We were lucky to catch up with Julia Evans O’Brien recently and have shared our conversation below.

Alright, Julia thanks for taking the time to share your stories and insights with us today. We’d love to go back in time and hear the story of how you came up with the name of your brand?

The name for my company, Twin Roots Consulting, came from a couple different things. First, I am a twin! That connection played a big role in shaping who I am and recognizing how different two minds can process the same information. My brother and I are complete opposites – I am the creative one, while he is the analytical one. It taught me that every situation needs to be viewed from both perspectives in order to be well-rounded! Beyond the personal tie, the concept of “Twin Roots” represents the two foundational pillars that I believe every strong business needs to thrive—operations and marketing.

With over 15 years of experience in both, I feel that true business success comes from a balance of these two elements. Operations create efficiency and structure, while marketing fuels growth and brand awareness. When they work together seamlessly, businesses don’t just grow – they thrive.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My career path has been anything but traditional, and honestly, I wouldn’t have it any other way. I got an early start in management at just 15, working full-time while being homeschooled in my last years of high school. I even needed parental sign-off to legally work full-time in my state!

I started in operations, working my way up through different management roles before becoming an Area Sales Manager for a big-box department store. Instead of taking the typical college route, I followed my passion for beauty, earning my Cosmetology License and Makeup Artist Certifications. That decision opened doors for me in beauty industry management, which ended up shaping my entire career trajectory.

From there, I landed an incredible opportunity as an Operations Leader at Buff City Soap, where I had a front-row seat to the company’s explosive growth—from 22 locations to over 265+ nationwide. That experience sparked my love for marketing, so I went back to school for a Bachelor’s in Business Administration and later earned a Master’s in Marketing. With that shift, I climbed the marketing ladder fast, moving from Director to VP of Marketing for PACE Interests, LLC, overseeing the marketing for Buff City Soap and The Joint Chiropractic locations across Texas and Colorado.

This past year, I made the leap into independent consulting and launched Twin Roots Consulting so I could support more franchisees and small business owners. Now, I work with a variety of franchise clients—including many from Buff City Soap—along with independent businesses looking to grow through grassroots marketing. I’m beyond excited for what’s ahead and can’t wait to keep helping businesses thrive!

How’d you build such a strong reputation within your market?

One of the biggest factors that led me to independent consulting was my role as a Franchise Business Consultant with Buff City Soap. Having the opportunity to connect with hundreds of local operators and business owners gave me a unique perspective on the challenges they faced and the kind of marketing support they truly needed.

Through that role, I built personal relationships with franchisees, helping them grow their businesses on an as-needed basis. Over time, many of them began reaching out for ongoing guidance, asking for more permanent support with their marketing efforts. That’s when it clicked—I had unintentionally built the foundation for what would become my client book.

Seeing firsthand how grassroots marketing could transform these businesses made me realize that I wanted to do this full-time. That’s what ultimately led me to step away from my VP role and launch Twin Roots Consulting, where I could help even more franchisees and small business owners thrive!

What’s worked well for you in terms of a source for new clients?

Word-of-mouth! The best source of new clients for me has always been word-of-mouth referrals. My ultimate goal with every client and partner is to deliver such outstanding service that whenever they hear someone struggling with marketing, my name naturally comes up in conversation. I try to lead with kindness, patience, and understanding. Business owners are often mistreated and not handled with the appropriate amount of respect. They are working HARD to ensure food is on the table for their family. This motivates me to help them and remain kind and patient during all the challenges that come up.

Every single one of my current clients has come from a recommendation—either from a previous employer, a past colleague, or a friend. That kind of trust and support means the world to me. I’m beyond grateful for the incredible people who have rallied behind me, believed in my expertise, and continue to send amazing business owners my way. It’s the biggest compliment and truly the foundation of Twin Roots Consulting’s success!

Contact Info:

• Website: https://www.twinrootsconsulting.com
• Instagram: @twinrootsconsulting
• Linkedin: https://www.linkedin.com/in/juliaobrien

Image Credits

FemForce Shoots
Solmate Creative