Owner & Chief Strategy Officer
Clarity in identifying the real problems within a business, discipline in building strategies that drive revenue, and accountability in measuring what is actually working.
She believes marketing and media decisions should be grounded in facts and data, not opinions or trends. If it doesn’t produce growth, it’s not the right strategy.
A graduate of the College of Charleston, Rhetta has called the Lowcountry home for over two decades and believes strong businesses are built on clarity, trust, and results.
She works directly with business owners and leadership teams to align marketing with sales, identify opportunities, and build scalable systems that drive measurable outcomes. If you’re looking for someone to run marketing, she’s probably not your person. If you’re looking for growth, she is.
At In The Black, we focus on more than marketing — we focus on growth. I lead the strategic vision and development behind that promise by uncovering revenue opportunities through a deep understanding of the customer journey. My role is to translate those insights into thoughtful, effective marketing that drives results. I’m proud to lead a team of talented creatives who share our belief that good strategy should be measurable, purposeful, and always aligned with the client’s bigger picture. We don’t just respond to business challenges — we help solve them.
My strength lies in seeing the big picture — understanding where a brand stands, where it wants to go, and identifying the most profitable path to get there.
What I love most about marketing is that it never sits still — there’s always something new to learn, test, and improve, which keeps me sharp and constantly growing.
For fun, I’m usually on the hunt for the best cheeseburger in town, unplugging on long walks, getting overly competitive in just about any kind of game, or exploring the Lowcountry with the people I love most - my family.
Coffee, curiosity, and real-world conversations with inspiring people through mentorship.
“It’s amazing what you can accomplish if you do not care who gets the credit.” — Harry S. Truman
“Hall of Fame” – The Script feat. will.i.am
A motivating anthem that speaks to legacy, resilience, and making a mark.
Shoe Dog by Phil Knight
It's a behind-the-scenes look at building a legendary brand, full of grit, failure, and vision. I also enjoy Donald Miller and Gary Vee's podcasts.
Owner & Chief Strategy Officer
Rhetta Cloyd is the Owner and Chief Strategy Officer of In The Black Marketing & Consulting, where she partners with business owners and executive leadership teams to solve growth challenges through strategic leadership, business insight, and marketing.
Known for asking the questions others overlook, Rhetta believes most businesses don’t have a marketing problem. They have a growth problem. Rather than jumping straight to tactics, she begins by understanding the business, identifying what’s limiting growth, and developing strategies that align leadership, sales, operations, and marketing around measurable business outcomes.
For more than 20 years, Rhetta has helped organizations strengthen their brands, improve marketing performance, enter new markets, and navigate periods of growth and change. Her expertise extends well beyond marketing. As a trusted strategic advisor, she works alongside CEOs and leadership teams to uncover opportunities, challenge conventional thinking, and build scalable strategies that position organizations for long term success.
Her approach is rooted in clarity, accountability, and measurable results. Every recommendation is guided by data, customer insights, and business objectives rather than assumptions or trends. She believes every marketing investment should have a clear purpose, every strategy should support business growth, and every decision should be measured by its impact on performance.
Whether facilitating executive strategy sessions, refining brand positioning, or leading integrated growth initiatives, Rhetta’s focus remains the same: helping businesses make smarter decisions that create lasting results.
In 2026, Rhetta was honored as a South Carolina Women in Business honoree by Charleston Business Magazine, recognizing women across the state for exceptional leadership, professional achievement, and meaningful contributions to their organizations and communities.
A graduate of the College of Charleston, Rhetta has proudly called the Lowcountry home for more than two decades. She remains passionate about helping businesses throughout the Southeast build stronger organizations, align their teams, and achieve measurable, sustainable growth.
Rhetta believes marketing is most powerful when it serves a greater business purpose. Her mission is to help organizations move beyond marketing for marketing’s sake by building strategies that create clarity, strengthen leadership, and deliver lasting business results.
At In The Black, my role is to help our clients grow. I work alongside business owners and leadership teams to understand their business, identify what's limiting growth, and develop strategies that align marketing with their overall business objectives. I lead our strategic direction, ensuring every recommendation is intentional, measurable, and tied to real business outcomes. That means looking beyond marketing alone and considering the entire customer journey, from brand positioning and messaging to sales, operations, and customer experience. I also have the privilege of leading an incredibly talented team whose creativity and expertise bring those strategies to life. Together, we don't just execute marketing plans. We help businesses solve problems, uncover opportunities, and build a foundation for sustainable growth.
My superpower is identifying the real problem behind the symptoms. While others may focus on marketing tactics, I naturally connect the dots between business strategy, customer behavior, sales, and marketing to uncover what's preventing growth. Once we solve the right problem, the path forward becomes much clearer.
I love that no two businesses are the same. Every company has a unique story, different challenges, and untapped opportunities. Helping clients uncover those opportunities and watching strategy translate into measurable growth is what makes this work so rewarding. Marketing is always evolving, and I love that there's always something new to learn, test, and improve.
When I'm not working, you'll usually find me searching for the best cheeseburger in town, enjoying long walks to clear my head, getting a little too competitive over just about any game, or exploring the Lowcountry with the people who matter most to me, my family. Those moments help me recharge and remind me to enjoy the journey just as much as the destination.
Coffee gets me started, but curiosity keeps me going. My best ideas come from asking questions, learning from people who challenge my thinking, and having meaningful conversations with business owners and inspiring people who challenge the way I think.
"Tough times don't last. Tough people do." It's a reminder that challenges are temporary, but resilience, perseverance, and the willingness to keep moving forward are what ultimately shape success.
"Hall of Fame" by The Script featuring will.i.am. It's a reminder that success isn't about talent alone. It's about resilience, discipline, and showing up every day with purpose. The song reflects my belief that ordinary people can accomplish extraordinary things through hard work, perseverance, and a commitment to making a meaningful impact.
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