It’s been a decade since Kristelle Siarza planted the seeds for her marketing agency, Siarza. What started as a dream to disrupt the New Mexico market has blossomed into a thriving enterprise, celebrating its 11th anniversary this year. We sat down with Kristelle to reflect on Siarza’s journey, from its humble beginnings to becoming one of the top agencies in the state.

The Spark: Why Siarza?

“When Siarza first started, I saw the writing on the wall,” Kristelle recalls, reflecting on 2014. “Traditional public relations and advertising agencies were struggling to understand digital marketing. I’d seen larger agencies across the country capitalizing on the digital aspect, and I felt it was the right time and place for Siarza to introduce itself into the New Mexico market.” Beyond filling a market gap, it was also a personal ambition. “It was time to have another big agency in town, and it had always been a dream of mine to own my own business.”

More Than an Agency: Creating Opportunities

When asked about her main goal at the outset, Kristelle’s answer was immediate: “Create jobs.” She vividly remembers the frustration of seeing talent leave New Mexico for digital opportunities in places like Austin. “This was 2014, and I wanted to keep people home, in New Mexico, especially since I was landlocked here with my son,” she explains. Her vision was to build an “affordable but high-quality agency” utilizing local resources. “My mission was to create jobs and opportunities for people in the digital marketing space, which 11 years later has expanded into public relations and advertising.”

Overcoming the Early Hurdles

Starting any business comes with its challenges, and Siarza was no exception. “Nobody knew us,” Kristelle admits. “I was living in the shadows of a previous agency. People didn’t think we were credible, or that we could be a viable business.” The early days were about proving their worth and helping people understand their unique approach. “Once people started to figure it out, then we solved it.”

Another hurdle was challenging traditional business norms. “People didn’t take us seriously, wanting to create a culture of fun, excitement, vibrancy, and a family attitude. They said, ‘It’s not a sustainable business, you have to do things the traditional way.’ I didn’t want to do that, and I hope we’ve proven people wrong because we’re still here!”

First Clients and the Game-Changer Project

Siarza’s inaugural clients included the Department of Cultural Affairs of the state of New Mexico, a small startup called Bowties.io, and the Slate Street Campaign. While these initial partnerships taught valuable lessons, they aren’t current clients, though some relationships, like with the New Mexico Tourism Department, continue indirectly.

But what truly put Siarza on the map? “The Albuquerque Isotopes!” Kristelle exclaims. “We were one of the first vendors to help introduce social media for the Isotopes. We sponsored the ‘selfie of the game,’ which was a really fun project.” This collaboration cemented Siarza’s reputation. “That got us on the map because people started to take us as a subject matter expert in social media. One of the largest brands in New Mexico was able to trust us with their story.”

Defining Moments of Growth

Reflecting on Siarza’s evolution, Kristelle highlights three pivotal moments:

1.  The Tough Pruning: “There was a moment the agency had to let people go for different reasons. It was difficult, but it made me realize that business is like gardening. As hard as it is to prune, sometimes changing and pivoting creates better opportunities for future growth.” This emotional challenge ultimately led to a clearer direction.

2.  Reputation Confirmed: A significant growth moment came when they landed a major client, a particular state agency. “People knew of our reputation, and when they come to us and say, ‘Boy, do I have an opportunity for you,’ they’re not kidding. You have to take a leap of faith.” This partnership “really defined the reputation of our organization and upheld our quality.”

3.  Strategic Pivot: The third key moment was dropping the “social digital” tag. “We knew we had the potential to be an outstanding public relations and advertising agency, but people really loved us for our digital work.” By embracing a more holistic approach, “people knew that we were ready to really help them in a more intentional, holistic way. That really changed the trajectory of the agency… helping us become one of the top 10 agencies in the city.”

A Decade of Evolution: Team, Culture, and Future

Siarza’s growth over the last 11 years is evident in its team and infrastructure. “We’ve grown so large that we’ve needed a dedicated person for operations, leading to the promotion of our first-ever Chief Operating Officer,” Kristelle notes. They’ve also established a clear career ladder program, fostering individual growth. “We’re very intentional with the growth process of every individual, laying out a roadmap from intern to leadership.”

A pivotal moment arrived with the investment in Siarza’s physical office. Kristelle lightheartedly likens it to “moving out of our parents’ house,” emphasizing the immense pride in establishing this foundational space.

As Siarza charts its future, Kristelle’s vision remains sharp, rooted in a commitment to meaningful work and collaborative partnerships. She clearly states, “We want more clients that really value the work, respect the team, and know that we’re a critical piece to making an impact in the world.”

Evolving from an ambitious dream into a beacon of opportunity and a leading agency in New Mexico, Siarza’s 11-year journey stands as a profound testament to Kristelle’s vision, resilience, and unwavering dedication to both her team and the wider community. Here’s to many more years of continued growth and positive impact!