Q&A with Amy Yaley

Amy Yaley
Ward Media

Amy Yaley
Ward Media

What inspired you to start your business or pursue your current career path? How has your initial vision evolved since you started?

My journey to co-founding Ward Media grew from two decades of creating marketing success for other businesses. While I loved the work, my partner Terry Ward and I shared a bigger vision. We realized we could combine our proven expertise to build something of our own. Our different but complementary strengths made the decision clear – it was time to transform our experience into our own venture. It started as a leap of faith and has grown into a thriving partnership that lets us do what we love while charting our own course.

What's the biggest challenge you've faced as a woman in your industry, and how did you overcome it? How do you think these challenges have changed in your industry?

Rather than view challenges through a gender lens, I've focused on turning obstacles into opportunities for growth. In the marketing and media industry, success comes from delivering measurable results and building strong relationships. By consistently exceeding client expectations and staying true to our expertise and brand, we've earned our seat at the table. The most powerful way to overcome any barrier is to be authentic and let your work speak for itself.

Describe a pivotal moment in your career that shaped your leadership style. How would you describe your leadership style now?

Running my own business has transformed my leadership approach. While I've always been a take-charge person, having our name on the door taught me that true leadership isn't about doing everything yourself—it's about building trust and empowering your team. One of my most valuable lessons has been learning to step back, delegate effectively, and really listen to my team's insights. I think this shift has made me a better leader and strengthened team organization.

How do you balance your professional responsibilities with your personal life? What strategies or support systems have you found most helpful?

When your business partner is also your life partner, work-life balance takes on a whole new meaning! While running a 24/7 media company can blur traditional boundaries, we've learned to be intentional about creating space for our personal relationships. We purposefully carve out time during the day to connect beyond business, and my amazing circle of 'ride or die' girlfriends helps keep me grounded. It's not always perfect, but we've found that being deliberate about balance strengthens both our business and personal relationships.

What advice would you give young women aspiring to enter your field? What do you wish someone had told you when you were starting?

The advice I give my own daughters applies to any young person entering the marketing and media field: find what energizes you and turn it into a career. Don't be afraid to pivot or reinvent yourself – some of the most valuable skills I use today came from seemingly unrelated experiences. Success isn't about following a preset path; it's about staying curious, building relationships, and being willing to evolve. I wish someone had told me earlier that changing direction isn't starting over – it's leveraging your experience in a new way.

How has mentorship played a role in your career as a mentee or mentor? How do you approach mentoring others in your current position?

My first and most influential mentor was my working mother, who showed me what was possible through her own example. She taught me to believe in myself and pursue my ambitions without hesitation. Our relationship evolved into a unique mentorship when we became business partners in our retail venture – an experience that taught me invaluable lessons about both business and life. 

What strategies have you found most effective for building and maintaining professional networks? How has networking changed with the rise of social media and digital platforms?

While the pandemic proved we can conduct business effectively through digital platforms, there's power in face-to-face connections. I try to seek out in-person networking events when my schedule allows because relationships often start with a conversation. I've also begun to look back at the tactics I used in the past, blending traditional and modern approaches – LinkedIn helps maintain connections, but I'm making an effort to bring back the personal touch of handwritten notes. This combination of digital efficiency and old-school relationship building creates deeper, more meaningful professional networks.

In your experience, what key skills or qualities have contributed most to your success? How do you continue to develop these skills?

In today’s environment, we have to adapt and try new things. We have so many tools to help us do our work and make things easier.  It’s critical to stay up to date with the latest technology.

How do you stay innovative and adapt to changes in your industry? Share an example of how you've successfully navigated a major industry shift.

I’m fortunate to have a partner who stays on top of all the latest changes, it makes things a lot easier.  That said, we attend one industry tradeshow a year.  These events are the perfect way to stay on top of changes and make great connections.  I also sign up for as many industry webinars as I can.  Even if they don’t align with my schedule, I can get the link to have an app listen and summarize for me.  If I see something in the summary that I think could be useful, I can find that spot in the presentation and listen.

What initiatives or changes would you like to see to promote gender equality in the business world? How do you personally contribute to advancing these initiatives?

I believe the most important thing we can all do is look at the individual, determine skills, strengths, and attributes, and build upon those. Everyone wants to do good work; our job as leaders is to give them the tools they need and let them do the magic.