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PODCAST

Wellness Marketing 101

Boryana Dimitrova

Welcome to Wellness Marketing 101. I’m Boryana — a marketing professor, mom of three, and a passionate advocate for all things health and wellness. I’m also the founder of Black Sea Advanced Marketing Solutions, where I help entrepreneurs build purpose-driven businesses in order to connect authentically with their ideal customers on a deeper level. Wellness Marketing 101 is the podcast for you if you’re an entrepreneur and want to know where to start with marketing. I’ll guide you with simple,

business marketing

All Episodes

31:42

Episode 36: How Inclusive Product Design Drives...

Wellness Marketing 101 ·

2025/12/04

In this episode of Wellness Marketing 101, host I welcome back Grace Ambroze (first featured in Episode 25) for a deeper dive into accessibility, this time focusing on physical product design. Grace shares powerful insights from her work with Lululemon and the Canadian Paralympic Team during the 2024 Paris Olympics, where inclusive innovation shaped everything from uniforms to user experience.Together, we explore how thoughtful design choices not only empower people with disabilities but also

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32:23

Episode 35: From Teacher to Jiu-Jitsu Entrepreneur:...

Wellness Marketing 101 ·

2025/11/25

In this inspiring episode of Wellness Marketing 101, I sit down with Renee Plyler, co-owner of Elevated Studios, a jiu-jitsu school in Wilmington, Delaware that she runs with her husband. Renee’s journey is a powerful reminder that entrepreneurship often starts with passion, pivots, and a willingness to grow beyond your comfort zone.Once an elementary school teacher with no athletic background, Renee never imagined herself owning a martial arts studio. But driven by her husband’s vision, her own

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29:21

Episode 34: Back to the Basics: Building Intentional...

Wellness Marketing 101 ·

2025/11/20

In this episode of Wellness Marketing 101, I sit down with Natalie Contrera, Creative Director and co-founder of Mango Marketing Co., to talk about the power of intention, storytelling, and community in branding.Natalie shares her journey from commercial makeup artist to leading a creative team that helps women-owned businesses grow authentically. We dive into: Why going back to the basics is the key to strong brand storytelling How to uncover your true brand story (even if you think you already

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35:21

Episode 33: Knowing Your Ideal Customer with Alison...

Wellness Marketing 101 ·

2025/11/13

In this episode of Wellness Marketing 101, I sit down with Alison Wehr, an analytics specialist with experience at QVC and Aramark, to talk about one of the most important parts of building a successful business: knowing your ideal customer.Alison shares how companies like QVC built loyalty by focusing on women over 50, why your customer persona should go beyond basic demographics, and how even small businesses can use simple data and conversations to understand their audience better. You’ll also

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39:46

Episode 32: Strategic Business Communication and AI...

Wellness Marketing 101 ·

2025/11/06

In this episode, I sit down with Terence Milstead, Head of User Experience Research @ CODE PA and Lecturer at the Wharton School. Terence is an expert in strategic communication and user experience. Together, we explore how entrepreneurs can improve their communication strategy, use AI responsibly, and build authentic professional connections.Terence shares insights from his work improving government websites in Pennsylvania and training teams to use generative AI to enhance their creative voice

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30:08

Episode 31: Behavioral Science for Entrepreneurs:...

Wellness Marketing 101 ·

2025/10/30

In this episode of Wellness Marketing 101, I talk with Kathryn Ambroze, a behavioral scientist and VP, UX Research Lead - Trust and Security at JPMorgan Chase, about how understanding human behavior can improve customer experiences for your business.Kathryn explains the difference between behavioral science and user research and shares practical tips for entrepreneurs to optimize websites, apps, and services without breaking the bank. Learn how to identify friction points, use analytics

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36:35

Episode 30: Following Your Own Path,...

Wellness Marketing 101 ·

2025/10/23

In this episode, I sit down with one of my students, Michael Golkow, to explore his journey as an entrepreneur and creator. Michael shares the pivotal moments that shaped his career, the lessons he’s learned from both successes and challenges, and the marketing strategies that have helped him grow.We discuss: Building a business with resilience and adaptability Practical marketing and growth strategies that work The role of mindset in achieving long-term success Emerging industry trends and

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36:44

Episode 29: Fighting Fake Reviews, SEO Myths &...

Wellness Marketing 101 ·

2025/10/16

In this episode of Wellness Marketing 101, I sit down with Shane Barker, a digital marketing strategist and founder of TraceFuse, a platform dedicated to helping brands detect and remove fake and harmful Amazon reviews.Shane brings over two decades of experience working with e-commerce businesses, influencers, and Fortune 500 companies, and shares practical insights every entrepreneur selling online needs to hear. Together, we discuss how fake reviews damage visibility, revenue, and customer trust

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61:18

Episode 28: From Pharmacy to Functional Medicine:...

Wellness Marketing 101 ·

2025/10/09

Adrian’s journey is all about grit, resilience, and the courage to change course. Growing up in an immigrant family in Philadelphia taught him the value of hard work and delayed gratification—skills that carried him through a career in the pharmaceutical industry. But after a personal health scare, he walked away from his pharmaceutical business and straight into functional medicine. His mission is to help people prevent illness instead of reacting to it. We also explore the immense benefits of

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28:38

Episode 27: From Competitive Swimming to...

