MARKETING &

BRAND STRATEGY

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CONSULTING

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ADVISING

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DEVELOPMENT

〰️ CONSULTING 〰️ ADVISING 〰️ DEVELOPMENT

Joelle is a brand and marketing strategist with over a decade of experience helping companies figure out who they are, what they stand for, and how to communicate that clearly to the right audience. She has built and shaped brands across the tech, real estate, e-commerce, health, and lifestyle sectors.

Featured Work

A man doing a workout on a yoga mat in front of a smartphone on a stand in a living room with hardwood floors, a fireplace, and large windows.
Two silver suitcases, one with a teddy bear sitting in front of it on a white pillow, on a white background.
A CBD product box with various CBD-related items surrounding it, including two small bottles, a CBD spray, a green pouch with white text, a small jar, a green leaf, a bar of dark chocolate, and a CBD relief packet, all on a white marble surface.

Otari (Acquired by Peloton)

Head of Growth, Marketing, & Brand,

AI Fitness Technology

Joelle led the end-to-end development of the company’s brand, product positioning, and go-to-market strategy. She designed the look and feel of the product and owned all aesthetics, creative direction, messaging, values, and product offerings. She built and hired the full roster of instructors and influencers, managed all social media channels, and oversaw the production of video, photo, and digital assets. She also led Otari’s fundraising campaign, which successfully attracted industry attention and ultimately contributed to the company’s acquisition by Peloton.

Roomrs

Head of Growth, Marketing, & Brand,

Real Estate, Hospitality

At Roomrs, Joelle built the company’s marketing and growth strategy from the ground up, establishing the brand foundation and scaling it through every stage of growth. She developed the brand style guides and led all performance and brand marketing across Google, Instagram, and paid social channels. She managed and scaled the marketing, social media, PR, and branding teams, led hiring efforts, planned and executed events, and built strategic partnerships to drive demand. She developed all investor decks and fundraising materials that successfully supported a $5M raise.

BUSHL

CMO, Strategic Partner

Consumer Tech, E-Commerce, CPG

At BUSHL, a first-of-its-kind platform for clean cannabis products, Joelle stepped into the CMO role during a critical inflection point and led a full brand and growth turnaround. She redefined the product and brand strategy, launched new offerings, built and scaled a successful subscription model, and introduced key fundraising and strategic partnerships. She scaled the product catalog by 30x while operating in a highly regulated cannabis industry marked by widespread company failures. Under her leadership, BUSHL stabilized, regained momentum, and ultimately merged with another major player in the space.

BEGIN A PROJECT
Marketing and brand strategy consultant working with startup clients - real estate, co-living, social club

In-House

Marketing and brand strategy consultant working with startup clients- hair care, cosmetics, and consumer products and goods

Consultant

Marketing and brand strategy consultant working with startup clients - hospitality and real estate

Lead Advisor

Marketing and brand strategy consultant working with startup clients- workshops for teams at major corporations

Workshop Leader

Select Clients

In-House

Marketing and brand strategy consultant working with startup clients - fashion brand, womenswear, luxury consumer goods

Consultant

Marketing and brand strategy consultant working with startup clients - wellness, pharmaceutical, and consumer products and goods

Consultant

Investor, Advisor

Marketing and brand strategy consultant working with startup clients - consumer product platform in the cannabis space

In-House

Workshop Leader

Marketing and brand strategy consultant working with startup clients - wellness app focused on teaching new mothers mindfulness

Lead Advisor

Marketing and brand strategy consultant working with startup clients - nonprofit work

In house, cofounder

Services

    • Brand positioning & differentiation

    • Messaging frameworks & value propositions

    • Brand voice & tone guidelines

    • Audience & competitive analysis

    • Go-to-market strategy

    • Brand refreshes & rebrands

    • Marketing strategy & planning

    • Campaign & launch strategy

    • Content & editorial strategy

    • Brand audits & messaging diagnostics

    • Fractional marketing leadership

    • Brand & messaging audits

    • Strategic workshops & working sessions

    • Messaging refinement & rewrites

    • Marketing clarity for founders

    • Fractional brand/marketing strategist

    • Ongoing advisory retainers

    • Early-stage brand building (0→1)

    • Pitch deck strategy, narrative, and messaging

    • Fundraising & acquisition messaging

    • Cross-functional collaboration and handoff

  • Copywriting & Messaging

    • Website & landing page copy

    • Brand story & narrative development

    • Product & feature messaging

    • Launch & announcement copy

    • Email marketing & lifecycle flows

    • Taglines, headlines & UX microcopy

    • Long-form brand content

    • Founder/CEO thought leadership

    • Case studies & success stories

    • Ghostwriting

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