A marketing team for small businesses with big ideas — and no clue how to talk about it.MessagingWe find what your customers are asking about it, and your business gives them the answers.Online AdvertisingWhen people want something, they Google it. We put you at the top of the page. And we do social media, too.WebsitesIt’s the first place to start when you want to find customers online. We build a digital home for business that just looks and feels better than the competition.

Parasym Plus had been on the market since 2016, but sales were flat. It was a revolutionary supplement tailored to a motivated consumer segment. So what was the problem? In short: outdated e-commerce software, sluggish and costly shipping fees, and a single-channel marketing and sales strategy. In response, I rebuilt the company’s e-commerce platform, added a wholesale dashboard for physicians, launched an affiliate program, and worked with Amazon to reach an untapped market: international consumers. The addition of a subscription program maximized customers’ lifetime value and stabilized cash flow. (On the operational side, I transitioned the company from an in-house pack-and-ship model to Amazon fulfillment. The change made international shipment profitable and significantly reduced shipping expenses domestically, which we passed on to customers.) Results: 10x growth in sales for Parasym Plus over two years; TJ Nutrition as a first-mover in international sales; and a sustainable multi-channel marketing and sales strategy that built a loyal customer base and cemented TJ Nutrition as a player in the supplement industry. Since my departure, TJ Nutrition’s sales have continued to increase, owing in large part to the efforts of me and my team. What I had achieved was the culmination of all my previous experience and education, and my inspiration for Newlee.

POTS Care, PLLC offers an alternative approach to treatment for POTS—a condition where patients experience rapid heartbeat on standing. I had one business problem to solve: How do we persuade patients and their families to take a chance on a new form of treatment? The answer was to combine shared experience (emotional) and rigorous research (logical) into a single brand message. Founder Diana Driscoll, OD, was a former POTS patient, so we had shared experience built-in to the brand, and it was authentic. I set up interviews and podcasts with emerging influencers to spread her personal story and her belief in listening, understanding, and compassionate care. Second, I booked interviews with “hard science” influencers and arranged speaking engagements at professional conferences. In these informal and formal spaces, Dr. Driscoll presented her research findings. It was enough to move the skeptics. Armed with testimony and proof, we made Dr. Driscoll a thought leader. We added Google Ads and organic SEO for decision and action, and revamped the website to focus on patient testimonials and peer-reviewed science, removing doubt and making for smoother conversions. We had a complete funnel, and it worked.

It was a year and three months of improvisation, and no one noticed because everything I did worked. I joined the vegan/superfood CPG start-up as a “business consultant.” That means I convinced a friend to call the founder and tell the founder to call me. We had a cup of coffee. Within six months, I received three promotions: project manager to marketing director to partner. Trulee was ahead of the curve in the vegan space because its core product, “Bliss Bites,” actually tasted good. In fact, they were delicious—vegan, raw, and organic mini-cup cakes marketed as “superfood + sweet.” The first issue was awareness and budget, so I built an online sales model based on four pillars—reach, convert, retain, and grow: 1) A micro-influencer campaign and social media presence to reach niche audiences on the cheap. 2) A Google Ad campaign focused on highly-specific keywords and specific copy (broad campaigns reach the wrong people and waste money). 3) Email campaigns to retain customers and grow their lifetime value.

This was a learning experience. But, as usual, I learned by taking action first and taking stock of the results afterward. During my internship, I produced and compiled information to encourage international and domestic businesses to relocate to DFW. After 2011, the Chamber’s Major Employers Directory had decayed to an incomplete and outdated list of employers, some in business, some defunct. It was unusable. I revived the directory and updated the list to include a comprehensive catalog of DFW employers. The Chamber sold the new, updated directory to over 5,000 business members in DFW.