Wellness Marketing 101 ·

2025/10/02

In this solo episode, I share a personal story from my early college days that shaped the way I think about growth, mentorship, and resilience in business.I wasn’t a competitive swimmer when I moved from Bulgaria to attend Saint Peter’s University, but somehow, I ended up on the Division 1 swim team. What followed was a four-year journey of learning, failing, overtraining, adjusting, and ultimately finding my stride. The lessons I learned in the pool apply to entrepreneurship more than I ever

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33:38

Episode 26: From Communist Poland to Capturing Yoga’s...

Wellness Marketing 101 ·

2025/09/25

When you look at a stunning yoga photo, you might think it’s all about the pose. But in this conversation with photographer Wanda, we learn it’s about so much more — the journey, the story, and the emotion behind the shot.Wanda’s path started far from the yoga studio. Growing up in communist Poland, she and her family escaped to Austria and eventually immigrated to the United States with the sponsorship of the Catholic Church. Starting with no English, no connections, and no safety net, she

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36:28

Episode 25: Designing for Everyone: Accessibility,...

Wellness Marketing 101 ·

2025/09/18

What if you’re unintentionally excluding potential customers, just because of your store layout or how your website is designed or your social media posts aren’t considering people with disabilities?In this episode of Wellness Marketing 101, I’m joined by Grace Ambroze, a certified occupational therapist and accessibility specialist, who shares how accessibility goes far beyond ramps and elevators. Grace walks us through how small changes—from social media alt text to the way a store entrance is

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35:50

Episode 24: From CPA to Empowerment Coach: Building a...

Wellness Marketing 101 ·

2025/09/11

Episode 24: From CPA to Empowerment Coach: Building a Business with Heart and StrategyIn this episode of Wellness Marketing 101, I reconnect with my longtime yoga friend, Francesca Zampaglione, a former CPA who made a bold pivot from the accounting world into entrepreneurship. From crunching numbers at Deloitte and the CPA Association to launching Dressed Smart and becoming a professional speaker and empowerment coach, Francesca shares her incredible journey of reinvention. We dive into: How

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22:04

Episode 23: Leave Your Ego at the Door: Lessons from...

Wellness Marketing 101 ·

2025/09/04

In this solo episode, I share honest reflections on how ego can get in the way of growth—whether in jiu-jitsu, yoga, or business. Drawing from personal stories as a martial artist, mom of three, entrepreneur, and marketing professor, I explore how letting go of pride and embracing feedback can open the door to real progress. This is a vulnerable, practical reminder to slow down, listen to your body, and stay open to learning from anyone—students, peers, or mentors.In this episode, you’ll hear: How

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54:17

Episode 22: From Syria to South Florida – Building a...

Wellness Marketing 101 ·

2025/08/28

In this inspiring episode, I sit down with Basel Syrawan, a Gracie University–certified instructor and founder of Gracie Jiu-Jitsu Boca Raton, to talk about his journey from Damascus to Philadelphia to South Florida, both as an immigrant and an entrepreneur.Basel shares how losing his father to deportation at a young age forced him into adulthood early, shaped his mindset, and instilled the work ethic that now powers his business. We talk about how his love for jiu-jitsu became more than a

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34:30

Episode 21: The Right Way to Do Influencer Marketing:...

Wellness Marketing 101 ·

2025/08/21

In this episode of Wellness Marketing 101, I sit down with digital marketing consultant and influencer strategist Rachel Vandernick whose resume includes top brands in beauty, travel, and beverage. From political communication to running her own business, Rachel shares the real behind-the-scenes of growing brand visibility through thoughtful influencer partnerships and performance-driven content.We talk about: Rachel’s winding path from agency life to entrepreneurship How she found her niche

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28:19

Episode 20: From Philly Blogger to Nano Influencer:...

Wellness Marketing 101 ·

2025/08/14

In this episode, I sit down with Philly-based lifestyle content creator and social media professional Camille Mola. Camille shares her journey from blogging in the early days of social media to becoming a trusted voice in the Philadelphia lifestyle and food scene.We dive into: How Camille turned her passion for writing into a personal brand The power of networking and putting yourself out there (yes, even if you’re nervous!) Building authentic relationships with local businesses as an

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34:09

Episode 19: Boundaries, Burnout, and Being You:...

Wellness Marketing 101 ·

2025/08/07

In this episode, I sit down with digital marketing specialist and entrepreneur Sarah DeGeorge, who shares her candid journey from burnout to boundaries and why authenticity is the secret sauce in small business marketing.We discuss: Why knowing yourself is the foundation for good marketing The hidden marketing power in your personality and story (yes, this includes YOU!) How Sarah helps clients uncover their unique selling proposition (USP) The importance of starting with a strategy audit (and

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27:56

Episode 18: Growing Your Business: Lessons from Kevin...

Wellness Marketing 101 ·

2025/07/31

In this episode of Wellness Marketing 101, I sit down with Kevin McCarthy, a former carpenter turned business owner, who shares his journey from side gigs to running Legacy Wardrobes, a full-fledged family-run custom storage solutions company.We dive into: Kevin’s transition from tradesman to entrepreneur—and how that shift changed his mindset The mission behind Legacy Wardrobes: solving real-life problems in row homes through custom closet and pantry builds Working with family: the joys and

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33:29

Episode 17: Clarity, Confidence & Clients: How...

Wellness Marketing 101 ·

2025/07/24

In this episode of Wellness Marketing 101, I sit down with social media marketing expert and entrepreneur Caitlin Durning. Caitlin shares her journey of building her own successful agency, Meraki Media Management. She talks candidly about the challenges of starting a business young, the importance of choosing the right clients, and why clarity in your offers is crucial for growth.Together, we dive into: How Caitlin’s early win with a viral nonprofit campaign sparked her entrepreneurial

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