Sammie McPhail: Portfolio & Service Brochure
Marketing Strategist, Coach & Human Design Practitioner
Founder of The Spellbound Coven · Helping soul-led business owners build sustainable visibility - without the burnout, the pressure tactics, or the strategies that were never written for someone like you.
The Real Problem
Most Business Owners Don't Have a Marketing Problem
They have a clarity problem. A capacity problem. An "I've been following advice that was never written for someone like me" problem.
Hi! I'm Sammie 👋
Marketing strategist, coach, mentor, little bit of a witch, and Human Design practitioner with over ten years of experience helping creative, alternative, and soul-led business owners build sustainable visibility. No pressure tactics, no performative hustle, no strategies that quietly hollow you out.
I founded The Spellbound Coven - an interconnected ecosystem of three brands built on one philosophy: where your energy shapes your business, and your identity shapes your marketing.
Who I work with
- Coaches, creatives, and wellbeing practitioners
- Soul-led service providers done with generic strategies
- Agencies and corporate clients needing strategic depth
- Past clients include Streamlabs, various in public sector, corporate, and SMEs across hospitality, e-commerce, gaming, and the service sector.
The Spellbound Coven
Three Arms, One Philosophy
The Coven isn't three separate businesses. It's one approach, expressed across three different doors depending on where you are and what you need right now.
🖤 Spellbound Marketing
Done-for-you and done-with-you marketing for coaches, service providers, and creative businesses. Strategy-led execution that builds visibility without the burnout.
🖤 The Spellbound Strategist
Coaching and mentorship for rebellious, soul-led online service providers who are done with shame spirals, feast-or-famine cycles, and marketing that feels nothing like them.
🖤 Your Spellbound Design
Human Design readings for business and life. Using your unique energetic blueprint to bring clarity to how you work, decide, and show up - so your strategy fits you, not someone else's model.
Spellbound Marketing
Bold. Ethical. Built to Convert.
Real strategy doesn't just fill a content calendar, it builds momentum. Every service I deliver is built around your values, your audience, and your offers. Not a generic template. Not someone else's playbook.
Done-For-You Marketing Services
SEO & SEM
Rank higher, get found, and turn clicks into clients. Keyword research, on-page optimisation, organic content strategy, and SEM campaigns, for when you want to accelerate growth without burning budget.
Email Marketing
Nurture sequences, campaign design, launch strategy, list growth, and platform audits. Ethical, strategic emails that sound like you, and sell without the sleaze.
Content Strategy
Pillar planning, platform strategy, 90-day topic maps, repurposing frameworks, and content systems that hold up in real life, not just on a spreadsheet.
Website Copywriting
Strategic, search-friendly copy that sounds like you and turns browsers into buyers. From full site rewrites to individual page copy; built around your voice and your offer.
Social Media Strategy
Channel audits, content planning, community engagement frameworks. Showing up with purpose, not just presence - visibility that's rooted in who you actually are.
Launch Strategy & Funnel Support
Pre-launch content, sales pages, funnel mapping, and campaign sequencing. Strategy rooted in real data and aligned messaging. No manufactured urgency, and definitely NO burnout.
Mentorship & Programmes
From a Single Session to Six Months Deep
Whether you need a fast reset or a full strategic overhaul, there's a container built for where you are right now, and where you're trying to go.
⚡ Power Hours
A single focused session of expert input on any area of your marketing. Fast, focused, and immediately actionable. Perfect when you need clarity right now.
🌑 The Priestess Pulse
A 1-week marketing mentorship for the creative, intuitive, or burnt-out business owner who needs a grounded reset, fast. Intensive, practical, and energetically considered.
✨ Shadow to Shine™
A 4–6 week hybrid mentorship for the established founder hitting a structural ceiling. Built around the proprietary SHINE Framework — guiding you from misalignment to a sustainable, identity-led approach.
🌕 The High Priestess Path™
A 6-month high-touch mentorship for values-led founders ready to build sustainable visibility on their own terms. Deep strategy, consistent accountability, a full marketing system built from the ground up.
