- Partnering with B2B companies and startups to create messaging that connects and content that resonates.
- Translating complex concepts into relatable narratives with clarity and conviction.
- Blending rational value propositions with emotional benefit.
- Driving revenue through strategic marketing and targeted content that moves prospects through every stage of the funnel.
You
B2B (SaaS tech, AI, etc.) that:
- Have a great product, but have fuzzy or generic messaging
- The story is lacking or not connecting
- Want one person who can own strategy + execution
- Are willing to shape the voice and positioning (or already have a strong one to amplify)
Me
I:
A copywriter who evolved into a strategist and became a product storyteller. I explore B2B buying psychology, dig deep to understand what matters to customers, map their journey, and shape narratives to connect.
Intellectually curious, first principles thinker
Speak candidly, express clearly, and think strategically
Bias for action, balancing strategic vision with creative execution
Experience: Brand strategy, copywriting. product, growth.
Expertise: Shaping a voice, mining for small data, and translating complex technical concepts into clear narratives.
Methodology: Leveraging a macro-view with micro-insight to curate content for audiences, channels, and search engines.
Method: Diving deep into a company’s DNA, capturing its essence, understanding its vision, and translating key benefits into compelling narratives that connect and drive action.
Philosophy: Ask the questions that matter, hold strong opinions loosely when data suggests otherwise, and write with conviction.
Clear
Authentic
Simple
Human
AI:
Throughout the marketing strategy, I leverage both human expertise and AI efficiency: 70% human creativity and strategic thinking, and 30% AI-powered workflows and optimization. Tools include Fathom, Claude, Perplexity, Gemini, Grok, Jasper, Surfer, Clearscope, and Notion for research, analysis, and content management.
Each plan is customized to the needs, goals, and capabilities of the company.
1. Discovery
- Interviewing stakeholders to define objectives, challenges, business model, KPIs, differentiation, brand essence and driving principles, value proposition, and ICP.
- Interviewing customers and prospects to understand problems, solutions, goals, fears, pain points, and motivators.
- Researching customer needs, wants, behaviours, and culture
- Creating customer profiles and mapping the customer journey from awareness to purchase and beyond.
If you wish to persuade me,
you must think my thoughts,
feel my feelings, and speak
my words.
— Cicero
2. Research, Analysis & Opportunity Mapping
- Assessing online presence, competitor positioning, industry trends, and cultural context.
- Identifying whitespace opportunities where the brand can own a unique position.
3. Distill & Define
Synthesizing insights into a clear brief:
- What is the product?
- Whom is it for?
- Why do they choose it?
4. Positioning & Messaging
- Developing positioning strategy and messaging architecture to own a whitespace.
- Building/refining brand tone and language guidelines.
- Developing a story framework and creating multiple content drafts in the company’s voice and style.
- Testing messages with target audiences, refining based on what works (resonance, recall), and selecting the optimal version for deployment.
5. Brand Guide & Implementation
- Codifying messaging, voice, and visual identity.
- Creating guidelines for consistency across touchpoints.
6. Content
- Deploying across website, social, and other channels (sales enablement, case studies, campaigns, etc.).
- Maintaining content calendars and ensuring consistency across channels.
7. Measuring & Optimizing
- Tracking performance, gathering feedback (measuring what matters).
- Iterating.
Strategic Foundation
Discovery & Positioning
- Continuous collaboration with product teams to identify differentiation and market opportunities
- Market positioning and messaging architecture development
- Audience research to convey benefits in language that resonates
Brand Development
- Voice, identity, and vision
- Positioning strategy and value proposition
- Brand expression guidelines (creation and enforcement)
Content & Messaging
Core Content Creation
- Blogs, case studies, whitepapers, guides, infographics
- Landing pages and website copy
- Email campaigns and social content
- Executive ghostwriting and thought leadership
Strategic Content Development
- Message frameworks and selling propositions
- Category creation and market-shaping narratives
- Customer stories and brand storytelling
- Sales collateral (one-pagers, pitch decks, persona messaging)
Full-Funnel Execution
Top of Funnel (Awareness, Lead & Demand Generation)
- Thought leadership and category creation content
- SEO-optimized content for organic traffic (Ahrefs, Jasper, Surfer, Clearscope)
- AIO-optimized content to be featured in AI search answers
- Organic social presence (X, LinkedIn)
Mid-Funnel (Trust, Rapport & Consideration)
- Comparative content and case studies
- Educational resources (whitepapers, guides)
- Nurture email sequences
- Account-based content for targeted accounts
Bottom of Funnel (Conversion)
- High-converting landing pages with clear CTAs
- A/B testing and conversion optimization
- Gated content for lead generation
- Campaign execution and tracking
Post-Purchase (Retention, Loyalty & Advocacy)
- Customer success content and community building
- Retention and upsell email sequences
- Brand advocacy programs and loyalty initiatives
Channel Management
Owned Media: Website management and content updates
Earned Media: SEO/ASO optimization and organic social growth
Paid Media: Advertising campaigns across channels
Social Media: Content creation, advertising, and community engagement
Offline: Guerrilla marketing, experiential activations, tradeshows/events
Operations & Optimization
Planning & Execution
- Rolling 30-day editorial calendars aligned with campaigns and launches
- Cross-functional collaboration (Product, Design, Sales, Customer Success)
- Content repurposing (long-form to reels, video snippets, shareable clips)
Performance Management
- KPI tracking: awareness, reach, resonance, conversions, brand equity
- Campaign testing, iteration, and optimization
Technology Integration
AI workflow optimization
Brand voice AI agent development
Expected Outcomes
- Organized thinking and simplified messaging
- Reduced marketing complexity and costs
- Increased awareness, sales, and marketing ROI
- Clear customer profiles that guide messaging
- Unified content strategy across all channels
- Consistent publishing and smart content repurposing
- Authentic engagement and community building
- KPI tracking and performance optimization
- Brand tone and visual consistency
First 30 days
- Audit existing content and finalize new systems and frameworks
- Launch editorial calendar and briefing templates
First 90 Days
- Publish 30+ content assets across channels (according to strategy and plan)
- Improve content production speed and integrate AI workflows to increase content production volume
Success Metrics
- Social reach and engagement growth.
