Success in digital marketing isn’t just about strategy—it’s about passion, adaptability, and a deep understanding of what truly drives engagement. My journey from a college entrepreneur to a digital marketing consultant and agency owner has been anything but conventional. It’s a story of self-discovery, taking risks, and learning to navigate the ever-evolving landscape of branding, content, and online business growth.
My First Taste of Digital Marketing
My entrepreneurial journey began in college with Girl After Class, a retail clothing brand that I managed entirely on my own. Handling everything—from operations to marketing—was both exhilarating and challenging. But amidst the chaos, I discovered something I loved: the art of branding, storytelling, and audience engagement. Social media wasn’t just a promotional tool; it was a way to connect, build a loyal following, and turn casual browsers into devoted customers.
That experience shaped my foundation as a digital marketer, teaching me that success in business isn’t just about selling—it’s about creating a brand that resonates.
From Freelancer to Agency Founder
Starting as a freelancer, I made the classic mistake of undervaluing my work. My rates were too low, but I knew that growth comes with experience. I worked relentlessly, delivering results that spoke for themselves, and as my expertise deepened, so did my confidence. Raising my rates wasn’t just about money—it was about recognizing my value.
Eventually, my freelance work grew beyond what I could handle alone, and that’s when Abby Laine Digital was born. Scaling to an agency level meant building a team, learning to delegate, and refining my processes to serve businesses more effectively. Today, we help brands in Australia, New Zealand, and the Philippines thrive with strategic digital marketing that’s both data-driven and creatively compelling.
Finding My ‘IKIGAI’ in Digital Marketing
We all search for meaning in our careers, and for a long time, I thought mine was in fashion design. But when I sat down with an IKIGAI worksheet—a tool that helps identify one’s true calling—I had a realization. IKIGAI is the balance of four things: what you love, what you’re good at, what the world needs, and what you can be paid for. When I mapped out my skills and passions, digital marketing was the only thing that checked all four boxes.
That moment was pivotal. It wasn’t just about building a business anymore—it was about creating something that aligned with my purpose.
The Biggest Lesson: Timing is Everything
One of the most powerful lessons I’ve learned came from my mentor, Sheree Gotuaco: Timing is the most important business aspect. You can have the perfect strategy, but if you execute it at the wrong time, it won’t work.
This lesson is especially true in digital marketing. Trends shift overnight, algorithms change constantly, and consumer behavior evolves. Being able to adapt and show up at the right time, in the right way, is what sets successful brands apart. That’s why my approach to marketing is always agile—focused on real-time insights and staying ahead of industry shifts.
Authenticity Over Everything
In an age of AI, automation, and digital noise, authenticity has never been more important. Consumers are smart—they can spot inauthenticity from a mile away. That’s why I believe the future of digital marketing isn’t just about data or trends; it’s about building genuine relationships with audiences.
From sharing behind-the-scenes content to telling real brand stories, businesses that prioritize authenticity will always win. And for me, that’s what marketing is truly about—creating connections that matter.
Looking Ahead
As I continue to grow Abby Laine Digital and explore new opportunities, my focus remains the same: helping businesses thrive by leveraging the power of branding, content, and digital strategy. Whether you’re a freelancer looking to scale, a business owner navigating the digital space, or a brand aiming to connect with your audience, one thing is certain—the digital landscape will keep evolving, and the key to success is evolving with it.
What’s your IKIGAI? What drives your passion in business? Drop a comment or connect with me—I’d love to hear your story!
📌 Let’s stay connected:
👉 Instagram and Facebook: @abbylainedigital
👉 LinkedIn: Abby Laine Mendez
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