Hi, we’re Hayley & Madeline.
We’re marketers, needlepoint people, and the co-founders of The Stitch Strategy.
We started The Stitch Strategy because we saw a gap in the needlepoint industry. There were so many incredibly talented shop owners, designers, finishers, and creative business owners doing amazing work, but marketing that work was often another full-time job on top of actually running the business.
That’s where The Stitch Strategy comes in.
With years of experience across social media, email marketing, eCommerce, SEO, branding, and digital strategy, we built an agency that understands both marketing and the needlepoint industry. We know the excitement of a new canvas drop, the chaos leading up to Market, and what it takes to keep a creative business visible in an increasingly busy space.
Today, our team helps needlepoint businesses build smarter, more consistent marketing that actually supports the business behind the brand. That means less guessing what to post, fewer things falling through the cracks, and a strategy designed to help you reach the right people and keep growing.
Meet The Team
Co-Founder + The One Who Brings the Plan
Hayley Albright
Leading the strategy and organizational side of The Stitch Strategy, Hayley Albright brings over a decade of experience in marketing, brand growth, and ecommerce. Her background spans social media, email marketing, campaign planning, and systems building, with a strong focus on clarity, prioritization, and execution. Hayley brings structure to creative businesses by turning ideas into clear plans, building repeatable processes, and keeping marketing efforts focused and realistic. Her approach is grounded in thoughtful strategy, consistency, and helping businesses grow in ways that feel sustainable and manageable long term.
Co-Founder + The One Who Brings the Spark
Madeline Wrubel
At the heart of The Stitch Strategy’s creative work is Madeline Wrubel, who brings over eight years of marketing experience and a lifelong connection to needlepoint. Her background includes creative direction, storytelling, content development, and community-focused marketing, with an emphasis on building authentic, relationship-driven brands. Maddie brings creativity and intention to every project, helping businesses grow while preserving their personality, values, and sense of community. Her approach centers on thoughtful storytelling, consistency, and marketing that feels personal, aligned, and sustainable over time.
Marketing Manager
Lauren Trupo
With a natural eye for what makes content connect, Lauren Trupo loves finding the personality behind a brand and bringing it to life across social media, email, and beyond. Her background spans content creation, SEO, email marketing, social media, and digital strategy, giving her a well-rounded approach to building marketing that feels both creative and intentional.
And as a needlepointer herself, she understands the industry from both sides, bringing a marketer’s perspective and a genuine love for the needlepoint community to everything she works on.
Marketing Manager
Tara Schneider
Supporting The Stitch Strategy’s social media and community work, Tara Schneider brings over six years of experience in marketing, with a focus on social media strategy, content creation, and community building. Her background is rooted in creativity and fiber arts, giving her a strong understanding of internet culture, trends, and what resonates with people online. Tara has a natural ability to turn timely ideas into engaging content that feels relevant and authentic. She helps brands show up consistently on social media in ways that feel approachable, aligned, and community-driven, supporting connection and long-term growth without losing a brand’s voice.
Marketing Manager
Cassandra MacDonald
Cassandra brings five years of marketing experience and a background rooted in design and art to her work across social media, email marketing, and web design. She has a natural eye for what makes a brand feel cohesive and compelling, and a genuine love for the craft. Her approach blends creative instinct with marketing strategy, turning ideas into digital touchpoints that feel intentional, visually strong, and true to a brand's personality.