I build audiences for horror, entertainment, and anyone who wants their content to actually do something.
Brand strategy, content, and coverage from someone who has spent a decade doing this in-house, on retainer, and on camera. Based in LA.
PROOF
100k
4M+
Ghostwriter
independent audience built from scratch
creator audience supported at Heart Starts Pounding
for CEOs and sitting state Governor
SINCE 2007
~200%
growth in site traffic, contributed during EASE rebrand
creator, journalist, on-camera
SELECTED WORK
A curated look at strategy-led brand, social, and content work.Each project shows the thinking, context, and decisions behind the results.
Different rooms, same job.
I have done this for horror media, creators, logistics, venture capital, education, beauty, nonprofits, and SaaS. The through line is that I figure out who the audience actually is, then make content that earns their attention and proves it worked. Horror is home, but the method travels.
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WHO I WORK WITH
Jun D., Freelance Creative
She brings a sharp eye, creative mind and strategic marketing know-how, always paired with a refreshing point of view (and a wicked sense of humor).
Mandy MH., Agency Owner
Diandra is one of the smartest marketers I’ve ever worked with...she comes with fresh strategies to take things to the next level.
Maddie M., Design Director
Diandra possesses a remarkable aptitude for staying abreast of industry trends and leveraging data-driven insights to optimize performance and maximize ROI.
I have been doing this online since 2007.
Hi, I'm Diandra (Dee-on-druh) Lazor (Lay-zer)
I am Diandra Lazor. I run Sledgehammer Creative, and online I go by Sassy Sledgehammer. I have spent ten-plus years in content strategy, social, and brand marketing, usually as the person responsible for all of it.
I produced FredHeads: The Documentary, I write for Fangoria, and I have built a horror audience of my own from nothing, which means I know what it takes to keep one.
I am good at this because I am a fan first and a strategist second.
I know what makes people show up, stay, and pay.
