Discover Alchemical Insights

Susannah Sulsar • Founder & Principal Strategist

I’m Susannah Sulsar, the strategist driving Alchemical Insights. With 25 years of experience across brand, channel, and engagement strategy in both B2B and B2C environments, I’ve honed my ability to turn research and insight into marketing that moves…and endures.

Throughout my career, I’ve partnered with teams across agencies and in-house environments to uncover what truly drives customer behavior, and translate that understanding into campaigns that achieve impact. From building channel strategies and audience personas to designing customer journeys and campaign ecosystems, I bring both analytical rigor and creative fluency.

But what truly energizes me is what I call strategic alchemy: the work of helping organizations reconnect with their why—their deeper purpose and the emotional truth behind what they do. Because when strategy is purpose-driven and the messaging is rooted in human behavior, campaigns don’t just perform—they resonate.

What I Bring to the Table

  • Fractional Strategist & Consultant: Whether you’re launching a campaign or revamping your go-to-market architecture, I jump in as a strategic leader on a short sprint or an ongoing basis.
  • Team & Relationship Leadership: From guiding internal stakeholders to collaborating with external partners, I build alignment, momentum, and clarity across teams.
  • Strategic Infrastructure + Execution: I design frameworks that matter: personas, customer journey maps, campaign messaging ladders, or rollout plans. Each tailored to drive practical, measurable results.
  • Cross-Functional Orchestration: I specialize in connecting the dots between creative strategy and media execution so your ideas don’t just live in a deck, they land in market.

How I Work

Momentum → Meaning
The result? Aligned teams. Clear briefs. Campaigns that don’t just launch—they guide, connect, and drive action.

Insight → Purpose
We begin with curiosity and discovery: research, interviews, and behavioral analysis that reveal the “why” behind what your audience does, and what your brand stands for.

Framework → Focus
We apply structured, repeatable tools—Jobs-to-Be-Done frameworks, persona development, journey mapping—to turn that “why” into a strategic narrative that teams can align around.

Story → System
We build campaign ecosystems and rollout roadmaps that ensure your messaging evolves with your audience—across channels, over time, and with intention.

Why I Do This Work

Because I believe communication isn’t just a transaction—it’s a connection. And when teams understand why they do the work—and why it matters to the people they’re serving—that’s when strategy becomes meaning, and meaning becomes movement.

Outside of work, I’m a coffee enthusiast, and you can find me at coffee shops with my nose in a book or planning my next baked treat. I’m fueled by curiosity, community, and a love for connections. Whether it’s neuroscience and branding or mysticism and metrics, I live for the moments where insight sparks transformation.

Noticed the logo? It’s the alchemical symbol for distillation—an intentional nod to both process and transformation. I love that it also resembles a stylized “A” for Alchemical Insights. I’ve always been fascinated by the idea of alchemy—not just as a historical precursor to chemistry, but as a metaphor for turning raw materials into something more refined and precious. In many traditions, alchemy explores the interplay between mind, matter, and meaning. That blend of the practical and the philosophical is exactly what inspires my work.