Hi, I’m Caroline (aka Caro) founder of Big Thinker Lab
I teach customer journey strategy and marketing psychology to founders who refuse to be boring
Smart Marketing for Brains That Refuse to Be Boxed In
For years (like the first half of my 14-year career) I ran marketing like a hamster on a wheel: frantically posting, tweaking, launching, repeating, hoping something would finally click.
My IBS was so bad I couldn’t eat lunch without feeling like my body was punishing me. I had Sunday scaries that started on Saturday. I was good at marketing (like, running $10k/day ad campaigns good), but I was also… completely burnt out.
Turns out, when you treat marketing like an urgent task list instead of a strategy, your nervous system keeps score.
Now, I help founders build marketing customer journeys that actually work (without the chaos, the hustle, and definitely without skipping lunch). #hungrygirlclub
I teach customer journey strategy and marketing psychology to multi-passionate business owners who refuse to be boring, hate being told to “just pick one thing,” and want their marketing to feel as smart (and fun) as they are.
And if you’re a multi-passionate founder who hates being put in a box?
Then, I’m here to help you build marketing that works with your brilliant, complex brain and not against it.
Things I Believe:
- Strategy beats hustle, every time
- Your marketing should work with your brain, not against it
- Rest is not negotiable (it’s literally required for good work)
- “Pick one thing” is bullshit advice for multi-dimensional humans
- 4pm is a great time to stop working
- Sunday scaries are not a personality trait
- Marketing is a system, not a to-do list
Ready to untangle your marketing?
Here’s What I’ve Actually Done:
In marketing and communications since 2011 (14 years, if we’re counting)
Worked with 300+ businesses across ecommerce, online courses, service-based businesses, and coaching
Managed ad campaigns spending $10k+ per day
Built funnels, written copy, strategised launches, and troubleshot every platform you can name
Co-hosted a marketing podcast where I got to geek out about strategy weekly
I know marketing. Like, really know it.
But here’s the thing: for the first half of my career, I was also completely burnt out.
The Frantic Years
I was good at what I did. Clients got results. Campaigns performed. Revenue grew.
But I was also eating meals at my desk because there was always another fire to put out. My IBS was debilitating. I had Sunday scaries that started on Saturday. I was reactive instead of strategic, always putting out fires instead of building systems.
My body was screaming at me, but I kept pushing because that's what you're supposed to do, right?
Wrong.
The Wake-Up Call
When I turned 30 (during COVID, because of course), something had to give.
I started working with a nutritionist who gave me permission (for the first time in my life) to prioritise myself. I did gut-directed hypnotherapy and realised how everything is connected to your nervous system. How stress doesn't just live in your head, it lives in your body.
But old habits die hard. Even while pregnant with my son, I still crept toward burnout.
The Shift
Coming back from maternity leave changed everything.
I set strict boundaries because I couldn't operate the way I used to if I was going to be a present mom. No working weekends. No working past 4pm. Health first, work second.
And honestly? Best decision I ever made for my business and my career.
I also shifted from managing campaigns to coaching and consulting and I loved it. Instead of being the person frantically fixing Meta ads at 9pm, I became the person helping business owners understand why their marketing wasn't working and giving them the skills to drive their own growth.
That's when I realised: most founders don't need another person to "do" their marketing.
They need someone to help them see their marketing differently. To connect the dots. To build strategies that actually make sense.
Now
I teach customer journey strategy and marketing psychology to founders who are done with the chaos.
I help you understand how people actually buy, and then we build a customer journey that guides them from stranger to customer without you having to manually launch every damn time.
No cookie-cutter frameworks. No "just do what I did" templates. Your brain works differently, your business is different, and your marketing should reflect that.
This Is For You If:
You’re probably here because you’re smart, scrappy, and a little bit tired of marketing advice that doesn’t fit how your brain actually works.
You’re brilliant at what you do but struggling to communicate it. You want strategy, not just “inspo.” You’re done with inconsistent sales and treating marketing like a chaotic to-do list.
You refuse to be put in a box, follow cookie-cutter formulas, or sacrifice your wellbeing for business growth.
And you’re so so welcome here, Big Thinker.
Now take this Freebie as a thank you for being a capable, curious big thinker – and as the first step in building marketing that actually works.