Winning With
Growth Communities
From Project to Practice: Operationalize Inclusive Growth Across Your Marketing, Systems, and Customer Experience
Today’s consumers are more diverse, more connected, and more identity-centered than ever. But most marketing systems weren’t built to keep pace with them.
CMOs and brand leaders know the stakes:
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Growth communities can accelerate revenue — but only if you know how to reach them.
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Cultural missteps can undo years of brand equity in a day.
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Customer expectations are rising faster than internal processes evolve.
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Representation alone isn’t enough — audiences want relevance, nuance, and experiences designed with their full identities in mind.
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Growth communities can accelerate revenue — but only if you know how to reach them.
Cultural missteps can undo years of brand equity in a day.
Customer expectations are rising faster than internal processes evolve.
Representation alone isn’t enough — audiences want relevance, nuance, and experiences designed with their full identities in mind.
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Growth communities can accelerate revenue — but only if you know how to reach them.
Cultural missteps can undo years of brand equity in a day.
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Customer expectations are rising faster than internal processes evolve.
Representation alone isn’t enough — audiences want relevance, nuance, and experiences designed with their full identities in mind.
This retainer exists for leaders who know the old playbook isn’t working — and who are ready to build the capabilities, systems, and strategic depth needed to win with today’s customers.
What This Engagement Is
A strategic partnership designed to help your team operationalize inclusive growth across marketing, research, creative, and customer experience — so your brand can:
- Strengthen your marketing effectiveness
- Reduce friction that limits conversions
- Build systems and processes that support cultural intelligence
- Modernize your personas, insights, and customer journeys
- Make smarter decisions, earlier in the process – when they have the greatest impact
- Earn trust with underrepresented and underserved growth communities
- Increase retention, connection, and long-term loyalty
This is not a project.
It’s an ongoing partnership that elevates how your team thinks, creates, decides,and delivers — across every customer touchpoint.
Why Brands Choose This Partnership
You want marketing that actually performs with growth communities — not just acknowledges them.
Visibility ≠ connection.
Connection is what drives growth.
You’ve done the representation work — but the results aren’t matching the effort.
Customers feel it when your systems aren’t built with them in mind. We fix that at the root.
Your team is stretched — and lacks a guide who sees what they don’t.
You need strategic oversight, cultural intelligence, and someone who can identify friction before it becomes a costly misstep.
You want to elevate internal capability, not just outsource insight.
You don’t just want answers — you want a partner who helps your team learn, grow, and sustain this work long-term.
You want to reduce risk — creatively, culturally, operationally.
One misstep can cost millions, and erode hard earned trust. You need someone who can see around corners.
You’re ready to build systems that scale.
Personas, insights, creative briefs, customer journeys, CX frameworks — they all need to reflect the identities of the people you want to serve.
I rebuild them with you.
How We Work Together
Every brand’s journey toward inclusive growth looks different — but in many organizations, success includes partnership and embedded strategic support.
Choose the level of collaboration that best matches your goals and pace of growth.
Level 1
Essentials Partner
Review & Guide
Perfect for brands who want strategic oversight, expert review, and ongoing guidance — without deep integration into internal workflows.
How we work together:
- Weekly access to me
- Ad-hoc feedback between sessions
- Strategic review of what’s already in motion:
- Campaign Concepts
- Research Findings
- Customer Experience Touchpoints
- Creative Drafts
- Messaging
- Customer Journeys
What you’ll gain:
- Clarity on what’s working (and what’s not)
- Expert feedback that removes friction before launch
- Confidence your brand is connecting authentically with the communities you want to reach
Investment:
$3,000/month
Level 2
Growth Partner
Shape & Strengthen
For teams ready to build inclusive growth into the front-end of their marketing, research, and creative development.
How we work together:
- Weekly strategy sessions
- Expanded collaboration across teams and initiatives
- Input earlier in the process:
- research screeners
- discussion guides
- creative briefs
- customer journey mapping
- campaign strategy
- insights interpretation
What you’ll gain:
- Deeper strategic alignment
- More effective systems
- Stronger, more culturally relevant creative
- Consistent support that embeds inclusive growth into how your team plans and executes
Investment:
$6,000/month
Level 3
Embedded Partner
Co-Create & Operationalize
I become an extension of your team — elevating insight quality, guiding key decisions, and helping you build systems that scale inclusive growth across the organization. How we work together:
- Participation in select research, planning, and creative milestone meetings
- Real-time feedback and proactive guidance
- Collaboration on internal infrastructure, including:
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- personas
- customer journeys
- creative briefs
- brand frameworks
- capability-building
- team processes
- CX alignment
- insights-to-action systems
- A strategic partner who helps you spot opportunities earlier
- Reduced missteps across creative, messaging, and CX
- Systems your team can rely on
- An organization that grows because it understands and serves all of its customers, better
What Success Looks Like
Clearer, more nuanced customer understanding
Creative that connects — not just represents or checks a box
Fewer friction points across the customer journey
Personas and insights that reflect all of your customers
Strengthened team capability and confidence
Faster decision-making and fewer revisions
Stronger internal alignment
Better performance with growth communities
Increased retention, trust, and brand loyalty
This is how brands evolve from checking a box with limited, surface-level impact — to building a business that grows because inclusive growth is built into their systems.
Client Results & Experiences
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Sonia became an integrated member of our brand team as we reviewed creative briefs, creative, and copy. Her insights and expertise helped us ensure we were implementing the right imagery, tone, stories, and messages to the right audiences.
Director, Multicultural Marketing,
Global Healthcare Company [Fortune Global 500]
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Throughout this multi-phased initiative, Sonia brought exceptional strategic insight, a deep understanding of inclusive frameworks, and a collaborative spirit that seamlessly integrated with our team.
Agency Partner,
Fortune 500 Marketing Team
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We deconstructed a lot of thoughts, overcame fears, and built systems that helped us move forward with clarity and confidence.
Global Marketing Manager,
Multinational CPG Brand
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Meet Your Strategic Partner in Inclusive Growth
Hi, I’m Sonia Thompson — an Inclusive Growth and Customer Experience Strategist who’s spent years helping brands deliver experiences that make every customer feel like they belong.
Before my time as a consultant, I spent almost a decade at Johnson & Johnson, learning firsthand how big brands build customer loyalty — and where friction often hides. Before my time as a consultant, I spent almost a decade in marketing at Johnson & Johnson, learning firsthand how big brands build customer loyalty — and where friction often hides. I also earned my Green Belt in Six Sigma and hold an MBA from Florida A&M University – a combination that grounds my approach in both strategy and systems thinking.
Since 2017, I’ve helped organizations of all sizes do the same, applying those lessons to make inclusion a growth driver, not just a value statement.
I have partnered with brands across industries — from healthcare to finance to consumer goods — including Vertex Pharmaceuticals, Novo Nordisk, Merck, UNC Health, BioLife (a Takeda company), and Henkel (supporting brands like got2b, Schwarzkopf, Persil, and Perwoll) — along with smaller, fast-growing brands that wanted to remove friction and better connect with the people they serve.
Across industries — healthcare, tech, and finance — the goal is the same: help brands grow by understanding, including, and serving more of their customers, better.
Through my Inclusion & Marketing platform — the podcast (part of the HubSpot Podcast Network), newsletter along with my columns for Forbes and Inc. — I share the tools and insights brands need to turn inclusion into a growth advantage.
Ready to Build a Marketing Engine That Wins With Today’s Consumers — and Keeps Winning?
We’ll explore your goals, identify your biggest opportunities, and determine which partnership level is the best fit. This is a no-pressure conversation to ensure strategic alignment.