When Project Cowork brought me on as their fractional marketing lead, their marketing engine was completely dependent on their founder. He was responsible for everything from creating and writing their website content to remembering to send email campaigns – and all the strategy and to-dos in-between. Plus, as a small business owner, he was often stepping in when his employees were sick, running the front desk while also figuring out his strategy for expansion across San Antonio.

Their founder realized that his marketing system was unsustainable – both in terms of his time and the money he was spending on it. He turned to me for outside help so he could focus on the business expansion he actually wanted to pursue.

As Project Cowork’s fractional marketing director – and their first marketing hire ever – I built a sustainable marketing system from scratch:

• Diagnosed the gaps across their funnel and prioritized their website, email, and paid advertising as the highest-leverage fixes

• Defined Project Cowork’s brand positioning and messaging to sharpen differentiation against competitors

• Rebuilt the website’s architecture and content, including new landing pages, to prioritize clarity and conversion

• Directed a team of web development, SEO, and paid acquisition partners to execute the strategy

• Established email marketing automations and a regular campaign cadence

• Consolidated forms, integrations, and analytics tracking in place so the team could continue to make informed marketing decisions

Rather than keep splitting his time between marketing and everything else it took to run the business, the founder brought me on to own marketing as its own strategic function. Together, we built a strategy that met his short- and long-term business goals. This freed him up to focus on expansion and profitability. In fact, Project Cowork opened two new locations during our engagement, with a third in progress before I handed strategic execution off to his newly hired internal team.