Building a Marketing System from Scratch
Wholesale Supplies Plus
When I joined Wholesale Supplies Plus (WSP), marketing existed in fragments.
Channels were active but inconsistent, content lacked a unifying purpose, and product launches arrived without a clear narrative or go-to-market structure. The challenge wasn’t improving execution in one area; it was defining what marketing needed to do for the business then building a system capable of doing it at scale.
This was the first strategy I formally developed, presented, and fully executed.
CONTEXT
WSP serves makers and small business owners across soapmaking, cosmetics, and personal care. Customers rely on education as much as product availability, but marketing was not positioned to support that need.
When I arrived, social, email, and on-site content operated independently. Visual quality and brand identity varied, posting cadence was irregular, and valuable instructional content lived mostly on the website without a distribution strategy.
Marketing had effort, but no operating logic.
THE PROBLEM
Marketing activity was high, but execution was irregular, leaving impact up to chance.
Content didn’t clearly support product discovery or launches, and channels competed for attention instead of working together to reinforce the brand message.
Without a defined lane for marketing, the business couldn’t reliably use it to support launches, growth, or long-term customer trust.
And producing more content alone wouldn’t fix the issue; direction had to come first.
STRATEGIC DECISIONS
Defined marketing’s primary objective as education and credibility, positioning the brand as a go-to resource for makers rather than a promotional engine.
Assigned clear roles to each channel based on customer behavior:
Pinterest as the natural home for recipe content buried on the site
Instagram and Facebook as educational and inspirational community platforms
Email as the primary promotional driver
Centered the content strategy on existing recipe and instructional assets, creating leverage through distribution rather than producing disconnected net-new content.
Structured email and social cadence around product launches and seasonal priorities, allowing marketing to flex dynamically with business needs.
Used consistency and repetition to train customer behavior, supporting more predictable engagement, launches, and revenue.
Owned both strategy and execution to build, test, and refine the system quickly.
EXECUTION
Once the strategy was set, execution followed quickly and at scale.
I established a consistent social cadence, including a seven-day Instagram calendar designed to balance inspiration, education, and promotion. Long-form recipe and instructional content were adapted for Pinterest, creating a more permanent inspiration library that continued driving traffic over time.
Email shifted from sporadic sends to a structured schedule aligned with launches and seasonal priorities, layering in educational and inspirational content alongside promotions. Product launches, particularly seasonal fragrance releases, were supported with coordinated go-to-market execution across social, email, and site content.
Because no system existed before, strategy and execution happened simultaneously. Decisions were validated in market and adjusted as needed, allowing output to scale without losing clarity or intent. The volume of content was significant, but it was driven by strategy rather than urgency.
OUTCOMES
Marketing began to function as a system rather than a set of disconnected efforts. Channels were optimized by function and reinforced one another, launches felt intentional instead of reactive, and customers received content that supported both learning and buying.
Just as importantly, the business gained a repeatable marketing foundation that it could scale across newly acquired businesses.
The work demonstrated that high output doesn’t require chaos.