Thirty years behind the curtain.
Time you met the wizard.
I've spent my whole career being the magic behind other people's brands: the systems, the copy, the tech, the launches. This page is where I step out from behind the velvet drape and tell you how I got here. Grab a coffee. There are dogs.
Why “Simply Magic”?
When I was working with my biggest client, a seven-figure coaching company, the tech team had a nickname: the Magic Team. I was the wizard behind the curtain, the one who made it all look effortless from the outside. For heart-centered coaches, when your systems and automations finally work, it genuinely feels like magic.
And the first word carries my whole philosophy. Simplify before you scale. When things aren't working, the instinct is to add more. Stripping things down to their core is almost always more effective, and it takes a huge load off. Simply. Magic. I took a name they gave me and built my own kingdom with it.
I have never once left a broken system alone.
At my first retail jobs, I was the one reorganizing the stock room and redesigning the sales floor so people could actually find things. When PCs showed up in the workplace, I was all over them: standardized forms, shared documents, tracking spreadsheets, before office networks were even a thing. See the chaos, build the fix. That's been the throughline of my entire working life.
It's how I ended up as the logistics brain for a serial entrepreneur who collected ventures the way some people collect stamps: a luxury real estate brokerage, a Shakespeare festival, a winery, a ski resort (spotted owls vetoed that one). The capstone was a phone call in February: a luxury theater, construction already underway, opening night gala in May. I built the marketing, ticketing, reserved seating, and staffing from a standing start. We sold out the entire run.
Then life handed me the ultimate systems test.
When my 25-year marriage ended, I walked away with everything I had built: the house I designed and built myself in Kingston, and my beloved retrievers. I also walked away with over six figures of debt, an underwater mortgage, no alimony, and no safety net. Nobody was coming to fix it. So I did the only thing I have ever known how to do: I looked at the wreckage and started building.
I started my own business that year. First guess: virtual assistant. It took less than six months to figure out that I am absolutely not a VA. (VAs are saints. I am a systems gremlin.) But that detour opened a door, and the door led to the client that became my real education.
People sometimes describe that year as fearless. It wasn't. I was scared to death the entire time. I just kept deciding, over and over, that what I was building mattered more than the fear. My favorite quote has been saying it better than me for years:
“Courage is not the absence of fear but rather the judgment that something is more important than fear.”
The Princess Diaries. Yes, really. I'm a Disney addict and I regret nothing.
Five years inside a seven-figure coaching machine.
One client reshaped the next five years of my life: one of the fastest-growing coaching companies in the country, Inc. 5000 four years running. They brought my business in on tech. Within months I was leading the tech team, reverse-engineering undocumented systems the previous lead left behind, and when the marketing leadership seat went empty, I absorbed that too.
For five years I ran the engine at full throttle. Two massive launches a year. Partner promos, flash sales, three or four live events to fill. No days off, no real recovery. And from inside, I saw what that kind of “success” actually looked like: no idea what a client cost to acquire, no journey tracking, thousands of leads forgotten the moment they didn't buy the flagship. And a founder who sold high-end masterminds with emotionally manipulative tactics to people who said out loud they couldn't afford it, because he “believed in them more than they believed in themselves.”
Calling that belief is a stretch. It's bypassing someone's boundaries to close a sale. It made me sick, and the market agreed: post-COVID audiences were done with pressure tactics and DIY courses. The companies that couldn't read that shift went into decline, and I could see it coming.
I also finally saw myself clearly. I wasn't a techie who understood marketing. I was a marketer who could handle tech, with a vision for doing it right.
In January 2023, I walked.
Simply Magic Marketing is my line in the sand.
I rebranded the business I had already been running for a decade around one promise: you don't have to choose between scaling and staying human. Every system I build now has to pass the HEART Method filter, the one that machine could never pass. Human first. Empathy-driven messaging. Authentic automation. Relationships before revenue. Trust, test, tweak.
Year one taught me one more lesson: I was far more burned out than I knew. So recovery got built into the business plan, on purpose. I gave myself permission to find my footing.
The life I built from scratch, and chose to keep.
The love of my life found me again through, of all things, my Facebook food photos. Bill and I were teenagers once, a bridesmaid and her escort at a wedding, and we never told each other the truth about our feelings for each other (great story for another day). Twenty-five years later he DM'd to ask if I really cooked all those dishes I post. Yup, I did. We're penguins now: neither of us will ever leave the other stranded.
The rest of the household: Abby and Penny, two golden retrievers who supervise every Zoom call, and a kitchen where the wooden spoon regularly becomes a microphone. Most mornings you'll find me at the window with coffee, watching the Olympic Mountains show up for work. Some days they hide in clouds, some days they're sharp as anything, but they're always there. I relate.
For the light-go-on moment.
Every time I see it, that moment of relief when a coach realizes she can build the business of her dreams without killing herself or giving up her heart, I remember why all of it was worth it.
You got into this to help people. You shouldn't have to choose between scaling and staying human. I built Simply Magic so you never have to.
Curious where your own magic is hiding?
Seven slightly ridiculous questions will tell you what you're secretly great at, the kryptonite that keeps tripping you up, and exactly what to do about it. Free, and no email required to see your result.
With Magic + Moxie ✦