Strategy That Connects. Work That Delivers.
Every organization has a different challenge. Some need a stronger brand. Others need better systems, clearer communications, or a more effective way to turn attention into revenue. My work brings those pieces together through executive marketing leadership, digital infrastructure, and hands-on implementation.
These four examples demonstrate how I approach business growth across hospitality, technology education, nonprofit services, and enterprise marketing operations.
T.O.N.E. U.P.
Fractional Chief Marketing Officer March 2025–Present
From Digital Visibility to Transformational Investment.
Strategic brand development, executive marketing leadership, and digital communications helped position a Minnesota reentry organization for major investment, recurring financial support, and expansion into a new community facility.
Beyond the Bark
MULTIMILLION-DOLLAR INVESTMENT & PARTNERSHIP
Through strengthened brand positioning, professional communications, and strategic visibility on LinkedIn, T.O.N.E. U.P. developed a relationship with Beyond the Bark that grew into a major investment and partnership supporting the organization's expansion.
Beyond the Bark's leadership had previously heard about T.O.N.E. U.P. Discovering its professional presence on LinkedIn helped reinforce the organization's credibility and encouraged a deeper connection.
Partnership valuation and investment structure are based on information reported by organizational leadership.
Reported investment and strategic partnership with Beyond the Bark
Annualized recurring donations
More than $4,000 in recurring monthly support2118 Blaisdell Avenue, Minneapolis
A major milestone in the organization's expansionPositioning a Mission for the People Who Could Invest in It.
The Challenge
T.O.N.E. U.P. was already providing meaningful reentry support to formerly incarcerated Minnesotans. The challenge was ensuring its public identity, communications, and digital infrastructure accurately reflected the organization's impact and long-term potential.
My Role
As Fractional Chief Marketing Officer, I worked across brand development, website strategy, digital communications, fundraising infrastructure, organizational visibility, and event marketing.
I advocated for establishing a credible presence on LinkedIn because attracting major donors, corporate executives, and institutional partners required communicating in the professional spaces where those relationships were already being built.
Turning Visibility Into Relationships
Beyond the Bark's leadership had already heard about T.O.N.E. U.P. According to conversations shared with me, discovering the organization on LinkedIn helped establish confidence in its work and encouraged a deeper relationship.
I also helped plan and market T.O.N.E. U.P.'s fifth-anniversary celebration in summer 2025. A Beyond the Bark executive traveled to Minnesota and attended the event, creating an opportunity to experience the organization's mission firsthand.
The Outcome
The relationship developed into a significant investment and strategic partnership supporting T.O.N.E. U.P.'s expansion to a new facility on Blaisdell Avenue in Minneapolis.
The organization also reports more than $4,000 in recurring monthly donations, strengthening its financial foundation for continued community work.
Antonio Williams
T.O.N.E. U.P.'s founder was selected as a 2026 Bush Fellow, recognizing his leadership and commitment to supporting justice-impacted communities.
His journey and leadership demonstrate the importance of second chances, personal growth, and investing in people who are working to create meaningful change.
A Second Chance Deserves Real Opportunity.
Returning home from incarceration is the beginning of a new chapter. Access to housing, employment, mentorship, healing, and community support can help people build the future they envision.
T.O.N.E. U.P. continues to provide reentry navigation, peer support, leadership development, and connections to essential resources. The organization is also preparing its new Blaisdell Avenue location for community programming, support groups, and relationship building.
Founder Antonio Williams, a 2026 Bush Fellow, is a powerful example of the leadership that can emerge from lived experience, accountability, and opportunity.
Be part of the change. Support second chances, strengthen reentry services, and help build communities where people have the opportunity to move forward.
Donations are made directly through T.O.N.E. U.P.'s official website. Felicia The Creative does not collect or process contributions.
The Right Visibility Can Change an Organization's Future.
This engagement demonstrates why marketing must connect brand credibility, digital communications, relationship development, and long-term organizational strategy. The objective was never simply to gain followers. It was to help create opportunities for people with the resources, relationships, and shared vision to invest in T.O.N.E. U.P.'s mission.
BDPA Twin Cities
Fractional Chief Marketing Officer Marketing Leadership Team
From a Limited Digital Presence to a Measurable Marketing Operation.
I led a comprehensive brand, communications, and digital infrastructure transformation for a longstanding Minnesota technology education nonprofit. The work connected its mission with a modern website, clearer family-focused messaging, measurable outreach, and stronger opportunities for recruitment and partnerships.
