I make it easy to understand your business' financial health // Accounting for B2B service businesses // Founder @ Accountful Advising

If I know one thing about business it's this: good decisions are backed by data.

I learned this lesson early in my career when I watched a promising business nearly self-destruct when an event drained their finances and they scrambled to make payroll. That experience burned into my memory the power of financial reporting & forecasting — and the cost of neglecting it. 

The truth is, financial headwinds are inevitable for growing businesses. But with clear, accurate financial data, those headwinds become manageable challenges, not insurmountable obstacles.

That's why I founded 𝐀𝐜𝐜𝐨𝐮𝐧𝐭𝐟𝐮𝐥 𝐀𝐝𝐯𝐢𝐬𝐢𝐧𝐠. I'm passionate about giving small and medium-sized business owners the same financial clarity that Fortune 500 CEOs rely on to steer massive enterprises with confidence.

𝐖𝐞'𝐫𝐞 𝐦𝐨𝐫𝐞 𝐭𝐡𝐚𝐧 𝐣𝐮𝐬𝐭 𝐧𝐮𝐦𝐛𝐞𝐫 𝐜𝐫𝐮𝐧𝐜𝐡𝐞𝐫𝐬. We're your financial co-pilots, providing:

𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐟𝐮𝐥 𝐑𝐞𝐩𝐨𝐫𝐭𝐢𝐧𝐠: Crystal-clear reports that cut through the noise and show you what matters most.
𝐑𝐚𝐩𝐢𝐝 𝐂𝐚𝐬𝐡 𝐅𝐥𝐨𝐰 𝐅𝐨𝐫𝐞𝐜𝐚𝐬𝐭𝐢𝐧𝐠: Real-time insights into your financial future, so you can plan proactively and make informed decisions.
𝐀𝐜𝐭𝐢𝐨𝐧𝐚𝐛𝐥𝐞 𝐅𝐢𝐧𝐚𝐧𝐜𝐢𝐚𝐥 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬: We don't just give you numbers; we give you strategies to improve your bottom line and fuel your growth.

Our mission is to empower service business owners to make smarter decisions, scale faster, and achieve their ambitions. 𝐋𝐞𝐭'𝐬 𝐭𝐫𝐚𝐧𝐬𝐟𝐨𝐫𝐦 𝐲𝐨𝐮𝐫 𝐟𝐢𝐧𝐚𝐧𝐜𝐢𝐚𝐥 𝐝𝐚𝐭𝐚 𝐢𝐧𝐭𝐨 𝐲𝐨𝐮𝐫 𝐦𝐨𝐬𝐭 𝐩𝐨𝐰𝐞𝐫𝐟𝐮𝐥 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐚𝐬𝐬𝐞𝐭.

Kayla Peña

Need accounting? I deliver crystal-clear financial insights for service businesses & nonprofits ➡️ Make decisions with confidence

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Aim and Fire

Aim & Fire is a boutique field and experiential marketing agency specializing in event production, ambassador staffing, market management and mobile tours.

Acting as an extension of the teams we support, we ensure strategies materialize as real-world impact.

Principal & Founder

Natura (Natura Life Science)

• Directed retail marketing, trade initiatives, and field execution across 350+ retail accounts, ensuring brand trainings, high-impact demos, and merchandising programs were seamlessly delivered and consistently elevated brand presence.
• Served as the strategic liaison between sales leadership, marketing, field teams, and retail partners to maximize visibility and accelerate growth for a six-brand portfolio in a highly competitive emerging market.
• Engineered efficiencies in retail support activations, reducing routine costs by 70% while preserving full program capabilities.

Director of Retail Marketing

Jones Soda Co.

• Recruited to lead as Jones Soda’s sole representative in market for the California launch of the groundbreaking cannabis infused line extension,  Mary Jones
• Developed and executed field marketing and sales strategies to increase brand awareness and adoption
• Sourced and managed marketing asset inventory and local storage / shipping office
• Organized digital asset folders and dispersed materials as needed to partners
• Coordinated with PR, marketing and staffing agencies to ensure success of deliverables
• Assisted sales alongside distribution partners to develop business and increase market penetration
• Monitored, analyzed and reported on initiatives, providing insight and recommendations for improvement
• Managed budget, ensuring cost-effective allocation of resources
• Recruited, trained and managed brand ambassador team statewide
• Researched regulations for marketing adult-use cannabis and advised to ensure compliance 
• Implemented Outfield CRM to track field efforts and data points across multiple markets
• Produced 4-week statewide mobile marketing tour earning Forbes feature
• Initiated entry & won Best Cannabis Soda in the High Spirits Awards in 2023 & 2024 along with Industry Choice
• Promoted after five quarters to sustain expansion from CA to multi-state / international, first-1000+ doors
• Supported 2.2M new revenue, building Mary Jones to 12% of Jones total business

