From Marketing Generalist to Fractional Marketing Boss: Alea Petersen's Journey
In Season 2, Episode 5 of the 502 Entrepreneurs podcast, host Carl Armijo welcomes the passionate and driven Alea Petersen, founder of Smarketing Machine. This episode is packed with insight for entrepreneurs, freelancers, and creatives who are building something of their own while balancing life, purpose, and growth.
The Leap from Agency to Entrepreneur
Alea shares how her years at a Louisville marketing agency gave her the foundation to launch her own consultancy. While she loved the variety and team collaboration, she craved more freedom—both in her schedule and in the types of work she could focus on. "I wanted to be more than a generalist. I knew I had something unique to offer, and I wanted to build a structure that allowed me to do just that," Alea explains.
Smart Marketing Systems = Real Freedom
One of the key takeaways from the conversation is Alea's belief in building systems that actually create the freedom so many entrepreneurs are after. "Freedom doesn't happen by accident. You have to build it," she says. Her company, Marketing Machine, focuses on smart, strategic marketing—especially for small businesses, nonprofits, and new startups. She loves working with clients in the launch phase and helping them clarify their brand, message, and marketing funnel.
Tools That Do the Heavy Lifting
Alea gives a shout-out to tools like Canva Pro, ChatGPT, and Go High Level, which she uses daily to help clients create content, automate tasks, and build efficient systems. "I believe in bootstrapping and timeless effort. You don’t need 50 tools—just the right ones," she says.
Multi-Passionate and Purpose-Driven
Beyond Marketing Machine, Alea is writing a book, creating digital templates, and exploring the world of passive income and "boring businesses" like storage units. Her curiosity and creativity are central to her entrepreneurial path. "I’m a dreamer and a doer. I like to try things out, take action, and not be afraid to fail."
Louisville Love
Alea also highlights what makes Louisville a great place to be an entrepreneur: the support, the creativity, and the welcoming community. She talks about the joy of being surrounded by local businesses and finding inspiration in nature, live music, and the city's vibrant arts scene.
Carl Armijo
Podcast Host/Photographer/Business Owner
As the host of 502 Entrepreneurs, I bring real-world experience from building two service-based businesses from the ground up. I know what today’s customers expect — and what it takes to deliver. Whether I’m behind the camera in my real estate photography business or managing my cleaning company, my focus is always the same: make life easier for clients through clear communication, modern tools, and reliable, stress-free service.
On this show, I share honest, practical lessons about customer service, building trust, and using streamlined systems to simplify the client experience. I believe that great service isn’t just about finishing the job — it’s about setting clear expectations, communicating proactively, and standing behind your work long after the invoice is paid.
I’m passionate about helping fellow entrepreneurs — whether they’re just starting or scaling up — learn how to deliver quality work, simplify their processes, and create businesses that people rave about. Each episode is a chance to share real stories, useful tools, and the lessons I’m still learning every day while building my companies here in the 502.
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