Blue Heart Accounting
Strategy and execution in one relationship for a small accounting firm, from positioning through campaigns.
"I wanted a marketing partner who felt in-house, not outsourced. Caitlin does it all."
Every engagement ends with numbers you can check.
I start with an audit, fix the foundation, and report what moved. Here is the work, with the numbers where they exist and an honest "not yet" where they don't.
Emmers: after the rebuild, email flows drove 3.2× the clicks of campaigns
A play-based brand for parents, educators and gift givers. August to October 2026.
3.2×
17 6
~1,400
13.2%
The problem
Campaign click rate had fallen from 2.52% to 0.50%, and sends had dropped from four a month to 1.4. The list was fine. The foundation underneath it had failed.
What I did
Moved the program from Flodesk to Klaviyo with domain setup, forms, a brand system and revenue tracking. Cut the 17 email welcome series to six. Built abandoned cart and browse flows, and segments for parents, educators, gift givers and non-openers. Then a Q4 roadmap and a holiday plan for October through December.
What changed
Flows now out-earn campaigns, and email revenue is trackable for the first time. The guide email reached an 11.3% click rate. If your emails feel like a chore with no return, start with the foundation, not more content.
Brand, retention and the long haul
JV Skin & Beauty
A full brand book for a local skin care expert: positioning as "Your Trusted Skin & Beauty Expert," mission, voice, visuals, three audience segments, a content strategy and KPIs for each channel. Then holiday offers and a Q4 social calendar to put it to work.
Work underway this fall
Numbers land when the campaigns do.
Human to Human
PR playbook: press kit, five product messages, seven holiday gift angles, media and creator research, and outreach planned 60 to 90 days ahead.
Wild Havens
Campaign lead from July through November: tracker, brand doc, and a paid ads partner.
Selected career work
Thirteen years in-house and in agencies, across grocery, cannabis, fem-tech and consulting.
- Whole Foods MarketA $251K regional campaign for local products.
- Eel River Organics$23.6K in the first quarter of a product launch.
- ATTN: Grace and Crème de LiqueurEmail flows rebuilt from the ground up.
- McAfee, through Sia PartnersA/B testing programs for a global security brand.
Want numbers like these for your own list?
The audit is where every one of these started.