In this debut  episode of Paid Media for the Rest of Us, host April Borovskaya shares how an unlikely career path — one that started with horseback riding lessons and no marketing degree — turned into a wild ride through the world of paid media.

April talks candidly about starting at the bottom, building real-world marketing experience without formal education, and how launching a nicotine product (with zero ad budget) led to a $370 million success story. Along the way, she shares why paid media isn’t as intimidating — or boring — as it sounds, and why small businesses have her heart.

If you’ve ever felt like marketing is only for “the experts,” this one’s for you. Whether you’re running ads for your business or curious about a career in paid media, this podcast breaks it down without the jargon.

Key Takeaways  

• Why real-world experience beats classroom theory every time

• Why paid media is more exciting than people think

• The challenges and rewards of small business marketing

• Why clear, honest communication is a marketer’s superpower

• Simple, practical tips for Google, Facebook, YouTube, and more

In This Episode

• (00:00) Introduction to the podcast

• (01:21) April’s unconventional journey

• (02:26) First marketing roles and gaining experience

• (03:32) Transition to digital marketing and tobacco industry

• (04:45) Overcoming paid media restrictions

• (05:55) Entering paid media professionally

• (07:05) Passion for paid media and data

• (08:17) Working with small businesses

• (09:28) Importance of communication in marketing

• (10:55) What to expect from the podcast

• (12:12) Lifelong learning in digital marketing

Notable Quotes  

• [01:56] "I was giving horseback riding lessons to the vice president of a pretty large and incredible family-run watch company. And she told me, 'You're in the wrong business.'" — April

• [05:20] "I had no experience in tobacco. I've never smoked a cigarette. What really made the difference was just this constant pursuit of believing there has to be an option, there has to be a way, and something is to be learned here." — April

• [07:27] "Paid media is by far the highlight of my career. And so I hope to also bring throughout this podcast that same excitement of the testing and what's in there and what's going to work and what isn't." — April

• [09:43] "If there's one thing as a marketer that is just groundbreakingly important…. It's effective communication." — April

• [12:12] "Digital marketing is a lifelong journey. It is not just about the degree.