ABOUT✷✷✷
Guerrilla is a solo practice by Tess, based in Charlotte, NC.
It exists because most marketing advice is recycled, overpriced, and completely detached from how real people actually build things.
I work independently across marketing, branding, and strategy - hands-on, in the mess, where decisions actually matter.
My background cuts through small businesses, large companies, agency work, in-house roles, and everything in between. I’ve seen the full machine from the inside. I know what works, what’s theater, and what’s just there to sell you more services.
I don’t subscribe to one method, one framework, or one “industry standard.”
Most of those are just ways to make simple things expensive.
The goal is blunt: help independents stop getting played by bad advice, unnecessary complexity, and strategies designed for companies they’ll never be.
Strip it down. Cut what’s fake. Keep what works. Drown out the noise.
The name
The name comes from two places that never really felt separate.
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 harder than it should.