A Growth Strategist’s Perspective
When I joined Rithom Consulting as a Growth Strategist, I wasn’t handed a manual on how to grow a modern IT consulting firm, I was given an opportunity to shape it. My challenge? Build awareness, generate leads, and align our marketing with the way our sales team sells and our delivery team delivers, all while keeping pace with rapid tech evolution.
Enter AI.
Rethinking Growth with AI
I didn’t set out to “AI everything.” I started with small, intentional steps, looking for ways I could save time, improve quality, or move faster. I wasn’t trying to replace strategy. I was trying to scale it.
AI quickly became a behind-the-scenes force that helped me:
- Create smarter content faster
- Plan and refine campaigns with more confidence
- Understand and target leads more effectively
What It Looked Like in Practice
Here’s how I’ve actually used AI at Rithom:
- Content Creation: From blogs and email sequences to video scripts and LinkedIn posts, AI helped me go from concept to final draft faster and with more options to test and tweak.
- Campaign Planning: I’ve used AI to map nurture streams, segment audiences, and fine-tune messaging before launch. It’s like having a strategist in the room with me always ready to assist.
- Lead Targeting: AI has helped refine how we speak to different audiences. By experimenting with tone, structure, and phrasing, I’ve been able to quickly adapt messaging to feel more relevant, whether for outbound emails, campaign sequences, or nurture content tailored to specific platforms or services.
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Collaborating Smarter Across Teams
AI hasn’t just changed how I approach marketing tasks, it’s also helped me collaborate more effectively with other teams.
At Rithom, we work closely across sales, delivery, and leadership, and AI has given me new ways to support those conversations. For example, when preparing campaign ideas or sales enablement content, I can quickly draft options, test phrasing, or generate outlines that our sales team can adapt to their style.
When developing internal presentations or new product positioning, AI helps me brainstorm frameworks or refine messaging to ensure clarity and alignment.
By streamlining the prep work, AI frees up more time for strategic collaboration so we can focus on the conversations and decisions that really move us forward as a team.
Expanding My Skill Set with AI
One of the most unexpected ways I’ve used AI is in areas I never thought I’d touch, like HTML and website troubleshooting. I’m not a developer, and when I first started working on Rithom’s site in Thrive Architect, there were times when something wasn’t displaying correctly or I needed to adjust code to improve SEO or accessibility.
In the past, I would have had to wait for a developer or rely on trial and error. But with AI, I can now ask for help understanding what the code is doing, suggest edits, and even generate safe code snippets to test.
AI has empowered me to take ownership of technical areas I never imagined working in.
Jennifer Russillo
Growth Strategist
Whether it’s troubleshooting HTML for image optimization, adjusting meta tags, or improving the way links are structured for SEO, AI has become a kind of “on-call assistant” that explains concepts clearly and helps me solve problems faster.
It’s empowered me to take ownership of more technical aspects of our marketing stack, and that’s directly contributed to faster site updates, better SEO results, and more confidence in my own abilities.
The Bigger Shift
Using AI hasn’t just changed how I work, it’s changed how I think. My role has evolved from content generator to orchestrator. I’m still leading strategy, but now I have more mental space to think bigger and act faster.
And I’ve found that transparency matters. When clients hear that we use AI to improve our own operations, it builds trust. It shows we’re not just selling innovation, we’re living it.
What I’ve Learned
- AI is a tool, not a shortcut. You still need a strong strategy and a clear voice.
- Start small. Don’t overhaul your entire process, just look for one place to get a quick win.
- Stay human. AI helps, but people still make the magic happen.
Looking Ahead
Today, Rithom helps clients explore how AI fits into their businesses , not because it’s trendy, but because we’ve done the work ourselves. Our journey with AI is ongoing, and I’m proud to say it’s helped us grow not just smarter, but stronger.
Written by Jennifer Russillo, Growth Strategist at Rithom Consulting
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AI isn’t just a tool we recommend, it’s something we actively use to improve how we grow, communicate, and serve. If you're curious how AI could support your growth strategy or enhance your business operations, we’d love to explore it with you.