Candace H Bui-Walston
Candace Bui-Walston is a distinguished Marketing Strategy Coach and the CEO of YingMing Enterprise, LLC, where she empowers small business CEOs, service-based companies, and minority-owned businesses to gain clarity, confidence, and intention in their marketing. As the creator of the CEO Marketing Blueprint™, her signature 8-week coaching program, she helps leaders define their brand identity, strengthen messaging, and communicate value with consistency and purpose. Candace also serves as Marketing Coach for HACIA’s Technical Assistance Program, supporting entrepreneurs in visibility, messaging, and positioning aligned with growth goals. Additionally, she serves as COO for a civil engineering firm, overseeing HR, onboarding, training, equipment, marketing, and proposal writing. Under her leadership, the company tripled in size and staff, earning recognition as Engineering Firm of the Year 2023. Candace’s journey to professional success began with a bold personal challenge: she moved to the United States from China in 1996 at the age of 18 without knowing English. Despite this obstacle, she earned a Master’s degree in Educational Leadership from Chicago State University and built a multifaceted career in education, teaching high school math, serving as an instructional specialist, and later as an Assistant Principal for Chicago Public Schools. This foundation in education honed her ability to understand how people learn and process information, which now informs her coaching philosophy: clarity first, strategy second, consistency always. A consistent theme throughout her career has been overcoming misunderstanding from family, friends, and colleagues, turning challenges into resilience and purpose. Beyond her professional achievements, Candace is deeply committed to personal growth, family, and creative pursuits. She enjoys hiking as a stress reliever, working with her hands recently building a pond in her yard and taking road trips across the United States. She is also in the process of writing a book and treasures creating lasting memories with her children. Since beginning her marketing career in 2016, she has combined her expertise in strategy, messaging, and visibility with her love of storytelling and leadership, helping clients grow confidently and intentionally while balancing a life rich in experience, creativity, and family.
• Canva Essentials
• Graphic Design Essentials
• Administrative Type 75
• Secondary Education in Math - Type 9
• Northeastern Illinois University - B.S.Ed.
• Chicago State University - MA
• Hispanic American Construction Association
• Bridge Builders Toastmasters International
• Joliet Self Publishing
• Women Entrepreneurs Secrets of Success
• YMCA
• Chinese Mutual Aid Association
What do you attribute your success to?
I attribute my success to my children; they are the driving force behind everything I do. Every achievement, every step forward in my career, has been motivated by my desire to provide for them, inspire them, and set an example of dedication and perseverance. Their presence fuels my ambition and gives purpose to my professional journey.
What’s the best career advice you’ve ever received?
The best career advice I’ve ever received is to work hard, stay focused, and remain humble. Consistently putting in the effort, maintaining discretion, and approaching every opportunity with humility has been instrumental in building both my professional reputation and lasting relationships.
What advice would you give to young women entering your industry?
My advice to young women entering my industry is to stay true to yourself, even when you are misunderstood. Trust your instincts, embrace your unique perspective, and let your authenticity guide your decisions over time, the world will adjust to your confidence and capabilities.
What are the biggest challenges or opportunities in your field right now?
The biggest challenges in my field today stem from the rapid rise of AI, emerging software, and an influx of new marketing professionals. Many marketers are quick to chase the latest trends, often at the expense of authentic storytelling, which remains the cornerstone of meaningful audience engagement. At the same time, this landscape presents a significant opportunity for those who prioritize compelling narratives and strategic creativity, setting themselves apart in a crowded market.
What values are most important to you in your work and personal life?
The values that guide both my work and personal life are hard work, authenticity, and treating others with the respect I hope to receive. I believe in being genuine in every interaction, knowing that integrity and sincerity create lasting relationships and that the positive energy you put into the world will inevitably come back to you.