Well-seasoned perspective
Borrowed Salt is a full-stack marketing and startup consultancy,
from advisory to fractional CMO
Building brands, products, process, and profitable growth
Capabilities
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Growth marketing, performance channels, media strategy, conversion rate optimization, full funnel acquisition and nurture. Profitability analytics, forecasting, and distribution strategy. Retail, DTC, e-commerce, and subscription business models.
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Brand development, evolution, visual identity, copywriting, creative development, consumer insights, and customer personas
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Product development, launch, optimization, referrals, reviews. Digital product management for web and app, product analytics.
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Customer journey, segmentation, retention, loyalty, and referrals. Marketing automation and personalization. NPS management.
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Social media, creators & influencers, UGC, blog & newsletter, podcast, video, and webinar. Creative development and testing strategy for paid advertising assets.
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Influencers, affiliates, brand collaborations, distribution partners, and business development
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Team planning, recruiting, onboarding, process building, tech stack advisory, mentoring, promoting, celebrating
Brands we’ve built
VP of Marketing, Apollo Neuro:
Established brand as the leader in a new category of wearables that actively improves health.
Led product launch, selling out multiple times due to high demand
Drove growth with high-impact partner and content marketing strategies
Hired marketing team, built marketing tech stack, and developed remote work processes for rapidly evolving business
VP of Marketing, AG1:
Transformed the marketing function for this premium nutrition brand.
Drove exceptional growth and brand equity, laying groundwork for $1B valuation
Hired team to uplevel growth, CX, analytics, retention, and creative
Established new brand identity and optimized website for global expansion
Head of Marketing, Sunbasket:
First employee for this healthy meal kit brand, building business and team from the ground up.
Drove business from $0 to $300MM ARR in three years
Launched multiple product innovations to drive best-in-category retention, AOV, and LTV
Developed strategic partnerships with retail and healthcare organizations
Client testimonials
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![Quotation Mark]()
Amy is an industry pro who helped us adapt our emerging tech to help our clients win. In her work helping the TYB Customer Success team refine our new customer onboarding process, her first-hand knowledge of how our e-commerce clients tend to make business decisions and structure their marketing operations teams was invaluable. She helped us create a system that enabled faster buy-in, implementation, and adoption of the TYB platform for our clients.
Breana Teubner, COO, TYB
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![Quotation Mark]()
We worked together with Amy to fine-tune the Moonbird US GTM strategy. Amy has tons of experience she can apply to your business. She is willing to help and share knowledge, her network and her experience wherever she can. Working with Amy has propelled us in the US market!
Stefanie Broes, CEO and Co-founder, Moonbird BV
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![Quotation Mark]()
Working with Amy was huge for us. She can flex between building out a strategic vision and zeroing in on the stuff that moves the needle on the day-to-day. She's tuned in to newer channels, backs up all her work with data, has a great network to draw from and has the experience to set realistic expectations around timelines, deliverables, and results. Plus, she's a joy to work with. We'd work with her again in a heartbeat.
Abby West, Co-founder, Thatch.co
Making things that make people happy
I’m Amy Endemann. From big CPG to pre-revenue DTC startups, I love creating. Establishing brands in evolving categories. Finding the alchemy between products and people - and translating that to profitable growth.
I’ve learned the best practices from big businesses and developed scrappier strategies for newer ones. Whatever stage you’re in, Borrowed Salt can help you get laser-focused on the initiatives that matter.
Category experience
Specializing in consumer brands in the food, health, and sustainability spaces
In the press
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![Entrepreneur Logo]()
The social media strategy that scored big wins for AG1
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![The Social Standard Logo]()
Case Study: AG1
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![Food Navigator USA Logo]()
What's your vision for the future of food?
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![The B2B Content Show Logo]()
Making complex topics accessible for a non-expert audience
Get in touch
Our blog
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How to Build a High Performing Marketing Team
Marketing team building is key to getting great results. In this article, we’ll walk through how to build a strong marketing team, what skills and roles to look for, and how to create a team culture that drives growth.
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Six Tips for Managing a Distributed Team
In 2018, I got a call that led me to jump ship from my job at a food startup to build a new brand and team at a little-known company called Athletic Greens. It was a globally distributed team without an office. Here’s what I learned.