Marketing Services

Accelerate Growth With World-class Marketing Services

Toptal delivers end-to-end marketing strategy and implementation services that comprehensively accelerate your brand’s growth. Our network of experienced marketers, consultants, creatives, and strategists is dedicated to tackling any project and delivering transformative business impact.

Get a Free Consultation Now
Looking for top marketing experts on demand? Hire marketing experts now

By partnering with Toptal, Adcrush Media achieved a threefold increase in revenue, a 500% growth in its client base, and saved $1 million each month. View More

Adcrush Media, Case Study
David Bailey
David Bailey

Chief Marketing Officer

David has gained a wealth of experience from a range of product/marketing roles. He’s led cross-functional teams in global organizations (including Apple and Samsung) and managed distributed teams in smaller startups and scaleups. David is passionate about developing and executing strategies that deliver exceptional customer experiences.

Previously at

Apple

Marketing Experience

25+ Years

“Toptal helped us get to a better outcome faster than anyone else could have. Their talent brought the right expertise for the job without the overhead and costs that a traditional consultancy would bring.”

Executive Managing Director, Global Financial Services Company

TRUSTED BY LEADING BRANDS

Chris Krohn
Chris Krohn

GM of Marketing Services

30 Years of Experience
MessageSend a Message

OUR SERVICES

Marketing Capabilities

Toptal’s Marketing Services empowers businesses with world-class marketing talent to solve their most challenging problems. From building brands to launching new products and services to growing the company’s customer base, Toptal delivers exceptional marketing programs across the customer life cycle.

Marketing Strategy and Operations
Build a powerful brand with Toptal’s Marketing and Operations Services. Our experts have held positions such as fractional CMOs, VPs, and advisory partners at top global brands, with deep experience in channel strategy, CRM integrations, GTM strategy, martech, and more.
Scale up with vetted marketing strategy and operations teams from the Toptal network
  • David Bailey

    David Bailey

    Chief Marketing Officer

    Previously at

    Apple
  • Mario Hoek

    Mario Hoek

    Marketing Director

    Previously at

    Sony
  • Asa Andersson

    Asa Andersson

    Customer Experience (CX) Executive

    Previously at

    Ikea
David Bailey

David Bailey

Chief Marketing Officer

Previously at

Apple
Featured Marketing Strategy and Operations Articles
The Financial Implications of Using AI in Marketing

The Financial Implications of Using AI in Marketing

Asset Mendesh
Asset Mendesh
Verified Expert in Marketing
5 Considerations for a Strong E-commerce Product Strategy

5 Considerations for a Strong E-commerce Product Strategy

Jonathan Lau
Jonathan Lau
Verified Expert in Product Management
How to Craft a Successful Go-to-Market Strategy

How to Craft a Successful Go-to-Market Strategy

Natasha Ketabchi
Natasha Ketabchi
Growth Marketing
Accelerate your business’s growth with comprehensive, strategic, and actionable solutions across all marketing channels. Toptal’s Growth Marketing experts will build a strategy and help execute campaigns in A/B testing, funnel optimization, customer retention, email marketing automation, growth hacking, SEO, SEM, and more.
Scale up with vetted growth marketing teams from the Toptal network
  • Gustavo Loureiro dos Reis

    Gustavo Loureiro dos Reis

    Growth Marketing Director

    Previously at

    Publicis Groupe
  • Daniel Restrepo

    Daniel Restrepo

    Lifecycle Marketing Manager

    Previously at

    HBO
  • Fernando D'Annunzio

    Fernando D'Annunzio

    SEO Expert

    Previously at

    Pepsico
Gustavo Loureiro dos Reis

Gustavo Loureiro dos Reis

Growth Marketing Director

Previously at

Publicis Groupe
Featured Growth Marketing Articles
The Importance of Customer Retention: An Empirical Study

The Importance of Customer Retention: An Empirical Study

Josh Chapman (deleted)
Toptal Talent Network Experts

An exclusive network of the world’s top freelancers

3 Product-led Growth Frameworks to Build Your Business

3 Product-led Growth Frameworks to Build Your Business

Arkapravo Chakraborty
Arkapravo Chakraborty
Verified Expert in Product Management
Landing Page Best Practices for Boosting Conversions (With Infographic)

Landing Page Best Practices for Boosting Conversions (With Infographic)

