Zurich is a city known for its pristine lakes, luxury boutiques, and financial power, that thrives on precision and tradition. But at the heart of it lays By A Management, a boutique agency redefining social media and brand storytelling. In a new podcast episode, with The Fit Chica, posted on By A Management's Instagram, our founder and CEO Anabel Tamayo shares her journey, secrets and the art of balancing creativity with strategy in the digital space.
Anabel goes beyond managing social media—she is curating digital identities, transforming brands with an eye for aesthetics and a deep understanding of strategy. In this conversation, she unveils the journey that led her here, the lessons learned along the way, and the ever-evolving nature of the digital landscape. From navigating social media trends to mastering the balance between creativity and business, this conversation is a must-listen for anyone looking to make an impact in the digital world.
The Beginning: Passion, a Camera, and a Leap of Faith
Some businesses start with a plan; others start with a feeling. For Anabel, it was both. "Honestly, it started so organically. I have always worked in fashion and marketing, loved taking pictures, and enjoyed expressing myself and my lifestyle through social media. After working in PR, fitness startups, and the corporate fashion world, I started freelancing—managing a few friends’ accounts just for the joy of it. One day, I asked myself, 'Why not make this a business?' And so, By A Management was born—out of passion and a bit of guts."
Moving to Zurich six years ago only solidified that vision. "My fiancé is half Swiss, half Spanish, and we met when he was already living here. When I arrived, Zurich felt like the perfect place to start my business. It is a unique blend of luxury, lifestyle, and wellness—everything I loved working on. The city needed a fresh, global perspective on social media, and it just clicked."

Anabel Tamayo, Founder and CEO
Strategy, Growth, and Authenticity
Building an audience online is an art form, and for Anabel, the formula is clear: consistency, authenticity, and relevance.
"I focus on storytelling, genuinely engaging with people, and embracing trends—but only the ones that actually align with the brand. It is not just about chasing what is viral; it is about crafting a narrative that resonates."
Staying ahead of trends meant constant learning for Anabel. "I live online. I follow the right people, read everything I can, and experiment a lot. It is like being a detective, but with keywords and insights."
And when it comes to platforms? "Instagram, without a doubt. It is so versatile—you can tell stories, sell products, or simply share beautiful visuals. But TikTok is incredible for trends and fast growth, so I make sure to incorporate that as well."
Success in social media campaigns is not just about numbers. "Engagement is the first thing I look at. Are people connecting with the content? Then I consider follower growth, traffic, and sales. But ultimately, if the audience feels something and recognises our elevated style wherever they go, I know I have done my job."
Of course, not everything always goes as planned. "Once, a promotion launch got delayed due to last-minute client changes. Instead of panicking, we turned it into an opportunity—teasing the promotion and building anticipation. It actually worked out better in the end."
Content Creation & Branding: Where Art Meets Strategy
Creativity is at the core of what is done at By A Management, and inspiration comes from everywhere. "Travel, networking events, conversations, music, even random Pinterest boards—it all fuels the creative process. And brainstorming with my team? That is pure magic." When asked about favourite tools, Anabel does not hesitate. "Canva and Capcut are lifesavers. And Apple Calendar keeps me sane when managing everything."
Keeping content fresh yet consistent is a fine balance. "It is about staying true to the brand’s core while incorporating subtle twists of trends. The essence remains, but the approach evolves." It is all about authenticity. "My personal brand is just an extension of me. I only collaborate with brands that feel natural. It has to be seamless."
The Business Behind the Aesthetic
Influencers monetising a platform starts with niche expertise. "Once you are known as 'that girl' for a specific type of content—whether it is wellness, fashion, or travel—people naturally associate you with that space. From there, monetisation happens organically, whether through creating products, offering services, or partnering with brands. The key is making it feel natural, not like a sales pitch."
When selecting brand collaborations, alignment is everything. "I always ask myself, 'Would I personally use or love this?' If the answer is no, it is an automatic pass. The brand also needs to complement our By A Management Social Club—our clients should enhance each other’s presence, not compete. We want synergy, collaboration, and growth. And most importantly, I need to connect with the people behind the brand. Shared values make all the difference."
Not every opportunity is the right one. "I have turned down partnerships that did not align with our values, audience, or ways of working. If it does not feel right, it is not worth it."
For those looking to land brand deals, Anabel’s advice is straightforward: "Know your audience inside out and pitch brands that truly align with your niche. And do not wait—just reach out!"
Challenges, Rewards, and the Future of Social Media
Managing social media accounts is not just about aesthetics; it is about balance. "You have to be both an artist and a strategist—it is a constant juggling act."
Handling negativity online? "I do not take it personally. I respond professionally, but if it is just trolling, I let it slide. Not worth the energy."
The most rewarding part of the job? "Watching a brand grow and knowing we played a role in that success. And, of course, the relationships—we have built an incredible community." And for those just starting out, patience is key. "Be consistent. Experiment. Find your style through trial and error."
As for the future of social media? "AI and VR will make it more immersive, but authenticity will still be the foundation. People crave real connections, and that will never change."
Partner with By A Management
We do more than just manage social media—we build stories, elevate brands, and create meaningful connections. We immerse ourselves in your world, ensuring that every campaign, every post, and every strategy feels authentic and impactful. Whether you are an emerging brand looking for direction or an established name wanting to refine your digital presence, our approach is tailored, creative, and results-driven. In a fast-paced digital world, you need a team that understands both the artistry and the strategy behind social media—and that is exactly what we do.
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