Group Programme
The New Moon Circle & The LUNAR Curriculum
A group mentorship programme built around a structured five-phase journey through everything an early-stage service provider needs to build a sustainable, visible, client-generating business.
L - Lay Your Foundations
Establish the bedrock of your business — your values, your niche, and the structural clarity that everything else is built on.
U - Understand Your Rhythm
Discover how your energy actually operates — and design a business model that works with you, not against you.
N - Nail Your Message
Develop the words, positioning, and story that make the right people lean in — and feel genuinely seen.
A - Align Your Offers and Visibility
Create an offer suite and visibility strategy that reflect your real capacity and attract aligned clients.
R - Revenue That Repeats
Build the systems, rhythms, and sales approach that generate consistent income — without constant launching or performance.
Delivered as a 3-month container with community, live sessions, and the LUNAR Content Method woven throughout - a repeatable, energy-led approach to showing up consistently without burning out.
The Spellbound Strategist
For the Rebels, Misfits, Witches & Creatives
Traditional business advice was never written for you. This work is.
If Any of This Sounds Familiar...
You're exhausted from trying to keep up with everyone else's pace - posting daily, initiating constantly, and still feeling like you're falling behind.
You're inconsistent not because you lack discipline, but because real life keeps getting in the way, and no one's strategy has ever accounted for that.
The version of you showing up in your marketing doesn't quite match the person you actually are, and that gap is costing you aligned clients.
My approach is rooted in three things
- Ethics - no fake scarcity, no manipulation, no sleazy scripts
- Energy - honouring your capacity, your cycles, and your real life
- Identity - building a business that reflects who you are, not who you think you should be
Signature Frameworks
Living Systems, Not Borrowed Theories
These frameworks aren't pulled from a course. They're living systems developed through over a decade of hands-on marketing work, deep research into psychology and consumer behaviour, and direct lived experience of building a business through burnout, chronic illness, and rebuilding from scratch.
The Spellbound Strategy System™
Energy-led business foundations
The Spellbound Visibility Rhythm™
Vision · Action · Integration · Rest
The Spellbound Sales Messaging Method™
How to sell without it feeling like selling
The Resonance Revelation™
Attracting the right clients through truth rather than tactics
The Cosmic Content Code™
Content that feels like you, not a template
The SHINE Framework™
From structural stagnation to a business that honours your energy and scales sustainably
Your Spellbound Design
Human Design: Your Energetic Blueprint for Business
Human Design is a precision system, a synthesis of the I Ching, Kabbalah, astrology, the chakra system, and quantum physics, that produces a detailed map of how a person is designed to operate, make decisions, and move through the world.
In a business context, it offers something most marketing advice can't: genuine specificity. Rather than following generic visibility strategies, Human Design reveals how you specifically are designed to attract clients, structure your offers, make decisions, and communicate your value.
Business Readings
For the service provider who wants to understand their energetic design and apply it directly to how they run their business, market their offers, and work with clients.
Life Readings
For the person who wants clarity on their patterns, their purpose, and how they are designed to navigate relationships, decisions, and the direction of their life.
Both delivered as full written reports with an optional Loom walkthrough and live strategy call.
Background & Experience
A Path Most Strategists Haven't Taken
And that difference shows up directly in how I work.
Where the Strategy Depth Comes From
I spent over a decade as a Speech and Language Therapy Practitioner with Surrey County Council, working directly with children with complex additional needs; including autism, language and communication disorders, PMLD, trauma, and neurodivergence.
That work gave me something a traditional marketing education rarely develops: a deep, practical understanding of communication, behaviour, and what it genuinely takes to reach someone. It shaped how I write, how I listen to clients, and how I approach strategy.
My marketing career began in 2014 in the gaming and streaming world. A space built almost entirely on community, authenticity, and creator relationships. From there I built a full-time marketing services business, supporting 100+ clients across gaming, hospitality, e-commerce, and the service sector.
