What I know,
written down.

Free ebooks and frameworks for CMOs and marketing leaders. No form, no pitch, no agenda. Take what's useful and get back to work.

CMO Series: From Experiments to System
Chapter 1 of 3: My Framing

From AI Fantasy to Real Moats: A State of the Union for CMOs, by a CMO

A candid, operator-grade view of what AI can and can't do for marketing right now — and what's actually worth your time.

Read now →
Chapter 2 of 3: Lay the Underpinning

Build Your Brand OS: the Foundation for Your AI‑Enhanced Marketing Machine

How to build a Brand OS, run a team diagnostic, and turn your marketing function into something that actually scales — with or without more headcount.

Coming soon
Chapter 3 of 3: Activate & Scale

Build an AI‑Enriched Marketing Team

How to hire, structure, and lead a marketing team that's built for the AI era — without degrading your brand or burning out your people.

Coming soon

Coming soon

Get notified about the release of Chapters 2 and 3 in the CMO Series, as well as the free video series, both launching by May 2026.

Anne-Marie Goulet, Founder of Swim Club

15 years in the trenches, written down so you don't have to start from zero.

I'm Anne-Marie Goulet. 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 thinking, written down so you don't have to start from zero.

See how I can help →