How to Build a Smarter Marketing Strategy: With Ivonna Young of The Lavender Agency
From Corporate to Creative: The Story Behind The Lavender Agency
Ivonna launched The Lavender Agency in 2020 after years of leading brand strategy for fashion powerhouses like Marimekko, DKNY, and Nautica. Through that experience, she noticed a gap: too many emerging brands were hiring executive-level talent too early, leading to bloated budgets and limited returns.
Her solution? A fractional CMO model that brings high-level marketing support without the full-time overhead providing structure, leadership, and a roadmap tailored to small, fast-moving businesses.
The TLA Framework: Targeted. Logical. Adaptable.
At the heart of Ivonna’s approach is what she calls the TLA Framework:
Targeted: Focus only on where your customers are not everywhere at once.
Logical: Make sure every action supports your business goals and resources.
Adaptable: Be ready to pivot as trends, feedback, and market shifts evolve.
For founders, especially those in growth mode, this framework offers clarity and control without the chaos.
Strategy First, Campaigns Second
One standout takeaway from the session? The distinction between strategy and campaigns.
Ivonna encouraged attendees to work in quarterly strategy cycles, building structured roadmaps that align with business goals. These become the foundation for short-term campaigns moments that ladder up to long-term impact. Once this rhythm is established, brands can evolve toward annual planning with space to assess, learn, and adjust.
Content Planning: Start Long, Slice Small
Ivonna also offered tangible tips for content creation:
Start with your longest form of content a video, blog post, or interview.
Slice it into micro-assets tailored to each channel.
Build a content calendar around quarterly themes and monthly focuses.
Batch and pre-schedule to stay consistent without burning out.
Tools like Canva can help streamline the creative process across platforms making your message feel custom without starting from scratch each time.
Let Customers In: Storytelling & Community Building
When it comes to standing out, connection beats perfection. Ivonna encouraged founders to “build in public” sharing behind-the-scenes moments, asking for customer input, and inviting people into the process.
These small acts of transparency turn followers into fans, and fans into advocates.
Influencer Strategy: Clarity Before Collaboration
On the always-hot topic of influencer marketing, Ivonna was clear:
Use macro-influencers for brand awareness.
Lean on micro-influencers to build community trust.
But most importantly, don’t dive in without first defining your objectives. Depending on your goals, your dollars might go further with an affiliate program, a boosted post, or a well-crafted email funnel.
Email First, Then Social
Speaking of funnels: Ivonna recommends starting with email list building especially in the pre-launch phase. When curiosity is high, take advantage of that moment to collect emails and build anticipation.
While social media is great for reach, your email list gives you direct, ownable access to your audience when it counts.
Tools for Small Teams That Want Big Impact
To close the session, Ivonna shared her favorite tools for working smarter, not harder:
Google Looker Studio – Centralize data dashboards across platforms.
SEMrush – Analyze SEO and monitor competitors.
Google PageSpeed Insights – Optimize site speed for better rankings.
BuiltWith – Discover the tech stack behind competitor websites.
Kleo.ai – Analyze high-performing LinkedIn content.
Each tool helps early teams move faster, track smarter, and spend their time where it matters.
Final Takeaway: Marketing Can Be Simple and Strategic
Throughout the session, one message was crystal clear: Marketing doesn’t have to be overwhelming. With a strong framework, intentional planning, and a focus on connection, even the smallest teams can make a major impact.
Thank you to Ivonna and The Lavender Agency for bringing your wisdom to our Lunch & Learn. Here’s to building brands that are not just smart but soulful, too.
To learn more about Ivonna and explore her services, visit lavenderagency.com or follow her at @thelavenderagency across platforms.
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Watch the Full Interview
Fashion Founder Collective is more than just another resource. It’s a space where you can connect with industry experts, gain valuable insights, and meet other business owners who truly get what you’re going through. To access these live events, along with all of the other amazing benefits of AJG’s online community, join Fashion Founder Collective today! Watch Ivonna’s full video here!
Let’s Build Your Brand Together
To learn more about AJG Fashion Consulting and how we have helped brands launch and grow, visit www.ajgfashionconsulting.com. Looking for more details on how we can help? Book some time with us for a free 30-minute consultation.