About Ashley

Building things. Bringing people together. Learning what actually works.

I didn't become a community strategist because I studied community building.

I became one because I built them.

I've spent 10+ years figuring out how to turn an idea into an audience, an audience into a community, and a community into something people genuinely want to be part of.

Now I help you do the same — without figuring every damn thing out the hard way.

Ashley White holding a laptop by a window

The Story

I built the things I needed.

SERA started after a major life plot twist. I went looking for a place where women navigating big transitions could feel seen, understood, and a little less alone. I couldn't find what I was looking for.

So I built it.

SERA Girls Club grew from an idea into a community of thousands of women — with a private community, digital programming, social content, meetups, events, and real friendships happening because of it.

And somewhere along the way, I learned something: getting people to join is only the beginning.

I had to learn how to find the right people. How to get strangers talking. How to create programming people actually showed up for. How to keep a community engaged. How to make people feel like they belonged.

And, maybe most importantly, what doesn't work.

SERA Girls Club app — member profiles and discovery

SERA Girls Club app — community events and meetups

SERA community members lined up together

Then I took it IRL

Eventually, a screen wasn't enough.

I created SERA Retreats to bring women together in real life — traveling to beautiful places, sharing meals, trying new things, and creating the kind of friendships that happen when you get people out from behind their phones.

That taught me an entirely different side of community building: how to turn connection into an experience.

From intimate meetups to multi-day retreats, I've learned how to create the details, rituals, programming, and environment that make people walk away thinking:

I want to do that again.

And I don't just do this for my own brands

My career has taken me into global tech communities, where I've built community strategy, programming, partnerships, and engagement at scale.

So I've seen community from both sides: the scrappy founder building something from nothing — and the global company trying to make thousands of people feel connected to something bigger.

SERA Collective is where I bring all of it together. And now, I help you build yours.

Ashley and Kelli sharing a laugh over their work

You don't need a million followers.

You don't need a perfectly polished brand.

And you definitely don't need to spend the next three years Googling your way through every decision.

You need a clear idea, the right people, and a reason for them to keep coming back. Whether you're starting a niche community, trying to turn an audience into something deeper, planning your first IRL experience, or sitting on an idea you know could become something — I'll help you figure out how to build it.

I've done the trial and error & A/B testing, so you don't have to.

Work With Me

Women toasting at a long table on a SERA retreat

The best communities feel like someone's table.

Not a funnel. Not a follower count. Not another place people join and forget about.

A place with a point of view. A host people trust. People they want to know. And a reason to keep pulling up a chair.

See what I've built

Have an idea for a community, brand, or experience?

Let's turn it into something people want to be part of.

Work With Me Tell me what you're building