Monthly Page Views
Approximately 1,000 unique visitorsMonth-over-Month Growth
Reported website analytics growthContacts Acquired
Since the digital transitionStudent Registrations
Compared with approximately 20 previouslyMaking the Mission Easier to Find, Understand, and Support.
Advancing Students from the Classroom to the Boardroom.
The Challenge
BDPA Twin Cities had a longstanding commitment to providing technology education, but its free Google Sites website limited design flexibility, search visibility, and meaningful measurement of visitor behavior.
The organization needed a stronger public identity, clearer program descriptions, consistent communications, and a more effective way to connect with families, community partners, and potential donors.
My Role
As Fractional Chief Marketing Officer and a member of the marketing leadership team, I led brand development, website strategy, content redevelopment, SEO, email marketing, social media, student recruitment communications, and digital infrastructure.
I migrated the organization from Google Sites to Squarespace and developed custom-coded website sections to improve design, navigation, functionality, and long-term flexibility.
I also developed the marketing and communications playbook, outreach materials, campaign messaging, and a framework for identifying relevant community events, tabling opportunities, and potential partnerships.
Connecting With Families
A major part of the communications refresh involved changing how BDPA described its programs.
Instead of relying heavily on technical terminology, I developed messaging that helped parents understand what their children would learn, why technology education matters, and how to participate in free coding opportunities.
This audience-centered approach informed website content, social media, email campaigns, recruitment materials, and community outreach.
The Outcome
BDPA Twin Cities now has a measurable digital marketing operation that supports website discovery, email engagement, contact acquisition, student recruitment, and organizational partnerships.
The organization reports approximately 1,100 monthly page views, nearly 1,000 acquired contacts, and approximately 35 student registrations compared with roughly 20 previously.
Building an Audience We Can Reach Again.
With improved contact collection, email marketing, and campaign tracking, BDPA Twin Cities can now communicate more consistently with families, prospective participants, and organizational supporters.
Figures reflect organization-reported performance during 2026 and may vary by reporting period.
A New Partnership With Saint Paul College.
BDPA Twin Cities secured a partnership with Saint Paul College, expanding opportunities to offer Youth Programmatic Thinking classes on a college campus twice annually.
The partnership provides access to instructional space at a discounted rate, helping the organization continue delivering free technology education while managing program expenses.
A clearer brand identity, stronger website, and professional program communications supported the organization's ability to present its mission and value to prospective partners.
Expanding the Infrastructure for Giving.
Renewed Fundraising
In 2025, BDPA Twin Cities raised funds through Give to the Max, returning to fundraising activity after more than five years without reported fundraising revenue from that effort.
Foundation Redevelopment
In the fourth quarter of 2026, my work expanded to redeveloping the BDPA Twin Cities Foundation's website and digital infrastructure, with a focus on online donations, corporate sponsorships, institutional partnerships, and long-term fundraising capacity.
Executive Strategy Through Implementation.
Brand & Communications
Organizational rebrand, messaging architecture, marketing and communications playbook, print and digital collateral, and executive marketing leadership.
Website & SEO
Google Sites migration, custom-coded Squarespace redevelopment, user experience, SEO, analytics, forms, and digital infrastructure.
Email & Audience Development
Email campaigns, contact acquisition, audience strategy, social media, performance measurement, and ongoing communications.
Student Recruitment & Partnerships
Family-focused program messaging, student outreach, community event identification, tabling strategy, partnership communications, and institutional engagement.
Help More Students Discover What's Possible in Technology.
BDPA Twin Cities provides free technology education to students across the Twin Cities, helping young people develop coding skills, confidence, and pathways toward future opportunities.
Contributions help sustain educational programming and expand opportunities for students and families to participate.
Donations are processed through BDPA Twin Cities' official website. Felicia The Creative does not collect contributions.
6ix Mears
Fractional Chief Marketing Officer & Executive Marketing Leadership
Connecting Marketing, Technology, and Operations to Business Growth.
I led a coordinated marketing, digital infrastructure, and operational technology transformation for a hospitality business in downtown Saint Paul.
The engagement extended far beyond social media and event promotion. It involved evaluating the technology supporting the business, migrating its website, implementing a new point-of-sale platform, strengthening customer communications, and securing strategic partnerships that expanded the venue's visibility.
Revenue Growth During the Engagement.
Initial Monthly Revenue
Approximate starting levelSustained Monthly Revenue
Consistently exceeded this levelPeak Monthly Revenue
Approximate reported high pointBusiness-reported revenue figures. Results reflect broader business performance during a period of coordinated marketing and operational activity and are not attributed exclusively to marketing.