Micah Bowers
Micah Bowers
Verified Expert in Design
Digital Marketing
Propel your brand forward with Toptal’s Digital Marketing Services. Receive expertise in affiliate marketing, conversion rate optimization (CRO), display and retargeting, email marketing, paid social strategies, performance marketing, programmatic campaigns, SEM, and SEO.
Scale up with vetted digital marketing teams from the Toptal network
  • Alena Danko

    Alena Danko

    Head of Marketing

    Previously at

    NH Hotels
  • Hanzel Corella

    Hanzel Corella

    Digital Marketing Manager

    Previously at

    Pepsico
  • Alex Kennett

    Alex Kennett

    Digital Ads Strategist

    Previously at

    GlobalWide Media
Alena Danko

Alena Danko

Head of Marketing

Previously at

NH Hotels
Featured Digital Marketing Articles
How to Design Landing Pages That Convert

How to Design Landing Pages That Convert

Bree Chapin
Bree Chapin
Verified Expert in Design
Subject Line: How to Approach Email Design

Subject Line: How to Approach Email Design

Cameron Chapman
Cameron Chapman
LTV and CAC: What Are They and Why Do They Matter?

LTV and CAC: What Are They and Why Do They Matter?

Ryan Downie
Ryan Downie
Verified Expert in Finance
Brand Marketing
Resonate with your audience through Toptal’s Brand Marketing Services. Craft a distinct brand identity with our experts, specializing in brand awareness and experience, positioning and management, traditional advertising (OOH, print, radio/TV), rebranding, and more.
Scale up with vetted brand marketing teams from the Toptal network
  • Brion Roberto

    Brion Roberto

    Brand Marketing Strategist

    Previously at

    Diageo
  • Rachel Brazelton

    Rachel Brazelton

    Brand Marketing Manager

    Previously at

    Starbucks
  • Anna Yelkina-Damman

    Anna Yelkina-Damman

    Brand Manager

    Previously at

    Nestle
Brion Roberto

Brion Roberto

Brand Marketing Strategist

Previously at

Diageo
Featured Brand Marketing Articles
Emotional Branding for Sustainable Product Design

Emotional Branding for Sustainable Product Design

Danielle Thompson
Danielle Thompson
Verified Expert in Design
The Dos and Don’ts of a Rebranding Strategy

The Dos and Don’ts of a Rebranding Strategy

Jordan DeVos
Jordan DeVos
Verified Expert in Design
Brands Still Matter: Brandless Boom to Bust

Brands Still Matter: Brandless Boom to Bust

Micah Bowers
Micah Bowers
Verified Expert in Design
Social and Influencer Marketing
Expand your audience and engage them authentically with Toptal’s Social and Influencer Marketing Services. Engage tailored services in community management, content strategy and amplification, influencer marketing, and social media strategy.
Scale up with vetted social and influencer marketing teams from the Toptal network
  • Farhan Javeed

    Farhan Javeed

    Social Media Manager

    Previously at

    Alibaba
  • Orly Sigal

    Orly Sigal

    Marketing and Creative Strategist

    Previously at

    Oakley
  • Lynda Reinarz

    Lynda Reinarz

    Social Media Strategist

    Previously at

    IBM
Farhan Javeed

Farhan Javeed

Social Media Manager

Previously at

Alibaba
Featured Social and Influencer Marketing Articles
Social Network APIs: The Internet’s Portal to the Real World

Social Network APIs: The Internet’s Portal to the Real World

Behsaad Ramez
Behsaad Ramez
Verified Expert in Engineering
You Be You: Creating Content for the Gen Z Design Aesthetic

You Be You: Creating Content for the Gen Z Design Aesthetic

Jorge Gonzalez Miksi
Jorge Gonzalez Miksi
Verified Expert in Design
Inside the Realm of Tech Influencers

Inside the Realm of Tech Influencers

Pete Privateer
Pete Privateer
Product Marketing
Precisely target the right audience for meaningful growth with Toptal’s Product Marketing Services. Elevate your market position and ensure a successful product launch with competitive analysis, go-to-market (GTM) content and execution, positioning, pricing, and more.
Scale up with vetted product marketing teams from the Toptal network
  • Ren Tang

