CASE FILE — THE NEURO COVEN
Solo Founder Build · Neurodivergent Audience Design
What happens when you apply forensic consumer behaviour to an audience traditional marketing has never bothered to understand.
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CASE FILE: N. REMIS — LEAD INVESTIGATOR
I've Watched Campaigns Die Up Close.
This Is What I Learned.
Not a theory borrowed from a textbook. Not a framework built in a vacuum. Sixteen years of being in the room when marketing campaigns succeeded, failed, and sometimes died for reasons nobody on the team could name.
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I Built a Brand for an Audience Nobody Was
Designing For — Then Watched What Happened
180K Pinterest views per month. 48.10% newsletter open rates. Passive digital product sales. Zero paid advertising. A forensic breakdown of what consumer behaviour research produces when you apply it to your own audience instead of a client's.
Project
The Neuro Coven
Type
Solo founder build — no team, no paid ads, no agency
Audience
Neurodivergent witches · ADHDers · Highly sensitive people (HSP) · Baby witches seeking accessible practice
Industry
Digital content · Spiritual wellness · Digital products
Platforms
Pinterest · TikTok · YouTube Shorts · Email · E-commerce platforms
Built By
Noelia Remis — Founder, The Consumer Autopsy
Service
Self-applied: Consumer Behaviour + Marketing Operations
THE CONTEXT
The neurodivergent wellness audience is one of the most commercially underserved segments in digital content. Not because it's small — ADHD, autism, and high sensitivity affect a significant portion of the population — but because the standard content and marketing playbooks were built for neurotypical attention patterns, neurotypical energy cycles, and neurotypical trust signals.
Content designed for neurotypical audiences optimises for volume, velocity, and stimulation. Post daily. Hook in three seconds. Create urgency. Build FOMO. Convert fast.
Every one of those mechanics works against a neurodivergent or highly sensitive audience. High-volume content creates overwhelm. Urgency creates anxiety. FOMO creates shame spirals. Fast conversion pressure triggers the exact avoidance behaviour that prevents purchase.
The spiritual wellness niche compounds this. Witchcraft and spiritual practice communities online are saturated with aesthetic-first content that looks accessible and functions as exclusionary — rituals that require specific products, specific spaces, specific amounts of time and executive function that ADHD brains and depleted nervous systems
frequently can't provide.
The Neuro Coven was built to fill that gap. Not as a content project. As a consumer behaviour experiment: what does a brand look, sound, and feel like when it's designed from the audience's psychological needs outward, rather than from a content calendar inward?
THE METHODOLOGY
The dual-lens approach I apply to client campaigns was applied here without modification:
CONSUMER BEHAVIOUR LENS:
Before any content was created, the audience's psychological profile was mapped:
— Attention patterns: neurodivergent attention is non-linear, interest-driven, and context-dependent. Content that assumes sustained focus loses this audience at the hook. Content designed for interest-led entry retains them through the body.
— Energy economics: HSP and ADHD nervous systems operate with different energy budgets than neurotypical ones. Content that demands high cognitive load — dense text, complex navigation, overwhelming visual stimulation — is experienced as a cost, not a benefit. Every design decision was made with energy expenditure in mind.
— Trust signal calibration: community-resistant audiences — those who have been repeatedly excluded, misrepresented, or marketed at incorrectly — require longer trust-building timelines and respond to different trust signals. Authenticity over polish. Specific over aspirational. Permission-based over pressure-based.
— Shame avoidance design: a neurodivergent audience building a spiritual practice has frequently encountered content that implies they're doing it wrong — too inconsistently, too imperfectly, too chaotically. Every content format, product design, and community touchpoint was built to remove shame as a possible response.
MARKETING OPERATIONS LENS:
Solo founder constraints were treated as design parameters, not limitations:
— Sustainable content architecture: systems that produced compounding results without requiring daily high-output execution. One SEO blog post → 35 Pinterest pins → TikTok carousels → YouTube Shorts → email newsletter. One input, multiple outputs.
— Evergreen-first strategy: content designed to rank and convert over time rather than spike and decay. Pinterest SEO as the primary organic growth channel — a platform whose algorithm rewards longevity over recency.
— Automated conversion infrastructure: email funnels via Beacons, lead magnets as audience qualification tools, digital product delivery without manual fulfilment.
— Passive revenue design: Digital products, Amazon Affiliate storefront,
and seasonal product launches built to generate income between active content production periods.
WHAT I BUILT
BRAND IDENTITY AND EDITORIAL VOICE:
A brand architecture calibrated for an audience whose primary relationship with online content is one of hypervigilance and trust scarcity. Visual calmness over aesthetic maximalism. Specific, honest language over spiritual aspiration-speak. Permission-giving framing
over achievement-oriented framing.
