Tell us the story of how you got started.
I co-founded Boarderline with my partner, Holly Kissinger, years after launching my first non-traditional digital ad agency, Mayday—because doing things differently has always suited me.
Boarderline is designed for startups and brands that need expert advice—on demand. Fractional CMO? Think of this as a micro-fraction—but instead of one expert, you get an entire board.
Whether it’s digital ads, senior marketing strategy, raising capital, website tech issues, every business deserves a trusted Board of Advisors to audit, brainstorm, validate, and level up great ideas. And who doesn’t need a business therapist?
The sharpest, most experienced advisors aren’t sitting inside big agencies anymore. They’re right here.
Take a moment to transport yourself back in time.
More than 10 years ago, I walked away from a big marketing and PR agency. I was broke, questioning everything, and figured—there was nowhere to go but up.
What was your inspiration?
Being awkward, mostly. The daily agency hustle drained me. I’ve never been great at the schmooze—I’m more of a behind-the-scenes type. I relate more to the Wizard than Dorothy. Office parties? Champagne toasts and shared war stories? My personal nightmare.
So how does someone who fears people end up in marketing? Your guess is as good as mine. But here we are.
From day one, I chose a partner model for Mayday. I sought out people like me—approaching 40, done with the ego-driven agency grind, but still hungry to roll up their sleeves and do the work. I curated a team of seasoned ad and media pros. No office. No overhead. No politics.
Today, we still have zero employees. And the partners? We’re all still here. Because the model works, and we love what we do. And, of course, we’re all on Boarderline ready to help.
What did you do first? How did you make your idea real?
I never said no.
“Do you do TV commercials?” Yes.
“Media buying?” Yep.
“Brand sessions?” Sure thing.
I always believed I could assemble the right team in real-time and swoop in —hence why our Ad Agency is named Mayday.
Who did you seek out for help? How did you find the right people to work with? Tell us the story of your first big break. How did you get your first customer, sale or partnership?
Eleven years ago, my friend and TV host Alison Deyette called and said, “I’m a brand ambassador for this company called Cricut. They asked me a question about TV marketing, and I thought of you.” I hadn’t even heard the question yet—but remember, I never say no. Before the call, I quickly scanned their website and thought they sold sewing machines. Turns out Cricut makes wireless cutting machines. I had no clue about crafting, but I jumped on the call anyway.
The VP of Marketing asked what I thought about a specific PR tactic. I said, “Don’t do it.” I knew full well they might’ve hired me to run that very program. But the honesty landed me an invite to their office to keep talking. Three years later, we were managing their advertising and media campaigns. They were a dream client and truly created an amazing brand. I credit their VP, who’s still a friend, for giving Mayday its first big break. Who saved whom?
In building this business, I surrounded myself with people smarter than me. That was hard at first—my identity was always being creative. How do you build an agency if the CEO isn’t the smartest, most creative person in the room? Turns out, that’s exactly how you build a great agency. Step aside. I looked for people who shared my values, my views on how to service clients, and work-life balance. When those aligned, it worked. No ego, no drama, freedom, kindness, care. That was the right formula for our team.
About Julie Matzen
Julie Matzen is the co-founder of Boarderline and founder of the MayDay Agency.
In 2013, Julie launched the Mayday Agency, a digital advertising powerhouse known for transforming brand strategies—handling everything from creative ideation to production and media buying. Flash forward to 2024 with Boarderline, Julie is on a mission to empower start-up owners by connecting them with expert Advisors to tackle their most pressing marketing and business challenges. Recognizing that smaller businesses often lack access to big-budget campaigns, Julie co-founded Boarderline to level the playing field and provide small business owners with the guidance they need to thrive.
Julie received her Bachelor’s degree in Marketing Communications from the Fashion Institute of Technology in New York City and her Executive MBA from Pepperdine University.
Julie has worked with prestigious brands including Oura, Natural Cycles, Yale Smart Locks, Lagree Fitness, Cricut, Sandisk, and Sherwin-Williams, among many others. A testament to her 25+ years of experience in marketing and branding, Julie has been featured in BusinessWire and American Express Blog, among other top-tier outlets.
Chicago-born and bred, Julie lives just outside the city with her husband and son.
For more information on Boarderline, visit the website here.