    Ren Tang

    Product Marketing Executive

    Previously at

    Disney
  • Kate Macknight

    Kate Macknight

    Product Marketing Expert

    Previously at

    Dyson
  • Gabriel Ignacio

    Gabriel Ignacio

    Product Marketing Expert

    Previously at

    Nestle
Ren Tang

Ren Tang

Product Marketing Executive

Previously at

Disney
Featured Product Marketing Articles
Voice of the Customer: How to Leverage User Insights for Better UX

Voice of the Customer: How to Leverage User Insights for Better UX

Atishay Goyal
Atishay Goyal
Verified Expert in Design
Customer Journey Maps: What They Are and How to Build One

Customer Journey Maps: What They Are and How to Build One

Bree Chapin
Bree Chapin
Verified Expert in Design
Drive Commercial Success With a Product-led Growth Culture

Drive Commercial Success With a Product-led Growth Culture

Philippe Araujo
Philippe Araujo
Verified Expert in Product Management
Creative and Content Marketing
Enhance your brand’s presence across all media channels with Toptal’s Creative and Content Marketing Services. Stand out in the marketplace with breakthrough cross-channel campaigns and tailor-made content crafted by seasoned professionals. Our comprehensive services extend to media and creative strategy, asset management, production, and beyond.
Scale up with vetted creative and content marketing teams from the Toptal network
  • Frédéric Demers

    Frédéric Demers

    Creative Director

    Previously at

    Shutterstock
  • Daniel Hernandez

    Daniel Hernandez

    Creative Director

    Previously at

    BBDO
  • Heather Mandel

    Heather Mandel

    Copywriter

    Previously at

    Disney
Frédéric Demers

Frédéric Demers

Creative Director

Previously at

Shutterstock
Featured Creative and Content Marketing Articles
The Ultimate Guide to E-commerce Website Design

The Ultimate Guide to E-commerce Website Design

Yej Lee
Yej Lee
Verified Expert in Design
30 Days of Design: A Branding Case Study

30 Days of Design: A Branding Case Study

Ivona Petrovic
Ivona Petrovic
Verified Expert in Design
Rebrand Case Study: More Than Just a New Logo

Rebrand Case Study: More Than Just a New Logo

Rehan Saiyed
Rehan Saiyed
Verified Expert in Design
Events and Experiential Marketing
Plan and build memorable experiences with Toptal’s Events and Experiential Marketing Services. Seamlessly navigate trade shows and exhibitions with our expertise in brand activations, event marketing and promotion, experiential campaigns, sponsorship activations, and more.
Scale up with vetted events and experiential marketing teams from the Toptal network
  • Joanna Chiarello

    Joanna Chiarello

    Event Marketing Expert

    Previously at

    Uniqlo
  • Lucía Merlo

    Lucía Merlo

    Visual Designer

    Previously at

    IKEA
  • Felipe Monsalve

    Felipe Monsalve

    Event Marketing Expert

    Previously at

    Accenture
Joanna Chiarello

Joanna Chiarello

Event Marketing Expert

Previously at

Uniqlo
Featured Events and Experiential Marketing Articles
How to Choose the Best Colors for Industry Events

How to Choose the Best Colors for Industry Events

Charlotte Miller
Charlotte Miller
Verified Expert in Design
The Ultimate Experience: A Guide to the Principles of Sensory Design

The Ultimate Experience: A Guide to the Principles of Sensory Design

Micah Bowers
Micah Bowers
Verified Expert in Design
A Practical Approach to Gamification Design

A Practical Approach to Gamification Design

Stian Sandsgaard (deleted)
Toptal Talent Network Experts

An exclusive network of the world’s top freelancers

Customer and Market Research
Effectively identify and engage your target audience through Toptal’s Customer and Market Research Services. Enhance your product introduction with competitive analysis, in-depth customer insights, segmentation strategies, trend analysis, and comprehensive UX research.
Scale up with vetted customer and market research teams from the Toptal network
  • Alexandros Siormpas

    Alexandros Siormpas

    Market Research Expert

    Previously at

    Ebay
  • Christine Esoldo

    Christine Esoldo

    UX Researcher

    Previously at

    Dell
  • Paul Thomson

    Paul Thomson

    UX Researcher

    Previously at

    BBC
Alexandros Siormpas

Alexandros Siormpas

Market Research Expert

Previously at

Ebay
Featured Customer and Market Research Articles
How to Conduct Effective UX Research: A Guide

