Global Entrepreneurship Week | Digital nomad Tasha takes her skills to the international stage

The theme of this year’s Global Entrepreneurship Week, which runs from 18-24 November, is ‘Entrepreneurship is for Everyone’, so we’re highlighting how USW is helping aspiring business owners, and those already running their own enterprises, become a success. #GEW24

Tasha Cole, 33, completed her MSc in Strategic & Digital Marketing at the University of South Wales in 2022. Now travelling the world as a ‘digital nomad’, she speaks highly of how USW helped her on the road to success.

Tell us about your background.

I was born in Cape Town, South Africa. My father is British, and my mother is South African, and my grandfather is Welsh.

When I was 18, I moved to London, where I worked as a nanny and started DJing. I spent most of my 20s in the hospitality and music industries and launched my own business as a yoga teacher, hosting retreats in North Yorkshire for three years.

I was an international DJ in some unusual places, including Amsterdam, the Sahara Desert, Croatia, Germany, and France, and won the Female DJ competition hosted by Lisa Lashes and Urban Beauty United.

Marketing was a passion during my 20s, and I pursued a BA in Audio Production at SAE Institute in London, and then released my first EP, ‘Kiff Tings’.

Like for many other people, however, the pandemic hit me hard – the music industry declined by 90%, meaning that I lost almost everything in 2020.

It was then that I started over by mentoring female entrepreneurs in South Africa and hosting social media workshops. However, during that six-month sabbatical in South Africa my mother had a heart attack, which, combined with the financial struggles caused by the pandemic, made it the hardest period of my life.

To survive, in 2021, I taught myself digital marketing and online monetisation skills, which led to the creation of my first 'Intern to Learn' programme, training 20 South African youths in digital marketing.

Realising I needed further mentorship, I decided to pursue a Masters programme and was drawn to Wales because of my grandfather's roots and the welcoming Welsh community.

An online search led me to USW.

How did you get involved with Startup Stiwdio?

Startup Stiwdio holds a special place in my heart. During my Masters programme, I joined the Welsh ICE 5-9 Club for nine weeks, and was then introduced to Startup Stiwdio - which supports USW graduates who are looking to develop their own businesses.

After an interview with Richie Turner, who runs the Stiwdio, I was granted early access despite needing to wait for graduation.

When my mother passed away in May 2022, Startup Stiwdio became my anchor as I worked tirelessly to relaunch my business and network for my projects.

I dedicated myself to working from 9am to 5pm as a Digital Marketing Executive and then at Startup Stiwdio from 6pm to 2am for seven months, all while living full-time in a van that I was self-converting.

How was your experience with USW? Would you recommend the university for learning and supporting business aspirations?

USW was exactly what I needed and I highly recommend it for those aspiring to start their own business. I have shared my experiences with many potential MSc students who discovered my reviews on YouTube.

I approached my time at USW with a clear mission and found that even if I didn't get direct answers in class, I felt confident to ask questions.

Finding a supportive network was vital for my mission. I officially joined Startup Stiwdio in November 2022 and landed my first client, Cardiff Bay Kayaking, through it.

I managed Startup Stiwdio's social media from March 2023 to July 2024 and worked on various projects, such as the Creative Industry Cluster Hubs with Creative Cardiff, RCT Council, and Newport City Council.

I hosted a live Q&A segment called Creative Marketing for Creatives in Treorchy and spoke at the Developing Entrepreneurial Conference in Newport in 2024.

These experiences were invaluable, providing opportunities that kept me motivated even after my mother's passing. A special thanks to Dr Jackie Harris, Professor Jonathan Deacon, and Martyn Rowling who have all been pinnacle mentors in my journey.

Additionally Richie Turner and the Startup Stiwdio Family who have inspired me on a daily basis.

Since graduating, I have collaborated with Ty Cerdd, Dathliad Cymru Affrika, and hosted workshops with Town Square and Big Ideas Wales.

I collaborated with Welsh ICE 5-9 Club and NatWest in delivering workshops for Women in Business, secured a bursary from Media Cymru for the Innovation Pipeline, and supported independent upcoming businesses such as Urban Stamp and Cooked Illustrations.

I became a Marketing Expert for Creative Collectives' Business Roadshow in South Wales and attended numerous networking events, strengthening my ties with the local and international marketing community.

This all helped to build on my experience, which now includes business development, mentoring freelance digital marketers, digital strategy, digital transformation consulting, content creation, audio engineering, DJing, music production, event management, and yoga instruction.

Now that you’re a digital nomad, how is it going? Would you recommend this lifestyle to others?

I never expected to become a full-time digital nomad so soon, but life often presents challenges that require bold decisions.

I thrive on taking risks, and this lifestyle suits me well.

Before transitioning, I spoke at the Developing Entrepreneurial Conference in May 2024 in Newport and relaunched my Lornatern Programme on my late mother’s birthday - May 29, 2024.

This programme supports aspiring digital marketers from USW with career development, digital marketing experience, and freelancing guidance.

While navigating mechanical issues with my van and longing for sunnier climates, I booked a one-way flight to Italy. There, I hosted a How to Create Content with No Budget workshop for 68 entrepreneurs, launched a digital workbook with my intern, Shantha Rupa Anandan, and volunteered in Vizza, Italy, helping an Italian woman relaunch her ceramics business in exchange for accommodation. This relationship led her to become a client.

From there, I flew to Phuket, where monthly hotel rates were affordable, and mentored five interns, expanding my programme.

Since May, Lorna Media - my boutique media agency business – has really expanded. My current clients include Indian fashion brand Chillosophy, Mrs India Legacy Finalist, and Mamemi Ceramics in Italy.

Being a digital nomad can be challenging – however, I am an adventurer, so I could be meditating and doing yoga on the beach and then working in a coffee shop by the beach or two throughout the day and then be hiking to the waterfalls on the weekend or whenever my schedule allows. It's fantastic for my creative thinking.

I have been able to rent a hotel room for a very reasonable price (and received a free upgrade to the suite!), where I have been able to record my podcast.

I also constantly create content, so I am technically always working and multitasking with all my ambitious projects.

Being a digital nomad is the most optimised lifestyle choice for new business owners because you chase the low cost of living where this removes the unnecessary day-to-day cash flow stress.

My days involve multitasking between projects while embracing the opportunity to experience new cultures. I find inspiration for my work, from my travels, and creative experiences.

What’s next for you?

I will always return to Wales to contribute to the community that has supported me. My passion lies in mentoring freelance digital marketers and providing them with opportunities and helping to support creative entrepreneurs.

My aim is for the Lornatern Programme to become the premier mentorship programme for freelance digital marketers in the UK.

I am consistently approached by businesses seeking marketing support, and connecting freelance marketers with these opportunities is a mission I will continue in 2025 – there is more on The Lorna Experience Podcast.

Despite the glamour associated with the digital nomad lifestyle, I remain dedicated to professional growth and learning, including the integration of AI in my work.

I’m also keen to take my passion projects back to South Africa, where my journey began.

How can we find out more about your experiences?

Check out my social media, where there’s lots about my experiences:

Miss Kiff | TikTok | Linktree

@tashajcole | Linktree

The LORNA Experience | Linktree

LORNA Media | Instagram, TikTok | Linktree