How Purpose-Driven Marketing Fueled Growth From Local Group to National Movement
A community for mom-owned businesses was operating primarily as a Facebook group out of Portland when I came on as the fractional CMO. What started as an informal local gathering grew into a national organization with chapters across five states and coverage in outlets including the Huffington Post, CBS, and the Seattle Times.
The founder had a clear vision for what The MOB could become - my role was to build the marketing that could take it there.
Together, we created consistent positioning and a compelling story that garnered local and national press attention.
During our work, I had room to experiment, to build programs that didn't exist yet, and to find new ways to put member businesses in front of the right audiences.
The media coverage reflected the interest in what the MOB offered: Huffington Post, CBS8, KHON2, Seattle Times, and outlets across every market where chapters were active.
From the beginning, I focused on building the foundation for long-term growth:
Messaging & Brand Positioning: I helped refine how we talked about The MOB - not just as a networking group, but as a bold, inclusive movement built to support moms who were running businesses and families. Our messaging had to resonate with overwhelmed solo business owners while also building credibility in the broader business landscape.
Website & Visibility: I created and managed our public-facing website to clearly communicate our mission, showcase member benefits, and support local chapters. With a solid SEO foundation, we began showing up in search results for those looking to connect with or support mom-owned businesses.
Content Marketing & Storytelling: I developed and led a content strategy that focused on highlighting members and their wins, focusing on educating the public about the importance of shopping small and local, and sharing resources to help mom-owned businesses thrive. These stories helped us attract new members, media attention, and drove traffic and sales for our members.
Public Relations & Media: I supported PR efforts that earned us consistent media coverage in both local and national outlets. These placements played a crucial role in building trust and authority as we grew, as well as introducing the MOB to new locations as our chapters expanded.
Social Media & Email Strategy: I created and executed ongoing strategies for connecting with our growing audience, driving engagement, and converting interest into membership. I prioritized authenticity, education, and community over algorithms and gimmicks.
Outreach & Expansion: As the organization expanded across the U.S., I supported new chapter leaders with marketing tools and strategies to help them grow their local communities within the national framework.
During my time as the fractional CMO, The MOB Nation was featured in:
The Huffington Post: “A New Way for Women to Connect and Thrive”
CBS8 (San Diego), KHON2 (Honolulu), KTNV (Nevada), The Seattle Times, Clark County Today (Vancouver, WA), Review-Journal (Nevada), and more
Numerous local publications as a standout organization supporting women in business
The MOB also received multiple local and national awards that celebrated the innovative model and community-driven mission.
Ownership eventually changed hands, and my engagement ended.
