Innovation and leadership are two terms that come with big connotations and big claims. But for me, they’re more about small, consistent actions that add up over time. 

After years spent in the digital marketing world, often behind the scenes, my journey was changed by a simple idea: that the right strategy could completely reconstruct the way brands communicate online. In 2008, I coined the term “organic marketing” to solidify this intention into a concept that still shapes my perspective on digital strategies today. 

From humble beginnings, this idea eventually grew into Sinuate Media, and over time, I’ve had the privilege of helping incredible brands break free from traditional, one-size-fits-all marketing.

I didn’t necessarily set out to be a thought leader, but I did want to make marketing that mattered. Because, for me, it’s always been about finding smarter ways to do things, not just bigger ones.

Keep reading to learn more about my entrepreneurial experience — like how a keen appreciation for innovation and thoughtful leadership have influenced my approach to helping businesses navigate the digital space with integrity and purpose. 

Stepping On the Scene: My Breakout Experiences in Marketing Innovation and Leadership

As a young adult emerging into the world of digital marketing, I was determined to make a difference. What I saw in those early days was that things were evolving fast, and there was an opportunity to carve out a new niche that would transform the way brands connect with their audiences.

But really, it all started with a love for communication. 

I knew I wanted to build something meaningful from an early age, and after earning my B.A. in Professional Writing and Communication Design from Carnegie Mellon University and my M.S. in Marketing from Johns Hopkins University, I dove straight into the digital world. At the time, the nascent internet was showing signs of becoming a driving force in business, and I recognized its potential to change everything.

Then, my career officially began at an online magazine, where I helped grow a small digital space into a vibrant, engaged audience of millions. 

This would end up being a pivotal moment in my life, though I didn’t fully know it at the time. The internet was still young, and building an online community from scratch was no small task. I was part of a modest team responsible for growing an audience, and I’ll admit it was challenging at times to see how to make it work. (Keep in mind, this was at a time when the idea of “community” on the internet was still in its infancy.)

We had to find innovative ways to attract people to the site and keep them engaged when they got there. There was no formula to follow — everything was trial and error. But over time, we built a loyal following that helped push the magazine’s community to over 2 million members. 

This experience introduced me to the power of digital platforms and their ability to create genuine connections between companies and consumers. It was clear that the internet was the future, and I wanted to be part of shaping that future.

From there, I quickly transitioned to a digital marketing firm in New York City, where I worked on some of the most groundbreaking campaigns at the time. I had the chance to experiment with blogs, RSS feeds, and podcasting — tools that were still in their infancy but had massive potential for marketing. Working primarily with entertainment projects that ranged from the American Music Awards and Atari to TV shows like Ice Road Truckers and Dog the Bounty Hunter, it was exciting, fast-paced work. 

I still remember calling Dog every week to ask for new trivia questions to add to the show’s website. And, of course, how this work opened my eyes to the ways traditional marketing was starting to fall short in the face of emerging digital technologies.

But this was only the beginning. As I watched industries like publishing and music teeter on the edge of collapse due to technological disruptions, I realized that I couldn’t afford to rely on traditional methods. If I was going to stay ahead, I needed to embrace the future of marketing, and that meant taking risks.

The Creation of Sinuate Media

In 2005, I made a decision that would change everything: I moved to Baltimore and enrolled in the Carey Business School at Johns Hopkins University to gain more formal business education. Armed with my real-world experiences in the marketing arena, I wanted to ensure that I had the right education and foundation to launch my own agency. 

I wanted more than theoretical knowledge. I wanted practical skills and the credentials to back up my entrepreneurial ambitions.

So the decision to go back to school was a strategic one. It gave me a solid foundation that complemented my lived experience. Going to Johns Hopkins wasn’t entirely about earning a degree — it was about solidifying my credibility. By doing so, I knew that when I built my own agency, I was equipped with everything I needed to make it thrive.

By 2006, I founded Sinuate Media. With a handful of people and a shared vision, we set out to do things differently. Sinuate Media wasn’t just another digital marketing agency. We weren’t interested in using cookie-cutter strategies. Instead, we wanted to create marketing solutions that felt organic, authentic, and in tune with how audiences were actually engaging with brands online.

The first few years of Sinuate Media were a whirlwind. We started out small, with only myself and a few others working in a modest office. But soon, we grew.

In two years, we became a team of 10 staff members and 5 interns that took over the entire top floor of a Baltimore brownstone. We were the first company in the area that could be called a true digital marketing agency — not just an advertising, PR, or web design firm. 

Despite still going to grad school at night and on weekends, Sinuate Media gained momentum with a unique advantage: We were the first movers on the scene. 

In 2008, I coined the term “organic marketing” to describe this holistic, or whole-picture, approach to digital marketing. The concept was about more than utilizing these new-fangled things called social media or SEO. It was about blending traditional PR, grassroots campaigns, content marketing, and emerging media into a seamless strategy that felt natural and connected with audiences.

