We caught up with the brilliant and insightful Kimberly Schmitz a few weeks ago and have shared our conversation below.

Kimberly, looking forward to hearing all of your stories today. What’s the backstory behind how you came up with the idea for your business?

I was at a crossroads. After leaving a leadership role at a small business, I found myself in a rare moment of pause—an opportunity to reflect, recalibrate, and truly ask myself what was next. It wasn’t just about my career; it was about balance, about reclaiming time for myself and my family while figuring out how to apply my years of expertise in a way that felt meaningful.

In that space of transition, I took on simple contract work—executing marketing tasks for a couple of clients. It was straightforward, transactional, and, honestly, exactly what I needed to regroup without the weight of long-term commitment. But then, something happened that shifted everything.

I connected with a small business owner who was struggling—not with execution, but with the foundational strategy. He was in that all-too-common place where marketing felt like a chaotic puzzle, with no clear sense of direction. He needed a plan, a strategy before he could even think about running tactical activities. And that’s when it clicked.

I had spent years developing strategic marketing frameworks for large corporations. I knew how to turn complexity into clarity. So, I distilled those principles down to something simple and actionable for him. And it worked. Not just in theory, but in real, tangible results.

That experience set me on the path of fractional CMO work, supporting mid-sized businesses with their marketing strategies. But over time, I noticed a deeper problem—a gap in the market that wasn’t being solved. Small business owners weren’t just struggling with marketing; they were drowning in it. Juggling multiple roles, lacking formal marketing knowledge, and unsure of what was actually working. They needed strategic guidance, yet a full-time hire was out of reach financially.

That was my lightbulb moment.

What if I could take my proven strategy methodology and package it in a way that was accessible, affordable, and, most importantly, empowering? So I created TINK Marketing”s The Brand Luminary—a monthly membership designed specifically for small business owners.

It isn’t just a collection of marketing resources; it’s a structured, supportive system—one that gives owners a clear roadmap to build their own simple marketing strategy and plan, provides ongoing content to make marketing easier, fosters a community of like-minded entrepreneurs, and gives them direct access to me for coaching. Essentially, it puts an experienced fractional CMO in their pocket, at a fraction of the cost.

No one else was solving this problem in quite this way. Marketing memberships existed, but they either focused too much on templates without strategic clarity, lacked the hands-on coaching component small business owners desperately needed, or were pricey for small business owners. The Brand Luminary isn’t just another marketing tool—it’s an entirely new approach, built on the foundation of strategy, simplicity, and sustainability.

And the best part? Seeing business owners go from overwhelmed to confident, from stuck to thriving. That’s how I knew it was a worthwhile endeavor—because it’s working.

Kimberly, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Kim, a small business owner, marketing strategist, mom to twins and pilates instructor on the side. My degree was in business with a concentration on marketing communications. I walked out of college, getting a marketing job for a gas chromatography company and this was back when we did campaigns via fax machines!

Over time, I went to work for larger corporations that focused on B2B tech for the most part and gained more and more experience as digital marketing came into play, along with focusing more and more on strategy once I could do execution with my eyes closed.

Eventually, I fell in love with event management and marketing and even started my own agency working with large and midsize companies. After a few years, I merged with an event strategy company but COVID took it’s toll on me and I lost my love for events.

When I transitioned out of a leadership role at that small business (who was also responsible for marketing at the time,) I realized something profound: small business owners don’t just need marketing tactics, they need strategic direction, but most don’t have a marketing background like me!

I saw firsthand how these entrepreneurs were juggling multiple roles, wearing every hat imaginable, and struggling to make marketing work for them. Many lacked the bandwidth, expertise, or financial resources to hire full-time marketing support, leaving them in a cycle of frustration—pouring effort into marketing with little clarity on what was actually working.

What I Offer & The Problem I Solve
That realization led me to create The Brand Luminary—a membership designed specifically for small business owners who need a structured, simplified marketing strategy without the complexity or high costs of hiring a full-time professional.

Within Brand Luminary, members receive:
– A Clear Marketing Framework – A step-by-step methodology to create a strategy & plan that works for their unique business.
– Ongoing Support & Content – Tools and insights that make marketing simpler, not harder as their business grows.
– A Community of Like-Minded Entrepreneurs – A space where small business owners can learn from one another, collaborate, and gain fresh perspectives.
– Access to Coaching – Direct guidance from me, like having an experienced fractional CMO in their pocket at a fraction of the cost.

