ABOUT✷✷✷
Guerrilla is a culture and community oriented independent marketing and creative studio with hardcore DIY ethos, based in Charlotte, NC. It is also a reflection of me, Tess.
I have been deep in subculture marketing and creative for over 20 years. While my career has taken me to those cushy corporate roles in the past, it’s not where I ever belonged. It did however, allow me to know the machine inside-out.
I care deeply for culture and community, and protecting both from corporate influence. I am the marketing person for the people who hate what marketing has become.
I don’t subscribe to one method, one framework, or one “industry standard.” I’m not going to try and sell you on anything that doesn’t align with your values.
The goal is blunt: help independents stop getting played by bad advice, unnecessary complexity, and strategies designed for something they’re not.
Strip it down. Cut what’s fake. Keep what works. Drown out the noise.
The name
The name comes from two places.
On one side: music. The influence of Gorilla Biscuits, revolutionaries the hardcore scene with pure DIY energy, community-first mindset, and the idea that things only move forward when people decide to do them themselves. No spectacle. No outsourcing the work of building something real. Just action and PMA.
On the other side: guerrilla marketing - and by extension, the original definition of guerrilla.
Little war. Independent, radical, unconventional, small, and agile. Forces using unconventional tactics to create disproportionate impact against larger, slower systems. Movement over mass. Precision over scale. Adaptation over rigidity.
It sits in the overlap between DIY culture and asymmetric strategy - where small operations can cut through much larger ones simply by moving differently and thinking sharper.
No excess. No theater. Just impact that lands.