Hi, I’m Brigitte Boots.
Fractional CMO and marketing strategist with 15+ years of experience across corporate and independent work. I've spent most of my career inside other people's businesses figuring out what's not working and building something that does.
the work
I have over 15 years of marketing experience across corporate roles and, more recently, my own business. Over that time I've scaled a medical practice from 8 to 20 locations on a lean team and a small budget, pulled a nonprofit back from the edge of closing by rebuilding the team, the board, and the finances, and built marketing departments from scratch across healthcare, financial services, B2B, and retail.
At some point I stopped trying to be the person who does everything and became the person who comes in, looks at the whole picture, and figures out what actually needs to change. That's the work I do now. I'm not your executor, I'm your strategist and marketing leader.
"My worth isn't measured in hours worked but value added. I can get far more done in less time when I'm focused on the right things."I left corporate because I wanted to do it my way. That means when you work with me, you get me. Not someone relaying your feedback to a team you've never met. You get my full attention, a strategy built around how your business operates, and everything your team needs to keep it going once I hand it off.
how I’m wired
I run my business through a
human design lens
Human Design has genuinely changed how I work, take on clients, and how I protect my time and energy.
I'm a 4/1 Projector with Splenic Authority. In practical terms, that means a few things that are relevant if you're working with me…
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I see the full picture (fast).
Projectors are designed to guide, not grind. I can walk into a business and see what's off before most people can describe it. That's the gift. The limitation is I don't have unlimited energy for execution which is why I lead strategy and direct others rather than doing everything myself.
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I trust my gut.
Splenic authority means I make decisions in the moment based on what I sense is true right now (vs. a long deliberation process). When something feels off, I say so. When something feels right, I move on it. It's made me a faster and more honest advisor.
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Relationships first, foundations always.
The 4 means I work best through a network of real relationships. Most of my clients come through referrals, and that's not an accident. The 1 means I need a strong foundation of knowledge and research before I move.
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I'm here to say what I see.
My incarnation cross is all about forming and sharing opinions. I'm designed to say things that challenge how people are thinking. And that shows up in my client work. I'm not going to tell you your marketing is great when it isn't. I'm going to tell you what I actually see (and how to make it better).
what this means practically
I take on a maximum of three clients at a time, I keep my mornings for my own work and thinking, and I don't schedule back-to-back meetings. This structure is what lets me bring my best thinking to the people I'm working with. When I show up for you, I'm present and not depleted or running on fumes.
I've also learned to trust my first instinct in client situations. If something feels structurally wrong in the first conversation, it usually is. If a client relationship feels right from the start, it almost always works out. I stopped second-guessing that and started leading with it.
A full-time hire gives you
their hours. A Fractional CMO
gives you their entire world.
methodology
People first. Systems second.
AI in service of both.
AI is not going to fix a broken strategy, replace unclear thinking, or cover for a team that doesn't know what it's working toward. What it will do is make a good system run faster and take repetitive work off the plates of people who should be doing higher-value things.
That's the only version of AI I'm interested in building.The order matters, and most businesses are getting it wrong. They're reaching for AI tools before they've diagnosed the real problem, before the right people are in place, and before there's a process worth automating.
I approach AI the same way I approach marketing in general. Less is more when it's the right less. A few well-built systems that actually run will always outperform a dozen tools nobody has time to manage.
The businesses getting the most out of AI right now aren't the ones with the most tools. They're the ones who got the people and process right first and then brought AI in to support it.
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Before anything else, I find the actual breakdowns, not the symptoms. Where are leads falling through? Where is the message getting lost? Where is your team spending time on things that shouldn't require a human? You have to name the problem before you can build anything around it.
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This is the step most businesses skip. You need people who understand the strategy and can lead their piece of the work before any tool is useful. I help identify who you need, what their role actually is, and how to set them up to succeed. That might mean training someone you already have or helping you find the right hire.
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Once the foundation is solid, we bring in AI to support it, not replace it. That looks like automating lead follow-up so nothing falls through the cracks, handling the repetitive tasks that were eating your team's time, and building background workflows that run without anyone managing them. The goal is to move your team up to work that actually requires them.
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Generic input produces generic output and so does every other business using the same prompts you are. Setting up AI to actually capture your voice takes real time. I'm talking 8 to 10 hours minimum to build something that sounds like you, knows your audience, and produces content you don't have to completely rewrite. Anyone telling you it's faster than that is selling you the tool, not the result. I build AI setups trained on your actual language, your real opinions, your specific client world.
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The end goal isn't a flashy AI setup that only works when I'm managing it. It's a sustainable system your team can actually operate. One that grows with the business and doesn't fall apart the moment someone new joins or something changes. That's what I build toward in every engagement.
the person behind it
I've had a few chapters. This is the one I'd choose.
I spent a lot of years being the person who outworked everyone in the room. I thought that was what made you valuable — showing up early, staying late, saying yes to everything regardless of whether it was in my job description or whether I had the bandwidth for it. I was good at it, but it cost me more than I realized at the time.
The version of me that exists now is a product of a lot of things — some of them genuinely hard. I'm not going to get into all of it here, but I'll say this: the difficult stretches were the ones that shaped how I think. The losses, the pivots, the moments where I had to rebuild something from scratch. Those taught me to look underneath the surface rather than just managing what's visible. That instinct shows up in my work every single day.
I've gotten more confident with age, and more specific about what I'm here to do. I have one life and I'm not interested in spending it doing work that doesn't matter or working with people I don't respect. That's not a polished brand statement — it's just true. The right clients feel it immediately. The wrong ones do too, and that's fine.
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Abundance over scarcity
Not everyone is for me and that's okay. There's enough to go around. I don't compete and I don't take clients from a place of need.
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Relationships over transactions
The best opportunities I've had came through real conversations with real people. Your network is one of the most underused marketing tools you have.
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Simplicity over noise
Two or three things done really well will always beat ten things done halfway. I help businesses stop doing the ten things and double down on what's working.
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Honest over comfortable
I'm going to tell you what I actually see, not what's easy to hear. If your marketing isn't working, I'll say so clearly (and then I'll tell you exactly why).
ready when you are
Most of my clients
come through referrals.
If someone sent you here, you already have a sense of how I work. If you found me on your own, here's what I'll tell you. I work with businesses that have tried the agency route, know something is off, and want someone to come in and lead it rather than send them a deck and disappear. If that's you, let's talk.