Sinuate Media’s First Steps in Marketing Innovation and Leadership

One of the defining moments in Sinuate Media’s early days came from working with the NHL and DeWalt. At a time when many brands were still skeptical about social media, we helped the NHL become one of the first major sports leagues to embrace Twitter. This campaign, which encouraged fan interaction and community-building, became a model for how to use social media to create authentic connections.

Similarly, when we worked with DeWalt, a leading power tool company, we helped them make their first significant foray into social media. This project allowed us to prove that even traditionally “non-sexy” industries could benefit from a modern, digital approach.

While these successes pushed the boundaries of digital marketing, they were more about demonstrating the effectiveness of organic marketing in driving real, measurable results. We didn’t just want to be another agency — we wanted to change the conversation about what marketing could be.

Sinuate Media Moves to New Mexico 

By 2010, we had outgrown our space in Baltimore and moved to Las Cruces, New Mexico, to set up a fully remote operation. 

And yes, this was a particularly bold move for the time! But it reflected our belief that the world of digital marketing was borderless. All we needed were laptops and cell phones to continue serving clients from anywhere in the world.

At this point, Sinuate Media was proudly a full-service firm. We had expanded our offerings to include everything from digital ad campaigns to web design, marketing training, content creation, email marketing, and more. From a great, but supposedly haunted and often leaky office space in Mesilla, we did all this while also starting an in-house print service business that allowed us to better integrate offline marketing with our digital strategies.

Our team became known for our ability to seamlessly blend traditional marketing with emerging digital strategies. The flexibility of our remote approach allowed us to continue growing and evolving, staying ahead of industry trends while maintaining a high level of service for our clients.

This was also the time when we launched several other projects that would further diversify our business. In 2015, we sold BookDivas, a community of young adult book enthusiasts we had acquired in 2007. This gave us the chance to refocus on our core offerings while expanding our knowledge in the content and community-building space. 

We were growing and evolving fast, and so balancing the needs of the business was no small feat. But the energy in the office was infectious. We were a tight-knit team that worked hard and wore multiple hats. There was no such thing as a “typical day” — one day we might be working on launching a major brand’s social media presence, and the next, we were diving into creative campaigns for companies in entertainment or finance.

Innovating and Expanding Further

As the years went on, we continued to focus on innovation and leadership as we expanded Sinuate Media’s offerings. In 2016, we acquired Approach Positive, a science communications firm, and turned it into a self-serve platform for businesses looking for marketing solutions. This move allowed us to extend our reach into new industries, further solidifying our reputation as a versatile marketing agency that could meet the needs of businesses across various sectors.

We also saw an opportunity in the web hosting space and launched Hostango, a hosting platform designed for developers and small businesses. This was another example of my philosophy: when there’s a gap in the market, create it. If it doesn’t exist, build it.

These moves were about more than just growing Sinuate Media. They were about continuing to provide value to our clients and expanding our ability to serve them in new, results-driving ways.

The Core Philosophies That Have Guided Our Marketing Innovation and Leadership 

At the core of everything I’ve done as an entrepreneur is a commitment to innovation. I’ve always believed that to truly make an impact, you can’t only follow the trends — you have to create them. 

Whether it was launching a new concept like organic marketing or venturing into new business areas like web hosting, I’ve always sought to push the boundaries and find new ways to solve problems. 

But, wait, it’s not just about innovation! Leadership has also played a huge role in my experience. As an entrepreneur, I’ve had the opportunity to mentor and lead teams, help other businesses grow, and speak at events like the National Association of Women Business Owners and the Maryland Chamber of Commerce. I’m a strong believer in lifting others up, and I’ve always made it a point to share my knowledge and experience with others who are trying to make their mark in the business world.

This is part of the philosophy that has guided me throughout my career: uplifting others uplifts us all. In my experience, true success is not a solo endeavor — it’s about building a network of people who support each other and are committed to helping each other grow.

Lastly, I’ve also learned that, when you’re an entrepreneur, opportunities tend to come in unexpected ways. Beyond BookDivas and Approach Positive, I’ve also helped start a chocolate company and am currently involved in two blockchain-backed technology companies in vastly different industries. 

If I had to translate these experiences into actionable advice for growing entrepreneurs I’d say: Lean in. Each has been an interesting chapter of my life that has taught me something new, introduced me to new people, and allowed me to keep growing as a person. 

What Does the Future of Marketing Innovation and Leadership Look Like?

The marketing industry is changing faster than ever. While some might feel anxious at the speed of which things are developing, it’s also an exciting time to be a part of the evolution. 

We’re entering a new era with technologies like Web3, AI, and virtual reality reshaping how brands engage with their audiences. I believe the key to thriving in this environment is to stay agile, to be open to the new tools and platforms that are emerging every day. 

As I look to the future, I’m exhilarated about what’s next. The world of digital marketing is advancing quickly, and I’m no stranger to the invigorating, albeit at times demanding, cutting edge of innovation. My goal has always been to find smarter ways to do things and to continue helping brands tell their stories in ways that matter.

For those of you who also share a commitment to innovation and leadership, I say keep your finger on the pulse. Be willing to learn, be ready for changes, but stay true to what helps businesses grow and scale: authenticity, quality, clarity, and so on.