Brand. Pipeline. Growth.

01 Generate Leads

02 Build the Pipeline

03 Build Your Brand

04 Fractional CMO

Generate Leads

3–6 Months or Ongoing

LinkedIn Paid

Google Paid

Meta (FB & IG) Paid

Content Marketing

Email Marketing

Build the Pipeline

3–6 Months or Ongoing

SEO

Keyword & Technical

Content

Web Copy, Blogs, Articles, Case Studies, White Papers, eBooks, Infographics, Podcasts

Newsletters & Lead Nurturing

CRM

Setup, Pipeline Organization, Lead Qualification & Attribution

Build Your Brand

8–12 Weeks

Positioning & Messaging

Visual Identity

Logo, Custom Illustrations, Photography & Iconography

Website

Design & Development

Fractional CMO

6 Month+ Engagement

Full-service strategic support across roadmap, execution, and performance. For organizations that need senior marketing leadership without the full-time cost.

Get a Proposal

Client Work

Build the Pipeline Adtech

Built From Zero

No pipeline. No inbound. No system. Built VEVE's demand generation engine from scratch to 25% month-on-month lead growth.

Read the story

Fractional CMO Engineering Ongoing

One Company. Two Identities.

From engineering consultancy to product company, without losing either identity.

Read the story

Generate Leads Life Sciences

The Strategy Was Ready. Execution Was the Brief.

A strategy document, a website, and an eight-figure sales target. 3 months · content engagement 50% ↑ · LinkedIn campaign 13x.

Read the story

Build Your Brand Construction Ongoing

Identity Earns the Room

Six years of referral-built reputation with a brand that said nothing about it. Rebuilt from mark to website.

Read the story

Build the Pipeline Adtech

Ten Videos. Eight Months of Pipeline.

No paid budget. No agency. Ten episodes built the organic content engine that turned a publisher audience into a predictable pipeline.

Read the story

Product Marketing CPG

From Kitchen to Consumer

A food brand with proven products and no retail path. Eight SKUs, packaged, priced, and permit-ready.

Read the story

In Their Words

"When we made the decision to transition from a service firm to a product company, we needed someone who could think strategically and move quickly. Juie built our go-to-market framework from the ground up: ICP definition, pricing strategy, distribution model, and the first outbound campaigns. What stood out was the ability to hold the big picture while managing the details of execution at the same time. We continue to work with her as our Fractional CMO. That says more than any individual metric."

Chuck Pfeiffer, COO & Harish Doshi, President

Anubhava Inc.

"Working with Juie has been a different experience from most consultants I have engaged with. There was no guesswork about where the project stood or what was coming next. Every stage was clearly mapped, every decision was explained, and feedback was genuinely incorporated rather than acknowledged and ignored. The result was a brand identity that I am proud of and was built through a process that felt collaborative rather than transactional."

Mariam Petrosian, CEC

Principal, Petrosian Consulting Group

"Juie has a rare ability to translate complex strategic thinking into something a room full of people can immediately understand and act on. The proposals she collaborated with us on were not just well designed, they told a story that made our positioning clear and our value proposition impossible to miss. That kind of clarity is harder to achieve than it looks."

Glen Calizon, Principal

Lykos Studios

How It Works

DIAGNOSE Day 0

Discovery Meet

You leave the first call with a first read on your biggest opportunities.

AUDIT 1 Week

Onboarding & Knowledge Share

A full audit of your brand, channels and competitors, with early priorities identified.

PLAN 2 Weeks

Scope and Deliverable Approval

A plan with clear deliverables and KPIs, signed off, so launches can begin.

EXECUTE Ongoing

Implementation

Campaigns built and launched, with A/B testing and continuous optimization week over week.

OPTIMIZE Weekly/Bi-Weekly

Regular Check-ins

Results reviewed against KPIs, what's working is scaled, what isn't gets cut.

