700k+
ORGANIC FOLLOWERS
2 yrs
Overview
THE CHALLENGE
Most companies separate brand from operations. At TRACE, they had to be built simultaneously. The brand needed to attract customers. The operations needed to be able to serve them. Getting one right without the other would have broken the business.
Build a brand and a company at the same time.
THE APPROACH
Instead of paying for reach, we built it. I designed an organic content strategy across multiple platforms that established TRACE as an authority in the body rejuvenation space — and let the audience growth fund the company's expansion rather than the other way around.
Organic content as the growth engine.
THE OUTCOME
700,000+ organic followers. A fully operational clinic. HR and financial systems. A multi-channel marketing infrastructure. And most importantly — a brand with genuine authority in its space that competitors with bigger ad budgets couldn't replicate.
A real company with a real moat.
THE GROWTH ENGINE
700k+ followers. Zero paid media.
Organic Social Content
Designed and executed a non-paid content strategy that built genuine authority and audience in the body rejuvenation space. Content was educational, brand-building, and consistently positioned TRACE as the category leader.
Ambassador Program
Built a structured ambassador program that turned satisfied clients into brand advocates — creating a trust-based referral engine that no ad could replicate and that compounded over time.
Word-of-mouth at scale
Email & Text Marketing
Designed the email and SMS infrastructure that converted audience into clients and kept existing clients engaged — so growth wasn't just about acquisition but about lifetime value.
Built and optimized the web presence to capture organic search traffic and convert it — ensuring that the brand's digital footprint worked across every channel simultaneously.
Web & SEO Foundation
Owned channel authority
THE 0 - TO - 1 BUILD
Built all clinical operations infrastructure from the ground up
Hiring, onboarding, management frameworks — all designed from scratch
P&L, forecasting, and reporting built before any external capital needed it
Positioning, voice, visual language — built to create a category, not join one
WHAT I ACTUALLY BUILT
The full operating company.
Content & Brand Machine
Designed the full content strategy and production system that drove 900,000 organic followers — establishing TRACE as an authority brand with a moat that money couldn't buy.
Clinic Operations
Built every operational system the clinic runs on — scheduling, patient experience, service delivery, quality control — from a blank page to a functioning business.
HR & People Infrastructure
Designed the hiring, onboarding, and management frameworks that allowed TRACE to build a team without founder dependency — essential for scaling beyond the two co-founders.
Built the financial visibility layer the business needed to make real decisions — P&L tracking, forecasting, and reporting that gave the company the information it needed to grow intentionally.
Financial Reporting Framework