Apr 2, 2026
Dear Swim Club
I'm Anne-Marie. I'm a CMO and GTM leader who helps founders figure out what's not working, and how to fix it.
You can feel it. But you just can't name it yet.
I'm Anne-Marie. I'm a CMO and GTM leader who helps founders figure out what's not working, and how to fix it.
I left my last in-house role as a CMO to get back to the craft. Not to manage people doing the work, but to do it myself — building, testing, getting first-hand experience with AI in a way most people at my level have moved away from.
After 15 years inside Salesforce, Shopify, and WordPress Enterprise, I kept watching the same thing play out: smart people, broken systems, growth that should be happening but isn't. I felt tired of seeing the same patterns repeating themselves.
The optimist in me sees this next era of AI powered GTM as potentially being the best era for creative and marketing. But it requires a strong human voice to power it.
And don't get me wrong. Things aren't usually as black and white as I'm describing, but for cinematic purposes, it's inside this inflection moment we find ourselves — to deliver The Mediocre or The Excellent — where I want to be a force for excellence. I want to be useful at scale. I want to actually help.
Swim Club is the result.
So I picked a name that was fun in spirit and had nothing to do with consulting. Anyone who knows me knows I don't take myself too seriously.
Swim Club sits at the intersection of my candour, my craft, and a deep desire to drive results. I thrive in being able to shift altitudes with ease, going from CMO-level visionary thinking, to developing ICP with user research, and getting shit done (GSD) fast.
For me it's a place you come for real-world help and support — no strategy decks that just sit in Google Drive.
At the heart of it, Swim Club is about my love of doing good work, with great people, and having fun across shared lanes.
Three guides for CMOs navigating AI — from context and framing to building your Brand OS to structuring a team that actually scales. No form. No pitch. Just what I've learned, written down so you don't have to start from zero.
Explore the series →Smart people. Great products. Real momentum. And yet, something still isn't working.
Maybe your top of funnel is broken and nobody can agree on why.
Maybe your sales and marketing teams are executing but the pipeline isn't moving.
Maybe the story you're telling the market doesn't feel quite right, not wrong exactly, just not true yet.
Maybe your company has matured but your marketing still runs like a two-person startup.
Maybe you've run a few AI experiments and nothing has compounded into anything real.
The system your business is running on isn't coherent or connected. And until it is, none of your teams' effort converts into something that actually compounds.
The result is always the same: lack of team buy-in, slowing pipeline, or worse — slowed revenue growth.
I want to understand what you're actually trying to build. Not the pitch version — the real one. From there I follow the thread, wherever it leads.
Sometimes that takes us into your team structure, sometimes your product's story, sometimes how your sales and marketing are working together, sometimes all three…or something else entirely.
Whatever it is, we diagnose it. Then we build from there together a clear plan your team can actually run, documented and put to work, not filed away in a deck nobody opens.
You don't have a coherent brand system. Messaging shifts. AI outputs feel generic. The work still depends on you. Brand OS fixes that, and scales it.
ICP, positioning, brand voice, messaging architecture: documented so your team can run without you in every room.
Take a functioning Brand OS and deploy it: into your workflows, your team habits, your AI tooling. Parts I and II can each stand alone.
$1,000 USD / day
Senior marketing leadership without the full-time cost. Embedded in your Slack, standups, and actual decisions.
Good for:$400 USD / hour
A direct sounding board. We work through a specific problem together.
Good for: Apr 2, 2026
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Working Out LoudIf you're struggling with a problem in the workplace that you cannot solve with your lead, or take to LinkedIn, send your question in the form on the right, or email me at anne-marie@joinswimclub.com.
All posts will be 100% anonymous.
Here to help,
AMG
I'm Anne-Marie. I spent 15 years at Salesforce, Shopify, WordPress Enterprise, and Tulip Retail running marketing and GTM at companies that were scaling fast and breaking things faster. I've seen the same patterns play out too many times: broken pipeline, teams that can't align, and AI experiments that never compound into anything real.
Swim Club is where I put what I actually learned. No frameworks built for someone else's business. Just the operator-grade, systems thinking, written down so you don't have to start from zero.
See how I can help →