Victoria Tollossa, MBA

Director of Marketing 

Illume

Founder & CEO

Mitchell Sandler LLC

Centre Law & Consulting, LLC.

Marketing Manager

First Edventures

Founder

IDL Entertainment Group

Co-Founder

Victoria Tollossa is a two-time founder, Grammy-nominated storyteller, and the creative force behind Illume — a personal branding agency helping executives and mission-driven entrepreneurs amplify their influence and visibility.

Blending business acumen and brand strategy, Victoria has helped clients secure funding from top firms, attract high-level talent, close multi-million-dollar deals, grow powerful social media platforms, earn industry awards, and land major speaking opportunities — not by chasing attention, but by owning their narrative.

Her work has been featured in Entrepreneur, Inc., Fortune, and Business Journals. She’s collaborated with both Fortune 500 brands and high-growth startups, including high-profile clients like Target, Ford, Seventh Generation and Bravo’s Real Housewives.

A trusted voice on storytelling, social media strategy, and the future of personal branding, Victoria is a frequent speaker, strategic advisor, and a fierce advocate for building businesses that reflect both purpose and power.

Victoria Tollossa

15: I recorded my first album.
16: Called Jive Records everyday for months (literally).
17: Got rejected by Jive Records.
18: Got into an Ivy League school, moved to NYC, heart of the music industry. 
19: Recorded more song, networked all over the city. The hustle was on.
20: Got rejected by everyone. Again.
21: I continued to practice, sing and dance... Every. Single. Day.
22: Met a big-time producer who gave me my first break.
24: Recorded more music, pitched all the record labels in NYC. This was gonna be it!
25: Got rejected by everyone — “We don’t get it, it’s just too different.”
26: Of course now I was now deemed “old” for the music industry, so I wrote for songs for others.
27: Moved to LA. Alone. 4+ writing sessions a week, grinding.
27: Launched an experiential marketing agency. A new lane.
28: Wrote a song that would later be nominated for a Grammy. Finally!
28: Also wrote 100+ songs that would never see the light of day. 
29: Got burnt out. Industry chewed me up and spit me out. Got out with low self esteem. Negative attitude. Totally jaded. 
29: Experiential marketing agency took off — 140+ team, huge clients.
30: Got pregnant and had my son.
31: Became a single mom. Everything changed.
32: Forced to exit the agency. 
33: Moved back east, lived with my mom. Did what’s best for my son.
34: Went back to school, got my MBA, moved out on my own.
35: Got a “real job” at a law firm.
36: Pandemic hit. Everything flipped again.
37: The struggle was real.
38: The struggle became even more real.
39: Quit corporate. Started a personal branding agency. A new chapter.
41: Scored a $10 million deal, sold the company and rode off into the sunset in my Maserati.

Ok… just kidding.
(About the last part, that is.)

We love to hear stories that resolve neatly at the end.
But real life doesn’t do that.

If you were hoping for a neat lesson, here it is:

The real win is NOT quitting.
It’s betting on yourself when the world says no.

So if you’re in the middle of your mess, your setback, your “I don’t know what’s next”…

Keep going.
The next chapter is still yours to write.

CEO @ Illume | Grammy-nominated Storyteller & Personal Branding Strategist for Executives

"Why do I need a personal brand? I'm not an influencer."
I hear this from execs all the time.

Ok fine, you're not trying to become TikTok famous.

But, I'm pretty sure you are trying to close deals faster, build credibility, and shorten the path to yes.

That’s exactly where a strong personal brand works in your favor.

A visible, authentic presence online creates familiarity.

Before a prospect ever meets you, they’ve already:

• seen your posts
• absorbed your insights
• connected with your story
• formed an opinion about who you are

So when you do get in the room, the heavy lifting is already done.
And the sales process accelerates.

Here’s how it shows up:

✅ Less time spent on introductions — your reputation gets there first
✅ Higher credibility — your content signals expertise
✅ Faster trust-building — people buy from people they feel they know
✅ Lower resistance — prospects are already warmed up
✅ Better-quality conversations — you’re treated like a peer, not a vendor
✅ Shorter sales cycles — recognized leaders get prioritized
✅ Stronger pricing power — trust increases perceived value

Personal branding is about leverage.