How to Conduct Effective UX Research: A Guide

Ivan Annikov
Ivan Annikov
Verified Expert in Design
How to Conduct Remote User Interviews

How to Conduct Remote User Interviews

Tom Uhlhorn
Tom Uhlhorn
Verified Expert in Product Management
UX Research Techniques and Their Applications

UX Research Techniques and Their Applications

Michael Craig
Michael Craig
Verified Expert in Design
PR and Communications
Reach your audience effectively with Toptal’s PR and Communications Services. Our specialists power your PR and communication strategy by enhancing community relations, content creation and storytelling, media relations, public affairs, and managing sponsorships and partnerships.
Scale up with vetted PR and communications teams from the Toptal network
  • Rebecca Berkowitz

    Rebecca Berkowitz

    PR Expert

    Previously at

    Vogue
  • Nicole Elizabeth Smith

    Nicole Elizabeth Smith

    Communications Manager

    Previously at

    Verizon
  • Tala Hammouri

    Tala Hammouri

    Communications Strategist

    Previously at

    Starbucks
Rebecca Berkowitz

Rebecca Berkowitz

PR Expert

Previously at

Vogue
Featured PR and Communications Articles
Common Mistakes in Client Communication: How to Not Frustrate Your Client

Common Mistakes in Client Communication: How to Not Frustrate Your Client

Andreza Cristina da Silva
Andreza Cristina da Silva
Verified Expert in Engineering
4 Keys to Remarkable Brand Storytelling

4 Keys to Remarkable Brand Storytelling

Dayo Tinkerman
Dayo Tinkerman
Verified Expert in Design
Brand Voice Guidelines: How to Develop Your Company’s Signature Communication Style

Brand Voice Guidelines: How to Develop Your Company’s Signature Communication Style

Nicola Fleming
Nicola Fleming
Verified Expert in Design
Marketing Strategy and Operations
Build a powerful brand with Toptal’s Marketing and Operations Services. Our experts have held positions such as fractional CMOs, VPs, and advisory partners at top global brands, with deep experience in channel strategy, CRM integrations, GTM strategy, martech, and more.
Scale up with vetted marketing strategy and operations teams from the Toptal network
  • David Bailey

    David Bailey

    Chief Marketing Officer

    Previously at

    Apple
  • Mario Hoek

    Mario Hoek

    Marketing Director

    Previously at

    Sony
  • Asa Andersson

    Asa Andersson

    Customer Experience (CX) Executive

    Previously at

    Ikea
David Bailey

David Bailey

Chief Marketing Officer

Previously at

Apple
Featured Marketing Strategy and Operations Articles
The Financial Implications of Using AI in Marketing

The Financial Implications of Using AI in Marketing

Asset Mendesh
Asset Mendesh
Verified Expert in Marketing
5 Considerations for a Strong E-commerce Product Strategy

5 Considerations for a Strong E-commerce Product Strategy

Jonathan Lau
Jonathan Lau
Verified Expert in Product Management
How to Craft a Successful Go-to-Market Strategy

How to Craft a Successful Go-to-Market Strategy

Natasha Ketabchi
Natasha Ketabchi
Growth Marketing
Accelerate your business’s growth with comprehensive, strategic, and actionable solutions across all marketing channels. Toptal’s Growth Marketing experts will build a strategy and help execute campaigns in A/B testing, funnel optimization, customer retention, email marketing automation, growth hacking, SEO, SEM, and more.
Scale up with vetted growth marketing teams from the Toptal network
  • Gustavo Loureiro dos Reis

    Gustavo Loureiro dos Reis

    Growth Marketing Director

    Previously at

    Publicis Groupe
  • Daniel Restrepo

    Daniel Restrepo

    Lifecycle Marketing Manager

    Previously at

    HBO
  • Fernando D'Annunzio

    Fernando D'Annunzio

    SEO Expert

    Previously at

    Pepsico
Gustavo Loureiro dos Reis

Gustavo Loureiro dos Reis

Growth Marketing Director

Previously at

Publicis Groupe
Featured Growth Marketing Articles
The Importance of Customer Retention: An Empirical Study

