A recently-launched marketing strategy company in Indianapolis is planning to add 28 jobs by the end of the year. Valve + Meter Performance Marketing is led by former Indianapolis-based DEFENDERS Inc. Chief Executive Officer Marcia Barnes, who recently served as president of the marketing agency division of the Sells Group in Indy.

When Sells Group decided to spin off the division, Barnes acquired it and formed Valve + Meter. The business started with 16 staffers and has added seven in two months. Valve + Meter is located at the Fort Benjamin Harrison business park and provides digital marketing services specializing in search engine optimization and customer acquisition.

Barnes says "the timing couldn't be more ideal or the demand greater to start this company. Companies want transparency when making their marketing decisions and we owe that to them. Our goal is simple: To help companies see marketing as a profit center rather than a cost center."

The company says the name comes from  "valve," because it manages the rate of new business for clients and "meter," because of the measurable results it will generate.