It reduces friction, increases trust, and drives revenue.

So if you’re a CEO, founder, or senior leader?

It’s time to step into the spotlight.
Share your insights.
Tell your story.
Build the connection before the first call.

Your bottom line will thank you.

High performers hire me when they feel stuck, scattered, or disconnected from their vision | R³ Method Creator | Author | Speaker | Coach | Trusted by Google, Amazon and Verizon

Most high performers aren't stuck because they lack talent, time, or knowledge.

They're stuck because they're at an inflection point and want to make sure they choose the right path.

Maybe you're considering a major career move. Starting a business. Navigating a transition. Or you just know something needs to change but aren't sure what or how.

You're successful, but something feels misaligned. You want to make sure your next move matches who you've become, not who you used to be.

I get it because I've been there.

After getting fired from Facebook and losing my son TJ, I had to rebuild everything systematically. Not from motivation or inspiration, but from getting crystal clear on my identity, vision, and daily systems.

That process became The R³ Method™ - a systematic approach to navigating transitions with clarity and confidence.

Since then, I've keynoted for Amazon, Google, and EY. Appeared on Good Morning America. Built a business while raising five kids and coaching my daughter's flag football team.

The difference? I learned to start with who I am, then build from there.

How I Help:

‣ The R³ Performance Operating System
For high performers at inflection points who want to navigate change strategically. We focus on your specific challenge and build a systematic plan around your authentic identity, clear vision, and sustainable practices.

‣ Entrepreneurial Clarity & Execution
Help entrepreneurs cut through the noise and get clear on who they actually are beneath the performance. Then we design plans, routines, and systems that align with your real identity; so you're building a business that fits your life, not forcing your life to fit your business.

‣ "Anti-Fragile: How Resilient Leaders Turn Crisis Into Innovation Advantage"
Help your teams navigate disruption by building systems that get stronger under pressure. Practical frameworks for turning challenges into competitive advantages.

‣ Strategic Brand Partnerships
Creating content that builds trust and drives results through authentic collaboration.

Trusted by: Amazon | Google | EY | Verizon | Berkshire Hathaway | Fiverr

Ready to navigate your transition systematically?

📩 terry@terryrice.co

Terry Rice

Ten years ago today, I saw my dad for the last time.

November 11th, 2015. Veterans Day. Same as today.

He fought in Vietnam with his childhood friend, Mr. Hunter. 

Their fathers were best friends, so these two grew up together, went to war together, then came home to build careers at Xerox together.

My dad got hired to drive a forklift. 
Used his first paycheck to buy a suit. 

Wore it every damn day until upper management started wondering why a guy in a suit was operating heavy machinery.

That's how he got promoted. Classic move.

But he almost lost it all for something that mattered more.

Not long into the job, Mr. Hunter got the call. His father back in North Carolina had a heart attack. Wasn't looking good.

When my dad saw his friend packing up to leave, he started packing too.

"The company didn't give you permission," Mr. Hunter said.

"I don't give a damn what they said. You're my friend. I'm going with you."

I didn't hear this story until Mr. Hunter told it at my dad's funeral.

In Vietnam, they had each other's backs because they had to.
At Xerox, my dad had his friend's back because he chose to.

These days? People are too busy stabbing backs to climb ladders. Too focused on looking good to actually be good.

We're all navigating AI disruption, layoffs, and uncertainty. But we're doing it alone, pretending we've got it handled.

My dad risked his career for a friend. Not because it was smart. Because it was right.

That's the difference between a network and real support.

Binary decision: You're either someone people can count on, or you're just another LinkedIn connection.

3 ways to actually have someone's back:

• Show up when it costs you something (time, money, opportunity)
• Advocate for them when they're not in the room
• Check in when everyone else has moved on

My dad taught me that real strength isn't about beating the odds alone.
It's about being willing to risk your spot to help someone keep theirs.

To all the vets out there who learned this lesson the hard way: Thank you for your service. And for bringing those values home.

Who in your network has had your back when it actually cost them something?

I Train 6 Days a Week in my 40's —> But I'm Still a Real Dad Too

Yesterday at my daughter's basketball practice, I knocked out push-ups on the sideline during water breaks.

