About The Scale Theory
Dustie Mercer, Founder & Principle Consultant
At The Scale Theory, strategy meets bold execution—and that starts with our founder, Dustie Mercer.
With over 20 years of leading transformative operations and growth strategy for companies across healthcare, travel, tech, SaaS, mission-driven organizations, and more, Dustie founded The Social Theory to bring data-driven discipline and creative insight to small businesses.
She didn’t just study how to lead—she lived it.
From scaling professional services at one of the fastest-growing tech startups in the country to right-sizing and rebranding non-profits, Dustie’s work has always focused on solving the right problem and measuring the right outcomes.
She’s not afraid of chaos—in fact, she thrives in it.
"Tech shouldn’t slow you down. We help small businesses simplify so they can grow with smart solutions that stick."
-Dustie Mercer
20+
Years of Sales and Operations Leadership
$20M+
Cost Savings Delivered
7
Industry Verticals
Meet Our Team
Katrina Murray
Chief Marketing Officer
Katrina Murray is a seasoned marketing strategist with over 20 years of experience driving growth using every medium in 10+ verticals. Known for her sharp messaging, data-driven approach, and ability to translate vision into results. As CMO of The Scale Theory, Katrina blends creative energy with strategic execution to help small businesses amplify their impact and connect with the customers who need them most.
RC Mercer
Fast Casual & QSR Expert
RC Mercer is a QSR and fast casual operations expert with over two decades of experience in franchise ownership, multi-unit management, and performance consulting. A former Franchisee of the Year and corporate trainer with Subway, he’s known for driving profitability, elevating guest experiences, and mentoring new operators. At The Scale Theory, RC brings proven insight to help restaurant brands streamline operations and scale with excellence.
Stacy Singleton
Real Estate & Property Management Expert
Stacy Singleton is a property management pro with nearly a decade of hands-on experience—from leasing agent to full-scale operations leader. She’s known for her ability to turn around underperforming properties, build high-performing teams, and consistently achieving budgeted occupancy rates of 90% or higher. With a deep understanding of service, systems, and strategy, Stacy brings operational excellence and calm leadership to every property she touches.