Who are you trying to reach and how are you going to reach them? We have so many ways to reach people in this multi-platform digital age, but do you know how to reach the right people for your business?

I’ve built paid campaigns for many professional and financial services companies, for small businesses, for individuals - no matter the spend, no matter the CTAs or the KPIs, success always comes down to identifying and effectively reaching (aka building) the right audience.

I always get asked questions by people wanting a black and white answer. What is the ideal monthly spend on paid ads in Facebook? What is the average cost per click on LinkedIn? Though it may benefit my career to spout off stats as if they are set in stone, I’m always open and honest because we are now living in an age where optimization is everything and answers often depend on the audience you are targeting.

Spend can be adjusted and landing pages can be optimized, but finding your audience (and reaching them through the right targeting features) is where success truly lies.

Using traditional agency activities like Audience Personas can be helpful for content strategy - but they don’t easily translate over to paid campaigns. As someone who has worked across various industries, each with their own set of best practices, I’ve had the luxury of figuring out what works best without being mired in the processes of one industry. There are no plug-and-play industry standards or averages these days - having experience, instincts and constantly optimizing is my own personal gold standard.

Whether by creating custom audiences, lookalike audiences from your existing leads list or account matching with an aspirational list, no dollar will be wasted if your targeting is on point and your creative speaks to your audience.

Questions? I’m here to support you. Reach out on my contact page!

I want to begin with a caveat: I love and appreciate the many people working in the nebulous and varied community called “wellness.” Helping people be well is a noble pursuit. Growing up, I wanted to be a wellness girl, though I didn't know that was the word for it. The world was complex and scary and my nervous system was constantly pumping nefarious chemicals I didn't know the name for and had no control over. Meanwhile, the wellness girl seemed able to skate along the calm surface of life, with nary a stomach butterfly of internal anxiety. Beautiful, almost-always blonde, white and thin, the wellness girl is a common enough archetype now - I don’t even need to mention the established actress who put yoni steams on the map. Creating my morning practice, crafting the perfect diet, replacing all chemical-laden products with chemical free ones - all of this would somehow make life more full of order, make my nervous system calm down and probably make me prettier too. But unfortunately, finding the right perfume won't make you instantly beautiful and finding the right green smoothie won't make you instantly well. But that never-ending journey is costly - and lucrative.

It’s been thoroughly discussed that all kinds of women are taught to feel badly about themselves and that many behemoth industries, the Shame Industrial Complex if you will, feed on that diminishment. But, we need to acknowledge the drastic scale of diminishment through many factors for trans-women, women of color, disabled women - the list goes on and on. I truly believe that the female-driven wellness industry has popped up as women begin their journeys into full embodiment and equality, carving out a space where they can love their bodies and explore their spirits. Unfortunately, the journey back to love from self hatred that the wellness industry prizes has mostly been offered to the top tier of women only.

Recently, I left a comment in an overwhelmingly white and rigidly apolitical secret Facebook community (a quickly exploding and wonderful way for practitioners to leverage Facebook). I felt a little uncomfortable with the ways terminology has been thrown around and finally mentioned that it felt appropriative. This shouldn’t have come as a surprise, as there has been much discussion of appropriation of Indigenous and First Nations cultures in the world of wellness. Apparently, it came as a surprise as people responded with everything from “give me a break,” to defenses of the Cleveland Indians. I had learned to compartmentalize my love for that community even though I knew it’s wouldn’t hold up outside of a narrow paradigm. The conversation just isn’t real enough to be truly healing because it doesn't reference the larger context of being a woman. Hearing reference to trauma but never reference to the abuse and sexual violence women endure and patriarchal systems that enforce this widespread enaction of trauma. Hearing a lot of talk of manifestation processes without mentioning the foundational fact that some people have more opportunities to "manifest" from birth.

Health and the concept of “wellness” are unavoidably political topics in a country where 28 million people are uninsured, mothers are dying in childbirth at alarmingly high rates (especially women of color) and a woman's right to make choices about her body is being systematically dismantled. Health and the way it is translated into legislation is intextricably tied to concepts of race, class and gender - therefore any health and wellness conversation needs to be truly intersectional. The majority of people out there aren’t being spoken to about their bodies and spirits in a real way, which is not only an amazing opportunity but a duty for tomorrow's wellness practitioners. Health has been held as a luxury for the rich and for the white. The cultivation of my own individual health depends on the right to not only exist and be safe, but to thrive economically for all women and that requires letting go of any wellness paradigms that are not intersectional and feminist.

This is something I'm committed to integrating into my professional life, by working only with the people who are genuinely supporting liberation and equality for all people. As someone who has worked for all manner of large corporations, I’ve gotten used to not only hiding my true self, but helping companies hide their true nature - cloaking their sometimes nefarious goals under a layer of generic marketing speak. Communicating truthfully and acknowledging the different issues affecting different people is the best strategy there is, because you’ll attract the most loyal community while doing so. #intersectionalwellness