The other parents looked at me like I'd lost my mind.

Meanwhile, they're sitting on bleachers, scrolling Instagram, holding $8 lattes with enough sugar to fuel a marathon they'll never run.

Every 3 minutes at the playground, I alternate:
• 10 push-ups
• 10 air squats

By the time we leave, I've knocked out 100 of each.

My kids think it's hilarious. They count my reps. Sometimes they join in. My daughter now challenges her friends to push-up contests.

The other parents? They're telling their kids to "be active" and "try your best" while demonstrating the exact opposite.

That's the real crazy.

Being 45 and out of shape, preaching excellence to your kids while you can't climb the playground equipment without getting winded.

Telling them "you can do anything" when you can't do 10 push-ups.

Saying "health is wealth" between sips of a caramel macchiato diabetes bomb.

I don't need a gym membership to stay fit.
I need a playground and kids who won't let me quit at rep 7.

The best part? My son started doing burpees during his sister's basketball practice. Not because I told him to. Because that's what he sees.

Kids don't listen to your lectures.
They copy your lifestyle.

Most parents think they have to choose:
Spend time with kids OR work out.

BS. That's just an excuse to do neither.

Any of you can do this:
• Baseball practice: Sprint the warning track
• Dance class: Parking lot push-ups
• Soccer game: Sideline squats
• Swimming lessons: Stair runs at the rec center

Other parents think I'm showing off.

I'm showing up.

For my kids. For myself. For the dad they'll need when life gets hard.

Because one day they won't remember the playground.
But they'll remember their dad didn't make excuses.

Binary decision: You're either the parent on the bench scrolling, or the one your kids brag about to their friends.

Parent or not, what "crazy" thing do you do to stay in shape that other people might judge you for?

Two questions: What are you listening to? What are you cooking?

TSA lines stretching to the parking lot while I'm watching the countryside roll by from my train seat.

Boston. Buffalo. DC. Three speaking events, zero airports, 100% less stress.

Look, I know you have to fly sometimes. The wedding in San Diego. The funeral you just found out about. The client who insists on meeting in person tomorrow.

You have my sympathy. Really.

Because while you're getting felt up by TSA, laptop out, dignity gone; I'm in the café car having an actual conversation.

Last week heading to DC for The GATHERING (female creators conference produced by Amy Sterner Nelson where I spoke about storytelling), I missed my train because I wanted 20 more minutes with my kids.

No panic. No rebooking fees. No gate agent having a power trip.

Just caught the next one 20 minutes later. Cheaper ticket too.

On the way back? Missed it again. 

This time because I was deep in conversation with Haley Janicek, the person who booked me for the Kit conference that finally got me to open up about losing my son TJ.

She’s a real one and definitely worth chatting with. 

Ran three blocks. Missed it by 60 seconds. Started laughing right there on the platform.

Another train in 24 minutes. Cost me an extra $200 but got me home faster.

You miss a flight? You're sleeping on airport carpet, fighting for the outlet behind the trash can.

Miss a train? Grab a coffee and wait for the next one.

The math is brutal:
• 2 hours for security theater vs walking straight on
• Middle seat torture vs actual human space
• $80 airport Uber vs arriving downtown
• "Please remain seated" vs getting up whenever the hell you want
• WiFi that's a scam vs WiFi that works (mostly)

I get it, sometimes flying is the only option. Geography doesn't care about your preferences.

But when you have a choice? And you're still choosing airport hell?

That's on you.

Some people optimize for speed.
I optimize for actually being human when I arrive.

When you remove travel stress, something shifts. 

More time with my kids before leaving. 
Real conversations instead of rushed goodbyes. 
Mental space to actually prepare instead of recovering from security trauma.

I'm not anti-flying. I'm anti-pretending it's not miserable.

You want to white-knuckle your armrest while someone's emotional support peacock takes up your legroom? Go for it.

I'll be in the observation car, laptop open, actually enjoying the trip to my next speaking gig.

Does anyone else prefer to travel by train these days?

P.S. If you need a speaker who helps audiences reset, realign, and rebuild (and you're within 3 hours of NYC by train), let's talk. I'll show up refreshed, not frazzled. ✌🏽

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The Battle

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Terry Rice

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Likes

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