By Thomas A. Parmalee
Angela Human and Autumn Rothermel met for the first time a couple years ago at a digital marketing agency.
“We discovered a shared passion for serving the funeral profession with integrity and innovation,” Human said. “While we valued our experience there, we found a deeper alignment with each other’s vision and approach than with the existing company culture.”
That led the two women to build something new: Director’s Corner – a full-service digital marketing agency dedicated to helping funeral homes, cemeteries, pet aftercare providers, hospice providers and other organizations supporting end-of-life care engage with families.
The whole idea was to build something new, and the pair launched the company in the summer of 2024.
Ever since, the two have enjoyed “an incredible journey,” Human said, one that started with designing a few logos and has gained increasing momentum.
FuneralVision.com recently connected with Human and Rothermel to learn what drove them to launch their own company and what makes them different.
At left: Angela Human. At right: Autumn Rothermel.
Tell us a little bit about yourself.
Angela: I have been married 29 years this summer – wow – crazy how time flies. We’ve got a great thing going. Our dog and cat run the house (they’re spoiled rotten, but don’t tell them I said that). No kids, but plenty of nieces and nephews to keep things interesting (and keep me up to speed on all the latest trends!). My happy place is in my garden or messing with my innumerable plants, but I also love to travel, cook, read, listen to music (all kinds) or immerse myself in building something ridiculous out of Legos (thank you COVID). Life’s busy but good.
Autumn: On a personal note, I’ve been married for six wonderful years — just before the world turned upside down with COVID! While we don’t have kids, we’re proud pet parents to two adorable dogs, Millie and Winston, who keep us on our toes. Weekends are all about balance for me: You’ll often find me playing pickleball with my husband, my brother, and his girlfriend, or curled up with a great book like Fourth Wing. I also love supporting local businesses, whether it’s grabbing coffee from a neighborhood shop or exploring the farmers market on Saturday mornings. It’s these little moments that keep me grounded and inspired, both personally and professionally.
Angela: You went from being a senior geophysicist to working in funeral service. How did such a thing happen?
Angela: It was SO completely random. The oil and gas industry tanked, and I was part of the mass exodus. While job hunting, a friend happened to know someone looking to build an online funeral planning platform and mind you, this is in 2000, way before anyone was even thinking about this type of thing. Completely out of the blue, I know this is the weird twist, I’d always been low-key fascinated by the funeral business.
So, while it seemed like a total left turn career-wise, it also kind of intrigued me. Before I knew it, I was digitizing entire catalogs of caskets and urns – the whole nine yards! And it just kept growing from there. It just goes to show, you never know where life’s going to take you.
What was the most significant obstacle you had to overcome or question you had to answer in starting the business?
Angela: The single biggest challenge we faced when launching our digital marketing business wasn’t a lack of resources, technical know-how, or even a clear business plan. It was the persistent, nagging question: “Why?”
The digital marketing landscape is incredibly crowded. Everywhere you look, there’s another agency, freelancer, or tool promising to boost your online presence. So, naturally, the first question potential clients, and even we ourselves, had to answer was, “Why this company? Why now? What makes you different?”
This “why” manifested itself in several ways. It wasn’t just a single question, but a multifaceted challenge that forced us to deeply examine our goals. We had to ask ourselves:
- Why should a client choose us over the dozens of other options? This pushed us to define our niche, identify our unique strengths and articulate what specific problems we solve better than anyone else. Were we specializing in a particular industry? Did we have a proprietary methodology? Were we offering a more personalized service? The answer to “why” had to be more than just “we’re good at digital marketing.”
- Why are we entering such a saturated market now? This required us to analyze current market trends. Were there underserved areas? Were there emerging technologies we could leverage? Was there a shift in client needs that we were uniquely positioned to address? We needed a compelling reason for our timing, a reason that went beyond simply wanting to start a business.
- Why should we be the ones to do this? This was perhaps the most personal and challenging aspect of the “why.” It forced us to confront our own motivations. What drove us? What passion or expertise did we bring to the table? What impact did we hope to make? Answering this “why” helped us build a strong foundation of purpose and passion, which is essential for navigating the inevitable challenges of starting a business.
While the question “why” might seem simple on the surface, it became the standard by which our business strategy was forged. It forced us to differentiate ourselves, justify our existence in a crowded market, and ultimately, define our purpose. It wasn’t just an obstacle; it was the very question that shaped our business.
Angela: You also operate Gemini Graphics, which also serves funeral homes. Are many of them also Director’s Corner clients?
Angela: Gemini Graphics primarily serves funeral homes, nonprofits and small businesses. Many of the funeral homes we work with did become clients of Director’s Corner. However, Gemini Graphics’ services are specifically geared toward visual memorial products: video memorials, memorial portraits and livestreaming of services. These are distinct offerings from the wider range of funeral-related services provided by Director’s Corner, which is a separate entity. Gemini Graphics remains focused on its specialization in memorial visuals and streaming.
What did you see lacking in other marketing agencies that prompted you to start Director’s Corner?
Autumn: When we started Director’s Corner, we noticed a significant gap in how other marketing agencies served the funeral industry.
Too often, we saw a “sign them up and don’t check in again” attitude, leaving funeral professionals without the ongoing support they needed to truly succeed. Many agencies lacked the level of customer service and transparency that this deeply personal profession demands. They are not just a number to us. We understand that each funeral home, and its community, is unique.
