Episode Overview

Podcast: Win With Paid Ads
Host: Ashley Brock
Guest: Rosemary Farahona (EA & PA)
Episode: #93: Everyone Needs a Rose, An Interview With My EA & PA
Date: November 6, 2025

This episode shines a spotlight on the often-hidden but critically important role of executive and personal assistants (EA & PA) in entrepreneurial businesses. Ashley introduces her exceptional assistant, Rosemary Farahona, and together they break down what it takes to find a “Rose,” the evolving hybrid responsibilities of EA and PA, how and when to hire one, and why proactivity, trust, and work ethic matter above all. Both Ashley and Rose share personal stories and provide actionable advice for business owners at different stages.

Key Discussion Points & Insights

1. The Origin Story: How Ashley and Rose Connected

• Their relationship began through their husbands’ work connection and blossomed over years of working together in multiple capacities.
  • Rose initially cleaned Ashley’s home and babysat her children, demonstrating from early on her attention to detail and commitment to going above and beyond (03:19–04:19).
  • Ashley’s appreciation: "Did my toilet paper just get kissed by the sun? It has a little stamp on it...this is fantastic. Who does this?" (03:32–03:38)
  • Rose’s philosophy: Proactivity and care, even in small details, signal someone ready for bigger roles.

2. Work Ethic and Mindset: Qualities of an Ideal Assistant

• Ashley notes the rarity of Rose’s professionalism and willingness to do any job with care, a quality she believes is crucial for long-term success.
  • “Not many people that are 27 are willing... we were willing to do whatever work it was no matter what or when because we saw the vision or the long-term.” (05:34–06:00)
  • Rose attributes her sense of responsibility to her "eldest daughter syndrome" and always caring about the bigger picture through the details (06:00).

3. How Rose Transitioned to EA/PA:

• Rose emailed Ashley with a detailed proposal about why she’d be the perfect executive assistant, proactively offering solutions and even to train her house-cleaning replacement (06:31–07:27).
  • Rose admits, “It was totally my brain dumped into ChatGPT and then pulled and then edited and sent it your way.” (07:39)
  • Ashley’s husband, Kyle, recognized immediately this should be a full-time role. Ashley hired Rose within a week (08:37–08:49).

4. The Multidimensional Role (EA & PA Blend):

• Rose’s job isn’t static or limited — some weeks are more executive assistant focused; others heavily personal assistant.
  • EA tasks include: calendar management, inbox sorting, organization, project management, social coordination, travel logistics (25:07–26:42, 13:43–14:42).
  • PA/personal tasks: errands, home management, inventory, kids’ activities, family scheduling, house setup, and school photos (19:28–20:30, 27:58).
  • “It is a mix. And you have to have someone who is like, ‘Yep, I can do that.’” (21:06)

5. Trust, Confidentiality, and Adaptability

• Both emphasize the necessity of trust and confidentiality, as Rose handles bank information, family schedules, and sensitive emails (28:28–28:56).
  • Rose: “You need somebody that you trust and that...can keep things confidential.” (28:45)
• Flexibility and proactive problem-solving are mentioned repeatedly as non-negotiable traits for this role.

6. Hiring Strategy: Potential over Credential

• Ashley prefers to hire based on “the potential, not the credential” — seeing qualities and resourcefulness as more valuable than résumé experience (22:17–22:47).
• She stresses hiring locally for in-person synergies and wider support. Recommendations include running targeted ads to find the right fit (21:05–22:17).

7. When to Hire an EA & PA:

• It’s possible to hire too soon—Ashley recommends waiting until you’re stretched thin from managing business, team, and home before bringing on an assistant (30:18–32:12).
  • “You might not be ready for an executive assistant full time...[but] after you have a teammate or two, you might benefit from an executive and personal assistant.” (31:06–32:12)

8. Practical Tips for Working with an EA/PA

• Try a 30-day trial period to test fit and build trust (15:33–16:20).
• Audit your time and delegate what consumes you but doesn’t generate value (29:58–30:18).
• Read "Buy Back Your Time" by Dan Martell to calculate when it makes financial sense to delegate (32:12–33:20).

Notable Quotes & Memorable Moments

• On Professionalism and Work Ethic:

  • “There was no thing that was beneath Rose totally. Because you saw the value in it.” – Ashley (04:50)
  • “You have to actually care about the little things to make the whole big picture work.” – Rose (06:00)

• On Qualities Needed in an EA/PA:

  • “If I hesitate to delegate, then I—I can’t work.” – Ashley (12:23)
  • “You need to actually spend time with the person…You can just dump some stuff on me. I’m like, great, boom, boom, boom. Let’s do it. It’s work.” – Rose (15:08)

• On Hiring for Potential:

  • “I have hired based on the potential. Not the resume, the prudential, the potential, not the credential.” – Ashley (22:46)

• On Trust and Confidentiality:

  • “You need somebody that you trust and that good God can keep things confidential.” – Rose (28:45)

• On When It's Time to Hire:

  • “Do you often say to yourself, gosh, I just need a clone of myself? That’s a pretty good indicator that you might need to clone yourself via executive assistant.” – Rose (33:55)

Timestamps for Important Segments

• [01:00] – Introduction to Rose and the premise for the episode
• [02:13] – Story of how Ashley and Rose first met
• [03:32–04:19] – Early signs of Rose’s attention to detail and proactive care
• [05:34–06:00] – Discussing willingness to handle any job and see the long-term vision
• [06:31–07:27] – How Rose pitched herself for the EA role
• [08:37–08:49] – Decision to hire Rose full time
• [13:43–14:42] – Rose’s ability to figure things out, learning new tasks on the fly
• [19:28–20:30] – Breakdown of a typical “personal in-person” day
• [21:05–22:17] – Guidance on hiring (run an ad, seek someone local)
• [22:17–22:47] – Philosophy on hiring for potential not credentials
• [25:07–26:42] – Detailed rundown of EA responsibilities: calendar, email, organization
• [28:28–28:56] – Importance of trust and confidentiality
• [30:18–32:12] – When to hire an EA/PA and the importance of “buying back” your time
• [33:09–33:55] – The "Buy Back Your Time" formula and knowing your hourly worth

Additional Resources Mentioned

• "Buy Back Your Time" by Dan Martell (“We did read that book…that book actually goes over it and it’s like, calculate how much an hour of your time costs.” – 32:12–33:20)
• Upcoming episode teaser: Black Friday & Cyber Monday strategies (34:13)

Final Thoughts

Ashley and Rose provide a candid, practical, and encouraging look into what makes a truly exceptional assistant indispensable for entrepreneurs. Their personal anecdotes, actionable advice, and frameworks for hiring and delegation will resonate with business owners at any growth stage. Rose’s presence is proof that the right support person not only changes your business—but your life.

“Where are you spending your time? What is taking up the most amount of your time? That’s what you should pass off.” – Rose (29:40)