Eff the Title, Not the Mission
How Manny Toro Rebuilt and Bet on Himself
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What were you doing before the layoff, your role and industry?
I was the Global VP of Marketing at SoundCloud, leading brand, music, and strategy globally. Before that, I spent nearly two decades building global campaigns in music, media, sports, and culture across brands like Nike, Red Bull, Viacom, and more. It was high-level, high-speed, and high-pressure.
What was your first reaction to being let go, and what do you wish someone had told you that day?
It hit hard. One minute I’m leading strategy calls with teams across three continents, and the next minute I’m getting laid off with zero warning. I wish someone had said, “This has nothing to do with your talent. Take the hit, take the time, then get back to building.”
What did you do in the first week that helped (or hurt) your ability to move forward?
I unplugged. Sat with my family. Sat with my thoughts. Got quiet. I gave myself space to feel it all. What didn’t help? Scrolling LinkedIn and trying to convince myself I needed to bounce back in 48 hours.
How did this moment reshape the way you think about your career and identity?
It forced me to separate my title from my worth. I realized I’d been attaching a lot of who I was to the brands I repped. But who I am: the builder, the connector, the strategist, that never left and never will.
What was the most surprising emotion or challenge you didn’t expect?
Shame. Even though I knew I didn’t do anything wrong, I still felt like I had failed somehow. That feeling lingered longer than I expected. In fact, way too long.
When did you feel ready to start again, and what did “ready” look like for you?
When I stopped trying to recreate the past and permitted myself to do something new. “Ready” looked like waking up with an idea I couldn’t shake for years, and it was finally time to act.
Did you pivot industries, roles, or values? What drove the shift?
It wasn’t a pivot, it was a return, and on MY terms. I started Los Gweilos working at the intersection of music, sport, and culture. I’d been dreaming about it for years. This has finally made me bet on myself.
What helped you stay confident when progress felt slow or uncertain?
My wife. My boys. Friends who reminded me that I’ve always been a builder. Also journaling, working out, and celebrating small wins, like booking my first clients or picking my kid up from school on a daily basis, which was always a personal dream.
Was there a moment that made you think, “Maybe this was the right disruption”?
When I saw I could make an impact without a corporate logo behind me. When the ideas I’d been sitting on started to move in real life. That was the shift. Who else could lock in SoundCloud x Toyota, Grand Slam Track, Stevie Wonder, The Many Studios, and a few others within the first year?
What did you have to let go of to move forward?
The need to prove myself. The pressure to move fast. The belief that I needed someone else's validation to do my best work. It’s always been the mission.
What advice would you give to someone going through their first layoff or considering a mid-career relaunch today?
Feel it all. Don’t rush your next move. Reconnect with what actually matters to you. And don’t be afraid to build the thing you’ve always talked about.
If your experience could be a signpost for someone else, what would it say?
“Eff the title, not the mission, as the marathon continues”
Want to follow Manny’s next chapter? Find him on LinkedIn
