Below The Surface is a 1:1 experience for founders who want their content to communicate what makes their business worth choosing.

We'll dig into your business, what makes your approach different, and what you have to say — giving you a clearer foundation for your content.

Booking opens soon. Join the waitlist for first access and a waitlist price of $297.

Uncover the content only you can create

You have more to say than you realize

But you know you need to be active on Instagram, so you find yourself tweaking hook templates, scrolling your feed for inspiration, and saving posts that promise a week’s worth of content ideas.

And yet somehow, your content still feels disconnected from the business you’ve worked so hard to build.

I’ve been there too.

Those resources helped me figure out what to post, but my content still wasn't saying what I wanted it to say.

You didn’t start your business to become a content creator.

And the longer the person behind your business stays hidden, the harder it becomes for the right people to understand what makes your business different.

Your content strategy doesn’t start with a content calendar or a list of hooks.

It starts with understanding your perspective:

Creating content became a whole lot easier once I understood my own thinking.

When I started connecting the dots between the way I see the world and my business, my content stopped feeling like marketing and started feeling like a conversation. 

What shifted for me

your life experiences

the things you notice

your beliefs

By the end of our time together, you'll...

The tricky part is that we’re all a little too close to our own lives to see the patterns clearly.

That’s why Below The Surface is a one-on-one experience. 

We’ll begin by uncovering the perspectives, experiences, and stories that already exist beneath the surface of your business.

My role is to ask thoughtful questions, notice the common threads, and help you make sense of it all.

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Trust your ideas

Know where to find ideas, what to say, and trust that your content reflects the business you’ve built.

Find your point of view

Understand the ideas, beliefs, and conversations that make your business distinctive.

Build a content direction

Turn your thinking into a clear foundation for what you share and how you talk about your work.

"I walked away feeling clearer about what to keep doing, more confident in my work, and more intentional about how I can make my business easier for people to understand and eventually buy from."

- Allana, Social Media Manager & Strategist
@themiddleparts

"Charmaine’s feedback was thoughtful, specific, and genuinely useful."

Here's what our work together will look like...

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We'll meet for a 60-minute video call to explore what came up in your questionnaire and start connecting the dots.

Step 2: Dig deeper together

For two weeks, I’ll become your creative partner.

Bring me your drafts, content plan, production schedule, and half-baked ideas — anything in the Instagram content space is fair game.

I’ll be real with you, help you think through ideas, and make the whole content creation process feel lighter.

I’m available Monday-Friday 10am-5pm EST, and you can message me anytime over email, DMs, or within our shared doc.

Step 4: Put it into practice

Within 5 business days, I'll deliver a personalized strategy doc, which includes:

Step 3: See your business with fresh eyes

Through a guided questionnaire, you'll share about your business, your experiences, your perspective, and the way you currently approach content.

This gives us a strong starting point and often helps you notice things you hadn't before.

Step 1: Lay the foundation

Feedback on existing posts so you can see the strategy applied in real life
Reflection prompts to help you turn ideas into meaningful content
Content opportunities rooted in your experiences and expertise
A look at what’s already working in your content and where there's room to go deeper
A recap of what I learned about you, your business, and the way you think

This is for you if...

This is not for you if...

You’re already creating content, but it doesn’t feel like it reflects the business you’ve built

You’re tired of relying on templates, trends, and outside ideas to figure out what to say

You want someone to help you see your business from a different perspective

You’re ready to build a content direction rooted in your own thinking
You're looking for a plug-and-play content calendar or a list of hooks and templates

You'd rather be handed the answers than explore them together

You're looking for long-term DWY or DFY content support

You dislike Google Docs

Before starting my business, I spent 13 years wearing many hats in the tech world—from customer support and product to marketing and writing. Across every role, I was always drawn to understanding people's experiences and finding ways to make things easier for them.

Today, I bring that same approach to helping founders uncover the perspective behind their business, and then turn it into a clear direction for what they share online.

When I’m not on Instagram, I’m usually trying a new restaurant (the list is long when you live in a city like Toronto) or giving too many treats to my two cats (they deserve them).

Hi, hi! I'm Charmaine 👋🏼

"She’s so knowledgeable, helpful and just a really lovely human to connect with!"

- Aya, Photographer
@ayamacphoto + @ayamacweddings

"She not only has a direct and no-nonsense way of getting to the core of messaging, but she is so approachable, like an easygoing friend you can talk to about anything."

You've got Qs, I've got As:

Below The Surface is designed for business owners who have already been creating content for a little while.

You don't need a huge audience or years of experience, and you don’t need to have anything figured out :)

But you'll get the most from this experience if you've already experimented with showing up online and are ready to create more intentional, thoughtful content.

All of my feedback, examples, and strategy are designed around Instagram.

But the perspectives and content ideas you’ll develop can definitely be adapted for newsletters, podcasts, blogs, and other social media platforms.

I think sharing parts of your personal life can help people better understand you and your business, but you’ll figure out what feels good to you. I won’t ask you to share anything you’re uncomfortable with. 

Waitlist members get first access to the available spots.

Once you've booked your spot, I'll send over the questionnaire. After you've completed it, we'll find a time to meet that works for both of us. From there, I'll begin putting together your personalized strategy.

The questionnaire is self-paced, so you can take your time with it. Some people fly through it, while others spend more time reflecting before they hit submit.

Don’t stress about this though – we can chat through anything that comes up during our video call.

Our video call lasts 60 minutes, and the two-week support period is flexible. You're welcome to use it as much or as little as you need.

Everyone's business is different, so I can't promise specific business results or that you’ll go viral.

What I can promise is that you'll leave with a clearer understanding of what you want to say, where your best content ideas come from, and how to communicate your business in a way that feels more like you.

I don't believe your best content is hiding in someone's content calendar. 

I think it's already inside you. 

Sometimes it just takes someone else to help you see what's been there all along.

If that sounds like the kind of support you've been looking for, I'd love to have you on the waitlist.

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Have any questions?

I'd love to hear from you and chat through anything that's on your mind. Drop me a message through the form, or send an email to [email protected]. You can also DM me at @hi.charmaine :)

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