The Importance of Customer Retention: An Empirical Study

Josh Chapman (deleted)
Toptal Talent Network Experts

An exclusive network of the world’s top freelancers

3 Product-led Growth Frameworks to Build Your Business

3 Product-led Growth Frameworks to Build Your Business

Arkapravo Chakraborty
Arkapravo Chakraborty
Verified Expert in Product Management
Landing Page Best Practices for Boosting Conversions (With Infographic)

Landing Page Best Practices for Boosting Conversions (With Infographic)

Micah Bowers
Micah Bowers
Verified Expert in Design
Digital Marketing
Propel your brand forward with Toptal’s Digital Marketing Services. Receive expertise in affiliate marketing, conversion rate optimization (CRO), display and retargeting, email marketing, paid social strategies, performance marketing, programmatic campaigns, SEM, and SEO.
Scale up with vetted digital marketing teams from the Toptal network
  • Alena Danko

    Alena Danko

    Head of Marketing

    Previously at

    NH Hotels
  • Hanzel Corella

    Hanzel Corella

    Digital Marketing Manager

    Previously at

    Pepsico
  • Alex Kennett

    Alex Kennett

    Digital Ads Strategist

    Previously at

    GlobalWide Media
Alena Danko

Alena Danko

Head of Marketing

Previously at

NH Hotels
Featured Digital Marketing Articles
How to Design Landing Pages That Convert

How to Design Landing Pages That Convert

Bree Chapin
Bree Chapin
Verified Expert in Design
Subject Line: How to Approach Email Design

Subject Line: How to Approach Email Design

Cameron Chapman
Cameron Chapman
LTV and CAC: What Are They and Why Do They Matter?

LTV and CAC: What Are They and Why Do They Matter?

Ryan Downie
Ryan Downie
Verified Expert in Finance
Brand Marketing
Resonate with your audience through Toptal’s Brand Marketing Services. Craft a distinct brand identity with our experts, specializing in brand awareness and experience, positioning and management, traditional advertising (OOH, print, radio/TV), rebranding, and more.
Scale up with vetted brand marketing teams from the Toptal network
  • Brion Roberto

    Brion Roberto

    Brand Marketing Strategist

    Previously at

    Diageo
  • Rachel Brazelton

    Rachel Brazelton

    Brand Marketing Manager

    Previously at

    Starbucks
  • Anna Yelkina-Damman

    Anna Yelkina-Damman

    Brand Manager

    Previously at

    Nestle
Brion Roberto

Brion Roberto

Brand Marketing Strategist

Previously at

Diageo
Featured Brand Marketing Articles
Emotional Branding for Sustainable Product Design

Emotional Branding for Sustainable Product Design

Danielle Thompson
Danielle Thompson
Verified Expert in Design
The Dos and Don’ts of a Rebranding Strategy

The Dos and Don’ts of a Rebranding Strategy

Jordan DeVos
Jordan DeVos
Verified Expert in Design
Brands Still Matter: Brandless Boom to Bust

Brands Still Matter: Brandless Boom to Bust

Micah Bowers
Micah Bowers
Verified Expert in Design
Social and Influencer Marketing
Expand your audience and engage them authentically with Toptal’s Social and Influencer Marketing Services. Engage tailored services in community management, content strategy and amplification, influencer marketing, and social media strategy.
Scale up with vetted social and influencer marketing teams from the Toptal network
  • Farhan Javeed

    Farhan Javeed

    Social Media Manager

    Previously at

    Alibaba
  • Orly Sigal

    Orly Sigal

    Marketing and Creative Strategist

    Previously at

    Oakley
  • Lynda Reinarz

    Lynda Reinarz

    Social Media Strategist

    Previously at

    IBM
Farhan Javeed

Farhan Javeed

Social Media Manager

Previously at

Alibaba
Featured Social and Influencer Marketing Articles
Social Network APIs: The Internet’s Portal to the Real World

Social Network APIs: The Internet’s Portal to the Real World

Behsaad Ramez
Behsaad Ramez
Verified Expert in Engineering
You Be You: Creating Content for the Gen Z Design Aesthetic

You Be You: Creating Content for the Gen Z Design Aesthetic

Jorge Gonzalez Miksi
Jorge Gonzalez Miksi
Verified Expert in Design
Inside the Realm of Tech Influencers

