I’m Gwen Diede, and I’m based in New Braunfels, Texas. I build websites, fix broken ones, and run social media and content for Hill Country businesses and for healthcare and benefits groups. I do the work myself, start to finish.
Below is who I am, what I think, and who I’m not for.
HazelPiper Creative is me. Not a team, not a bench of juniors, not an account manager who forwards your email to somebody you have never met. The person who reads your brand is the person who writes the posts, makes the graphics, hits publish, and sends you the report at the end of the month.
I keep my client list short so I can do the work right.
From May 2025 to May 2026 I was Conference Director at Zenith Risk Strategies. I built an executive conference out of nothing: the format, the sponsorship prospectus, the venue contracts, the CRM that tracked every invitation. I created Broker Hot Seat, an original format that gave brokers a reason to be in the room and gave the company something real to sell.
A room full of benefits executives doesn’t respond to a clever caption. It responds to a reason to show up. That year taught me the pretty part is the last part, and that the room should have a job before anybody decides what the tablecloths look like.
Owners kept telling me the same thing in different words. They knew roughly what they wanted to say. They had a folder of half finished ideas. The whole plan lived in their head where nobody else could reach it, and the week it got busy, marketing was the first thing to slip.
It needs a place for the details to live. So every client gets a private page at their own address. The plan is on it. The work is on it. Every decision I need from you is on it. There’s no login to remember and no password to reset, because the fastest way to kill a system is to make somebody log in to see it.
Horses taught me the thing this business runs on. You can’t force an outcome out of an animal that outweighs you. You change what’s around it, you stay consistent when nobody’s watching, and it comes to you. You fall off, you get back on, and you do it better next time.
Marketing works the same way. The month you want comes from what you set up two months ago. That’s why I’d rather build you something you can keep running than a burst of content you can’t repeat.
At the end of each month you get a report, and every figure on it has a named source. If I can’t tell you where a number came from, I cut it.
The same goes for what I write for you. In healthcare, benefits and anything regulated, every sentence has to survive review. I write to your reviewer’s standard before it ever gets to them.
You’ll hear all of this from me eventually, so here it is before you decide.
I.
Most of what gets called marketing strategy happens on the good weeks and disappears on the busy ones. Nothing was ever built to run unless somebody felt inspired first.
So I’ll ask where you are still letting vibes run a process that should be standardized, and I’ll keep asking until it’s written down somewhere other than your head.
If your pipeline depends on motivation, you don’t have a pipeline. You have a mood.
II.
More leads won’t fix a business that already drops the ones it has. More followers won’t fix an offer nobody can repeat back to you. If the leads you have now are slipping through the cracks, adding more just gives you more to lose.
If the system underneath is the problem, I’ll tell you on the first call, not in the fourth month.
These aren’t marketing issues. More content will make them worse.
III.
It’s useful when it makes the work clearer, takes weight off you, and leaves fewer places for the truth to get lost. Half the tools sold to small teams are complicated in the place of being good, and they leave the owner feeling behind in her own business.
Whatever I build for you should make the complicated parts feel calm enough to actually use, and it should still be recognizably yours when I hand it over.
Good technology should not make people feel behind.
IV.
In healthcare and benefits the risk is almost never that you said too little. It’s that something went out before the right person confirmed it could. So the workflow has a stop in it. Draft, review, your approval in writing, then publish.
Everything before that stop moves fast, because nothing gets second guessed on the way out. What I need from you is the decision, and it will be waiting on your page with a date on it, not buried in an email thread.
Speed comes from knowing where the brakes are.
You can build a brand and a life you’re proud of.
That line’s from my own portfolio.
Regulated work taught me to write claims that survive review. The Hill Country taught me that a brand is a room people want to be in. Open any of the four for the full case.
Role, May 2025 to May 2026
Conference Director. Broker Hot Seat, the sponsorship framework, and the CRM that filled the room.
Read the caseBrand system
Zenith’s sister company. Its own health plan identity, its own voice, held steady month after month.
Read the caseHealthcare advocacy
Ongoing social and content work in a category where every claim has to hold up.
Read the caseTexas Hill Country winery
Flower wines, and the brand world built around a product that already had a story.
Read the caseThis is who I do my best work with.
I’d rather tell you now.
Conference Director, Executive of Sales and Marketing
Zenith Risk Strategies, May 2025 to May 2026
Event and Marketing Contractor
FlorVino Winery, 2025 to present
Account Manager, employer and broker accounts
Rave Benefits, Austin, May to Sep 2025
Front of house hospitality
Tillie’s at Camp Lucy and The Garden at Ellera, 2019 to 2022
I’m also finishing my degree in Interdisciplinary Studies at Texas Tech this December.
A few quick questions so I get your business before we talk. It comes straight to me and I answer it myself.
