Gabriella Layne of Strut Communications on Building a Content Strategy Agency Rooted in Storytelling and Brand Presence

Gabriella Layne is the Founder and Content In Chief of Strut Communications, a creative content strategy agency that helps brands show up online with clarity, intention, and a distinct point of view. With a background spanning journalism, editorial publishing, public relations, and brand strategy, Gabriella brings a storytelling driven approach to how businesses build their digital presence.

Through Strut Communications, Gabriella works with founders, lifestyle brands, and community driven organizations to create editorial style content, campaigns, and digital experiences that move beyond posting for visibility and instead build meaningful connection and brand impact.

Please share a brief introduction and your business:

I’m Gabriella Layne-Avery, a content strategist, creative director, and the Founder and CEO of Strut Communications.

I help brands stop winging their content and start showing up with intention, strategy, and a clear point of view. Through Strut, we create editorial-style content, campaigns, and digital experiences that elevate how brands show up online and turn their presence into something people actually connect with. My work is rooted in storytelling, community, and the belief that content should not just be seen, it should create impact.

Take us back to when you launched? What was your marketing strategy?

When I first started my business, I leaned heavily on platforms like Upwork to find work. But I quickly realized I was competing in a sea of people, and most clients were choosing based on price.

I knew that wasn’t the kind of business I wanted to build.

That’s when I realized I needed to shift from chasing opportunities to building a brand. I put together a simple visual identity, created a mood board, had my wife take photos of me at a local coffee shop, and started showing up consistently on social media.

I didn’t grow a huge audience overnight, but I started to get in front of the right people. My content led to meaningful connections, referrals, and opportunities that felt much more aligned with the type of clients I wanted to work with.

That shift from competing on platforms to building my own presence changed everything.

Did you always know you wanted to be an entrepreneur?

No, I didn’t always see myself as an entrepreneur.

Funny enough, my wife saw it in me before I ever did. I was focused on building my career and learning, not necessarily thinking about starting a business.

That started to change when I moved to Los Angeles and began working with independent and family-owned businesses. Being in those spaces and working closely with founders gave me a front-row seat to what it actually looks like to build something from the ground up.

It made entrepreneurship feel real and accessible. Being in the room with those leaders every day, I started to realize that if they could build something of their own, I could too.

What accomplishments are you the most proud of to date in your business?

There are a few accomplishments I’m really proud of.

Winning a Reelies Award for Most Original Content in 2025 felt like a full-circle moment, especially as someone who has always approached content through a more creative and editorial lens. I’ve also had the opportunity to design campaigns that have been featured on Times Square billboards, which is still surreal to see.

Being able to speak at conferences and retreats and share my perspective with other business owners is something I value deeply. Those moments remind me how far I’ve come and the impact this work can have beyond just the content itself.

But honestly, one of the things I’m most proud of is the fact that I’ve stayed committed to building this business over the years. It wasn’t something I planned, and it hasn’t always been easy, but continuing to grow and evolve through it all has been one of my biggest accomplishments.

What is one thing you wish you had known when you started your Entreprenista journey?

That there’s never gonna be a point in business where everything clicks and is perfect from here on out. Every time I ‘figure it all out’ everything changes again. It’s part of the journey so might as well embrace it!

When hiring, what is your go-to interview question?

Please share your favorite 90s sitcom - because I have to do a vibe check lol

What did you do before starting your own business?

Before starting Strut Communications, I built my career across in-house and agency roles within the fashion, lifestyle, entertainment, and media industries.

I began as an intern and marketing assistant, and over time expanded into editorial and media, working as a freelance journalist while completing my master’s degree at USC. I contributed to several publications and went on to launch my own magazine, where I served as Editor-in-Chief. That experience shaped my perspective on storytelling and continues to influence how I approach content today.

From there, I transitioned into public relations, where I worked as a publicist for a legendary R&B artist, managing press and coordinating a milestone event for his induction into the North Carolina Music Hall of Fame. I later moved into agency work as an account manager at a design and marketing firm, where I led client strategy across social media, advertising, and events, giving me a well-rounded perspective on how brands build and execute integrated marketing campaigns.

After being laid off from that role, I was encouraged by my former manager to continue working with my clients independently. What started as freelance quickly evolved into Strut Communications. Seven years later, I’ve built a business rooted in the same foundation that shaped my career, combining editorial storytelling with strategic content to help brands show up with clarity, intention, and impact.

