Interview with Ashley Reutlinger Founder, CEO, Edgedynamics

Background and Career Pursuit

WIDDNetwork: Can you share a bit about your background and what led you to pursue a career in digital marketing? 

Ashley: My journey into digital marketing has always been fueled by a passion for innovation and a knack for cutting-edge strategies. With a strong foundation in communication and storytelling, I saw the immense potential in the digital space to make sharp, impactful connections. My background spans various traditional agencies where I honed my skills, but it was my drive for strategic excellence that led me to pursue digital marketing with a focus on precision and effectiveness.

WIDDNetwork: What was your experience like working in traditional agency life before you decided to make a change?

Ashley: Traditional agency life was an incredible learning ground, but it often felt like a blunt instrument when what I craved was a scalpel's precision. The high-pressure environment and volume-over-quality mindset were challenging, pushing me to seek a path where I could apply a more refined, sharp approach to my work. This experience highlighted the need for a work-life balance that allows for sharper focus and higher standards. 

Transition to Fractional Agency 

WIDDNetwork: What motivated you to leave agency life and start your own fractional agency?

Ashley: The motivation to start my own fractional agency stemmed from a desire to create an environment that prioritizes sharp, strategic thinking and unparalleled quality. I wanted to craft a space where precision and purpose lead the way, allowing for deeper client relationships and more impactful work. Starting a fractional agency gave me the flexibility to implement these sharp principles while maintaining a high standard of excellence.

WIDDNetwork: Can you explain what a fractional agency is and how it differs from a traditional agency?

 Ashley: A fractional agency operates with the sharp focus of delivering expert services on a part-time or project basis, rather than requiring full-time commitments. This approach offers clients the precision and flexibility they need, aligning perfectly with Edge Dynamics' philosophy of strategic excellence. Unlike traditional agencies, which may spread their efforts thin across numerous projects, a fractional agency can concentrate on delivering high-quality, tailored solutions with a sharp edge.

Work-Life Balance

WIDDNetwork: How has starting your own fractional agency helped you achieve a better work-life balance?

Ashley: Starting my own fractional agency has been transformative, providing the sharp clarity I needed to balance work and personal life effectively. It allowed me to set my own schedule, choose projects that align with my sharp focus on quality, and ensure time for personal well-being. This autonomy has reduced stress and sharpened my overall quality of life.

WIDDNetwork: What strategies do you use to maintain this balance, and what challenges have you faced along the way?

Ashley: Maintaining balance involves setting clear, sharp boundaries, prioritizing self-care, and continuously reassessing my workload. Time management tools and practices help maintain productivity without overextending myself. Challenges have included learning to say no to projects that don't align with my sharp focus. It's an ongoing process of balancing professional commitments with personal time.

Quality Over Quantity

WIDDNetwork: Your motto is “Quality over Quantity every single time.” Can you elaborate on why this is important to you?

Ashley: Quality over quantity is paramount because it leads to sharper, more impactful results. In digital marketing, delivering high-quality work builds trust with clients and audiences, resulting in long-term success. Prioritizing quality ensures we are genuinely solving problems and creating value, rather than just completing tasks. This sharp focus on excellence is at the core of Edge Dynamics.

WIDDNetwork: How do you ensure that your agency consistently delivers high-quality work?

Ashley: We ensure high-quality work by maintaining rigorous standards, staying updated with industry trends, and continuously investing in professional development. We also focus on thorough research, strategic planning, and fostering a collaborative environment where every team member is committed to excellence. Regular feedback and performance reviews help us refine our processes and outcomes, keeping our edge sharp.

Client Relationships and Projects

 WIDDNetwork: How do you choose which clients to work with, and how does this selection process align with your focus on quality?

Ashley: We choose clients whose values and goals align with our sharp focus on quality. This alignment ensures a collaborative and productive relationship. Our selection process involves understanding the client's vision, assessing the potential for a mutually beneficial partnership, and ensuring we can genuinely contribute to their success. This focus on quality helps us deliver exceptional results and build lasting relationships.

WIDDNetwork: Can you share an example of a project where focusing on quality made a significant difference in the outcome?

Ashley: One standout project involved a Fitness brand, GymLaunch. By prioritizing quality, we developed a comprehensive digital strategy that significantly increased their online engagement and sales. Our sharp attention to detail and commitment to understanding their audience resulted in highly targeted campaigns that resonated with their customers, driving substantial growth and brand loyalty.

Industry Insights

WIDDNetwork: What changes have you observed in the digital marketing industry since starting your fractional agency?

