When Premier Catch brought me on as their fractional marketing director in 2024, they had the beginnings of a marketing program but not the systems to make it consistent or scalable. Email sends were manual, social content was created ad hoc without a clear plan, and there was no dedicated way to track what was actually working. My first step was a full audit of their marketing strategy to determine exactly which gaps cost them the most.

From there, my goal was to build a marketing strategy and systems that a small internal team could sustain long after I was gone.

I rebuilt their core marketing systems across email, website, and organic social:

• Built full lifecycle email automation to capture conversion opportunities automatically, including welcome, abandoned cart, abandoned checkout, and upsell/cross-sell flows

• Templatized their weekly newsletter so their small team could sustain a consistent send cadence with high-quality content

• Built landing pages tailored to specific campaigns so traffic from email, paid ads, and other channels converted more effectively

• Built a sustainable video strategy through micro-influencers, turning top-performing organic videos into paid ads

• Created content buckets and a content calendar so the team could consistently capture and post content

• Instituted a recurring analytics review to track performance and iterate on what was working

Rather than build a marketing function that depended on me long-term, I focused on building one Premier Catch's own team could run confidently on their own when they were ready.