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.
"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.
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 have one life and I'm not interested in spending it on work that doesn't matter.
I spent a lot of years outworking everyone in the room. Showing up early, staying late, saying yes to everything regardless of whether it was in my job description or whether I had the bandwidth. I was good at it. It cost me more than I realized at the time.
The version of me that exists now came from a lot of hard things I won't get into here. What I'll say is this: the difficult stretches shaped how I think. The losses, pivots, and moments where I had to rebuild from scratch. They taught me to look underneath the surface rather than just manage what's visible. That instinct shows up in my work every single day.
I've gotten more specific with age about what I'm here to do. I have one life and I'm not interested in spending it on work that doesn't matter or with people I don't respect. That's not a brand statement. It's just true. The right clients feel it immediately. The wrong ones do too, and that's fine.
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.