Before Marketing Could Scale, the Business Systems Needed to Work Together.
Fractional CMO leadership across brand strategy, digital infrastructure, marketing communications, technology implementation, customer experience, and business development.
Audit existing systems and expenses
Identify operational and marketing gaps
Rebuild infrastructure and communications
Connect promotion to customer action
The Challenge
The venue was operating with disconnected technology, inconsistent marketing communications, and limited coordination between its website, point-of-sale system, event promotion, and customer experience.
Before investing further in marketing, I needed to understand what the business was paying for, which platforms were actually being used, and whether those systems were supporting business growth.
My Approach
I began with a review of existing technology, platform subscriptions, vendor relationships, digital assets, and customer pathways.
That assessment informed a coordinated strategy involving website migration, POS redevelopment, social media communications, event promotion, customer engagement, and partnership development.
The Outcome
The engagement helped establish a stronger foundation for managing digital communications, customer-facing information, promotional activities, and sales operations.
During the engagement, reported monthly revenue increased from approximately $74,000 to consistently exceeding $100,000, with a peak near $119,000.
Moving Beyond BentoBox.
The website was one of the first major systems I evaluated. The existing BentoBox platform carried an approximate $200 monthly subscription cost, additional charges for functionality, and restrictions affecting the business's control over its website assets.
Platform & Cost Audit
Reviewed subscription costs, content management, website functionality, usability, vendor limitations, and the business's control over its digital assets.
Domain & DNS Configuration
Coordinated the technical migration, including domain configuration, DNS records, platform connections, and the requirements for directing the existing domain to its new website.
Website Redevelopment
Rebuilt website content, navigation, brand presentation, event information, and customer pathways connecting visitors with reservations, inquiries, and experiences.
The objective was to create a more manageable digital environment while improving control over the website, its content, and the customer experience.
From Toast to SpotOn: Rebuilding the Point-of-Sale System.
One of the most technically involved parts of the engagement was transitioning the business from Toast to SpotOn. The venue had already identified SpotOn as a preferred platform, but the implementation required dedicated coordination, product configuration, testing, and follow-through.
System Audit
Reviewed the existing Toast product catalog and identified duplicate items, inconsistent configurations, and organizational gaps requiring correction.
Developer Collaboration
Worked directly with SpotOn's development and implementation teams to coordinate system configuration, content entry, and deployment.
Product Catalog Development
Helped organize and rebuild product information, menu items, and system content to support day-to-day restaurant operations.
Testing & Implementation
Participated in ongoing testing, troubleshooting, configuration updates, and refinement as the business transitioned to the new platform.
Implementing a new POS system required coordination between technology vendors and the business itself. My role was to help move the platform from an intended investment into a configured system supporting actual operations.
Taking the Brand Beyond the Restaurant.
In 2026, I helped secure a promotional partnership with the Saint Paul Saints, creating new opportunities for 6ix Mears to reach baseball fans during the team's home season.
I worked with the team's executives to develop a partnership based on a mutually beneficial exchange of value.
6ix Mears agreed to provide tacos to players during Saturday home games. In return, the restaurant received promotional exposure during home games, including visibility on the stadium's large video screens.
The partnership also supported ticket promotions, customer coupons, and opportunities to introduce the restaurant to new audiences.
Building a More Consistent Digital Presence.
While the technical systems were being redeveloped, I also led the venue's social media strategy, brand communications, and event marketing. The goal was to connect the restaurant's digital presence with the experiences it offered and make it easier for customers to act.
Marketing Performance Depends on More Than Promotion.
The 6ix Mears engagement demonstrates why effective marketing leadership requires an understanding of the business behind the brand.
My work connected website infrastructure, POS operations, digital communications, customer engagement, and strategic partnerships within a more coordinated business approach.
During this period, the venue reported sustained monthly revenue above $100,000, compared with approximately $74,000 at the beginning of the engagement.
Executive Strategy Through Implementation.
Executive Marketing Leadership
Fractional CMO strategy, brand positioning, vendor management, communications planning, and business development.
Website & Digital Infrastructure
BentoBox platform audit, website migration, DNS and domain configuration, website redevelopment, and customer pathways.
POS & Technology Integration
Toast-to-SpotOn transition, product catalog organization, developer collaboration, system testing, and implementation.
Social Media & Partnerships
Social media strategy, event marketing, creative development, customer engagement, and the Saint Paul Saints partnership.
Let's connect your marketing to your business goals.
Whether your organization is starting from the ground up or needs to bring disconnected marketing efforts together, we can begin by discussing where you are today and what you want to achieve.