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 front desk duty or calling maintenance all while also figuring out the strategy for expansion in the San Antonio area.

Their founder realized that his marketing was unsustainable, both in terms of his time and his current investment, and he needed outside help so that he could focus on the business expansion he actually wanted to do.

As Project Cowork’s fractional marketing director – and their first marketing hire ever – I built a sustainable, not-founder-dependent 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

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

• Reworked the website architecture and content to prioritize clarity and online conversions

• Established email marketing automations and a regular campaign cadence

• Built scalable content and SEO systems

• Launched new landing pages to support paid acquisition campaigns

• Put forms, integrations, and analytics tracking in place so the team could make informed marketing decisions long after launch

Rather than continue to manage marketing, biz dev, sales, customer service, and more himself, the founder brought me on to take marketing off of his plate. Together, we established a strategy that met his short- and long-term business goals. My work enabled the founder to focus on business expansion and profitability, with Project Cowork opening 2 new locations during our engagement and working on opening the next as I handed off the strategic execution to his newly hired internal team.