That’s why our digital marketing materials will never be the same generic, mass-produced pieces churned out by big providers for hundreds of other funeral homes, including their competitors. We know that kind of impersonal approach simply doesn’t work in this business. We know funeral professionals deserve better — a partner who not only understands their unique challenges but also cares about their success as much as they care for the families they serve. That’s why we built Director’s Corner on a foundation of trust, open communication and consistent, hands-on support. Our goal is to be more than just a service provider; we’re a true partner in helping funeral industry professionals thrive, crafting custom marketing strategies as unique and special as the families they serve.
What are the main services you provide and what is the price point?
Autumn: We offer a simple, all-in-one digital marketing solution for funeral professionals. For just $425 a month, we handle everything they need to stand out online: creating engaging content that honors the community they serve, generating qualified leads to connect them with families in need, managing their social media presence, optimizing their websites for search and answer engines, and building stellar online reputations. We take care of the digital complexities, so our clients can focus on what matters most: providing compassionate care. With no contracts or hidden fees plus our excellent customer support, they have peace of mind knowing their online presence is in expert hands. We’re not just a service provider; we’re their partner in growth.
Describe your team and business philosophy.
Autumn: We are a women-owned and operated business that is dedicated to empowering end-of-life care providers with holistic, tailored digital marketing solutions. Built on a foundation of transparency, empathy, and accountability, our team comprises a core group of full-time members and trusted independent contractors we’ve partnered with for years. We strategically waited to launch until we were fully prepared for rapid scaling, ensuring all systems and processes were in place for seamless growth.
Our mission is to help funeral homes, hospice providers, pet aftercare services and other organizations build trust, foster meaningful connections and grow their businesses — without the pressure of large upfront costs or long-term contracts. Guided by our D.E.A.T.H. values —Dedicated to Transparency, Empathy-Driven Approach, Accountability in Results, Tailored Strategies, and Heartfelt Partnerships — we’re committed to being more than just a service provider.
So far, what have you found clients have loved about working with you the most?
Angela: Our enthusiasm for the industry and our commitment to customer service are at the heart of everything we do. We are truly invested in helping our clients succeed, and it shows. They are not just a number or a dollar sign to us. They appreciate how we take the time to truly understand their unique needs and goals, crafting tailored strategies that reflect their values and community. Many also highlight our transparency and responsiveness — knowing they can count on us to be accessible, honest, and proactive in supporting their success. Above all, they value the peace of mind that comes from working with a partner who genuinely cares about their growth and the families they serve. It’s incredibly rewarding to hear how our approach helps them feel confident and supported in their work.
How are you navigating the use of artificial intelligence? How does it help you run the business, if applicable?
Angela: We’re thoughtfully integrating AI to enhance our efficiency and creativity while preserving the essential human touch. AI helps us streamline video content creation and provides data analysis and insights, allowing us to tailor client strategies more effectively. This frees us to focus on the compassionate, personalized aspects of our work — crafting heartfelt messaging and building meaningful connections— while AI handles repetitive tasks and offers data-driven recommendations. It’s a balance that ensures high-quality results without sacrificing the empathy and care that define us.
Tell me about a marketing campaign or something you did for a client that you are especially proud of.
Autumn: One campaign we’re especially proud of was for a local funeral home that wanted to support families during the holiday season — a particularly difficult time for those grieving a loss. We created a six-week series called ‘How to Get Through the Holiday Season After the Loss of a Loved One,’ which included heartfelt podcast episodes, blog posts and a downloadable guide.
The series offered practical tips, personal stories and compassionate advice to help families navigate their grief during the holidays. The response was incredible — families shared how the resources brought them comfort, and the funeral home saw a significant increase in community engagement. It was a powerful reminder of how meaningful, thoughtful content can make a real difference in people’s lives.
Is there a book that you would recommend funeral professionals read? (And it doesn’t have to be about funeral service). Why?
Angela: Without a doubt “Being Mortal” by Atul Gawande. My nephew, who was in medical school at the time, recommended it, saying it should be required reading for all aspiring doctors. It’s a powerful message about empathy at end-of-life.
Autumn: I would highly recommend funeral professionals read The Wisdom of Insecurity by Alan Watts. While it’s not specifically about funeral service, its core message is deeply relevant to the work we do. The book explores how the pursuit of absolute security and certainty in an uncertain world often leads to anxiety, and instead encourages embracing the present moment and accepting life’s impermanence. For funeral professionals who guide families through some of life’s most uncertain and emotional moments, this perspective is invaluable. It reminds us to focus on the ‘now’ – being fully present with grieving families — and to find peace in the fluidity of life. Watts’ insights, rooted in Eastern philosophy, also align with the compassion and mindfulness that are so essential in our profession. It’s a profound read that can help us approach our work with greater empathy, presence, and understanding.
Do you have any final thoughts to share?
Angela: My 25+ years in the funeral industry have given me a front-row seat to the rise and fall of countless service providers and trends. Many businesses mistakenly believe they can easily transition into deathcare by simply applying their existing general business models. They quickly discover, however, that this industry is unlike any other.
Autumn and I are grateful for the opportunity to share our stories and to share our vision that drives Director’s Corner. We believe that the funeral profession is at a critical juncture, and that digital marketing, when done with empathy and integrity, can play a vital role in supporting families and honoring lives. We’re excited to continue this journey and make a meaningful impact.
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