Format case study (Marketing analytics newsletter)
BACKGROUND This project was for a client in the B2B recruitment technology space. The goal was to rebuild the brand’s editorial identity after a content audit revealed that the existing content was actively undermining the sales process, with prospects consistently rating competitor content as more credible and more useful during the consideration stage. I started […]
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Rebrand case study (Recruitment technology)
BACKGROUND This project was for a client in the B2B marketing analytics space. The goal was to build a weekly newsletter that would retain and engage existing subscribers, with modest expectations for growth and no modeled revenue attribution at the outset. I built The Intelligence Brief as a standalone editorial product rather than a content […]
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Organic growth case study (Project management app)
BACKGROUND This project was for a client in the B2C project management app space. The goal was to build an organic search presence from virtually nothing and reduce the brand’s dependence on paid acquisition, which had been increasing in cost quarter over quarter. I spent the first six weeks on strategic groundwork before a single […]
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Lead generation campaign for regulatory compliance SaaS
BACKGROUND This project was for a client in the regulatory compliance SaaS space. The goal was to generate qualified leads from compliance managers and risk leads at mid-to-large enterprises through a gated asset, and convert a meaningful proportion of those leads into product trial starts. I built a full four-stage funnel around a single asset, […]
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Seasonal campaign for sustainable homeware brand
BACKGROUND This project was for a client in the sustainable homeware space. The goal was to use B Corp Awareness Month to build genuine credibility with purpose-led consumers and businesses researching the certification, rather than producing the celebratory content that floods the space every October. I built the entire campaign around a single central piece: […]
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Product launch campaign for B2B data platform
BACKGROUND This project was for a client in the B2B data and analytics SaaS space. The goal was to drive existing users to a significantly rebuilt product and generate new enterprise trial starts, while earning press coverage and backlinks that would compound beyond the launch window. I planned and executed a six-week, five-channel campaign covering […]
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Cross-platform funnel ads
BACKGROUND This project was for a client in the B2B talent intelligence SaaS space, building a complete paid acquisition funnel for a new brand from cold awareness through to booked discovery call. I wrote the full four-stage funnel across LinkedIn, Google Display, Google Search, and email nurture, with a single unifying message adapted for the […]
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Headline A/B tests
BACKGROUND This project covered two separate A/B test frameworks across two clients in the handmade goods and food and beverage spaces. The goal in both cases was to identify which headline framing would drive better performance, and to build a testing rationale that explained not just what to test but what the result would actually […]
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LinkedIn – Lead gen form ads
BACKGROUND This project was for a client in the B2B pay equity consultancy space, running alongside a Facebook lead gen campaign for the same brand. The goal was to generate qualified leads directly within LinkedIn from senior HR decision-makers, with a higher-commitment ask than the free resource being offered on Facebook. I wrote a lead […]
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LinkedIn – Thought leadership ads
BACKGROUND This project was for a client in the digital health SaaS space, running alongside a Google conquesting campaign for the same brand. The goal was to build credibility and pipeline with clinical operations leads earlier in the buying journey, before active search intent was declared. I wrote a sponsored content ad that leads with […]
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