LBT Latina Entrepreneur 2026: Ashley K. Stoyanov Ojeda
Latina Entrepreneur Profile: The “Business Hada Madrina”
Ashley K. Stoyanov Ojeda is a powerhouse business strategist, community builder, and author who has earned the nickname the “Business Hada Madrina” (Business Fairy Godmother). As the author of Jefa in Training—the first Spanglish business toolkit for Latina entrepreneurs—she has dedicated her career to helping underrepresented founders navigate the complexities of starting and scaling impactful businesses.
The Story of the Business Hada Madrina
Ashley K. Stoyanov Ojeda’s Latin entrepreneur story begins in Queens, New York, growing up in a bicultural household—the daughter of a Mexican mother from Morelia and a French-American father. While her school years were rooted in the hustle of NYC, her summers were spent in the heart of Mexico, and her winters were shaped by her French grandmother, Meme. These days, she lives outside of Portland, OR.
Before she was a strategist, Ashley was in the music industry. As a singer-songwriter and PR maven, she saw firsthand how women and underrepresented creators were often left to navigate complex industries without the necessary toolbox. Her response was to build one. In 2017, she founded #WomxnCrush Music, a grassroots movement that exploded from a single event in Portland to a community spanning 13+ cities across the United States and Canada. It was here that Ashley realized her true calling wasn’t just making music—it was making space for others to thrive.
The transformation into the “Business Hada Madrina” (Business Fairy Godmother) happened almost by accident during the uncertainty of the 2020 pandemic. Ashley began hosting weekly calls for a small circle of Latina founders, offering the kind of guidance, resources, and “open-door” magic that most corporate spaces lacked. Her community saw the way she could transform a roadblock into a runway and began affectionately calling her their Hada Madrina.
Recognizing that the business world lacked a manual that spoke the language of her community, she authored Jefa in Training. As a proud Latina entrepreneur it became the first-ever Spanglish business toolkit, proving that you don’t have to leave your culture at the door to build your business. Today, Ashley stands as a strategist for brands, reminding every Jefa that their heritage is their greatest asset. She isn’t just coaching businesses; she is honoring the legacy of the women who came before her while clearing the path for those coming next.
Why 2026? Connecting to the Trends
Our “LBT Latina Entrepreneur 2026” series isn’t just about looking ahead; it’s about identifying the specific shifts that will define success for Latina entrepreneurs and business communities this year. Here are the questions we asked Ashley to share her outlook on for 2026:
LBT Latina Entrepreneur Profile 2026 Q&A
1.The Pivot: What’s a business habit you’re leaving behind in 2026?
Ashley: “Overthinking.”
The 2026 Trend: In a year defined by agility, the most successful leaders are those who prioritize “imperfect action” over the paralysis of analysis.
2.The Tool: Your favorite time-saving app or AI feature right now?
Ashley: “Honeybook’s Notetaker AI is a lifesaver for client notes and recaps.”
The 2026 Trend: We are seeing a shift toward AI Utility. It’s no longer about the newest “shiny object,” but about tools that reclaim your time so you can focus on high-level creativity.
- The Heritage: What’s a cultural value or consejo you lean on?
Ashley: “Lo que es para ti, te encuentra. (What is for you, will find you.)”
The 2026 Trend: As the market becomes more automated, Authentic Resonance is the ultimate competitive advantage. Leaning into cultural wisdom provides the grounding needed to scale with integrity.
- The Action: What’s one quick tip for entrepreneurs to take this month?
Ashley: “Build your community. No matter what stage you’re in, your community is what will shape what you do next and ground you at the same time.”
The 2026 Trend: We have entered the Ecosystem Era. Success in 2026 isn’t about solo achievement; it’s about the strength of the network you build and support.
Why This Matters Now
Ashley’s insights remind us that while the tools of business (like AI) are changing, the foundation—community and cultural heritage—remains our greatest strength. As you plan your year, ask yourself: Where am I overthinking, and who in my community can I reach out to today?
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