Her Story
About Ashley
Ashley Roberts is a New York-based Creative Strategist, artist, and sustainability advocate specializing in creative direction, brand strategy, and eco-conscious partnerships. She currently leads Creative Direction, Socials & Strategy at Herb, where she develops social strategies, produces events, manages partnerships, and helps shape how cannabis culture is represented through innovative storytelling and visual experiences. With a decade of experience in creative direction, Ashley combines strategic thinking with artistic expression to create campaigns and experiences that connect brands with audiences in meaningful ways.
Before joining Herb, Ashley built a diverse creative career spanning editorial photography, fashion, television production, and event management. She began as an editorial fashion photographer before transitioning into location management and production, where she supported television projects and helped develop operational systems at Industry City. Throughout her career, she has worked across creative industries, including gallery management, special events, and brand partnerships, with notable projects such as supporting the first LVMH hackathon held in the United States. Her ability to blend logistics, storytelling, and visual creativity has allowed her to lead complex projects involving artists, brands, and communities.
Ashley is also the founder of DI·A·TOM, a multidisciplinary platform focused on biomaterials, upcycling, and environmental innovation. Through exhibitions, creative experiences, and educational initiatives, she explores the intersection of art, technology, and ecological responsibility. She holds a Bachelor’s degree in Public Relations, Advertising, and Applied Communication from University of Central Florida and has completed climate-focused fellowship training through Climatebase Fellowship. Passionate about regenerative design and biodiversity, Ashley continues to build connections between creativity and sustainability while advocating for a future shaped by responsible innovation.
Her Interview
Ten minutes with Ashley
01What do you attribute your success to?
My concept of success is defined only against myself. I keep the definition of success in my own lane and avoid comparing it to other people or what society expects.
02What’s the best career advice you’ve ever received?
Throughout my career, I've been fortunate to learn from mentors like Ares Stern and kim david(male), whose guidance has encouraged me to pursue opportunities with intention rather than simply saying yes to everything.
03What advice would you give to young women entering your industry?
Stay open-minded and be selective with opportunities. Say yes to things you can overachieve on rather than taking on more projects than you can handle. Focus on refined work instead of struggling with too many things.
04What are the biggest challenges or opportunities in your field right now?
The challenge is fighting quantity versus quality in creative endeavors, production, and marketing. Methodical, well-thought-out quality will reign supreme over pumping out quantity.
05What values are most important to you in your work and personal life?
On any given day, you'll find me developing creative campaigns, researching trends, analyzing social media, curating visual direction, and building relationships with collaborators and clients. Creativity isn't just about inspiration—it's about discipline, observation, and continuous learning.
Outside of work, music has always been a part of who I am. I sing, play piano, write music, and have performed in Manhattan as well as with a rock band in Florida. I'm currently working on original songs for an EP, allowing that creative process to unfold naturally rather than rushing toward a deadline.
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