Ashley Skinner

Founder & Strategic Digital Lead, Dangerous Toaster

I’ve spent 15+ years working across digital marketing — strategy, websites, content, campaigns, analytics, UX and digital experience — across B2B and B2C, from billion-dollar organizations to small businesses.

I’ve worked from strategy through execution, led teams and major digital initiatives, and seen first-hand that more tools, more tactics and more activity don’t necessarily lead to better results.

That breadth helps me see the whole picture, cut through the noise and focus on what will actually move the business forward.

Dangerous Toaster is the result of that experience.

Why I started Dangerous Toaster

After 15+ years in digital marketing, I kept seeing the same thing: more tools, more channels, more tactics, but not necessarily better decisions.

Dangerous Toaster was created to bring senior-level digital leadership directly to businesses that need it, whether they’re building something new, improving what they already have, or trying to get something back on track.

The name reflects a simple idea: small problems left unattended can quietly grow into much larger ones.

How I approach the work

I approach digital work as a connected system, not a checklist.

That means understanding how people encounter a brand and how strategy, content, technology, data, UX, AI and execution all affect each other. Momentum and results come from understanding how those pieces connect to the business goal.

My work is hands-on, thoughtful, and practical. I believe:

"To work is to know. To know is to serve."

Real insight comes from doing the work — and understanding it deeply enough to simplify, clarify and guide.

What clients work with me for

• Senior digital leadership without a full-time hire
• Strategic direction and prioritization
• Websites, campaigns and digital initiatives that need experienced guidance
• Connecting strategy to execution
• Getting stalled or underperforming work back on track
• An experienced outside perspective on important digital decisions

I work with organizations at different stages, from shaping what comes next, to improving what already exists, to getting important work back on track.

What makes my work different

I’ve worked across B2B and B2C, enterprise organizations and small businesses, strategy and execution. That range means I don’t look at digital problems through one narrow specialty.

I look at the whole picture: the business goal, the audience, the technology, the content, the data and the people doing the work, and focus on what will actually make a difference.

Dangerous Toaster isn’t a volume agency. It’s senior-level thinking with hands-on involvement.