Remember Why You Started: Sasha Cohen’s Story

Meet Sasha Cohen

Instagram: @sashaclairemanagement

I’m Sasha Cohen, a mom to two little girls and founder of Sasha Claire Growth & Brand Management, based in Westchester County, just outside New York City.

My story is about beginning again. After more than 15 years in media and advertising, working with brands like domino, Food Network, Food & Wine, Travel + Leisure, Scary Mommy, and Bustle, a major health scare, a move from Brooklyn to the suburbs, and life with two little girls made me rethink what I wanted my next chapter to look like.

So much of my identity had been tied to my career. Suddenly, I was finding my footing in a new town, navigating motherhood, prioritizing my health, and wondering where my own ambitions fit into it all. I had years of experience, but building something under my own name required a different kind of commitment.

After COVID, I saw so many businesses struggling and shutting down. I realized there was a real need for more visibility and marketing support, so I took a giant leap and founded Sasha Claire Growth & Brand Management. Connecting people, telling their stories, and helping them see what’s possible has always brought me joy. I wanted to bring my experience to local businesses and nonprofits, where strong relationships and thoughtful strategy, collaborations, social media and marketing can have a meaningful impact.

What started as a professional pivot became deeply personal. I was building a business while rebuilding my confidence and creating a community in a place that was still new to me. Every introduction, partnership, and person who trusted me helped me find my footing.

There’s still plenty I’m figuring out. I always say this is the best and hardest thing I’ve ever done. There are incredible highs and painful lows, and those growing pains come with learning and caring deeply. Along the way, I’ve had to learn to value my time, set boundaries, and accept that caring deeply doesn’t mean being available to everyone all the time. I even have to remind myself to pause and be proud of what I’m building, especially knowing my daughters, Sydney and Emery, are watching me take chances, learn, and keep going.

I’m fortunate to have my supportive husband, my family, and my friends by my side. Their encouragement means so much as I’ve navigated the uncertainty of starting over and building a business while raising our family. And even if sometimes they think it’s a little wild, they know how much it means to me.

My clients, my amazing Business Director, Diana, and all the women in my business group, EntrepreneuHER, founded by Dara Astmann Coaching, are integral parts of this journey. Each has played a part in helping me grow, feel valued, and keep going.

Two tips for another mom navigating change

Ask for help, even if you don’t know exactly what you need. Seek out as much support as possible. Join business groups, have coffee dates, and go to networking events. They are all worth it. Sometimes a conversation helps you figure out what you need, introduces you to someone who believes in your idea, or simply reminds you that you’re not doing this alone.

Start before you’re ready. A lot of people say this, but you may never feel fully ready. At the same time, don’t go into it expecting smooth sailing. There are calm waters and crazy waves. And if you’re one of the few who can truly separate work and life, please tell me your secrets!