A 15-year old company on a mission to help very small businesses grow through the power of personal connections, Ruby Receptionists had reached a tipping point when CMO Molly Moore brought me on. The company’s tried and true marketing strategy was achieving diminishing returns, and their brand was long overdue for a refresh. My charter was to introduce a fresh approach to content, campaigns, and generating demand at scale with a unique audience—solopreneurs and very small business owners (VSBs). Within 60 days, I launched Ruby’s first cross-channel integrated campaign for a new product line. In a year, I produced five more, including two vertical programs with proprietary customer research and three interactive content experiences. All this while simultaneously creating a customer book club, introducing a referral and affiliate program, supporting partner programs, and playing a leading role in the development, implementation, and launch of the new Ruby brand.