Ashley K. Stoyanov Ojeda Talks Latina Mentorship

Ashley Stoyanov Ojeda is the author of "Jefa in Training", a guide for Latina business owners

Ashley K. Stoyanov Ojeda Mentoring

Photo courtesy of Ashley K. Stoyanov Ojeda

Latins are often systematically gatekept out of many industries across the U.S. In 2022, Latinas made up only 3 percent of professional roles in the STEM industry, according to the Pew Research Center. And for another example, just last year, Fabian Flores Publishing found that Latinxs make up a combined total of 5 percent of editorial and executive positions in the publishing industry. There are many factors that play into why we are so underrepresented in the U.S. workforce but one of them is, without a doubt, mentoring. It provides a supportive pathway into a professional field and can be a transformative experience, especially for BIPOC. But if we’re not employed in senior roles and gaining work experience, how can the next generation see themselves in those fields? How can they take their work seriously or be excited and passionate about it without the representation of our community in front of them? Diversity and inclusion only leads to more diversity and inclusion, and mentoring plays a huge role in making that happen.

That’s where nonprofit founder, community builder, consultant, strategist, author, and speaker Ashley K. Stoyanov Ojeda, the self-proclaimed “Business Hada Madrina”, comes in. Originally from Queens, New York, she is first-generation Mexican and French-American who works as a business consultant and coach. She helps entrepreneurs, leaders, and changemakers make their mark on the world, especially those with underrepresented and marginalized backgrounds. Change is only possible when we all put in the work and for her, that means empowering and coaching others to be their greatest selves while staying true to herself. That mission informs the work Stoyanov Ojeda does especially with other Latinas as showcased in her book, Jefa in Training, the first Spanglish guide for growing a business.

“Through my book, speaking, and consulting, I get to show people what’s possible. A lot of us have these huge dreams but don’t know where to start or how to piece them together. One of my favorite moments is when a client has that light bulb moment—when everything clicks, and they see how close they are to turning their vision into reality. Helping someone go from stuck and overwhelmed to clear and confident? That’s the magic,” she tells HipLatina. “At the end of the day, all of my work is about helping people believe in themselves and their potential. Whether it’s giving them a roadmap, creating community, or amplifying their voices, I’m here to help them build something that’s both sustainable and aligned with their values.”

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In many ways, Stoyanov Ojeda has always been drawn to consulting, coaching, and mentoring. When she was in high school, she worked as a peer counselor and became certified to help her classroom talk through their struggles with school and general life experiences. More than a formal coaching session, it gave them a safe space to express what they were going through, which was arguably its own type of mentoring.

From there, she had a brief stint in music as a singer-songwriter before starting her nonprofit in 2017, #WomenCrushMusic, which supported female songwriters and grew to a multi-chapter organization in 16 cities across the world. For her, it was about finding a community of like-minded artists and providing support and resources to other women, who are incredibly underrepresented in the industry and face different and more challenges than men. Of course, mentoring was a part of the organizational structure, as people reached out to her regularly for advice. Over time, as the nonprofit continued to evolve, she realized that coaching and strategy work was what she really wanted to focus on, especially of how it ended up changing her in return.

“What I didn’t expect was how much coaching others would help me grow, too. Mentoring has made me more self-aware and empathetic. It’s taught me how to see things from different perspectives and appreciate the unique journeys of the people I work with,” Stoyanov Ojeda says. “It’s also shown me the power of vulnerability. There have been so many moments where my clients’ stories or challenges have inspired me or where they’ve supported me in ways I didn’t anticipate. Mentoring can often be a two-way street, and that mutual growth is one of the things I value most about it.”

She attributes part of her success to her own two amazing mentors, former bosses who supervised her at a community management business while she was running her nonprofit. Many of the qualities she exhibits and carries with her today, even after she dissolved the nonprofit in 2022, are ones she learned from these mentors, like empathy, gentle encouragement, and faith.