Ashley: Since starting my fractional agency, I've observed a growing emphasis on personalized and authentic marketing. There's a shift towards meaningful engagement and building genuine connections with audiences. Additionally, the rise of data analytics and AI has transformed how we approach strategy and measure success. These changes are reshaping the industry, making it more dynamic and focused on real value.

WIDDNetwork: How do you think the concept of fractional agencies is reshaping the industry?

Ashley: Fractional agencies are reshaping the industry by offering greater flexibility and cost-efficiency for clients. This model allows businesses to access top-tier talent and expertise without the commitment of full-time contracts. It also encourages agencies to focus on quality and deliver customised solutions, fostering a more client-centric approach in the industry.

Advice for Aspiring Entrepreneurs

WIDDNetwork: What advice would you give to digital marketers considering leaving agency life to start their own business?

Ashley: My advice would be to start with a clear vision and purpose. Understand what drives you and how you can create value. Build a strong network and don't be afraid to seek guidance from mentors. Embrace continuous learning and be prepared for challenges. Most importantly, prioritise authenticity and quality in your work. Your unique perspective and commitment to excellence will set you apart.

WIDDNetwork: What are some key lessons you’ve learned from your entrepreneurial journey that you wish you knew earlier?

Ashley: One key lesson is the importance of resilience and adaptability. The entrepreneurial journey is full of uncertainties, and being able to pivot and adapt is crucial. I've also learned the value of building a supportive network and seeking collaboration. Finally, understanding the balance between persistence and flexibility has been vital. Knowing when to push forward and when to adjust your approach can make all the difference.

Diversity and Inclusion

WIDDNetwork: As an entrepreneur in a traditionally male-dominated industry, what unique challenges have you faced?

Ashley: Being an Indigenous and neurodiverse entrepreneur in a male-dominated industry has presented unique challenges, such as facing biases and underestimation. However, it has also strengthened my resolve to succeed and advocate for diversity and inclusion. These experiences have fueled my commitment to creating opportunities and breaking down barriers for others.

WIDDNetwork: How do you incorporate diversity and inclusion into your business practices?

Ashley: Diversity and inclusion are integral to our business practices. We actively seek diverse perspectives and foster an inclusive culture where everyone feels valued. This includes diverse hiring practices, creating an open and supportive work environment, and ensuring that our strategies and campaigns reflect diverse voices and experiences.

Personal and Professional Growth

WIDDNetwork: How do you continue to grow and develop both personally and professionally while running your own agency?

Ashley: Personal and professional growth is a continuous journey. I prioritize ongoing education, attend industry conferences, and stay updated with the latest trends. Mentorship has also been crucial; learning from experienced professionals has provided invaluable insights. Additionally, I set aside time for self-reflection and personal development, ensuring that I remain grounded and aligned with my goals.

WIDDNetwork: What resources, mentors, or experiences have been most influential in your journey?

Ashley: Several mentors have played pivotal roles in my journey, offering guidance and support. Participating in industry groups and attending workshops have also been influential. Experiences such as leading significant projects and overcoming challenges have provided practical learning and growth. Books, podcasts, and online courses are also invaluable resources for continuous learning.

Future Goals and Vision

WIDDNetwork: What are your long-term goals for your fractional agency?

Ashley: Our long-term goals include expanding our service offerings and continuing to build a reputation for excellence. We aim to be a leading fractional agency known for delivering high-quality, impactful work. Additionally, we want to foster a supportive and inclusive environment where our team and clients can thrive and achieve their goals.

WIDDNetwork: How do you envision the future of digital marketing, and what role do you see your agency playing in that future?

Ashley: The future of digital marketing is likely to be more personalized, data-driven, and focused on genuine engagement. As technology evolves, the need for authentic connections and high-quality content will become even more critical. Our agency aims to be at the forefront of these trends, leveraging innovation to create meaningful and impactful strategies for our clients.

Closing Thoughts

WIDDNetwork: What message would you like to leave with our audience, especially women aspiring to balance professional success with personal well-being?

Ashley: To all the aspiring women out there, remember that your strength is your greatest asset. Prioritize your well-being and stay true to your values. Balancing professional success with personal well-being is achievable. Surround yourself with supportive people, embrace continuous learning, and never underestimate the power of authenticity and quality.

WIDDNetwork: Is there anything else you’d like to share about your journey, your agency, or your philosophy of quality over quantity?

Ashley: Embracing the philosophy of quality over quantity has transformed my approach to work and life. It has allowed me to build meaningful relationships and achieve impactful results. My journey has been one of growth, learning, and resilience, and I'm excited about the future. Thank you for allowing me to share my story and insights. Let's continue to support and uplift each other as we pursue our passions and goals.