Senior Field & Trade Marketing Manager

CA Market Management 
Sales Development, Event Production 
Influencer & Partner Relations 
Mobile Tour Routing & Staff Support 
via Aim & Fire Agency

Field & Trade Marketing Manager

On Air Fest

• Artist & talent liaison: managed communication, itineraries, and day-of needs for speakers, performers, and panelists
• Content & programming support: script prep, panel notes, run-of-show documents, and backstage cueing
• Venue & vendor coordination: AV, staging, catering, and hospitality 
• On-site logistics: check-in, credentialing, green room flow, and guest experience

On Air Fest Los Angeles 2022 
On Air Fest Los Angeles 2023

Assistant Producer

Green Street

In 4 weeks, prospected and closed deals for the Official Paper (OCB), Official Blunt Wrap (Brothers Broadleaf), Dab Bar (WaxNax, Supherb, BLOOM), Beverage Bar (4Front), Flower Lounge (Old Pal), Lobby Sponsor (Treez) and Tattoo Partner (Little Annie Motel Tattoo)

Staffed, trained and managed a team of 30 event staff in ticketing, various brand activations, informational & directional roles. (Aim & Fire)

Operations and Event Production including vendor sourcing & liaison, contract negotiations, fabrication coordination, staging and on-site management.

Key Account Manager & Staffing Vendor

Self Employed

Tour, Project, & Account Management
Event Production
Logistics & Build-Out
VIP & Influencer Marketing
Booking Coordination/Recruitment
Social Media Management
Content Creation
Trade-Shows & Conventions
Festival Activations
Sponsorship / Vendor Management
Guerrilla Marketing
Luxury Experiences / Hospitality 
Hosting / Emcee
Product Sampling
Lead Generation
Sales (B2B/DTC)

Experiential Marketing Specialist

TED Conferences

• Led build-out crew for TEDWomen 2021, coordinating tasks, schedules, and deliveries for 10+ activation spaces.
• Interpreted floor plans to efficiently move and place inventory, ensuring a seamless event setup.
• Troubleshooted equipment, maintained a clean event space, and kept detailed inventory for storage post-event.

Build-Out Supervisor

Cann

• Recruited, trained, and managed a team of 12+ brand ambassadors to market and sell Cann across the LA metro, providing blueprint to expand field & trade team to 8 more markets.
• Organized and executed samplings, field activations, and networking events to educate the public about microdosing cannabis.
• Led the team to triple on-premise sales averages for top performers, driving CANN’s growth to the #1 selling cannabis drink in California.
• Built standard operating procedures and assisted scale to 8+ markets.

Senior Field Marketing Manager

Ascent Talent, Model, Promotion Ltd.

• Managed a five-week regional mobile marketing tour for ASHOC Performance Energy in Southern California.
• Drove branded van with event assets, set up activations, and collaborated with local partners such as videographers to coordinate shot list and produce content for digital promotion.
• Conducted ASHOC fitness challenge, captured data, and delivered weekly recap reels.

Mobile Marketing Tour Manager

IdealMe Inc

• Served as a production and fulfillment partner for a craft-based e-commerce business and community, ensuring quality and adherence to recipes.  
• Facilitated small-batch production remotely, effectively managing logistics to streamline manufacturing and shipping processes.  
• Developed and shared tutorials within the IdealMe online community, empowering other artisans to monetize their crafts and grow their businesses.

Artisan & Business Coach

Founder at Aim & Fire • Field, Experiential & Retail Marketing • Event Producer • Staffing & Talent

Tara Falk is the Founder of Aim & Fire, a boutique field and experiential marketing agency / consultancy built for brands that don’t just want to show up… they want to scale up.

Her career spans over a decade of mobile marketing tour and field marketing management with brands and agencies alike across global CPG and lifestyle spaces including Google, Nature Valley, Yasso, Persil, KitchenAid and Dial. 

Known for clarity in chaos, she’s been turning creative concepts into systems that drive lasting market impact for 13+ years. 

Aim & Fire has produced regional ambassador programs, retail initiatives, sponsor activations, and multi-city tours that bring strategy to reality nationwide.

Before A&F Tara led infused beverage pioneer Cann’s first LA field team, laying the initial groundwork for Time Magazine’s 2025 Invention of the Year award recipient. She also managed the launch market for Mary Jones by Jones Soda, introducing the legacy soda brand’s infused beverage line across the United States. 

Reach Tara to build systems that make field marketing simple to scale and impossible to ignore, that bridge ambition with operational precision and that drive real adoption, advocacy, and visibility long after the experience is over. 

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Kayla Peña

Tara Falk

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The Battle

Kayla Peña

Tara Falk

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Kayla Peña's LinkedIn Performance

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