About
Hi, I'm Catherine.
I spent a decade working inside small brands and startups as one of the first people through the door. That means I've worn all of the hats. I know what it feels like to be the founder's first hire, the one who figures out the SKU system and writes the return policy and shoots the campaign photos and answers the DMs. I've sat in that seat. I know how much lives in your head and how hard it is to get it out.
What I kept seeing, over and over, was this: incredible products, genuine vision, and a foundation that had a few quiet cracks in it. Not fatal ones. Just the kind that make everything harder than it needs to be. A customer service workflow that depends entirely on the founder. A content calendar that's really just a list of good intentions. A team that's trying their best but working from a half-finished map.
The business had everything it needed. It just needed someone to help it find its own bones.
I work with small-batch brands and help them build the structure that allows their products to shine. Not by taking over. By creating systems clear enough that anyone can step into them. Including you, on a Tuesday when you're running on four hours of sleep.
How I Work
Every project starts the same way. Coffee (yours, mine, metaphorical). You tell me about your business. How you started it, why you started it, what's keeping you up at night, what you think is missing. I listen for the through-line. Then I help you figure out what to actually do about it.
From there, we work in one of three directions depending on where the cracks are.
Operations + Inventory
For when it's working but it feels like it's held together with tape. We look at what's actually earning, build the workflows your business runs on, and create a simple scorecard so you always know where you stand.
Founder Clarity + Coaching
For when you don't want a big team, you want a great business that fits your life. We figure out what that actually looks like in practice. What you keep, what you hand off, what you let go of entirely.
Brand + Content Systems
For when you know what you want to look like but you can't quite get it to stay consistent. We codify your visual language, build a content system that's actually doable, and make sure the output looks as good as the product.
Why the System Matters
Here's the thing about outside help. It almost always fails for the same reason. The founder knows exactly how they would handle a tricky customer return, what tone they'd use, what they'd offer. But that knowledge lives entirely in their head. So the person they hired can't quite get it right, and eventually the founder just does it themselves, and the hire felt like a waste.
The same is true for marketing, for content, for operations. The system has to live somewhere outside of you. Written down, specific, clear enough that someone else can pick it up and do it the way you would. That's what I build. Templates, SOPs, guidelines you can hand to a new hire or an agency or a future version of yourself who's finally ready to step back a little.
I'm not here to run your business for you. I'm here to help you understand it well enough to hand pieces of it off without everything falling apart.
Let's start with coffee.
Tell me about your business. Where it's thriving, where it's messy, what you've already tried. We'll figure out the rest from there.
Get In Touch