CONTENT SYSTEM:
— Weekly SEO-optimised blog posts (1,500+ words) targeting long-tail keywords in the lazy witch, neurodivergent spirituality, and ADHD wellness niches
— Pinterest pin batches (35 pins per blog post or product) with keyword-researched titles, descriptions, and board architecture built for search visibility
— TikTok carousels and YouTube Shorts adapted from blog content with platform-specific SEO captions and calls to action
— Weekly newsletter with 50% average open rate — written in the same voice as the content, not a separate "brand" register
DIGITAL PRODUCTS:
— Seasonal digital products: Magical Calendars, Spell Guides, Sensory Altar Tools
— Lead magnets: printable ritual pages, intention cards, mind dump sheets — each designed to solve a specific neurodivergent-relevant problem (executive dysfunction, overwhelm, ritual inconsistency)
TOOLS AND AUTOMATION:
— Emotion-to-Ritual generator via Tally: an interactive tool that translates current emotional state into an accessible ritual suggestion — removing the executive function barrier of "deciding what to do"
— Automated email flows via Kit for lead magnet delivery and subscriber nurture
— Amazon Affiliate storefront with curated product lists organised by sensory profile and use case
KEY FINDINGS
01 —
Designing for the audience's constraints produces results that designing for the algorithm's preferences doesn't. 180K Pinterest monthly views without paid promotion is a content architecture result, not a posting frequency result. The pins rank because they were built for search intent and keyword specificity — the same SEO discipline that produces blog traffic. Evergreen over viral. Specificity over broad appeal.
02 —
48.10% newsletter open rates are a trust signal, not a deliverability result. Industry average email open rates sit at 20-30%. A 48.10% open rate in a community-resistant audience means subscribers are actively choosing to open — not passively failing to unsubscribe. That's the measurable output of trust-signal calibration: an audience that doesn't trust easily trusts completely when the signals are right.
03 —
Solo founder sustainability requires systems that compound, not schedules that exhaust. The content engine built here — one blog post producing content across four platforms plus email — was designed to be executable by one person with variable energy, variable focus, and no team backup. That's not a constraint workaround. It's applied consumer behaviour: the founder is also a member of the audience. What depletes the audience depletes the founder. Designing for both simultaneously is what makes the system sustainable.
THE RESULTS
All results generated without paid advertising, without a team, and without a content schedule that required daily high-output execution.
The Neuro Coven is an ongoing build. Current focus: SEO compounding (blog posts ranking for target keywords), Pinterest authority building (multiple pins in top positions
for niche keywords), and digital product expansion timed to audience lifecycle moments
(seasonal launches, ritual calendar events).
The passive revenue infrastructure — digital products, lead magnets, Amazon Affiliate
storefront — is functional and generating consistent sales without active promotion
between content cycles.
180K
Pinterest monthly views
48.10%
Newsletter open rate
800
Average monthly blog views
860+
Followers across all platforms (organic)
WHY THIS CASE FILE EXISTS
Every other case file on this page documents work done for a client's audience.
This one documents work done for my own.
The Neuro Coven exists because I wanted to know what happens when the dual-lens approach I apply to client campaigns is applied without
a brief, a budget, or a brand team — just an audience that isn't being served correctly and a methodology for figuring out why.
The answer is 180K monthly Pinterest views, a 48.10% email open rate, and passive digital product sales from an audience of neurodivergent and highly sensitive people who are exceptionally difficult to reach
through conventional marketing and exceptionally loyal when the signals are right.
That's what consumer behaviour research applied to audience design actually produces. Not as a theory. As a result.
If your brand is trying to reach an audience whose attention, energy, and trust signals work differently from the neurotypical mainstream —
or if your content is generating traffic without generating the community loyalty that converts — that's a diagnosable problem.
Let's find out what your audience actually needs from you that you haven't given them yet.
The Beliefs That Built This Business
Belief 1
Conversion problems are psychological problems wearing a technical disguise.
Brands spend thousands optimizing button colors and testing headlines while the real cause of death — invisible cognitive friction, trust collapse, loss aversion triggers — goes completely unexamined...
Belief 2
Most marketing research tells you what customers say. Consumer neuroscience tells you what they do.
There's a gap between what people report in surveys and what they actually do...
Belief 3
Operational experience is not optional for a marketing consultant.
You cannot diagnose a campaign you've never had to deliver...
Belief 4
Honest findings are more valuable than comfortable ones.
I will tell you what's actually killing your conversions — not what's easiest to hear...
PRIOR INVESTIGATIONS — FIELD RECORD
The Work Before The Consumer Autopsy
Before building a forensic investigation consultancy, there were 16 years of campaigns, projects, and client relationships. Here's what that actually looked like.
