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Something in your business isn’t working the way it should.

You can feel it. But you just can’t name it yet.

Photo of Anne-Marie Goulet, Founder of Swim Club.

I’m Anne-Marie. I’m a CMO and GTM leader who helps founders figure out what’s not working, and how fix it.

Why Swim Club

Back in the water.

I left my last in-house role as a CMO to get back to the craft. Not to manage people doing the work, but to do it myself — building, testing, getting first-hand experience with AI in a way most people at my level have moved away from.

After 15 years inside Salesforce, Shopify, and WordPress Enterprise, I kept watching the same thing play out: smart people, broken systems, growth that should be happening but isn’t. I felt tired of seeing the same patterns repeating themselves.

The optimist in me see this next era of AI powered GTM as potentially being the best era for creative and marketing. But it requires a strong human voice to power it.

And don’t get me wrong. Things aren’t usually as black and white as I’m describing, but for cinematic purposes, it’s inside this watershed moment we find ourselves — to deliver The Mediocre or The Excellent — where I want to be a force for excellence. I want to be useful at scale. I want to bridge the gap between what’s actually working and all the LinkedIn noise flooding our ears. I want to give founders, CEOs, and marketing leaders practical, grounded ways to build growth that’s repeatable, not just theoretical.

Swim Club is the result. So I picked a name that was fun in spirit and had nothing to do with consulting. Anyone who knows me knows I don’t take myself too seriously. Swim Club sits at the intersection of my candour, my craft, and a deep desire to drive results. I thrive in being able to shift altitudes with ease, going from CMO-level visionary thinking, to developing ICP with user research, and getting shit done (GSD) fast.

For me it’s a place you come for real-world help and support — no strategy decks that just sit in google drive.

At the heart of it, Swim Club is about my love of doing good work, with great people, and having fun across shared lanes.

Free Resource

The CMO’s honest guide to AI.

You’re being asked to “have an AI strategy” on top of everything else. This is the operator-grade breakdown I wish I’d had: what’s real vs. theatre, how to think about assistants, workflows, and agents without the buzzwords, and what a sensible first phase actually looks like for a marketing team.

Here’s what I keep hearing

Smart people. Great products. Real momentum. And yet, something still isn’t working.

Maybe your top of funnel is broken and nobody can agree on why.

Maybe your sales and marketing teams are executing but the pipeline isn’t moving.

Maybe the story you’re telling the market doesn’t feel quite right, not wrong exactly, just not true yet.

Maybe your company has matured but your marketing still runs like a two-person startup.

Maybe you’ve run a few AI experiments and nothing has compounded into anything real.

It’s almost always the same thing underneath: the system your business is running on isn’t coherent or connected. And until it is, none of your teams’ effort converts into something that actually compounds.

The result is always the same: lack of team buy-in, slowing pipeline, or worse — slowed revenue growth.

How I work

I show up with questions and curiosity, not with a playbook I built for someone else’s business.

I want to understand what you’re actually trying to build. Not the pitch version — the real one. From there I follow the thread, wherever it leads.

Sometimes that takes us into your team structure, sometimes your product’s story, sometimes how your sales and marketing are working together, sometimes all three…or something else entirely.

Whatever it is, we diagnose it. Then we build from there together a clear plan your team can actually run, documented and put to work, not filed away in a deck nobody opens.

How we can work together

Some founders need a thought partner for a specific problem. Some need someone embedded in the business. Some need something built.

Here’s how I work:

Advisory: $350 USD/hour

When you need a direct sounding board. We work through a specific problem together.

Good for things like: figuring out who your ideal customer actually is, deciding whether to hire a CMO or a VP of Marketing, pressure-testing your positioning before a fundraise, or thinking through why your pipeline has stalled.

Fractional/Part-time: $1,000 USD/day

When you need someone embedded in the business over weeks or months. I work alongside your team to diagnose what’s broken and build the system to fix it.

Good for things like: rebuilding how your sales and marketing teams work together, designing your marketing org for the next stage of growth, building and running your first real campaign engine, or leading a product or market launch from strategy through execution.

Project-based: Starting at $5,000 USD

When you have a defined problem and need something built. I scope it, build it, and hand it off in a form your team can actually use.

Good for things like: defining your ideal customer and why they buy, building your competitive positioning, developing your brand story and messaging, mapping out an international expansion strategy, or creating a hiring framework for your first marketing leader.

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Hello OnlySwimFan, need advice?

If you’re struggling with a problem in the work place that you cannot solve with your lead, or take to LinkedIn, send your question in the form on the right, or email me at anne-marie@joinswimclub.com.

All posts will be 100% anonymous.

Here to help,

AMG

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