# Laura Norup-Boyer

> Laura Norup-Boyer is a Switzerland-born, Kelowna-based fractional CMO whose career runs from commerce work in Shanghai and trade-show leadership in Hong Kong to founding BlackBean, selling it to SitePartners, and advising established B2B companies through The Outside Marketer. Her specialty is modernization without amnesia: building useful marketing systems for industrial businesses while preserving the relationships and reputation that made them durable.

- **Role:** Fractional CMO at The Outside Marketer
- **Organizations:** The Outside Marketer, BlackBean Industrial Marketing, SitePartners
- **From:** Switzerland
- **Education:** Graphic design studies, Centre for Arts and Technology, Master's degree completed in Switzerland
- **Known for:** Founded and led BlackBean, a Kelowna industrial B2B marketing agency later acquired by SitePartners., Built a career spanning international marketing and trade-show management in Shanghai and Hong Kong and industrial strategy in Canada., Reported that BlackBean had helped roughly 100 companies by 2024.

## Career timeline

- **2000s** — Began her marketing career in Shanghai as China opened further to Western companies.
- **2000s-2010s** — Worked in Hong Kong in trade-show management, gaining sustained exposure to industrial markets and international brands.
- **2015-2017** — Studied graphic design at the Centre for Arts and Technology in British Columbia.
- **2024** — Publicly described having run BlackBean for about six years; the Kelowna agency had narrowed its focus to industrial B2B marketing.
- **2021** — Rebranded and repositioned BlackBean rapidly, later describing the overnight change and the resulting referral disruption as a major mistake.
- **2022** — Appeared on PR Talk to discuss how industrial B2B marketing differs from other categories.
- **2023** — With Jason Boyer, directed a $40,000 Okanagan Dream Rally contribution to ten Okanagan College bursaries.
- **2025-02** — BlackBean was acquired by SitePartners; Boyer joined SitePartners as vice president of client success.
- **2025-04** — Delivered a keynote and workshop on digital marketing and AI-assisted referrals at the EMDA spring meeting in Banff.
- **Current** — Advises established B2B companies as a fractional CMO through The Outside Marketer.

## Achievements

- Founded and led BlackBean, a Kelowna industrial B2B marketing agency later acquired by SitePartners.
- Built a career spanning international marketing and trade-show management in Shanghai and Hong Kong and industrial strategy in Canada.
- Reported that BlackBean had helped roughly 100 companies by 2024.
- A BlackBean search-advertising project for Vitalis generated 133 more leads than the preceding comparison period across six continents, according to Boyer's LinkedIn project description.
- Keynoted the Equipment Marketing & Distribution Association's 80th-anniversary spring meeting in 2025.
- Helped fund ten $4,000 bursaries for Okanagan College students through a $40,000 family contribution.

## Latest updates

- **2025-04** — Spoke at the EMDA spring meeting in Banff on digital marketing and AI-assisted referrals.
- **2025-03** — SitePartners introduced her publicly as vice president of client success following the BlackBean acquisition.
- **2025-02** — SitePartners acquired BlackBean and expanded into Kelowna.
- **2023-02** — Okanagan College announced ten bursaries funded through a $40,000 contribution directed by Laura and Jason Boyer.
- **2022-01** — Appeared on PR Talk to discuss industrial B2B marketing.

## Links

- Website: https://www.outsidemarketer.com/
- LinkedIn: https://www.linkedin.com/in/laura-c-boyer/
- Twitter/X: https://twitter.com/SitepartnersC
- Facebook: https://facebook.com/sitepartners.ca

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Profile page: https://yespress.io/laura-boyer
Published by YesPress — https://yespress.io
Last updated: 2026-08-23