Hi, I'm Sparkle. 20+ years connecting what most consulting firms keep in separate boxes, most recently as CMO for Palazzo, the startup co-founded by Venus Williams. I've mapped the resident journey, built the loyalty program, wired the CDP, and sat in the strategy room, often at the same company, at the same time.
Most firms sell you a service. I draw a line through your business: from what your residents are actually experiencing, to what your data says, to your strategy, to who's accountable for making it happen.
I map the full resident journey: every touchpoint, every program, every place the experience breaks down. The same work that built the first loyalty program in SFR. You get the map and a walkthrough of the real opportunities.
I build and run the system that actually listens: structured feedback loops, not a survey that goes nowhere. This is the program behind a 2.9 to 4.5 company-wide review score in a past engagement.
I plan and run focus groups that actually change what gets built, the same work behind the product decisions that shaped the resident experience at scale.
The infrastructure: CDPs, marketing attribution modeling, and getting your tools to actually talk to each other. Built from scratch, twice, in an industry that mostly hasn't done it yet.
The insight: once the data's connected, I help you read it. Full-funnel signal about residents and prospects, not just top-of-funnel lead counts.
Go-to-market plans built for how multifamily and PropTech actually sell: positioning, sequencing, and the roadmap to launch.
Vendor selection and MarTech stack audits. The hard calls on what to keep, cut, or consolidate.
Have a marketing plan you want a second read on? I advise the leaders running the function: sounding board, plan review, direct feedback, without taking over your team.
Practical AI workflows that cut hours out of campaign build, reporting, and content ops, without losing your brand's voice.
Practical, story-driven keynotes and sessions, on public stages and inside your own company meetings and events, on marketing, CX, and what's coming next in multifamily and SFR.
In this industry, PMA means Property Management Agreement. The ThruLine PMA stands for something else: Portfolio Marketing Advisor. Same acronym, a different kind of oversight, this time for marketing.
Some operators want full fractional leadership. Others already have a strong team and just want a second set of eyes across the whole portfolio. Some owners want that same depth of insight without adding headcount. The ThruLine PMA is built for both: lighter than a fractional hire, deeper than a one-off consult. I look at what's already in motion, tell you what's working, and point to where the real opportunity is.
I rose from leasing agent to CMO. A lot of marketing leaders haven't shown an apartment before. I have.
That path is not a detour. It's why I can sit across from a marketing team and still see what the leasing agent is dealing with, what a property manager actually needs from a system, and what an HR policy quietly breaks downstream.
More about my background →Honest conversations from inside the rental industry, on marketing, CX, and what's actually moving the business.
Tell me what's not connecting: a resident experience gap nobody's mapped, data scattered across five tools, a marketing plan you want a second opinion on, or a portfolio you'd like a closer look at.