Rachael Baxter.
MEET THE FOUNDER
Strategist. Director. Founder.
Over 15 years of experience across marketing strategy, editorial leadership, and creative direction — now focused entirely on helping founders close the gap between the business they've built and the brand that represents it.
BACKGROUND
Founder & Creative Director
Rachael Baxter is the Founder and Creative Director of Baxter & Co., where she partners with founders and leadership teams to clarify positioning, strengthen narrative, and build visibility that supports measurable business growth.
Rachael Baxter brings over 15 years of experience across marketing strategy, editorial leadership, and creative direction. Her career spans finance, media and entertainment, health, politics, sports, and the nonprofit sector. She spent her career at leading New York City firms where the standard was precision, performance, and results — and that foundation shaped a single focus: translating a founder's vision into a structured, high-performing brand that finally reflects the quality of the work behind it.
Rachael is not just the agency owner — she is the methodology. The same strategic rigor she brought to boardrooms and brand teams is now applied to founders who are ready to stop being a well-kept secret.
Experience
Community
Approach
Core Expertise
BACKGROUND
Core Expertise
Where the work lives.
Rachael specializes in brand strategy, rebranding, campaign development, content direction, and customer journey design. She supports organizations in building cohesive brand ecosystems that drive recognition, alignment, and growth.
A career built on building.
Experience & Track Record
Led national print and digital expansion with distribution in over 350 Barnes & Noble locations and a subscriber base across 25 countries. Built a scalable, audience-first platform grounded in strong positioning and consistent storytelling.
Co-Founder & Editor-in-Chief, Conscious Magazine
Panelist at the International Young Leaders Assembly contributing to discussions on leadership, storytelling, and global impact.
Featured Expert, United Nations Headquarters
Traveled to Haiti with Conscious Magazine to serve alongside i'm ME — a nonprofit ending the orphan cycle through job creation, education, and family preservation. A week embedded with the team. On the ground reporting that shaped the publication's global perspective.
The Baxter Edit Podcast
Mission Trip to Haiti, i'm ME
Host of a podcast exploring founder life and creative conversation.
Community & Leadership
Rooted in the community she serves.
Rachael is a co-owner of a high-end boxing and fitness studio in Charleston, South Carolina, where she contributed to the launch of a modern athletic lifestyle brand — bringing firsthand experience in positioning and marketing a consumer-facing business from the ground up.
She also serves as President of the SHE Leads Group Elevate Chapter, where she supports mentorship, collaboration, and referral-driven partnerships among women in business.
Approach
Clarity. Alignment. Execution.
Based in Charleston and the Upstate, Rachael works with founders and leadership teams to build brands that are clear, differentiated, and positioned for sustained growth. Her approach is grounded in clarity, alignment, and intentional execution — ensuring brands not only communicate effectively, but perform.
