That’s a tough one. West Side Story is one of my all-time favorites.

PC: A band or artist that fans would be surprised to learn is on your playlist?
Ashley: I wouldn’t say that I’m unpredictable, but I listen to a lot of underground indie music and small artists from around the world. It might be surprising to know that I listen to a ton of ’70s jazz, like Al Green and the Spinners.

PC: Hidden talent?
Ashley: Honestly, I don’t have one! Unless being a good packer counts? I can book a five-day trip to LA and only need a backpack. Maybe I’m not statistically unique?

To keep up with Ashley, follow her on Instagram.