When Cabinet brought me on in February 2021, they weren't doing any marketing. There was no content strategy, no active social presence, and no one owning how the brand reached its audience. As a startup preparing to scale, they needed someone to create their marketing foundation. The first priority was awareness: getting Cabinet in front of the right people and building an audience from the people who didn't know them yet. Their vehicle for that was Instagram, which was sitting inactive. I took over their account, built a content strategy aimed at their audience of executive assistants, and learned the pain points of the EA role so I could create content that spoke directly to them. The content was designed to attract the right people and bring them closer to Cabinet. Their account went from inactive to one of their strongest channels, growing reach to 76.8K accounts, a 499% increase, with impressions climbing past 118,000. That work led to more. Cabinet handed me their email marketing next, which was the other half of the funnel: if social was how Cabinet reached new people, email was how they nurtured them. I built the nurture sequences that carried that audience from their first touch point on social through to signing up for the platform, so the people social attracted didn't just see Cabinet once and disappear. I ran marketing across their channels through the year Cabinet raised its $2.6M seed round and earned national press, building and nurturing their audience during the company's most pivotal stretch of growth.