I bring years of expertise in corporate marketing but distill complex strategies into simple, actionable steps that empower business owners to feel confident in their marketing efforts. What sets Brand Luminary apart isn’t just the resources—it’s the blend of strategy, support, and accessibility that ensures marketing finally feels manageable and effective. Plus, it’s affordable for small business owners.

What I’m Most Proud Of
I’m incredibly proud of the impact this membership is already making. Seeing business owners shift from overwhelmed to empowered, gain clarity on their marketing, and start seeing real results—that’s why I created The Brand Luminary. This isn’t just another marketing tool; it’s a transformation in the way small businesses approach their growth.

What You Should Know About Me & My Work
Above all, my mission is simplicity and authenticity in marketing. I don’t believe in overcomplicating strategies or chasing the latest trends just for the sake of it. Instead, I help entrepreneurs find an approach that is effective, sustainable, and uniquely suited to their business—because marketing isn’t one-size-fits-all.

Do you have any insights you can share related to maintaining high team morale?

I have managed teams the size of two to 15 and I can tell you that it isn’t just about motivation. It’s about creating an environment where people feel valued, understood, and empowered.

Small businesses and creatives typically operate in fast-moving, ever-changing environments, which can make it easy for teams to feel overwhelmed or disconnected. When I’m overseeing a team or helping build teams these are what have helped me:

1. Lead with transparency & clarity.
Uncertainty breeds frustration. When team members don’t have a clear understanding of goals, expectations, or decision-making processes, it can lead to confusion and disengagement. Keeping communication open and ensuring everyone understands the bigger picture helps people stay aligned and motivated.

2. Celebrate big and small wins
People want to feel like their contributions matter. Whether it’s achieving a major milestone or simply completing a challenging task, acknowledging and celebrating victories—even the small ones—creates momentum and reinforces a culture of appreciation.

3. Make Room for Autonomy
Morale flourishes when people feel ownership over their work. I’m a big believer in treating people like adults. If I hired them for the job, then I trust they will do it. I encourage letting team members explore new ideas or take initiative so it helps them feel trusted and valued.

4. Lead with empathy & flexibility
I have always believed that the people you hire, aren’t put on this earth to just work for you. They are individuals with unique challenges, aspirations, experiences and lives outside of work. Taking the time to listen, check in, and understand what they need makes a world of difference. Especially in small businesses, a little flexibility and emotional intelligence go a long way in maintaining morale and preventing burnout.

When people feel valued, supported, and inspired, they’ll bring their best energy to the work—and that’s when businesses thrive.

Can you tell us about a time you’ve had to pivot?

There are two major pivots in my “business life.” The first big one is likely similar to many, which was over COVID. I had an in-person event management and marketing agency. When we all had to go into lock-down, I had to learn very quickly how to run digital/virtual events for my clients. At the same time, when I thought I was going to go out of business, I had the opportunity to merge with an event strategy company and we had our most profitable year ever!

The second major one is the one happening now for me. When I transitioned from fractional CMO work to creating The Brand Luminary—a shift driven by both practicality and purpose.

I saw firsthand how small business owners were struggling with marketing—not because they lacked passion, but because they didn’t have the strategy, structure, or bandwidth to make sense of it all. Realizing that a one-to-one consulting model wasn’t scalable or sustainable for these owners, nor for myself, I pivoted.

I’ve distilled years of corporate marketing experience into a structured, accessible membership model—making high-level strategy available to small business owners without the overwhelming cost and complexity.

This shift wasn’t just a business decision; it was a realignment with my deeper mission and passion—helping entrepreneurs reclaim their time, simplify their marketing, and feel confident about their growth.

Contact Info:

• Website: https://tinkmarketing.com/
• Instagram: https://www.instagram.com/tinkmktng/
• Facebook: https://www.facebook.com/TINKMarketing
• Linkedin: https://www.linkedin.com/company/tink-marketing-design/
• Youtube: https://www.youtube.com/@TINKMarketing
• Other: Pinterest: https://www.pinterest.com/tinkmarketing/

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