Build the Pipeline

Built From Zero

VEVE existed only as a concept. No pipeline, no inbound, no system. What followed was a full demand generation build across every channel, from the ground up.

The Setup

The Product

VEVE

An adtech platform that enables advertisers to reach audiences inaccessible through popular channels, and helps publishers monetize their properties. Sophisticated buyers with high technical expectations and a low tolerance for generic marketing.

The Challenge

Build demand for a product that did not yet exist in the market.

No brand presence. No content. No CRM. The sales team was the only engine generating leads, everything lived in spreadsheets, and there was no way to know which efforts were working.

The Approach

Data Before Activity

Before activating a single channel, the infrastructure had to be right. A CRM gave the organization its first single source of truth for incoming leads and channel attribution. Only once accountability existed did building begin, so every dollar spent from day one had a place to land.

How We Built It

Phase 1 · Infrastructure

CRM First, Channels Second

Implemented a CRM before a single channel went live. No attribution = no accountability. Data infrastructure first.

Phase 2 · Content

Proof Before Promotion

Adtech buyers respond to proof, not promotion. Built the full asset library: a technical white paper, product specification sheets, a product video, a customer case study, and a website localized for each key market. Everything in place before paid went live.

Phase 3 · Activation

Organic Foundation, Then Paid, Then Events

Built organic first: SEO, company profiles, industry-specific listings, and a content cadence on LinkedIn and Twitter. Then activated paid, running LinkedIn campaigns with the white paper as a lead magnet targeting decision-makers in digital media and publishing. Trade shows added a third channel, with content deployed in interactive format to convert every booth conversation into a captured lead.

What Was Built

⚙️

CRM System

First unified pipeline and channel attribution view for the org.

📄

Technical White Paper

Proof-first content for sophisticated adtech buyers used as a paid lead magnet.

🎬

Product Collateral Suite

Spec sheets, product videos, and supporting assets across the full buying journey.

💼

LinkedIn Paid Campaign

Decision-maker targeting in digital media and publishing with white paper as lead magnet.

📧

Email Drip Campaign

Structured nurture sequence to move prospects through the funnel post-capture.

🎪

Trade Show Activation

Interactive content deployed at events to convert booth conversations into captured leads.

25%

Average month-on-month growth in inbound leads

Channels built and activated from scratch

0 → 1

Full demand gen engine built from concept brief

Fractional CMO

One Company. Two Identities.

An engineering firm building a product company from the inside out. No brand. No market. Build both identities in parallel without losing either.

The Company

Anubhava Inc.

Custom mechanical engineering for industrial manufacturers. Technically sophisticated, relationship-driven, and proven over two decades.

The Brief

A patent with no market yet.

Inside the service work, the team built Tazzlo, an autonomous water discharge device. The decision was made to pivot to a product company.

The Approach

Parallel Running, Not a Hard Switch

Treated as a dial, not a switch. The service identity stayed active while the product identity was built alongside it. Anubhava never had a moment where it looked like neither.

How We Moved Through It

Phase 1 · Foundation

Built the Brand from Scratch

Visual identity, positioning, and website built before the pivot. Trademark registered. For the first time, Anubhava looked like what it was.

Phase 2 · Transition

Managed the Shift Without Losing Ground

Language, channels, and commercial infrastructure all had to shift. Without losing the credibility built over two decades.

Phase 3 · GTM

Built the Go-To-Market for Tazzlo

ICP mapped across five US industrial verticals. Pricing in review. First campaigns live.

Delivered So Far

Visual Identity

Brand built from zero. Logo, system, and guidelines.

⚖️

Trademark Registered

Legal protection secured for the Tazzlo brand.

Website

Positioned and built for a product-led company.

ICP Definition

Buyer mapped across 5 US industrial verticals.

Pricing Strategy

Model and distribution in final review.

Outbound Campaigns

First demo request campaigns now launching.

