Your marketing partner, from strategy to execution.
Why We Do What We DoOur work is designed to create distinction and connect with the audiences that matter most.
Not every organization needs a full-time Chief Marketing Officer. But many reach a point where they need the strategic thinking, executive perspective, and marketing leadership that role provides.
Growing organizations often find themselves in the space between needing tactical marketing support and being ready to hire a senior marketing executive. They need someone who can provide strategic direction, bring clarity to complex challenges, and help move initiatives forward. That's the gap Lace Up Creative was built to fill.
Not an Agency, a Partner
We've been the marketing department of one, led growing teams with big expectations, built marketing organizations from the ground up, and served on executive leadership teams. Those experiences shaped how we work today: as a collaborative partner who brings strategic leadership and hands-on execution exactly when organizations need it.
We Meet You Where You Are
Whether you're preparing for a major rebrand, launching a product, building an executive platform, or looking for ongoing strategic marketing leadership, Lace Up meets you where you are. We partner with organizations at every stage of growth, from founder-led startups to private equity-backed companies, creating positioning and communications strategies that drive awareness, engagement, and business impact.
We thrive on simplifying the complex. Whether translating technical expertise into compelling narratives or helping brands find their voice in crowded markets, our work is designed to create distinction and connect with the audiences that matter most.
Ready to build your momentum? Let’s lace up and get started.
Our Philosophy
Assess > Align > Accelerate
Every engagement is built on the same belief: meaningful marketing starts with understanding before execution.
We don't believe in jumping straight into tactics or checking boxes. The strongest marketing programs are built on a clear understanding of your business, your audience, and your goals. That's why every engagement follows the same guiding principles.
Each organization is different. Some clients need a strategic advisor for a few hours each month, while others need an embedded marketing partner who works alongside their team. Our approach is designed to be flexible, collaborative, and tailored to where your business is today, while building for where it's going next.
Technology Expertise
Experience that goes beyond marketing.
We help organizations bring complex technologies to market by translating technical capabilities into clear, compelling stories that resonate with buyers, partners, analysts, and stakeholders. We understand the challenges of marketing sophisticated solutions because we've spent our careers immersed in the industries that build them.
Cybersecurity
Endpoint Security
Network Security
Cloud Security
Application Security
Identity & Access Management
Risk & Compliance
Cloud & Infrastructure
Cloud
Hyperconverged Infrastructure
Compute, Storage & Virtualization
Enterprise Infrastructure
Data Center
Applications & Data
Resilience & Continuity
Disaster Recovery
Cyber Resilience
Business Continuity
Backup & Recovery
Cloud Migrations
Technology & Delivery Models
SaaS
Managed Services
Professional Services
AI & Automation
Channel & Partner Ecosystems
Technology Ecosystem Experience
Throughout our careers, we've developed messaging, campaigns, go-to-market strategies, and partner marketing initiatives around many of the industry's leading technology platforms, including Microsoft, Cisco, Dell, Rubrik, Everpure, Cohesity, AWS, Arctic Wolf, VMware, IBM, Veeam, Commvault, Zerto and others.
We understand how technical buyers evaluate solutions and how to translate complex offerings into messages that drive action.
Meet the Founder
Erin Steinmetz
For more than 20 years, I've helped B2B technology companies define their brands, clarify complex messaging, and build marketing programs that drive growth.
I've had the opportunity to build marketing functions from the ground up, lead executive-level strategy, manage agency relationships, launch products, guide corporate rebrands, and help organizations tell stories that resonate with customers, partners, analysts, and investors.
I founded Lace Up Creative because I saw an opportunity to give growing technology companies access to the kind of strategic marketing leadership that's often out of reach until much later in their journey. My goal is simple: become an extension of your team, helping you move faster with clarity, consistency, and confidence.
Highlights
20+ years of B2B technology marketing leadership
Former SVP of Marketing and executive leadership team member
Expertise spanning cybersecurity, cloud, SaaS, managed services, and infrastructure
Fractional marketing leader for growing technology companies
Let’s Talk
Schedule a free strategy session to discuss your goals, your challenges, and how we can best work together.