A good eye. A lot of opinions. One Eileen.
I'm Eileen — the founder of YNBS HQ (Your Northern Big Sister) and the person behind LeanOnEileen and EileenieMartini.
Part creative eye, part business brain, and a firm believer that the little details are usually the whole point.
After years of working in business strategy, I decided to bring that experience together with my creative side and build something of my own. What started as two sides of my personality has grown into a bigger vision: a creative headquarters built around individuality, honest perspectives, and making room for people to carve out their own lanes.
I love helping people recognize what makes their business special, capturing the moments that tell that story, and teaching them how to see those opportunities for themselves.
And when I'm not behind the camera? I'm probably sharing a recommendation, planning a trip, or giving my girlfriends an opinion they may or may not have asked for.
THE YNBS PHILOSOPHY
We don't have a niche. We have a point of view.
YNBS HQ was built on a simple belief: you don't have to fit into someone else's mold to create something meaningful.
We're here for the people with a perspective worth sharing, an eye for something different, and the work ethic to bring it to life. The ones who show up, stay curious, lead with honesty, and aren't afraid to build something that looks a little different.
What started with EileenieMartini and LeanOnEileen is just the beginning. The vision is a creative headquarters where distinct voices can grow, collaborate, and carve out their own space without losing what makes them themselves.
Bring the work ethic. We'll help you build your lane. The rest is unapologetically you.
Your voice. Your lane. Our headquarters.
Two sides. One perspective.
EileenieMartini and LeanOnEileen are where it starts. Two sides of my world, built on the same perspective — and the first chapters of a much bigger story.
The Business.
LeanOnEileen.
Content creation, creative direction, and hands-on training for brands with something worth showing.
The Personality.
Style, beauty, travel, recommendations, and conversations worth having. The more personal side of the same good eye.
EileenieMartini.
What working with me looks like.
I pay attention.
To the light, the atmosphere, the people, and the details that make a place feel like itself.
I teach as I go.
I want your people to feel more confident creating great content, even after I've left.
I'm comfortable jumping into the action, working with your team, and finding the moments worth capturing.
I get involved.
I keep it practical.
Beautiful content is wonderful. Content your business can actually use is better.
Have something good in mind?
Let’s make something of it.