What made you take the leap to start your own business?

I didn’t set out to start a business, I stepped into it.

At the time, I was working as an account manager at a design and marketing agency while also running my own magazine on the side. I would leave work every day and go straight to a coffee shop to build something that felt like mine.

When I was laid off, I remember feeling like I had failed. It was a hard moment, and I wasn’t sure what was next. But a week later, I took the last of my savings and flew to Atlanta to attend a pitch competition.

Being in that room changed everything. I was surrounded by women who were building businesses, sharing their ideas, and creating opportunities for themselves. It was the first time I saw what was possible and realized I could do the same.

At the same time, I was encouraged to continue working with my clients independently. What started as freelance quickly grew, and I began to see a clear gap in how brands were approaching content. They were showing up, but without a clear strategy or story behind what they were creating.

That’s what led me to fully commit to building Strut Communications. What started as a leap during an uncertain moment has grown into a business centered on helping brands show up with intention, clarity, and a strong point of view.

Do you have any recent wins?

This past year has been a big one.

I was honored to win a Reelies Award for Most Original Content in 2025, which felt like a full-circle moment as someone who has always approached content from a creative and editorial lens.

I also hosted Content & Chill in both Los Angeles and Atlanta. Content & Chill is an experience I created for entrepreneurs and creatives who want to create content more intentionally, build their brand, and be in community with like-minded people. Seeing it come to life in multiple cities and the impact it had on attendees has been incredibly meaningful.

Both of these wins reflect the direction I’m building in, creating not just content, but spaces and experiences that help people show up and grow.

What's one app on your phone that you cannot live without?

Stardust, it helps me track my cycle so I can plan my work a best as I can around my energy

Who are your customers?

Our clients are founders, entrepreneurs, and brands that are done winging their content and ready to show up with intention.

We primarily work with lifestyle brands, personal brands, and community-driven organizations who know they have something to say and want to build a stronger, more strategic presence online. They come to us for the strategy, creative direction, and systems needed to turn their content into a powerful extension of their brand that drives visibility, engagement, and growth.

What's your top productivity tip?

One of my biggest productivity shifts has been following the rule of “if it takes less than five minutes, do it now.”

I’ve learned that the small tasks are often what create the most mental clutter. When I let them pile up, my to-do list feels overwhelming, even if the tasks themselves are simple.

Knocking those out in real time helps me stay organized and keeps my mental space clear so I can focus on the bigger, more strategic work. I also try to be more realistic about how long larger tasks will take, instead of overloading my day.

What's your favorite business tool?

Airtable; it’s such an amazing tool for organizing data and information

What's your approach to work-life balance?

I think about work-life balance more as work-life integration.

I’m big on romanticizing my work and creating an experience around what I do. That might mean working from a cute coffee shop, changing my environment, or structuring my days in a way that feels good and energizing.

I also prioritize building a business that supports my life, not the other way around. That looks like traveling, working limited days or hours when I need to, and creating flexibility in how I show up.

For me, it’s less about perfect balance and more about being intentional and designing a lifestyle that allows me to enjoy both my work and my life.

How do you avoid burn-out?

Avoiding burnout is something I’m still actively working on.

As a business owner, it’s easy to tie your value to how much you’re producing, so one of the biggest shifts for me has been learning to see my worth beyond my work and output.

I’ve also learned the importance of building in small resets throughout my day. Taking walks, stepping away from my desk, or even allowing myself to rest when I need it helps me stay grounded and avoid pushing myself too far.

Changing my environment has also been helpful. Working from different spaces gives me a fresh perspective, and being intentional about my hours helps me avoid overworking, especially when I’m at home and it’s easy to keep going.

It’s an ongoing practice, but one that’s been essential for me.

What advice do you have for aspiring Entreprenistas?

Never stop listening and learning!

What began as freelance work after a career pivot grew into Strut Communications, a business dedicated to helping brands turn content into a strategic extension of their identity. Today, Gabriella Layne continues to combine storytelling, creative direction, and community driven experiences to help founders build stronger, more intentional brands.

If you are a woman founder looking to grow your business while connecting with a powerful network of female entrepreneurs, Entreprenista provides the community and resources to help you scale with confidence. Learn more about joining Entreprenista at https://www.entreprenista.com.