March 2020 was a life-changing time for many people in the world as the COVID-19 pandemic changed how people lived their lives and did business.
It was also a pivotal moment in the career of Macy Troyer, BS’17, an alum of the Kelley School of Business Indianapolis Undergraduate Program. Having made a name for
herself as a market strategist doing social media for a commercial real estate firm in South Bend, Indiana, Macy was earning a brokerage license to grow within the company. Macy was also responding to demand for her work by launching a side business in social media marketing called Goaldy.
“Then, on March 16, 2020, work shut down and my career as a commercial real estate broker was short lived. Thankfully, Goaldy grew rapidly because companies who once considered social media a luxury realized overnight that it’s a necessity,” Macy said. “Many of them didn’t have the in-house capabilities to break news and share closures and COVID protocols. The pandemic was a serious time when businesses were shutting offices, but it’s also when the Goaldy brand started to take off.”
What began as a pandemic business solution has turned into a successful boutique social media agency headquartered in Indianapolis. Goaldy serves clients all over the country, led by Macy and staffed by an international team. Her agency offers companies in-depth and ongoing social media monitoring and reputation management to achieve their marketing and overall business goals.
Macy was recently named among the 2024 “20 in their Twenties” by the Indianapolis Business Journal. She says the training she earned at the Kelley School of Business has helped guide her work and shaped her as a leader. Studying abroad with Kelley in Strasbourg, France, trained her to work with international teams, which is something she uses today as a leader.
“Study abroad was critical and extremely helpful to me. We have clients all over the country and team members from Canada, Spain, and the Philippines,” Macy said. “Leading such a diverse team is a lot of fun because I’m constantly learning from them, and I have Kelley to thank for that. The Kelley School of Business is a melting pot of business students, and I grew very comfortable working with a diverse team from different backgrounds, time, zones and beliefs.”
Originally from Bedford, Indiana, Macy always had an entrepreneurial spirit, but didn’t realize she wanted to study business until her first year at Kelley Indianapolis. She ultimately chose business over nursing for its flexibility and triple-majored in marketing, business management and international studies. After taking the Introduction to Business X100 course, Macy was hooked.
“I knew I wanted to be part of Kelley School of Business, especially with the school’s credentials,” Macy said. “I knew it would support me after I graduated.”
As she earned her degree, Macy took advantage of opportunities to get involved on campus with student organizations like Women in Business, Alpha Sigma Alpha sorority, and the Student Organization for Alumni Relations. She says the lessons in professionalism she gained from these experiences, as well as the connections she made with other Kelley students, have contributed to her growth and her network.
“Kelley students are a different caliber. It’s hard to get into Kelley, and I see a lot of former Kelley students succeeding in their professional careers, and that makes me want to stay connected and be supportive,” Macy said. “Kelley set me up for success by teaching us professionalism. I graduated feeling comfortable shaking hands, making conversation, and attending luncheons with executives. I wasn’t intimidated because Kelley taught us how to present ourselves–how to dress, what to say. You can learn these soft cues eventually in corporate America, but Kelley prepares you beforehand.”
Macy says the most memorable experience at the Kelley School has been the expert faculty who supported her throughout her studies. She took advantage of instructors’ office hours, stayed after class to ask questions, and truly leaned into these learning partnerships. She remains in touch with many Kelley faculty, and now, a decade later, still names them among her mentors.
“Kelley professors were incredible in helping shape me into a young professional. They always built me up and truly wanted us students to succeed. Kelley faculty always went above and beyond,” Macy said. “[Former Kelley Lecturer] David Steele has been an incredible mentor who’s looked out for me since I met him as a student. And Professor Charlotte Westerhaus-Renfrow was so pivotal in my college experience that I still remember the hug she gave me at graduation. These professors encouraged me and took time to care about my education and my future. They helped me have the confidence to do what I’m doing now.”
Macy also wants to encourage and lift up others. When she was traveling for work, Macy saw another traveler crying by herself over some obviously upsetting news. She wanted to create a way to support a perfect stranger without invading their space. She created Kindspire Cards, which are small, business card-sized greeting cards and notes of encouragement that deliver a small act of kindness.
“I wrote in my book about how my world used to be very focused on myself; I was in my head too much. When I could get out of that space and serve and love people again, I rediscovered me,” Macy said. “Kindspire Cards help people do that. In a world where there’s a lot of pressure and scrutiny, love always wins. A smile is a universal language and a bridge across cultural divides. Handing out those cards is an easy, low-hanging fruit way to create unity, no matter where you are in the world.”
Macy is paying forward the education, mentorship, and encouragement she received at Kelley. She mentors younger professionals and volunteers on boards for Downtown Westfield Association and Girls on the Run Central Indiana. She’s candid about the importance of resiliency through failure and encourages current business students to be curious as they learn so they are prepared for the professional world.
“When you’re a student, be a sponge and be open to learning and failing. Don’t run from failure; embrace it. You’re going to fail a lot, even after college. The quicker you can fail and stand back up; the easier life will be.”
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