In this inspiring episode of The TradeMarke Podcast, Sarah Ghirardo and Eric Thomas sit down live at AHR Expo with Krista Laden, Marketing & IT Director at Gulf Shore Air Conditioning and a board member of Lady Titans. Krista pulls back the curtain on her 13+ year journey from admin assistant to leadership, revealing how she’s helped build a beloved, community-first brand without relying on Google Ads. Instead of chasing clicks, Krista focuses on what actually creates long-term business growth: relationships, reputation, and radical consistency. Here's what you'll learn: Why Gulf Shore Air invests in community sponsorships over paid ads How Krista uses time blocking to juggle business, Lady Titans, and raising two young kids The value of hyperlocal marketing—from sponsoring 5Ks to building parade floats Why she believes your real ROI comes from touching hearts, not just tracking clicks Her favorite branding campaign (hint: it includes a homemade shrimp boat and hot cocoa) How local publications and community awards helped build an HVAC brand people remember Why Lady Titans is one of the most powerful movements in the trades—and how to get involved Plus, we talk about how Krista is raising the next generation of trades kids by getting her family involved in the business, her top lessons from 13 years in the HVAC world, and how to lead with heart and hustle. Whether you're a seasoned marketer, a growing operator, or just trying to balance your calendar, this episode is packed with tactical tips and heartwarming lessons on making your mark in the trades—without burning out or selling out.