The Alchemy of Ashley Albert

Ashley Albert is the Founder of The Matzo Project, an artisanal cracker company manufacturing traditional Jewish snacks. As the 10th-best female shuffleboard player in the world, she is also the Founder of The Royal Palms Shuffleboard Club, where she has introduced hundreds of thousands of new shuffleboard players to the 100-year-old game. Ashley is a 25-year veteran of the New York City voiceover industry.

In this episode…

The creative process is integral to developing all aspects of a pioneering brand. As today’s guest demonstrates, this process is never straightforward, always intricate, and sometimes even beautiful.

Multifaceted visionary Ashley Albert couldn’t settle on a single career, so she pursued multiple. From voice acting and sports to creating a distinctive CPG brand, she has tested ideas that failed and learned from them to carve a personal path to success. Ashley discovered that one of the most demanding aspects of formulating a brand is prompting your team to execute your precise vision. When facing disappointment over a project’s outcome, she says to communicate expectations so your team can understand your creative process and interpret your ideas.

In this episode of the Brand Alchemist Podcast, Taja Dockendorf welcomes Ashley Albert, the Founder of The Matzo Project and The Royal Palms Shuffleboard Club, to talk about her creative process for developing a CPG brand. Ashley shares her unconventional hiring strategy, how she channels her creative energy, and how she sets expectations with designers.