Marketing · SEO/AEO · CRM ops · campaigns · community
I work with founders, VC funds, agencies, and B2B teams manage the web, SEO/AEO, your CRM, campaigns, content, and community programs that turn marketing from scattered tasks into measurable pipeline, with the operations to keep everything moving.
Publishing QA
Form
Campaign flow
Community
42 active this week
What I take off your plate
The problem
You have demand to capture. The website is live. Your CRM is set up. But the work to turn it into pipeline keeps slipping.
Core pages underperforming.
Titles, meta, FAQs, and case studies have not been touched in months. SEO and AEO opportunities sit on the table.
Your CRM needs hands-on attention.
Pages publish with broken modules. Forms route to the wrong owners. Lists drift. Tracking gets sloppy.
Campaigns and events eat the week.
Signup pages, reminders, follow-ups, and replays do not run themselves. Pipeline leaks at every step.
Content and community keep slipping.
The blog drops off. The newsletter is late. Social falls off. The community stops feeling close.
You do not need another tool or a new agency. You need someone who can run the marketing operation week after week, without dropped balls.
Marketing services
The primary offer: a dedicated marketing operator who runs the systems, content, and campaigns so pipeline keeps building, week after week. Hover any card to see an example deliverable.
Make the pages you already have do the work.
Your CRM, forms, routing, and lifecycle, running on time. HubSpot, Attio, and other customer platforms welcome.
End-to-end campaigns, from signup through follow-up.
Blog and social production across LinkedIn, X, Instagram, and YouTube to amplify your offers and nurture.
Build the foundation and programs that make a community show up.
Ship marketing tools, internal AI agents, and quick microsites with modern build stacks — no engineering ticket required. Built with Netlify, Bolt, and Profound.
The combination
The work usually starts with marketing: a website refresh, a CRM cleanup, a campaign, a content rhythm, a community to launch. That is the heart of what I do, and where I spend most of my week.
Strong marketing execution also needs strong operations. So I keep projects organized, coordinate the people involved, follow up with stakeholders, prepare briefs, and manage the moving pieces so the marketing never gets stuck.
One operator. Marketing as the spine. Operations as the backbone that keeps it shipping.
See the adjacent services →Additional services
Available alongside any marketing engagement, or as a standalone engagement. Not a virtual assistant role, but the operational and relationship work that makes marketing ship.
What I help you do
Stale core pages
Pages that rank and convert
Manual CRM publishing
QA'd, on-time marketing ops
Cold sign-ups
Warmed, routed pipeline
One-off events
End-to-end campaigns
Quiet community
Programs people show up to
Process
I start with your core pages, CRM setup, and current conversion paths to find where pipeline is leaking.
I sort priorities across SEO, content, campaigns, and community so the path forward is clear.
Lightweight systems for CRM publishing, lead routing, content production, and campaign operations.
Consistent weekly delivery: pages shipped, posts published, campaigns run, follow-ups sent.
We watch what converts, refine the system, and keep compounding the result.
Built for
Waela Fellnert, The Scrappy Marketer
About
I'm Waela Fellnert, the marketing operator behind The Scrappy Marketer.
The name comes from how I work. "Scrappy" is the best word I know for it, and it is something clients have called me too.
In business, being scrappy means achieving big goals with limited resources. It is the art of doing more with less, relying on creativity, grit, and quick problem-solving instead of big budgets or perfect conditions. It is finding a way forward even when the situation is messy, lean, or uncertain.
I work with founders, funds, agencies, and teams that have strong ideas and ambitious marketing goals, but need someone who can help turn the work into shipped pages, cleaner CRM paths, stronger content, smoother campaigns, active communities, and practical systems.
Based in Sweden and originally from the Philippines, I work mostly with clients in the US. Crossing cultures, time zones, and work styles has shaped how I show up: with adaptability, nuance, care, and reliable follow-through.
My goal is to keep the marketing moving, make the systems clearer, and help the team ship the work that keeps getting stuck.
Experience
At Jordan Digital Marketing, I own web, SEO/AEO, and HubSpot ops. Rebuilt titles, meta, FAQs, and answer blocks and landed top 10 AI-answer visibility in multiple categories within a quarter.
At VITALIZE Venture Capital I run the Re:VITALIZE newsletter, Ghost website updates, quarterly reports, and portfolio databases in Notion and Softr.
Signup page, reminders, live coordination, replay distribution, and a 4-touch follow-up nurture in the CRM. End-to-end campaign ownership as part of the marketing ops function.
Took over the VITALIZE Angels community of 300+ members, revamped onboarding and investor communications, and lifted engagement and deal flow.
Built the new Rogue Women's Fund site in Webflow, coordinated LP communications, and streamlined back-office systems, pipeline tracking, and Notion reporting.
Built AI agents at Jordan Digital Marketing for competitor citation analysis, AI citation monitoring, digital PR outreach, and content generation. Directly powered the AEO top 10 result.
Testimonials
Working with her has been a genuinely positive and inspiring experience. She brings clarity, structure, and empathy to every interaction, making collaboration both productive and enjoyable. Her ability to balance strategic thinking with hands-on execution sets her apart. Waela sees the big picture while never losing sight of the details that make the work shine.
Priti Gupta
Co-Founder & CMO/Snygg Sports
Waela has been a huge part of the team. Anything from getting the inbox under control, building a new website, proactively creating presentations, and leaning in on operational workflows. She is really great to work with!
Caroline Lewis
Managing Partner/Rogue Women
Waela was a difference maker for us. She brought great organizing skills, consistent high quality output that exceeded our plans and expectations. Her attitude and presence is upbeat and positive. We were so fortunate to have her as a team member.
Mike Manoske
Executive Coach & Founder/The Career Circles
Waela is one of the most hard-working, honest and empathetic people I ever hired. I've led several teams across multiple countries in the past and I know when I see great employees and professionals. Waela delivers her work on time, takes care of tasks with care and is always pleasant to work with.
Karthik "KP" Puvvada
Head of Community/Netlify
Waela brings a consistently positive energy and a solutions-oriented approach to her work. She does a terrific job in her core role and has recently expanded her responsibilities to include design and marketing work, where she's already delivered thoughtful, well-executed materials. She's always looking for ways to be part of the team, and her drive to continuously improve really stands out.
Venture Partner
Ways to work together
A dedicated marketing operator across web, CRM, content, and community.
One campaign, owned end-to-end.
A consistent editorial presence and a community that shows up.
A focused reset of the marketing stack and core pages.
Let's talk
Tell me a little about what is on your plate. I will read it carefully and reply personally, usually within a day or two.
Working hours
Remote or hybrid, async-friendly.
Replies within 1–2 business days.
The Scrappy Marketer
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