Engagement Status

Foundation
Complete

Brand
Repositioned

GTM
Launching

Scale &
Optimize

Generate Leads

When Strategy Finally Met Execution

A strategy document, a website, and an eight-figure sales target. Everything was in place. Activation was my brief.

The Setup

The Client

Purpose Life Sciences

A clinical research organization positioning to become the CRO partner of choice for US pharma companies outsourcing clinical trials.

The Challenge

An eight-figure sales target and a strategy to be implemented.

A seven-figure marketing budget was available. Sales and vision were clear. The missing piece was execution: someone to put it all into market.

The Approach

Account-Based Marketing, Built by Therapeutic Area

A pharma company focused on oncology trials has different concerns than one in rare diseases or cardiovascular research. Generic outreach would not move them. The entire strategy was built on that insight: specific accounts, specific content, specific campaigns, each matched to how that buyer actually thinks.

How We Built It

Phase 1 · Account Selection

40 Accounts. Specific Criteria. One Framework.

Sales, marketing, and research worked together to identify 40 accounts across pharma. Selection criteria were specific: company size, budget, and therapeutic area. These 40, if converted, would deliver the eight-figure target.

Phase 2 · Content Engine

Two Articles a Week. One Per Therapeutic Area.

Not product pitches. Arguments: PLS could reduce clinical trial costs and deliver more diverse results by moving beyond geographically concentrated testing pools. Distributed across social, email, LinkedIn paid campaigns targeting contacts within the 40 accounts, and LinkedIn DMs to contacts within the 40 accounts pointing them to relevant therapeutic content before any sales conversation.

Phase 3 · Infrastructure

Two CRMs. One Source of Truth.

Salesforce on the sales side. HubSpot on marketing. Integrating both gave sales and marketing a unified view of lead nurture and pipeline for the first time, making results visible and attributable.

What Was Built

🎯

Account Map

40 target accounts selected and organized by therapeutic area.

✍️

Content Program

Two articles per week, segmented by therapeutic area.

💼

LinkedIn Paid Campaign

Targeted contacts within the 40 accounts by therapeutic area.

📧

Email Campaigns

Nurture sequences supporting content distribution and lead warm-up.

💬

LinkedIn DMs

Directed contacts within the 40 accounts to relevant therapeutic content before any sales conversation.

⚙️

CRM Integration

Salesforce and HubSpot unified into one pipeline view for sales and marketing.

50%

Content engagement growth in 3 months

13x

Return on LinkedIn campaign spend

10%

Of all inbound leads attributed to blog content

Build Your Brand

Identity Earns the Room

Six years of referral-built reputation. A brand that said none of it.

The Client

Petrosian Consulting Group

Owner's rep and project management consultant for construction and real estate. Six years of delivery-driven reputation. Client base built entirely on referrals.

The Gap

A wordmark. No system. No story.

For anyone researching before a first meeting, the online presence communicated nothing of what made Petrosian worth hiring.

The Brief

Be seen as the partner owners can trust when the project has to be right.

Not a vendor. Not a subcontractor. A true partner accountable from onboarding to project closeout. The brand needed to carry that positioning before anyone picked up the phone.

The Evolution

Version 1

Wordmark established. Triangle accent introduces the brand mark.

Version 2

Full geometric system. Lines through P and E, circle O, diagonal cuts on A and N. Consulting added below.

What Changed

Geometric cuts added to letterforms

Circle mark introduced into the O

Full company name system locked

Triangle accent evolved into mark

The Colour Decision

Bold Red

Confidence. Decisive action.

The Gradient

Full project lifecycle. No gap between phases.

Deep Navy

Trust, depth, institutional credibility.

The gradient was not decorative. It was conceptual. Petrosian works across the full project lifecycle. The shift from red through to navy visualizes that continuity: expertise applied consistently, from start to finish.

What Was Built

Visual Identity System

Wordmark, colour system, and gradient treatment.

Brand Collateral

Visiting cards, proposals, and working documents.

Website Redesign

Carrying the identity online. Scheduled December 2026.

