This response is important for our ability to learn from mistakes, but it alsogives rise to self-criticism, because it is part of the threat-protection system. In other words, what keeps us safe can go too far, and keep us too safe. In fact it can trigger self-censoring.
One touch of a red-hot stove is usually all we need to avoid that kind of discomfort in the future. The same is true as we experience the emotional sensation of stress from our first instances of social rejection or ridicule. We quickly learn to fear and thus automatically avoid potentially stressful situations of all kinds, including the most common of all: making mistakes.
From Restaurant Owner to Digital Strategist: How Running a Food Business Made Me a Better Marketer
From the kitchen to digital marketing… without realizing it
When I opened my restaurant in Guayaquil back in 2011, I had no idea I was actually taking the first step toward becoming who I am today: a web designer, SEO consultant, and community manager for personal brands and local businesses. At that moment, all I wanted was a stable income, to do something I loved — cooking — and to build something with my family.
But life had other plans for me.
The beginning of something bigger
The early months were tough. We started small — basic furniture, borrowed appliances, and a lot of support from family. I cooked, served customers, and handled everything I could. But around the sixth month, something shifted. A well-known Ecuadorian influencer, Domenica Mena, helped us gain visibility. Together with her, her partner (who also got involved), and my own knowledge, the business took off — and so did I.
That’s when I discovered what I truly loved: creating content, engaging with customers, running creative promos, analyzing what worked, optimizing every detail. I was doing real digital marketing before I even knew the term.
I learned more about marketing by talking to customers than from any course
Listening to customers was my best training ground. I understood what they liked, when they came, what made them return, how they felt treated. Every interaction was like a mini market study.
That gave me a user-centered mindset I now apply to every website I design, every SEO strategy I build, and every content plan I create. I don’t just use tools — I know what people want to feel and experience when they interact with a brand.
When life changed… so did my career
In 2019, I moved to Spain with my family. One of my children has giftedness and ADHD — what’s called twice-exceptional — and we were seeking better educational opportunities. I kept running the restaurant’s social media from abroad while the team stayed in Ecuador.
Then the pandemic hit. The restaurant, like many others, had to shut down — and eventually went bankrupt due to mounting debts.
I was living in Madrid at the time, and a friend recommended me as a web designer to a local business association. That’s how I started rebuilding from scratch — working with shops in the neighborhood, both members and non-members. Some of them are still my clients today.
In short: I had to reinvent myself using the skills I’d been developing all along.
What sets me apart as a digital marketer?
I know what it’s like to run a business. I’ve faced the pressure, the hope, the long hours.
I’ve worked from the inside. I don’t create from theory — I create from experience.
I value time and results. I know my clients need more than pretty ideas.
I lead with empathy. Because I’ve been in their shoes.
Today, what drives me is helping others grow and stand out
I work with personal brands, freelancers, and local businesses that want to show up, stand out, and attract clients online. I build websites that convert, improve Google rankings, and run social media with strategy and consistency.
But behind it all, there’s a deeper foundation: real experience — earned through trial, error, and human connection. That’s something no degree can teach.
Are you an entrepreneur who needs someone who gets it?
If you're building your brand or business and need a digital ally who speaks your language, I’m here to help. Not just with tools, but with strategy, empathy, and real-world insight.
👉 Visit my contact page and let’s talk about how I can support your growth.
Comments
Roger
Everything along the way, to and from, fascinated her: every pebble, ant, stick, leaf, blade of grass, and crack in the sidewalk was something to be picked up.