10+
Years Experience
In marketing and strategy
100+
Clients Supported
Across all services
50+
Women Mentored
Directly through 1:1 and group containers
12
Years in SLT
Surrey County Council
Career Timeline
A Non-Linear Path to a Very Deliberate Place
1
2010-2023
Speech and Language Therapy Practitioner, Surrey County Council - 12+ years supporting children with complex needs
2
2014
Marketing career begins in gaming and streaming - community management, creator relationships, authentic brand building
3
2019
Virtual assistant and marketing services business launched - growing client portfolio across multiple sectors
4
2021
Business taken full-time - full-service digital marketing across social, content, SEO, email, and influencer partnerships
5
2023
Professional Diploma in Digital Marketing completed · Vetted associate specialist with Get Ahead VA · Tech and marketing support for Be Leadership Ltd begins
6
2024-2025
Spellbound Marketing consolidated · The Spellbound Strategist launched · Full signature framework suite formalised
Amazing Clients I've Worked with Over the Years
Associate Work
Strategic Depth at Scale
Get Ahead VA
As a vetted associate marketing specialist through Get Ahead (a UK-based virtual expert and outsourcing agency) I take on client briefs requiring expertise in digital marketing, email strategy, content planning, and lead generation. This route offers businesses access to senior-level strategic thinking without the overhead of a full-time hire.
Be Leadership Ltd
I provide ongoing tech support and marketing delivery for Be Leadership Ltd, supporting corporate online workshop delivery - including work with virtual cohorts through their Social Leadership in Practice (SLiP) programme. The same strategic depth I bring to soul-led businesses translates seamlessly to larger-scale, human-centred corporate work.
Case Study 01
Streamlabs UK: Building Real Community in Gaming
Not managed presence. Genuine connection - at scale.
Streamlabs UK: Community Engagement Strategy
Client: Streamlabs via SourceCode Communications
Platforms: Twitter/X, TikTok, YouTube, Twitch, Instagram
Platforms: Twitter/X, TikTok, YouTube, Twitch, Instagram
Streamlabs, one of the world's leading platforms for streamers and gaming content creators, needed an expert genuinely embedded in the UK gaming ecosystem. Not someone who could manage a social calendar, but someone who understood creator culture, spoke the language, and could build real relationships rather than manufactured brand presence.
Working alongside PR agency SourceCode Communications, I developed and executed a targeted UK community engagement strategy - including daily personalised engagement, strategic outreach to UK creators, campaign support for major launches, and regular data-driven reporting on engagement trends and influencer impact.
10K+
Monthly Reach
Organic views and engagements per month across social channels
Daily
Follower Growth
Consistent daily growth alongside the in-house content strategy
Increased creator retention - more UK gaming creators organically mentioning and using Streamlabs. Stronger brand positioning within UK gaming conversations.
Case Study 02
Master Builder's House Hotel: Atmosphere-Led Storytelling
A 1729 maritime manor, a story worth telling, and content that actually captured it.
Master Builder's House Hotel: Social Media & Content
Client: The Woodford Group
Services: Social media strategy, on-site photography and videography, content creation, on-page SEO
Services: Social media strategy, on-site photography and videography, content creation, on-page SEO
The Master Builder's House Hotel in Buckler's Hard, New Forest — a stately 1729 manor with rich maritime heritage, elegant dining, and cottages overlooking the Beaulieu River — needed help bringing its atmosphere to life online. Not a generic luxury aesthetic. The real thing.
I designed and executed a monthly content creation programme, travelling to the hotel for 2–3 day stays to capture photography and video of the rooms, cottages, restaurant, bar, and grounds. The approach centred on authentic, atmosphere-led storytelling — real food, real spaces, real moments.
Measurable Results
Increased social media traffic, engagement, and follower growth. Increased organic website traffic from social channels. Directly attributed revenue growth for the hotel restaurants.
