In 2014, I began my journey in the digital space with Aroon Melane, a fashion and beauty blog that quickly expanded onto Instagram. This experience sparked my passion for content creation, branding, and connecting with audiences through social media. While earning my degree in Advertising and Public Relations, I began managing social media for small businesses, refining my skills in strategy, content, and growth. My career took a pivotal turn when I managed the full operations and marketing for a plastic surgery practice in Miami. Over the course of a year, I gained deep insight into the aesthetics industry, patient experience, and the specialized marketing needs of high-end medical practices. In 2019, I combined my love for aesthetics and my expertise in digital marketing to launch Plastics Media, a boutique agency dedicated to helping top med spas, plastic surgeons, and aesthetic professionals elevate their online presence with creative, strategic, and results-driven marketing.
I honestly can’t pinpoint my very first entrepreneurial moment because I grew up surrounded by it, both of my parents were business owners, so that mindset was always part of me. Between the ages of 10 and 15, I found myself taking on little opportunities to make money. I mowed our neighbor’s 10-acre property and took care of his fish while he was out of town. I also got creative online, I was obsessed with virtual pet games and would design and sell custom animals to other users. Looking back, I think I’ve always had that entrepreneurial spirit, even if I didn’t realize it at the time.
I used to believe work-life balance was a myth when you run a business. For the first four years of Plastics Media, that was definitely true, I gave it everything I had because that’s what it takes in the early stages. But once the business was running smoothly and I felt confident in my team and systems, I realized I needed to start prioritizing time for myself. One of the biggest game changers was getting a separate phone for work. My work phone goes on Do Not Disturb outside office hours, and my personal phone is just for me. It’s a simple shift, but it’s completely changed how I protect my time and energy.
I feel the most energized at work when our clients are happy and seeing great results, and my team is caught up and in a good flow. There’s nothing better than that sense of everything running smoothly, it’s motivating and reminds me why I love what I do.
A typical day in my life starts with a HIIT workout three to four times a week at 7 a. m. If I’m heading into the office, I’ll go home afterward, eat breakfast, freshen up, grab my dog, and be in the office from 9 to 5. While in the office, I’m constantly monitoring client messages, overseeing upcoming posts, ensuring we’re meeting deliverables, and maintaining both employee and client satisfaction. On days when I’m off-site for a content day, my morning looks similar, but instead of going into the office, I’ll work from home during the hours I’m not with a client capturing content. Every day is a balance of strategy, creativity, and making sure everything is running smoothly for both my team and our clients.
One mistake I made early on was how I handled communication with my employees. I was too open about my plans and strategies. While transparency is important, I’ve learned there’s a clear line between what employees need to know and what they don’t. Over time, I’ve set much stronger professional boundaries, and it’s made a massive positive impact on the team dynamic and overall company culture.
Something people often get wrong about me is thinking I’m all work and no fun. I take my professional life seriously and always want to be on my A-game for clients, but I definitely have a silly, weird, and fun side too, I just save that for my personal time.
To recharge outside of work, my guilty pleasure is watching mindless reality TV and ordering a plantain burrito from Coyo Taco. I love doing something that lets me completely shut off my brain for a bit, it’s the perfect way to reset and recharge.
My definition of success has definitely evolved over the years. When I first started my business, it was all about hitting monetary goals. Now, I place a much higher value on having happy employees and happy clients. As my business has grown, my role has shifted more toward fixing mistakes and handling issues as they arise, not my favorite part, but a necessary one. So, when there are fewer mistakes, smoother operations, and happier clients, that’s when I truly feel successful.
I wouldn’t say there’s a specific type of client or project I automatically say no to—I’m always open to finding a way to make things work. That said, in the six years since starting Plastics Media, there have been a few rare instances where I’ve had to end contracts. These situations typically involved how a client communicated with myself or my team. It’s surprising how some people will belittle, talk down to, or even spread false information to employees. I place a high value on my team’s mental health, and if a client crosses a line and isn’t willing to address the issue, I’m not afraid to step away from that relationship.
One of the core values at Plastics Media is professionalism, knowing when to have fun and when it’s time to be serious. We also live by the principle of doing whatever it takes to make the client happy, while maintaining the quality and integrity of our work.
When hiring, I look for someone who genuinely loves social media, has a strong educational background, a bubbly personality, great work ethic, and is both highly responsive and a quick learner. I’m very selective with my employee choices, I typically only hire about 50% of the candidates who make it to the trial portion of our hiring process. I want to ensure every team member is not only skilled, but also a great fit for our company culture and client expectations.
I’ve learned that fostering creative thinking starts with giving my team the freedom to work independently, paired with consistent feedback. If you don’t communicate what worked and what didn’t, creatively or otherwise, they’ll never know how to improve. I’m very verbal about my likes and dislikes, and I also make an effort to share my own creative ideas. It gives the team inspiration and shows that I’m just as invested in the creative process as they are.
A trend I’m betting on long-term is using social media to market your business. While platforms and algorithms may evolve, social media will remain one of the most powerful tools for building brand awareness, connecting with your audience, and driving growth. Businesses that invest in strong, authentic social media strategies now will continue to see the payoff for years to come.
A small decision that led to a big result in my company was deciding to hire a team. At the time, it felt like a big leap, but bringing on the right people allowed Plastics Media to scale, take on more clients, and deliver a higher quality of work. It freed me from doing everything myself and transformed the business into what it is today.
The advice I’d give someone starting a business is to understand that it’s not going to be easy. You have to be okay with failing, and you need to know it can take years before you land your first client. If you truly want to succeed, you have to be open to taking risks, learning from failures, and pushing through even when things get tough.
Honestly, nothing. I’m a firm believer that if you’re happy with where you are in life right now, then you shouldn’t wish to change anything in your past. Every challenge and mistake played a role in getting me here, and I wouldn’t want to undo that.
I prioritize growth and stability by being very intentional with finances, I’m a big saver, so I make sure to operate well under my means. This allows me to hire more people than I immediately need. Over the years, I’ve learned that growth requires extra employee bandwidth, but that same bandwidth is what keeps the business stable. For example, if someone leaves and there’s no one to fill their role, it limits your ability to grow and creates instability. Having that buffer ensures both stability and room for growth.
I really admire several of my female practice owner clients. Their education, dedication, and the way they manage their businesses is inspiring. Balancing patient care, business operations, and growth while maintaining such high standards is no small feat, and seeing them succeed motivates me as a founder as well.
The software tools I swear by are Canva for design, Planoly for scheduling and planning content, and ChatGPT for brainstorming, writing, and streamlining creative ideas. Together, they keep our workflow efficient and our content high-quality.
One resource that really changed how I work is the book How to Win Friends and Influence People. It completely shifted the way I interact with people, both at work and in my day-to-day life, helping me communicate more effectively and build stronger relationships.
My most controversial belief is that not everyone is meant to be a business owner. I love seeing people pursue their own ventures, but it takes a certain type of person to handle the extremes of starting and running a business. If it were easy, everyone would do it, but the reality is, it’s not for everyone.
One thing I wish clients understood more about agency work is how much time, strategy, and collaboration goes into curating their feeds. It’s not just posting pretty pictures, there are sometimes multiple people working behind the scenes to plan, design, write, edit, and ensure everything aligns with their brand and goals.
My favorite thing about the industry is getting to be creative every day, constantly learning more about the aesthetics world, and being surrounded by people who are just as passionate about it as I am.
Marketing for aesthetics is highly regulated, there are strict rules about wording, claims, and even before-and-after photos.
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