Inside the Realm of Tech Influencers

Pete Privateer
Pete Privateer
Product Marketing
Precisely target the right audience for meaningful growth with Toptal’s Product Marketing Services. Elevate your market position and ensure a successful product launch with competitive analysis, go-to-market (GTM) content and execution, positioning, pricing, and more.
Scale up with vetted product marketing teams from the Toptal network
  • Ren Tang

    Ren Tang

    Product Marketing Executive

    Previously at

    Disney
  • Kate Macknight

    Kate Macknight

    Product Marketing Expert

    Previously at

    Dyson
  • Gabriel Ignacio

    Gabriel Ignacio

    Product Marketing Expert

    Previously at

    Nestle
Ren Tang

Ren Tang

Product Marketing Executive

Previously at

Disney
Featured Product Marketing Articles
Voice of the Customer: How to Leverage User Insights for Better UX

Voice of the Customer: How to Leverage User Insights for Better UX

Atishay Goyal
Atishay Goyal
Verified Expert in Design
Customer Journey Maps: What They Are and How to Build One

Customer Journey Maps: What They Are and How to Build One

Bree Chapin
Bree Chapin
Verified Expert in Design
Drive Commercial Success With a Product-led Growth Culture

Drive Commercial Success With a Product-led Growth Culture

Philippe Araujo
Philippe Araujo
Verified Expert in Product Management
Creative and Content Marketing
Enhance your brand’s presence across all media channels with Toptal’s Creative and Content Marketing Services. Stand out in the marketplace with breakthrough cross-channel campaigns and tailor-made content crafted by seasoned professionals. Our comprehensive services extend to media and creative strategy, asset management, production, and beyond.
Scale up with vetted creative and content marketing teams from the Toptal network
  • Frédéric Demers

    Frédéric Demers

    Creative Director

    Previously at

    Shutterstock
  • Daniel Hernandez

    Daniel Hernandez

    Creative Director

    Previously at

    BBDO
  • Heather Mandel

    Heather Mandel

    Copywriter

    Previously at

    Disney
Frédéric Demers

Frédéric Demers

Creative Director

Previously at

Shutterstock
Featured Creative and Content Marketing Articles
The Ultimate Guide to E-commerce Website Design

The Ultimate Guide to E-commerce Website Design

Yej Lee
Yej Lee
Verified Expert in Design
30 Days of Design: A Branding Case Study

30 Days of Design: A Branding Case Study

Ivona Petrovic
Ivona Petrovic
Verified Expert in Design
Rebrand Case Study: More Than Just a New Logo

Rebrand Case Study: More Than Just a New Logo

Rehan Saiyed
Rehan Saiyed
Verified Expert in Design
Events and Experiential Marketing
Plan and build memorable experiences with Toptal’s Events and Experiential Marketing Services. Seamlessly navigate trade shows and exhibitions with our expertise in brand activations, event marketing and promotion, experiential campaigns, sponsorship activations, and more.
Scale up with vetted events and experiential marketing teams from the Toptal network
  • Joanna Chiarello

    Joanna Chiarello

    Event Marketing Expert

    Previously at

    Uniqlo
  • Lucía Merlo

    Lucía Merlo

    Visual Designer

    Previously at

    IKEA
  • Felipe Monsalve

    Felipe Monsalve

    Event Marketing Expert

    Previously at

    Accenture
Joanna Chiarello

Joanna Chiarello

Event Marketing Expert

Previously at

Uniqlo
Featured Events and Experiential Marketing Articles
How to Choose the Best Colors for Industry Events

How to Choose the Best Colors for Industry Events

Charlotte Miller
Charlotte Miller
Verified Expert in Design
The Ultimate Experience: A Guide to the Principles of Sensory Design

The Ultimate Experience: A Guide to the Principles of Sensory Design

Micah Bowers
Micah Bowers
Verified Expert in Design
A Practical Approach to Gamification Design

A Practical Approach to Gamification Design

Stian Sandsgaard (deleted)
Toptal Talent Network Experts

An exclusive network of the world’s top freelancers

Customer and Market Research
Effectively identify and engage your target audience through Toptal’s Customer and Market Research Services. Enhance your product introduction with competitive analysis, in-depth customer insights, segmentation strategies, trend analysis, and comprehensive UX research.
Scale up with vetted customer and market research teams from the Toptal network
  • Alexandros Siormpas

    Alexandros Siormpas

    Market Research Expert

    Previously at

    Ebay