Woman-led personal brand and executive concierge specializing in personal branding, visibility and strategic growth.

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.

I 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.


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

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.

Our goal is to work closely with marketing leaders, executives and founders to help manage operations, support marketing initiatives and bring structure to the chaos behind the scenes. We aim to make your day lighter and your business run smoother.

I believe support should feel seamless and proactive, not transactional.

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

Our Services

Explore our range of services designed to help you move forward with confidence, wherever you're headed next.

  • Our entry light support offering for someone who needs structure and occasional support.

    Calendar & Schedule Management

    Inbox Organization

    • Creation of In Waiting Group system

    • Allows us to screen and assess email inquiries to determine viable opportunities for the client

    Travel Booking, Logistics

    Monthly Planning Calls

    • Goals, priorities, strategy

    Event Coordination

    • As needed, limited

  • Our core offering for founders, CEOs, executives and directors who want support and growth opportunities.

    Full Calendar & Inbox Management

    Weekly Check-Ins & Ongoing Communication

    PR Outreach

    • Podcast pitching

    • Speaking opportunities

    • Brand partnerships

    Managing Incoming Opportunities & Partnerships

    Event Booking & Coordination

    Light Brand Strategy Support

    • Check-ins with additional PR, marketing, social media teams

  • Our premium, high-touch offering for high-level clients who want someone deeply integrated.

    Priority Access

    Full Opportunity Management

    Sourcing & Negotiating Brand Deals

    Managing Partnerships End-to-End

    Proactive Networking & Relationship Building on Client’s Behalf

    Personal Brand Direction

    • Bigger picture strategy

    Event Presence

    • Optional add-on: In Waiting Group attendance/support onsite

    Coordination with the Client's Team

    • Agents, PR, etc.

Contact Us

Discovery Call

This focused consultation will help clarify your goals, map out next steps and identify opportunities for growth.

Schedule Here!