Meet Sarah Iaione | Director of Digitial Marketing and Entrepreneur

We had the good fortune of connecting with Sarah Iaione and we’ve shared our conversation below.

Hi Sarah, how do you think about risk?
I believe there are two types of people in the world: those who let the fear of risk keep them confined within the boundaries of societal safety, and those who see risk as the very path to opportunity. I’ve always been the latter. For me, risk has never been about the possibility of failure — it’s been about the potential for growth. My brain isn’t wired to focus on losing; it’s wired to ask, ‘What’s the best that can happen?’

I’ve never seen risk as something to fear, but as something to plan around. I break it down, assess the costs, and even when things don’t go as expected, I believe in my ability to adapt and come out stronger. When you set clear goals, develop smart strategies, and truly commit — you create outcomes, not excuses.

I don’t necessarily call myself a risk-taker; I call myself a go-getter. Because I don’t fixate on how far I might fall — I stay focused on how far I can go. That mindset has shaped every bold move in my career and is the reason I’ve always chased the harder route — the one with more reward, more challenge, and more growth.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
What I love most about marketing is that it’s not about me—it’s about everyone else. My creativity isn’t centered on my personal preferences; it’s rooted in understanding people. As a naturally empathetic, people-first person, I’ve been able to translate that trait into my work. My marketing strategies are built around what will resonate, connect, and serve—not just what looks good to me.

What sets my work apart is the intention behind every creative decision. I don’t just design or write content for the sake of aesthetics—I design with purpose. With a background in Information Science and a focus in UX Design, I’m trained to make information accessible, usable, and digestible. I think deeply about how audiences process information—visually, textually, and auditorily—and I build content that taps into all three. Then I layer in creativity: how do we make this scroll-stopping, memorable, and shareable? That’s where strategy meets storytelling.

But getting to where I am now wasn’t easy. I had to unlearn a lot. In the beginning, I created content that I liked. I made videos that reflected my taste. And while they looked great to me, they didn’t always land. The hard truth I had to face? It’s not about me—it’s about the audience. Once I embraced that shift, everything changed. I started building brands, strategies, and campaigns that were data-backed, community-focused, and genuinely impactful.

What I want the world to know about me and my brand is this: I love being wrong. Growth doesn’t happen when you’re always right—it happens when you’re willing to hear other perspectives, challenge your own thinking, and be open to change. I lead with that mindset every day. Personally and professionally, I strive to be better than I was yesterday—and I bring that energy into every brand I touch.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I’d like to dedicate my shoutout to a few key people who have shaped not just my career, but the way I think, lead, and build.

I launched my digital marketing agency, Hype Up, at 19 years old, formed my LLC, and started hiring a team by 21 years old. I built the business throughout college and beyond. The journey was filled with lessons—not only in mastering my craft, but in managing clients, people, finances, and internal systems.

First and foremost, I’m grateful to my parents. They taught me how to fight for myself and never let society define what “success” should look like. They instilled in me the confidence to do what’s best for me—even when it doesn’t make sense to others. That mindset gave me the courage to build a business while still in school, even when it raised eyebrows among my peers and professors. I trusted my gut, and the referrals kept coming. What started as an accident became something I built, brick by brick.

My dad was the first entrepreneur I ever knew. He owned his own masonry company, and I vividly remember asking him as a kid, “Why do you wake up so early if you own the company?” He explained to me the meaning of work ethic and accountability. That spirit is something I carry with me every day.

I’m especially thankful for Emma Ayan, my best friend and Hype Up’s original account manager. Her creativity, passion, and consistency helped me push through the toughest moments. And to Sofia Catarino, another best friend, who never hesitated to support my vision. She was always willing to learn anything I needed—and she did it with excellence and heart.

Eventually, I reached a turning point. I began transitioning clients to another agency and realized I was ready for a new challenge. After years of doing everything on my own, I was burnt out from managing difficult clients with no one to lean on. That’s when I found my next chapter—and today, I’m the Director of Digital Marketing for a company I truly love.

I want to thank Alana Suroff, our Vice President of Marketing, for reigniting my spark. Her leadership is magnetic. She’s the first person I’ve worked under who I know genuinely has my back. Her strength, compassion, and ability to drive real change is something I deeply admire. I feel incredibly lucky to learn from her.

I’m also grateful for my teammates Rachel and Matt, two people I’ll always look up to as mentors. Rachel is one of the most creative minds I’ve ever met—her calm, thoughtful energy and visual talent inspire me daily. And Matt has been with the company since the beginning. Watching the brand evolve alongside him is incredibly motivating. Being on his team is an honor.

Our marketing team is a rare kind of support system. We answer the phone when it matters, show up for each other, and operate with a level of trust and loyalty that’s hard to find. Marketing can be a demanding space, and having a team that truly understands, respects, and protects one another makes all the difference.

I wouldn’t be where I am today without these people—and I’m forever grateful.

Website: https://www.hypeupmarketing.com/

Instagram: sarahiaione_

Linkedin: https://www.linkedin.com/in/sarah-iaione-ba0221254/