Scrappy work.SharpSystems.Marketingthat moves.
scrappy by design.
quiet work.
real movement.
— About the operator
Waela
Fellnert
The Scrappy Marketer
- Marketing operator · SEO/AEO · HubSpot
- Campaigns · content · community
- AI agents · Bolt · Netlify
- Based in Sweden, from the Philippines
Now taking
2 retainer slots · Q1 campaign sprints
Marketing is
slipping.
You have leads coming in and content going up. But the work to turn it into pipeline keeps slipping. 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.
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.
The to-do pile.
Six ways the marketing
keeps moving.
The primary offer: a dedicated marketing operator who runs the systems, content, and campaigns so pipeline keeps building, week after week.
Web, SEO & AEO operations
Make the pages you already have do the work.
- Titles, meta, and on-page SEO refresh
- AEO answer blocks, FAQs, and structured snippets
- Keyword mapping and content briefs
- Case study and landing page copy
- Core Web Vitals and accessibility cleanup
Outcome
Pages that get found, get answered, and convert.
CRM & conversion paths
Your CRM, forms, routing, and lifecycle, running on time. HubSpot, Attio, and other customer platforms welcome.
- CRM and CMS publishing QA
- Forms, lists, and lifecycle stages
- Lead routing and assignment rules
- Light automation and sequences
- Conversion tracking and reporting hygiene
Outcome
A marketing engine you can trust.
Campaign operations
End-to-end campaigns, from signup through follow-up.
- Landing pages, forms, and tracking
- Signup, reminder, and follow-up flows
- Live-event coordination on the day
- Replay distribution and nurture sequences
- Reporting, lessons, and next-run prep
Outcome
Campaigns that ship on time and keep producing pipeline.
Content & social media
Blog and social production across LinkedIn, X, Instagram, and YouTube to amplify your offers and nurture.
- Blog writing, editing, and publishing
- LinkedIn, X, Instagram, and YouTube content systems
- Newsletter writing and nurture flows
- Content repurposing across channels
- Editorial calendar and rhythm
Outcome
A consistent voice that warms up and converts.
Community program foundations
Build the foundation and programs that make a community show up.
- Community foundation and program design
- Onboarding flows and member rituals
- Engagement systems and moderation
- Member communications and updates
- Event and program coordination
Outcome
A community people return to, on purpose.
AI agents & vibe coding
Ship marketing tools, internal AI agents, and quick microsites with modern build stacks — no engineering ticket required. Built with Netlify, Bolt, and Profound.
- Custom AI agents for research, briefs, and content repurposing
- Rapid microsites and landing pages via Bolt
- Netlify hosting, forms, and deploy previews
- Profound-driven AEO monitoring and answer engine visibility
- Automation glue between CRM, docs, and content
Outcome
Marketing ideas shipped in days, not sprints.
For teams who need ageneralist —A founder'sswiss knife.
Marketing operator across web, SEO/AEO, HubSpot, campaigns, content, community, and AI workflows — for teams with too many moving parts.
“keep the marketing moving.”
— At a glance
Based in
Sweden
From
Philippines
Mostly with
US clients
Style
Async-first
— Waela Fellnert, The Scrappy Marketer
I'm Waela — themarketing operatorbehind 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.
— Waela
Signed · Shipped · Still moving
The
shapes we can work.
Pick a shape or invent one. Every engagement is built around what your marketing operation actually needs.
Monthly retainer
Long-term operator
A dedicated marketing operator running the systems, content, and campaigns week after week.
- Fixed weekly hours across marketing ops
- Async check-ins and shared docs
- One decision-maker on your side
- Reporting rhythm you can trust
Project sprint
Fixed scope · 2-6 weeks
Website launch, CRM cleanup, campaign push, community foundation — a defined outcome, shipped.
- Clear scope and deliverables
- Weekly working sessions
- Handoff docs at the end
- Fixed fee, fixed timeline
Content & community
Ongoing production
Content and community programs on a steady rhythm — blog, newsletter, LinkedIn, and member communications.
- Editorial calendar owned end-to-end
- Weekly publishing and repurposing
- Community rituals and moderation
- Monthly performance review
Ops cleanup
One-time reset
A focused audit and cleanup of your marketing operation — CRM, tracking, publishing, and lifecycle.
- Audit of what is running and what is stuck
- Priority fixes with clear owners
- SOPs your team can follow after
- One-time, fixed fee
Let's make your
workload lighter.
Tell me what is on the pile. I read every message and reply within 1–2 business days.