“I could go to them with challenges I was facing or when I needed to make tough decisions,” she explains. “While they didn’t always have the answers, they believed in my ability to figure it out—and that belief was exactly what I needed at the time. It gave me confidence to keep moving forward, even when things felt uncertain. The biggest lesson I learned from that experience was that asking for help didn’t make me weak—it actually made me stronger. Their support reminded me that no one achieves anything meaningful on their own, and having people you trust in your corner is one of the most valuable assets you can have.”

Then in 2022, the same year that Stoyanov Ojeda closed the nonprofit, she decided to bring her message and mentor others in a new way, by writing and releasing her book Jefa in Training. Designed to be a how-to guide and workbook for Latina entrepreneurs, it provides readers with the steps to start their dream business, offers advice to build an authentic life and seek out professional opportunities, tells stories and experiences from other Latinas making their way in the world, and utilizes Spanglish and slang to make it sound out from other business how-to books. And ultimately, become the jefa they always knew they could be. It has been a big hit with readers with endorsements from Latina leaders like actress Eva Longoria.

A big part of the inspiration for the work was when she decided that she wanted to start a business and tried to read every book she could get her hands on. But unsurprisingly, there aren’t a lot of Latina or women-centered business books out there. Many are written by old white men and she struggled to see how she could apply their advice, tips, and strategies to her own life, which felt so different from theirs.

So when she got a book deal, it felt like fate, like she was writing the very book she wanted to see out in the world but had been missing. Even though she’d mostly written press releases and taken only a few creative writing, she felt like her lack of experience, at least compared to other writers, was her true superpower. She wanted it to be accessible and approachable for anyone, regardless of their own background or knowledge. Plus, she wanted readers to be able to apply what’d they learned right away, that they could turn to every step of the way in their business or entrepreneur journey.

“Writing this book was my way of giving back to our community and creating a resource that feels approachable, empowering, and truly reflective of our culture and experiences,” Stoyanov Ojeda says. “Jefa in Training is more than a business book; it’s a roadmap and a reminder that you already have what it takes to succeed…At the end of the day, I wanted this book to feel like it was written for us, by one of us.”

In fact, the book was so successful that she was inspired to create the Jefa in Training Circle, a membership service where Latina entrepreneurs can access discounted strategy, mentoring, and coaching sessions, workshops, retreats, author development sessions, and writing and public speaking clubs. In this next year, she plans to expand the Circle’s number of members, offer more classes, and provide access to other coaches and funding opportunities, just to name a few projects.

Besides running her Substack newsletter La Hoja, she also has another book currently in the works entitledThe Book of Awesome Latinas, which will highlight 88 Latina women from Latin America and that she’s co-writing with Latina journalist Mirtle Peña Calderón. In every aspect of her work and career, Stoyanov Ojeda is focused on pushing herself and her clients to new heights to make a positive impact on other Latinas, and open new doors for the next generation to follow. She notes:

“Mentoring is so important, especially in our community, because it’s one of the most powerful ways we can lift each other up and break cycles of inequity. Many of us—especially first-gen individuals—grow up without access to the networks, resources, or guidance that others might take for granted. Mentorship helps close those gaps by providing not just knowledge, but also encouragement and belief in what’s possible. I believe that good mentoring often goes beyond professional growth—it’s deeply personal. It’s about creating spaces where people feel seen, heard, and supported. When someone in our community steps into a mentoring role, it sends a message: ‘I see you, and I’m here to help you succeed.‘ That kind of support can be life-changing, especially for people who might not have anyone else rooting for them. I also believe mentorship is important because it creates a ripple effect. When someone is mentored, they often go on to mentor others, passing down knowledge, encouragement, and opportunities to the next generation. It builds a culture of giving back and strengthens our community as a whole…We’re here to create generational impact, and that starts with showing up authentically, sharing knowledge, and opening doors for others as we rise.”

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Ashley K. Stoyanov Ojeda entrepreneur entrepreneur tips entrepreneurship Featured jefa in training latina Latina entrepreneur latina mentors Latina writer mentoring
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