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I'm Tillie Frank, founder and principal strategist of Frankie Brand.
I've spent 14+ years building brand and community strategy inside some of the biggest names in consumer marketing, including Bumble Inc. and Lululemon, and I bring that same caliber of thinking to every brand I work with now.
What I Do
Frankie Brand works with early-stage and scaling consumer brands ready to stand for something bigger than the product they sell.
I build brand positioning, story, and community strategy through a culture-forward lens, always thinking about the content engine behind the community, and the impact beyond the activation.
I've spent my whole career operating inside corporate marketing teams. That means what I hand you is actionable, built for your team to run with.
At a high level, that means sharper brand positioning, ambassador and community strategy built to scale, go-to-market strategy for major launches, and visibility into how your brand shows up in AI-generated search. Full service breakdown lives on the Services page.
Ways to Work Together
There are a few ways to bring me in, depending on what you need:
Hourly consulting: For brands that need strategic direction without a full engagement: brand positioning, community strategy, go-to-market planning, billed by the hour.
Retainer: For brands that want me embedded with their team, building and running strategy alongside you, not handing it off and walking away.
Scoped project or RFP: For larger initiatives, I pitch and scope the work directly: timeline, deliverables, and cost defined upfront.
My
Method
Community doesn't form around what a brand sells. It forms around what a brand stands for.
Transactions create customers. Shared belief creates people who stick around, who talk about you unprompted, who show up even when it's inconvenient. That's advocacy, and it builds year over year instead of resetting with every campaign.
If you've already got traction, I start there: what your community already says about you, the products they already believe in, the moments already resonating. If you're early-stage, we start by defining what you stand for.
From there, I build the story bigger than the product: the positioning and differentiation underneath it, turned into a narrative with language, story beats, and hooks that hold together across a launch, a campaign, or a single caption.
Then community goes to work across the whole business. Ambassador programs and go-to-market plans built around real advocacy. Social proof feeding AEO and LLM visibility. Content built to repurpose across organic and paid. Community itself as a live feedback loop for the product, sometimes moving beyond the brand into advocacy on social impact or policy.
If you're deciding whether to work with me: this is the difference between hiring someone to run your community and hiring someone to build the reason your community exists in the first place.