"It has been such a pleasure to work with you Sammie. Your efficiency is amazing and you've always been so quick to address a problem. We have thoroughly enjoyed working with you."— Marketing Director, The Woodford Group
Case Study 03
Truffle Shuffle: Email Marketing Audit
Client: Truffle Shuffle (via Get Ahead)
Services: Email marketing audit, strategic recommendations, prioritised action planning
Services: Email marketing audit, strategic recommendations, prioritised action planning
Truffle Shuffle, a leading UK retailer specialising in retro-inspired clothing and accessories, needed specialist input to improve the performance of their email marketing channel. I conducted a comprehensive audit using Google Analytics and the Adestra platform, analysing email-driven traffic, engagement patterns, open rates, click-through rates, conversion rates, unsubscribe rates, and text-to-image ratios across their full campaign programme.
The audit produced a full report with prioritised short, medium, and long-term action plans tailored to their specific email programme and business context. Short-term recommendations were implemented immediately following the audit debrief, with quick wins delivered from the first round of changes.
"We had a team debrief of the audit and were really impressed with the level of detail, methodology, and actionable insights provided by Spellbound Marketing. The short, medium, and long-term actions outlined are invaluable to our future email marketing strategies."— Truffle Shuffle
Case Study 04
Human Design Business Reading: When the Wrong Strategy Is the Problem
Client: Online service provider - coaching and healing space (anonymised)
Service: Human Design Business Reading - full written report and Loom walkthrough
Service: Human Design Business Reading - full written report and Loom walkthrough
A coaching and healing practitioner came to me after 18 months in business feeling quietly exhausted by their own marketing. Their work was excellent, but every visibility strategy they tried felt wrong. They were posting daily, initiating constant outreach, trying to match the output of other coaches, and depleting themselves without much to show for it.
Their Human Design revealed they were a 2/4 Projector with Emotional Authority, designed to wait for genuine invitations rather than initiate, to work in focused bursts rather than sustained output. Every strategy they'd been following was built for a Generator. Fundamentally the wrong energetic model for how they were designed to work.
"I genuinely did not realise how much energy I had been bleeding trying to be someone else's kind of 'visible'. The reading gave me permission to do it my way, and then it actually worked!"
Skills & Competencies
A Strategic Toolkit Built Across Industries
Digital Marketing
- SEO, SEM, keyword research
- On-page and off-page optimisation
- Email marketing and list growth
- Social media strategy
- Content strategy and copywriting
- Launch strategy and funnel planning
- Analytics and reporting
Platforms & Tools
- Google Analytics · HubSpot · Adestra · MailerLite
- WordPress · Shopify · WooCommerce · Systeme.io
- Canva · Microsoft Teams
- Instagram · TikTok · LinkedIn · YouTube · Twitch · Twitter/X
Specialist Areas
- Human Design practitioner
- Community-led and influencer marketing
- Ethical and values-led strategy
- Hotel, hospitality, and e-commerce marketing
- Gaming and streaming audience development
- Launch and funnel support
Transferable Background
- Behaviour-informed communication strategy
- Neurodivergent-accessible client work
- Psychology of connection and trust
- Plain language and accessibility expertise
- Complex needs specialism applied to messaging
Sustainability Isn't Just Messaging. It's the Foundation.
I live with PTSD, M.E./CFS, PCOS, endometriosis, and anxiety disorder. Which is precisely why sustainability, energy management, and building businesses around real life rather than relentless productivity aren't just talking points for me. They are the foundation of how I work — and what I teach. When I say I understand capacity limitations, I'm not speaking hypothetically.
Testimonials
What Clients Say
"It has been such a pleasure to work with you Sammie. Your efficiency is amazing and you've always been so quick to address a problem. We have thoroughly enjoyed working with you."
— Marketing Director, The Woodford Group
"We had a team debrief of the audit and were really impressed with the level of detail, methodology, and actionable insights provided by Spellbound Marketing. The short, medium, and long-term actions outlined are invaluable to our future email marketing strategies."
— Truffle Shuffle
"I genuinely did not realise how much energy I had been bleeding trying to be someone else's kind of 'visible'. The reading gave me permission to do it my way, and then it actually worked!"
— Coaching & Healing Practitioner (anonymised)
Ready to Build Something That Actually Feels Like You?
Whether you need done-for-you marketing, strategic mentorship, or a Human Design reading to finally understand why the standard advice has never worked, there's a door in The Spellbound Coven that's open for you.