€2.6M
Earned media value
KitKat LFL Esports
84M+
Total impressions
Single campaign
275%
ROI
SEAT x MAD Lions
84K
Unique Twitch viewers
Kia x LoL Series
The Evidence
PUMA · LG · KITKAT · MAGNUM · SANTANDER · KIA · FOOT LOCKER · SEAT · GARNIER · GEN.G · NORAUTO · MOUV' · DEL ARTE ·
Both projects explore the same core question from different angles: how do different brains process information, make decisions, and find meaning?
The Other Investigation
In 10 Months:
1.32M
Pinterest impressions
50%
newsletter open rates (industry average: 21%)
250+
Email Subscribers
100%
Steady passive revenue through digital products
THE DETECTIVE BEHIND THE AUTOPSY
THE PROBLEM I KEPT SEEING
For almost four years, I managed the execution of marketing campaigns for brands like PUMA, LG, KitKat, Seat and Magnum as a Senior Project Manager at an international esports and gaming consulting agency. Timelines, budgets, influencer activations, social campaigns, film productions - I coordinated it all.
And I had a front-row seat to something nobody talked about: campaigns that were perfectly executed, delivered on time, within budget... and still didn't convert the way they should. The creative was strong. The targeting was right. The execution was flawless. But somewhere between the first touchpoint and the final conversion, customers disappeared.
THE QUESTION NOBODY WAS ASKING
I worked across esports, gaming, healthcare, finance and tech over 16+ years in customer experience and project management. Different industries, different brands, different budgets. Same pattern. Same cause of death. And in almost every post-mortem, the conversation went the same way: "Let's test a new headline". "Maybe the claim is wrong". "We need more traffic".
Nobody was asking the right question: why are customers behaving this way?
CASE FILE: N. Remis
10+
Global
Brands
Across
Europe
&
APAC
3
Languages: French, Spanish & English
16+ Years in
Customer
Experience
What to Expect
Three honest statements about how I work — no platitudes, no agency language, no promises I can't keep.
01
I will tell you what I find — not what you want to hear.
If your campaign is failing because of a fundamental positioning
problem, I'll say so. If the issue is a single friction point
fixable in 48 hours, I'll say that too.
The investigation determines the answer — not the budget, not
what's easiest to implement, not what protects anyone's ego.
You're paying for a forensic diagnosis, not reassurance.
02
I work remotely, globally, and asynchronously.
Based in Gijón, Spain. Fluent in Spanish, French, and English.
Eight years managing remote projects across Europe, APAC, and
the Americas taught me how to communicate clearly across time
zones, cultures, and languages without losing precision.
Remote work isn't a limitation. It's how I've delivered €2.6M
earned media campaigns and coordinated teams across six continents.
03
I'm building this in public.
The Consumer Autopsy is new. I'm not going to pretend otherwise
or hide behind corporate language that obscures the timeline.
What I bring: 16 years of real operational experience, rigorous
training in consumer psychology, and a genuine obsession with
understanding why customers behave the way they do.
If that's what your business needs — let's talk.
THE DETECTIVE BEHIND THE AUTOPSY
WHAT I ACTUALLY BELIEVE
I believe most marketing fails at the psychological level, not the executional one. Customers don't abandon carts because your checkout has too many steps. They abandon because something triggered loss aversion, created decision fatigue or broke the trust you spent weeks building. The friction is invisible which is why it's so dangerous.
And I believe the only way to fix it is to stop guessing and start investigating. Treat every conversion problem like a forensic case. Follow the evidence. Find the cause of death. Prescribe the exact fix.
WHY I WENT BACK TO STUDY
I spent years on the execution side wondering why no one was studying the psychology behind what I was seeing. So I did. Consumer Neuroscience & Neuromarketing at Copenhagen Business School. Market Research & Consumer Behavior at IE Business School. Google UX Design and Data Analytics certifications.
The more I studied, the more I recognized the patterns I'd been watching for years - finally explained by the science. The Consumer Autopsy is what happens when 8+ years of managing campaigns from the inside meets the psychology of why they live or die.
WHAT THIS MEANS FOR YOU
When you work with me, you're not getting a theorist who's read the textbooks but never managed a real campaign. You're getting someone who has coordinated the timelines, chased the assets, sat in the client calls, watched the KPIs drop and then went back to study the psychological mechanisms behind all of it.
That combination - operational experience plus behavioral science - is exactly what forensic marketing investigation requires.
CASE FILE: N. Remis
10+
Global
Brands
Across
Europe
&
APAC
3
Languages: French, Spanish & English
16+ Years in
Customer
Experience
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