Founder Interview With Bryan Ruiz, B3 Media Consulting
Photo Credit: B3 Media Consulting
Bryan Ruiz is the founder of B3 Media Consulting, a company dedicated to empowering small and medium-sized businesses through innovative digital marketing strategies. With a background rich in advertising, Bryan has gained extensive experience working with top-tier companies such as Disney Interactive Media Group, Sony Pictures Entertainment, and Google. His expertise spans across content, social media, programmatic digital marketing, and global market engagement. Bryan’s leadership is rooted in his passion for helping brands grow by utilizing tailored media solutions that drive genuine engagement and revenue.
During the interview, we learned about Bryan’s inspiring journey from his roots in Fort Lauderdale to becoming a seasoned marketing professional. He shared the pivotal moments that shaped his career, including his time at Google and his transition into entrepreneurship. Bryan discussed the motivation behind launching B3 Media Consulting to help smaller businesses succeed in a competitive landscape. He also offered insights into his approach of aligning business values with client partnerships, emphasizing authenticity and intentionality as keys to success. His story underscores the importance of perseverance, values, and innovation in building a meaningful business.
Check out the interview below!
Can you walk us through your personal and professional journey?
My story begins in Ft Lauderdale, Florida, where I was born and raised. Those early years in the Sunshine State instilled in me a sense of drive and passion, which I carried with me to the University of Florida. As a proud Gator, I focused my studies on advertising, eager to dive into the dynamic world of marketing and communications. Living in Florida back then wasn't the dumpster fire that it is today. I didn’t come out until my last couple of years at the University of Florida. During those years, I mostly stayed in the closet and hung out with a small group of friends at house parties, since there weren’t many gay spaces or bars back then. I didn’t really think much about community or acceptance—it was just my reality at the time. It wasn’t until I left Florida that I began to understand myself and the world better.
Since graduating, I've been fortunate to apply my advertising degree across diverse and evolving facets of the industry. My career has spanned various roles, from working with traditional advertising solutions to pioneering digital strategies at companies like Disney Interactive Media Group and Sony Pictures Entertainment, where I focused on social, content, and video-driven solutions. I then transitioned into the programmatic digital marketing and sales space, gaining extensive experience across online, mobile, search, social, tablet, console/connected TV, and out-of-home in the U.S., European & Global Markets.
One of the pivotal moments in my career was my time at Google, where I've spent over 11 years. I've had the opportunity to partner with top-tier global accounts, driving organizational change and building innovative products. Currently, as the Global Head of Ad Incentives, I lead a team in designing and implementing incentive programs for clients worldwide, focusing on strategic partnerships and revenue growth.
Among the highs of my career, a standout moment was winning a Cannes Award in 2022 for my work with Mars on the Sheba Cat Food campaign. This recognition is particularly meaningful because it represents the pinnacle of achievement in the advertising industry.
Throughout my journey, I've also embraced the opportunity to give back and shape the next generation of marketers. I've been an Adjunct Professor at the University of Florida and Rutgers Business School, sharing my knowledge and experience in digital sales, performance marketing, and brand marketing.
This path has been filled with both challenges and triumphs, each playing a crucial role in shaping my professional identity. I am eager to continue learning, growing, and contributing my expertise to new and exciting opportunities.
Photo Credit: Bryan Ruiz
What inspired you to offer the services you provide?
Over the years, I've gained valuable knowledge working with diverse clients and navigating complex marketing landscapes. I launched B3 Media Consulting to leverage this experience and help small and medium-sized businesses thrive in a competitive market through effective paid marketing strategies and support. We've been operating for nearly two years now, and during that time, we’ve learned a lot.
“Initially, we wanted to take on any clients, but we soon realized that working with those who share our values is much more meaningful. Money isn’t everything—quality, shared principles, and authentic partnerships matter far more.”
I believe this journey has allowed me to put my skills and experience to good use, making a genuine impact. All the work I've done for larger companies has naturally prepared me to support smaller businesses—it's just part of who I am. I’m a giver and a carer at heart, always ready to lend a hand. Turning that into a consulting business felt like the right step, allowing me to use my skills to help others and make a difference.
What is one of the biggest challenges you have faced in your journey as a service provider, and what did you do to overcome this?
