Your right hand for marketing operations and executive support.

Elevating voices, building powerful personal brands and supporting clients as they become recognized leaders.

A woman dressed in a white pleated skirt and white sneakers standing beside a black leather chair with wooden legs. The woman is wearing a gold bracelet and a gold ring on her finger. The setting appears to be indoors with a plain gray wall background.

In Waiting Group exists for people who don’t need an assistant, they need someone already thinking ahead, managing opportunities and moving things forward before they even ask.

We work with a small number of clients as their right hand, supporting both their day-to-day operations and their long-term visibility and growth.

Don’t let the name fool you, we’re not just waiting, we’re anticipating.


A young woman with shoulder-length brown hair smiling while standing against a white wall. She is wearing a black long-sleeve top, black leggings, and high-heeled sandals, with one leg slightly raised and her hands relaxed at her side.

Message from the Founder

Hi! I’m Brooke Sanches, the founder of In Waiting (IW) Group.

I started this business after working at a large full-service agency, where I saw firsthand how much directors, founders and marketing executives were juggling every day. The big-picture vision? They had it covered. But the day-to-day operations, marketing logistics and constant moving pieces? That’s where things got overwhelming.

It became clear that what they really needed wasn’t just another service, they needed a right hand. Someone they could trust to step in, stay organized, think ahead and keep things moving without needing constant direction.

That’s exactly what I built IW to be.

While others focus on what's visible, I enjoy creating the structure that allows everything else to succeed. Whether that's coordinating projects, managing moving pieces or keeping opportunities from slipping through the cracks, my goal is the same: to help leaders spend less time managing their business and more time growing it.

Our Services

  • Services are customized based on client goals and project scope.

    • Email and calendar management

    • Opportunity and inquiry management

    • Meeting preparation, agendas and follow-up

    • Travel and logistics coordination

    • Document and presentation preparation

    • Client and stakeholder communication

    • Workflow and process organization

    • Priority management and task coordination

    • Confidential executive support

    • Cross-functional communication and follow-through

  • Services are customized based on client goals and project scope.

    • Comprehensive social media strategy

    • Quarterly content roadmap

    • Content pillars and messaging development

    • Campaign planning and execution

    • Reels and short-form video strategy

    • Content briefs for creators and photographers

    • Full content calendar management

    • Ongoing strategy meetings and priority support

  • Services are customized based on client goals and project scope.

    • Media list development and journalist research

    • Press release writing and distribution coordination

    • Media pitching and follow-up

    • Award, speaking and recognition opportunity research

    • Thought leadership strategy and content planning

    • Executive bio and boilerplate development

    • Messaging and key talking points

    • FAQ and spokesperson preparation

    • Media monitoring and coverage tracking

    • Press kit creation and organization

    • Interview coordination and logistics

    • Community partnership and outreach support

    • Event publicity and communications

    • Influencer and creator outreach

    • Crisis communications support and message drafting

    • Monthly PR activity reporting and recommendations

  • Services are customized based on client goals and project scope.

    • Brand messaging consistency across channels

    • Performance tracking and monthly reporting

    • Event marketing and promotional support

    • Marketing research and competitive analysis

    • Marketing project coordination and launch support

    • Partnership and collaboration coordination

    • Marketing operations and workflow management

  • Services are customized based on client goals and project scope.

    • Project planning and timeline development

    • Milestone tracking and deadline management

    • Task assignment and progress monitoring

    • Cross-functional team coordination

    • Stakeholder communication and status updates

    • Meeting agendas, notes and action item tracking

    • Campaign, event, and launch coordination

    • Vendor and partner management

    • Keeping projects on track from kickoff to completion

Discovery Call

If you’re looking for someone who can step in and truly take things off your plate, you’re in the right place.

Schedule Here!

Your Questions, Answered

  • The name is inspired by the historical role of a lady-in-waiting, a trusted advisor and close confidante who worked behind the scenes to support a leader. While the title has historical roots, the idea behind it is timeless.

    At In Waiting, we believe the most valuable support often happens out of the spotlight. It's the organization, coordination, anticipation and follow-through that allows leaders to focus on what only they can do.

    Just as ladies-in-waiting were known for their loyalty, discretion and unwavering support, In Waiting exists to be a trusted partner.

  • Traditional assistants often focus on completing individual tasks. In Waiting takes a more strategic, partnership-driven approach.

    We don't just check off to-do lists, we help manage priorities, improve workflows, coordinate projects and proactively support your business so you spend less time managing the details and more time focusing on growth.

    Our goal is to become a trusted extension of your team.

  • We primarily work with:

    • Founders and entrepreneurs

    • Nonprofits

    • Small businesses

    • Marketing leaders

    • Executive teams

    • Growing organizations with lean teams

    If you're balancing multiple responsibilities and need reliable operational support, we'd love to explore whether we're a good fit.

  • Some of the most common areas we support include:

    • Managing calendars and scheduling

    • Organizing projects and timelines

    • Coordinating marketing initiatives

    • Managing opportunities and partnerships

    • Drafting communications

    • Meeting preparation and follow-up

    • Event logistics

    • Vendor coordination

    • Process documentation

    • General business operations

    If it helps your business stay organized and moving forward, it's worth discussing.

  • Yes. In Waiting primarily provides remote support, allowing us to work with clients wherever they're located. Depending on the project and location, in-person meetings or event support may also be available.

  • Absolutely. In Waiting is designed to complement your existing team, not replace it. We frequently collaborate with internal staff, marketing agencies, freelancers and leadership teams to improve execution.

  • Not necessarily. Some clients need ongoing partnership each month, while others need support for a specific project, busy season or transition. We'll recommend an approach that fits your needs and capacity.

  • Getting started is simple. Reach out via email or schedule a call, we’ll walk you through the next steps and answer any questions along the way.