How does being queer inform your work?
I didn’t set out to start an “LGBT marketing agency.” I started Marketing by Rocio in 2020 because, like a lot of recent grads, I needed work. But unlike a lot of recent grads, I had spent years steeped in queer studies, media criticism, and community building. My lens on the world, and business, was already deeply informed by my identity and values. Plain and simple.
Then COVID hit. Everyone went online. And what I saw during that time was kind of incredible: queer folks showing up as entrepreneurs, mutual aid organizers, therapists, artists, journalists, offering services that weren’t just marketable, but deeply needed.
There wasn’t enough support for them. And the agencies that did claim to serve “diverse businesses” often didn’t understand the nuances of queer culture, safety, or trust-building. So I started creating the kind of marketing support I wish existed. I did it for myself, and for people like me.
Even now, five years in, this work still feels radical. For marginalized business owners, visibility is a kind of safety. It’s also a kind of resistance.
And as someone who follows politics and culture closely, I’ve seen again and again how easily queer folks are erased, undermined, or targeted, whether it’s trans bans, drag show bills, or corporations backtracking on LGBTQ+ representation.
We’re expected to be profitable, but not political. Palatable, but not powerful.
That’s why my agency exists. I help get traffic and build funnels, yes, but I also help queer-led and affirming businesses build visibility on their own terms with integrity, clarity, and absolutely no apology.
Which other queer people inspire you?
Three queer folks and businesses that inspire me: Sarah Crisp of Queer Social Club, TransTech Social Enterprises (and specifically, Miss Angelica Ross!) and Dan Pepitone of Pepitone Law.
Read more below:
Queer Social Club (Portland)
Sarah came to me feeling overwhelmed and protective of her community platform, Queer Social Club, based in Portland, Oregon. She didn’t want to sell out or scale fast. She just wanted clarity, consistency, and a brand voice that reflected the joy, messiness, and mutual aid her audience loved.
Through a 2-day intensive, we co-built a brand guide and marketing roadmap that didn’t just “feel aligned,” but worked: the site got press, volunteers finally had a guide to work with, and monetization no longer felt like selling out. It felt like self-sustenance.
What did Sarah say after working with me?
“I decided to hire support from a marketing professional who understood both queer culture AND digital marketing strategy. Rocio was the perfect person for this! Working together has equipped me with a whole new level of tools, focus, and priorities for the next year of business and community-building.”
– Sarah Crisp, Queer Social Club
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TransTech Social Enterprises
Visibility on LinkedIn can be terrifying when you’re trans, nonbinary, or visibly queer, especially in industries that still haven’t caught up.
Through a series of workshops and 1:1 coaching, I helped over 100 members of the TransTech G.R.O.W. program build online presence with confidence, clarity, and community-informed safety. My work truly dug deep on what it means to show up professionally while being fully yourself.
Here’s a quote from one of the program participants:
“Rocio was an excellent presenter for the TransTech Social G.R.O.W. program, sharing their expertise with the LGBT community on personal branding on LinkedIn. I also had a 1-on-1 LinkedIn consultation with Rocio and they were knowledgeable, encouraging, and helpful, especially in areas where I felt stuck and unsure of what direction to go in.”
– Javi Ramos, EdTech Specialist
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Pepitone Law
Pepitone Law found me by Googling “LGBT marketing agency.” He didn’t come in asking for branding or messaging. He came in asking for SEO. That told me everything.
Queer-led businesses know what they need; they just want to work with someone who speaks their language and won’t make them explain themselves first. We’re building long-term visibility that’s already showing results, and we haven’t even touched paid ads yet.
From queer mutual aid organizers to affirming therapists and solo legal practices, I offer the frameworks, trust, and strategies that help LGBTQ+ businesses become visible and viable in a world that’s often working against them.
Rocio’s SEO audit and implementation work gave my website a real boost—clean, targeted improvements that didn’t compromise my tone or values as a New York City-based lawyer. I’ve already seen measurable increases in visibility and traffic, and now feel equipped to build sustainably. Can’t recommend their SEO services enough!
– Dan Pepitone, Pepitone Law
