Wave Marketing: The Origin Story
From a College Dream to a 6-Figure Business
Wave Marketing Co.’s Origin Story: From a College Dream to a 6-Figure Business
Hi everyone! For those who don’t know me, I’m the owner, founder, CEO, accountant, HR department, and a whole lot more here at Wave Marketing Company. On April 28, 2025, we’ll be celebrating the 2-year anniversary of our first sale after our official relaunch from our beginning days of LocalMarke LLC (still the legal name of our company) — and I can hardly believe it.
If you told me years ago that I’d be running a successful 6-figure business, I probably wouldn’t have believed you. My first attempt (under a different name) was, frankly, a flop. But failure was part of the process. Today, I want to share the story behind Wave Marketing — not just the wins, but the lessons too — in hopes it might help someone who's starting their own business journey or someone going through the same journey.
The Beginning: LocalMarke LLC
Wave Marketing Co. originally began as LocalMarke LLC back in 2016 while I was a student at Skidmore College. During college, I spent three years conducting research, which led to a published paper titled “Love and Hate Relationship with Social Media: The Case of Small Restaurants.” I interviewed restaurant owners around Saratoga Springs about their social media presence — which, at the time, was minimal. Most only had a Facebook page, and few posted regularly due to time or money constraints.
That research inspired me to build an affordable marketing company specifically for small restaurants. I was 21, full of ambition (and overconfidence), convinced that I knew exactly what I was doing. I spent over a month brainstorming names before landing on LocalMarke — short for “Local Marketing.” My uncle, a lawyer, helped form the LLC, and my grandpa, a retired business owner, gave me my first real business advice: Join the local Chamber. So, I did — and met my first client there. The first job we ever did? A logo for a local barber shop, hand-drawn by my incredibly talented sister, an art major at Skidmore.
The First Failure
At 21, I was quiet and shy — not exactly built for networking. That, along with a lackluster website and limited business knowledge, became my downfall. I didn’t have the foundation or the tools to succeed. So I made the tough decision to walk away and enter the workforce. After graduating, I took the first job I could find — at a tech company that, frankly, didn’t value me.
At my 6-month review, I asked for a raise. I was told, “Absolutely not — you’re going nowhere in life.” That sentence hit hard. But it also lit a fire in me that I could do better than that worthless company. I knew I wanted to do meaningful work in marketing — and I knew I had to find a company that would believe in me and value me.
A Turning Point
That’s when I found the job that changed everything: a role as a SEM Specialist at Lia Auto Group. I didn’t know a thing about Google Ads or Analytics — just social media — but they took a chance on me. My boss, Nate, taught me everything I know about digital marketing and how to analyze data eventually becoming the Marketing Data Analyst.
Over six years, I managed Google Ads, Analytics, Facebook Ads, branding, video production, and more for 21 dealerships across three states — plus a small time managing Vent Fitness’s social media. While managing social media for Lia, Instagram launched the "collaborations" feature. I had an idea: partner with local businesses to create video content using Lia vehicles — a cross-promotional strategy that benefitted both sides.
One of those other businesses we worked with was also a large local influencer. After our video with them, they asked if I’d manage their Instagram just like I did for Lia. I said yes. That small "yes" reignited my business and marked the beginning of something big.
Rebuilding: Wave Marketing Co.
I officially restarted my business in March 2023 — but it needed a fresh identity. I couldn’t go with my last name (no one can pronounce Rinaolo), so I came up with Wave Marketing Co.: clean, modern, and memorable. My sister designed our first logo and took photos for our launch. I made sure it was Google-friendly, and most importantly, I built the foundation I never had before: a Google My Business listing, an informational website, and a data-driven marketing strategy — a unique value we offer that others in our area don’t.
Our first sale as Wave Marketing Co. came on April 28, 2023, to Saratoga Coffee Traders. From there, it snowballed. I was filming content 3–4 nights a week after work, running on 80–100 hour weeks between 2 jobs and living at my moms after my house flooded and I had to move out for 8 months. It was exhausting, but I was determined not to repeat the mistakes of LocalMarke. So between renovating my house, working full time and my side hustle you can say I was pretty busy. Even when I went on vacation - my whole life was work - just in a new location.
Going Full-Time
By the end of 2023, we were already a 6-figure business. My goal was by the time I turn 30 to be pulling in a 6 figure income and by 28 through my business I was able to do that. So, in February 2024, I made the scary decision to leave my full-time job and go all in. I was living on my own, nervous about what would happen — but I was all in. As a business owner you have to be willing to take risks to succeed.
Thanks to that food influencer and a growing list of referrals, we picked up clients quickly — especially restaurants. We stood out by offering analytics-based marketing, and our clients loved it.
Growing the Team
In January 2024, I brought on two interns — one of them being Molly, now our full-time account manager and one of the best decisions I’ve ever made. Molly is hardworking, positive, and absolutely essential to our company’s success. She took a chance on Wave and has become the heart of this business. This was another risk I took because at the time spending that much money on an employee was a scary idea. She was so worth taking that risk! I couldn’t do it without her.
Then came the rebrand. We were no longer just the “affordable” marketing agency — we were something more refined. We were working with more high end luxury clients. With help from our incredible designer, Olivia, we rolled out a new polished logo, brand colors, and fonts. It wasn’t cheap — but it paid off. After launching the new site, we started signing 2–4 new clients every month. Our site now converts 90% of inbound leads — a stat I’m really proud of!
Where We Are Now
Today, Wave Marketing Co. has:
21 full-time clients
Worked with over 100 brands
Been featured in local news
Landed national clients
A team that includes a graphic designer, account manager, and a new Skidmore intern
We’ve come a long way from LocalMarke LLC - the idea born at college.
What I’ve Learned
Owning a business is hard. The stress is high, the hours are long, and in the beginning, there are months where you may not pay yourself. You’ll wear every hat, from sales to payroll, and learn a million new systems. But the reward? It’s worth it.
If I could offer one piece of advice to anyone starting out — find a mentor. I was lucky to have business-savvy family members to lean on, and I couldn’t have done it without them.
Never listen to someone who tells you you’re going nowhere. I still think about that review from years ago — and it pushes me every day.
If you’re thinking about starting a business, or you’re in the middle of building one and need someone to talk to — I’m here. Reach out!
Special Thanks
Dominick Shallo – My grandpa and mentor. He helped with financial planning, budgeting, and keeping my books in order.
Scott Shallo – My uncle and the builder of my contracts. He laid the legal foundation for both LocalMarke and Wave Marketing Co.
Michael Gabriele – My brother-in-law and accountant. He’s been teaching me QuickBooks and how to run a business from the financial side as well as dealing with my mess of a financials for 2024.
Nathan Rodriguez – My former boss at Lia who taught me the digital skills that became the foundation for this company.
Olivia James – Our graphic designer and branding queen. She brought our rebrand to life and helped make Wave what it is today.
Molly Perrine – Our heart and soul. Her dedication, positivity, and care for our clients inspire me every single day.
Isabella Marchese – She is a great business coach that helped grow our company who I met 1.5 years ago!
My future hubby - Thank you for putting up with my late nights and constant stress.
Thanks for reading — and thank you to everyone who’s supported this journey. Cheer’s to the next 2 years of growing Wave Marketing Company!!
If you own a business and want to chat or if you are thinking of opening a business and want to chat contact us today: https://www.wavemarketingcompany.com/contact-us
