Emma Frutkin

Emma Frutkin spent a decade at bswift, a benefits technology startup she joined in 2007 and watched grow from scrappy to sold — acquired by Aetna in 2014 in one of the benefits tech success stories of that era. For ten years, she had a front-row seat as the company grew, scaled, and sold, learning how a real business gets built and marketed. That experience is baked into everything she does.

She also learned the hard way what bad marketing looks like. As a business owner herself, she once got played by a major media company selling what amounted to vaporware — and even with a marketing background, she fell for it. The options are endless. The noise is loud. And it's genuinely hard to know where to spend your money when you're also trying to run a company.

That's exactly why she started Sea Salt & Seltzer at 40 — to build the marketing agency she'd actually want to hire. One that's honest, strategic, and starts with your message before spending a single dollar on execution. One built for the founders and leaders who are doing great work and just need their marketing to catch up.

Emma has been a StoryBrand practitioner for over a decade. It works. She's seen it.

She lives in Savannah with her husband, three boys, and her dog Mae. You'll find her running, cycling, weeding (her words), or deep in a book under a heated blanket — almost certainly with a Nespresso nearby. She's been known to pack the machine on road trips.