Aardvark

Aardvark is a fractional CFO group created to help small business owners gain financial clarity, strengthen operations, and grow more strategically.

Work

As a co-founder and brand manager, I helped shape the firm's identity, narrative positioning, and marketing approach—developing a story-driven platform that positions the company as a trusted strategic partner for founders.

Brand Direction
Led the brand identity development process with an external studio, guiding visual and messaging decisions through launch.

Narrative Platform
Shaped the firm's narrative positioning and voice, translating complex financial strategy into clear, founder-focused language. Developed Stories of Small Business, a storytelling initiative designed to elevate founder experiences and build community around entrepreneurship.

Content Strategy
Implemented content-driven marketing initiatives to strengthen brand credibility and attract aligned clients. Led development of the firm's website and brand launch, integrating messaging, design, and content strategy.

Outcome

The rebrand closed the gap between the quality of Aardvark's work and how the firm was perceived—establishing credibility, sharpening its voice, and connecting it to the right audience. The Stories of Small Business platform launched with immediate resonance, generating 70+ founder story submissions in its first week and building community around the firm's mission.