Before / After

Before

Text wordmark only. No visual system, no mark, no story.

After

Full identity system. Geometric wordmark on gradient field.

Six years of earned reputation.
Now the brand matches it.

Build the Pipeline

App Chronicles

A 10-video content series for app publishers that became 8 months of pipeline fuel across owned media (blog, YouTube, email).

The Setup

The Platform

B2B Adtech Platform

A dual-audience data and monetization platform serving both app publishers and digital advertisers. Two distinct buyer types, one brand to speak across both.

The Challenge

Reach publishers at scale without a paid budget.

App publishers were the highest-value audience segment but the hardest to reach. They did not respond to ads about monetization. They responded to other people who looked like them.

The Approach

Customer Stories as Content Infrastructure

Most B2B content talks about the product. App Chronicles talked about the person using it. Ten videos. Ten real developers. Each one told their own story: what they built, what they struggled with, and how monetizing their app changed the trajectory. The series worked because it was genuinely interesting to the people it was made for.

How We Built It

Phase 1 \u00b7 Produce

10 Hero Videos, One Series Arc

Each episode followed a real app developer through their story: a day in their life, the origin of their app idea, and the turning point when monetization changed their growth trajectory. Long-form, honest, and shot to feel like a documentary, not a testimonial.

Phase 2 \u00b7 Repurpose

One Shoot. Eight Months of Content.

Each episode was broken into short-form clips for social, a written case study for the website, and a newsletter feature for the existing subscriber base. The original shoot funded the entire content calendar for the year without a single new brief.

Phase 3 \u00b7 Distribute

Owned Media, All the Way

YouTube for discovery, the website for depth, the newsletter for conversion. No paid amplification. The series ran entirely on owned channels and built a publisher audience that kept growing after the last episode dropped.

Delivered

✍️

Content Strategy

Full editorial framework for a dual-audience adtech platform.

🎬

YouTube Series

Video content engine for organic discovery on owned channels.

📧

Newsletter Pipeline

Conversion layer converting audience into a qualified publisher pipeline.

Product Marketing CPG

From Kitchen to Consumer

A food brand with a proven product and ready to explore retail. The brief was to build a path connecting the two.

The Company

Indish Foods Inc.

A Vancouver food brand with a loyal following through food trucks, online ordering, and farmers markets. The food was proven. The consumer product wasn't.

The Brief

Take 8 products to market. Build everything the consumer shelf requires: validation, compliance, packaging, pricing, and distribution.

The Insight

"The product didn't need to be invented. It needed to be packaged, priced, and positioned."

How We Got There

Know the Market

Market and customer research to validate the retail opportunity. Competitor landscape reviewed. Products shortlisted based on market fit and production readiness.

Clear the Path

Applied for and received Vancouver Coastal Health permits. Mass manufacturing compliance secured. The legal foundation for consumer sale, built before the brand.

Build the Product

Pricing strategy, distribution strategy, and packaging across 8 SKUs. Every label was a research project: ingredients, nutritional facts, storage, care, best-before. Format selection from pouches to jars to containers. Design brief delivered.

The Work

Label design is brand strategy made physical.

Every element on a CPG label is a decision. What claims go on the front. What the hierarchy says about the product. What the consumer reads in two seconds at shelf.

Plant-based Preservative-free Small Batch

What Was Built

🔍

Market Research

📦

8 Product SKUs

✅

VCH Health Permits

🎨

Packaging Strategy

🏷️

Label Design

💰

Pricing Strategy

🚚

Distribution Strategy

🚀

Launch Plan

Good food was always there.
Now it had a brand to match.

Brand. Pipeline. Growth.

Client Work

In Their Words

15 Years. 6 Industries. 4 Continents.

How It Works

Your product earned it. Let’s make your marketing match.

Built From Zero

One Company. Two Identities.

When Strategy Finally Met Execution

Identity Earns the Room

App Chronicles

From Kitchen to Consumer