- Landing page conversion improvements
- Versatile, strategically produced content.
- Increased lead generation and sales support effectiveness.
- Content shipped within 5 business days from brief to publish.
Quality and substance over noise. Sales over vanity metrics.
- GTM & Product Marketing: Owning the end-to-end narrative, from technical positioning and persona development to product launches and market shifts.
- Strategic Messaging & Enablement: Building differentiated objection-handling frameworks and narratives to equip sales teams with the playbooks and tools needed to win complex B2B deals.
- Omnichannel Content Strategy: Managing the organic and paid editorial lifecycle, producing expert-led technical content, and executive thought leadership to drive pipeline growth.
- Brand Stewardship & Operations: Establishing scalable content ecosystems and brand governance to ensure a consistent voice, visual identity, and reputation across all touchpoints.
- Cross-Functional Leadership: Driving alignment between Marketing, Product, and Sales through optimized workflows and integrated campaign execution.
- Data-Driven Iteration: Leveraging performance metrics and field feedback to continuously optimize messaging, conversion paths, and content ROI.
Strategic Alignment Sprint
1. Clarity Call
Socratic discovery to understand where you’re stuck, what’s misaligned, and what’s costing you time or trust.
Input: team/org context, recent outcomes, roadmap artifacts.
Output: friction map, priority hypothesis, quick-win insight.
2. Pressure-Testing the Core
Next, I dig into your operating model, product thinking, user journey, and customer comms. We map what’s working, what’s fuzzy, and what’s missing.
Input: decision-making flow
Output: operating model snapshot + clarity gaps
3. Sprint Towards Clarity
Using the insights, I run a focused working session or weeklong sprint to align stakeholders, define outcomes, and rebuild a strategic path forward.
Input: priorities, objectives, product roadmap
Output: short-term plan, prioritized initiatives, buy-in-ready strategy
4. Delivery
An actionable blueprint—insights and strategy packaged into a clear narrative, ready to present to the team, investors, and customers.
Deliverables: strategy brief, sprint summary, KPI alignment, next moves
5. Embed + Scale
Need more than a sprint? Plug me into your org as an embedded extension of your team.
Input: collaboration
Output: sustained clarity, message resonance, content that translates into sales.
Your Business in 7 Words
Can you explain your business in seven words? People won’t sit through a full pitch, and you only get one first impression. Short and sharp messaging gives customers a reason to believe, investors a reason to bet, and employees a reason to row together.
1. Discovery Call
Socratic discovery to uncover the essence.
2. Customer Interviews
What do they care about, what are they missing, and what matters to them?
3. Synthesizing
Combining knowledge and insight into a brief and trimming the summary into succinct message options.
4. Delivery
Five 7-word message options.
5. Embed + Scale
Need more than a sprint? Plug me into your org as an embedded extension of your team.
Input: collaboration
Output: sustained clarity, message resonance, content that translates into sales.
Voice and Content Refresh
What you say and how you deliver the message determine what people feel, think, and do. Consistency and relevancy are key.
Your website is your company’s storefront. Even if most of your leads don’t come from the website, all of them visit it. It’s an opportunity to connect and shape perception.
1. Discovery & Review
What works, what doesn’t, and what needs to happen.
Input: website, target audience, goals.
Output: copy and UX optimization suggestions, potential friction points.
2. Planning
Summarizing voice and adjusting based on the ideal positioning and desired perception.
3. Refreshing
Rewriting the content.
4. Delivery
Voice guide, revised website content.
Calling You To Action
Give me two minutes to look at your website, and I’ll tell you the single easiest way to boost the good metrics and reduce the bad ones.
- Retainer: Ongoing marketing planning and execution with predetermined asset volumes and hours.
- Fractional: Embedded strategic partner, leading product marketing and driving outcomes.
- Project-Based: Specific initiatives like brand positioning, website refresh, or campaign development.
- Sprint: Focused working sessions to align stakeholders and build tactical paths.
- Content calendar ownership: Starting from $1,500 per/m.