Alright – so today we’ve got the honor of introducing you to Kristina Sanderson. We think you’ll enjoy our conversation, we’ve shared it below.

Kristina, appreciate you joining us today. Alright, let’s jump into one of the most exciting parts of starting a new venture – how did you get your first client who was not a friend or family?

I started my business at 14 years old. Not because I was some kind of prodigy or had a grand plan to be an entrepreneur. Honestly, it was because my dad, in more ways than one, nudged (okay, sometimes pushed) me toward entrepreneurship. And, as it turns out, he was also my first client.

Working with family is always an interesting experience. My dad is one of the hardest-working people I know. I watched him juggle a 9-to-5 job while also monetizing the projects he was truly passionate about through his own business. Back when I was 14, he was facilitating in-person Six Sigma and OSHA trainings, and I somehow found myself playing the role of program manager, marketer, and even unofficial finance person. I mean, the man had me doing expense reports and reconciling costs like I was some kind of CFO-in-training.

But that experience was invaluable. I learned how to navigate traditional marketing, manage program logistics, and even got a crash course in how small businesses run behind the scenes. My dad didn’t just let me tag along—he made sure I negotiated the terms of our first agreement, drafted the contract, and owned the work I was doing. I remember the first time one of his colleagues asked him, “Who’s doing your marketing?” Without missing a beat, my dad said, “My daughter. And she charges.”

From there, word spread. My first clients came from those conversations. Houston business owners who saw my work with my dad and wanted the same results for their businesses. It was both thrilling and terrifying to show up as a teenager in a room full of adults and pitch my services. But my dad had instilled in me a sense of ownership and confidence that helped me navigate it all.

Fast forward to today, and life has a funny way of coming full circle. My dad and I are now business partners, working together through iSigma Group Consulting to facilitate process improvement and management training. The foundation I built as a 14-year-old handling marketing, contracts, and expense reports laid the groundwork for the work I do today. And that first dollar of revenue taught me how to believe in my skills, stand behind my work, and recognize the value I bring to the table.

Kristina, 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 a marketing strategist. Essentially, my job is to help business owners build and scale their marketing efforts and departments. For many small businesses, marketing can feel like a maze—figuring out how to market, what product or service to market first, who to hire, and how to pivot when things need to improve. I step in to make that process clear and actionable.

I got into this industry through sheer curiosity and hands-on experience. I’ve worked across numerous areas of marketing: social media, copywriting, graphic design, website development, public relations, and event marketing. And I’ve done this work in a wide range of industries—manufacturing, food and beverage, healthcare, nonprofits, automotive, and more. My goal was to understand how different marketing principles apply across sectors, and that curiosity laid the foundation for my career.

From there, I started building marketing teams for my clients. Interestingly, many of these teams were made up of colleagues I’d collaborated with on past projects. I knew their strengths, work ethic, and passion, and I wanted to bring that energy to my clients’ businesses.

What sets me apart is my commitment to strategy. I create structured, data-informed strategies that guide marketing efforts toward tangible success. I incorporate principles from project management methodologies like Six Sigma and Lean Six Sigma to streamline processes and maximize impact.

I’m most proud of the work I’ve done to empower small businesses. Many of my clients come to me feeling overwhelmed by marketing. I help them break down the chaos into clear, achievable steps. Watching a client go from uncertainty to confidently making strategic marketing decisions is incredibly rewarding.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

During the height of the COVID pandemic, a client approached me with a significant challenge. They operated a fleet of mobile testing units—typically deployed for disaster relief with FEMA or high-end concierge medical services—but with the government covering the cost of COVID tests (and later, vaccinations), they saw an opportunity to make a meaningful impact. Their mission was clear: conduct as many tests as possible, with a particular focus on rural areas where cases were rising and access to healthcare was limited.

My role was to identify the right markets and develop a strategy to encourage participation. During this time, digital marketing tactics weren’t going to be effective—these were tight-knit communities where trust had to be built through direct engagement. Instead, we relied on grassroots efforts, strategic local partnerships, and strong community outreach.

The breakthrough came when we secured a contract with the City of Victoria, TX. We ran local TV, radio, and newspaper adverts and rented out the entire Victoria County Convention Center to establish a large-scale testing site. The Victoria County Health Department also backed our initiative, which helped lend credibility and support in a time when public perception of the pandemic was deeply divided.

One of the most complex aspects of the project was managing public sentiment. We encountered a mix of emotions—fear, skepticism, and frustration. Some residents were anxious, others were outright resistant, and many had questions. Navigating this required diplomacy, strategic communication, and a commitment to ensuring every person felt heard and respected. We designed a system that prioritized efficiency, clarity, and compassion, ensuring that individuals could seamlessly book their tests, receive results promptly, and leave feeling reassured.

The impact was immediate and tangible. The response from the community was overwhelmingly positive, with high turnout and streamlined operations. It was one of those rare instances where marketing wasn’t just about execution—it was about problem-solving in real time. Seeing the success unfold firsthand reinforced the fact that this project remains one of the most rewarding experiences of my career.

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

The entirety of my life has been about taking the pivot. I’ve navigated being an entrepreneur at 14, transitioning into full-time entrepreneurship at 20, and scaling multiple ventures for both myself and my clients. When I first started, I was simply curious—deeply interested in how the different pieces of the marketing puzzle fit together. That curiosity drove me to work across multiple marketing disciplines, from social media and content creation to public relations and brand strategy.

One pivotal moment came when I landed a client who ran a marketing agency that focused exclusively on strategy. It was a game-changer. She recognized that I was naturally building strategy—not just to guide my own work, but to help my team operate more effectively. One day, she posed a simple yet profound question: If you’re already creating these strategic plans to make execution smoother, why not sell the plan itself? That conversation completely shifted my perspective.

She mentored me through developing my own strategic framework, refining my approach, and ultimately transitioning my business from offering marketing support to providing high-level marketing management, strategy, and advisory services. It was a massive shift, but it was the right one. It allowed me to step into a more impactful role, where I could help businesses not just with execution but with the bigger picture—the roadmap that dictates whether their marketing efforts succeed or fail.

Looking back, that pivot was one of the best decisions I ever made. It showed me that success in business isn’t just about what you do—it’s about how you think, how you position yourself, and how you create value that extends far beyond the work itself.

Contact Info:

• Website: https://cliquemarketing.com
• Instagram: https://www.instagram.com/cliquemktng
• Facebook: https://www.facebook.com/cliquemktng
• Linkedin: https://www.linkedin.com/in/kristina-sanderson/
• Twitter: https://x.com/cliquemktng