One of the most significant challenges I’ve encountered as a service provider is the importance of aligning my business values with those of my clients. As a gay business owner, I’ve learned that partnering with individuals and organizations that share a commitment to diversity, inclusion, and respect is crucial. Early on, while focused on growing my business, I faced situations where potential clients held differing views on life and identity. This created a conflict between my desire for business growth and my need to uphold my personal values. I realized that pursuing partnerships with those clients would compromise my authenticity and create an unsustainable working environment.
To address this, I made a conscious decision to be more intentional about who I partner with. I’ve implemented a process of thoroughly vetting potential clients, engaging in open and honest conversations about their values and beliefs upfront. A great example of this approach is my work with Gaddies, whose mission to celebrate gay dads and promote community resonates deeply with me.
“In today’s polarized environment, helping someone whose core beliefs oppose mine isn’t worth the time or energy. It became an easy decision—if you’re voting against me or my success, why should I invest my energy?”
I prioritize happiness over wealth, believing that at the end of my life, what matters most is knowing I stayed true to myself and made a positive impact. The valuable takeaways from this experience are:
Authenticity is paramount: Staying true to my values fosters stronger, more meaningful client relationships.
Intentionality is key: Being selective about who I work with leads to greater job satisfaction and a more positive impact.
Shared values drive success: Partnering with like-minded individuals and organizations creates a powerful synergy and contributes to a more inclusive business environment.
If you could give one piece of advice to future LGBTQ+ service providers within your field, what would it be?
My advice would be to build your business with authenticity and community at its core. Don't shy away from your identity; let it be a source of strength and connection. Seek out and create a network of like-minded individuals and clients who value inclusivity and celebrate diversity. Your unique perspective is a valuable asset, and it will resonate with those who appreciate genuine connection and shared values.
If you have the resources, go to events and meet people face-to-face, like Hey Famm’s Brooklyn event. But if that’s not an option, LinkedIn has become my best friend; I’m constantly using it to connect with others. I also believe in stepping outside of purely queer spaces, like my position on the board of the University of Florida Alumni Association. Even when I don’t want to, I prioritize being at the table to ensure our community is represented. Even if I don’t love to, I travel to Gainesville three times a year to stay connected. Through those efforts, I’ve found a shared community that aligns with my values.
“I’m building relationships in unconventional ways, driven by a desire to make an impact. Whether for my personal brand or for our community, I try to approach involvement thoughtfully and intentionally.”
Photo Credit: Bryan Ruiz
How does being openly queer inspire or impact your business?
Being openly queer profoundly impacts my business by fostering authenticity and deeper connections. It inspires me to operate with transparency and integrity, attracting clients who value those same qualities. It also allows me to build a strong network within the LGBTQ+ community and with allies, creating a supportive ecosystem for collaboration and growth. Ultimately, it fuels my passion to create a business that not only succeeds financially but also contributes to a more inclusive and accepting world.
What brands or services by LGBTQ+ founders are your go-to's and why?
I make a conscious effort to support LGBTQ+ founders and businesses whenever possible. Some of my go-to's include Gaddies, Edgewater Candles and Roverlund (for my French Bulldog, Piper!). I'm drawn to these businesses not only for their products or services but also because they often embody values that are important to me, such as inclusivity, creativity, and a commitment to community. Supporting these businesses feels like an investment in a more equitable and vibrant marketplace.
Who is your favorite LGBTQ+ celebrity?
When I consider my favorite LGBTQ+ celebrity, Nathan Lane stands out. In a landscape where LGBTQ+ representation has historically been limited or stereotypical, his work feels particularly significant. His role in Mid-Century Modern offered a refreshing and positive portrayal of gay men. It moved beyond the common tropes of focusing solely on physical appearance or comedic relief. I admire how he uses his platform to contribute to a more nuanced and humanizing depiction of our community, showing that we experience the same complexities, vulnerabilities, and struggles as anyone else. This kind of representation is crucial for fostering understanding and acceptance.
Can you share one fun fact about yourself?
A fun fact about me is that I co-host a podcast called 'Out Loud & Laughing' with my cousin, Jon. It's a comedic and heartfelt show where we share our perspectives on life as queer cousins. What makes it even more unique is that our moms are sisters, and our dads are brothers – so we're double cousins! We're both in our 40s and honestly, more like brothers than cousins. Details here.
