Competitive gap analysis for a procurement software company
BACKGROUND This project was for a client in the B2B procurement software space. The goal was to benchmark the brand’s content coverage against three direct competitors across 60 commercially important keywords, and surface the specific gaps worth prioritizing first. I assessed coverage across eight topic categories using a combination of manual content review and SEO […]
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Freelancer TOV guide for a food media company
BACKGROUND This project was for a client in the independent food media space. The goal was to give incoming freelance writers a practical guide to the publication’s voice that would reduce the revision cycles caused by writers defaulting to their own register rather than the publication’s. I built the guide around the specific pitfalls that […]
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TOV refresh for a recruitment consultancy
BACKGROUND This project was for a client in the recruitment industry. The goal was to close the gap between how the brand actually operated, with genuine care for candidates and clients, and how it sounded in writing, which was indistinguishable from every other recruitment firm in the category. I started with a full audit of […]
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Fintech TOV guide for a personal finance app
BACKGROUND This project was for a client in the personal finance app space. The goal was to build a comprehensive tone of voice guide that could be used by every person who writes for the brand, from full-time team members to freelance copywriters to developers writing error messages, without requiring them to ask for guidance […]
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Content categorization framework for a B2B SaaS brand
BACKGROUND This project was for a client in the B2B SaaS space. The goal was to give a scaling content team a shared taxonomy for every content type they produced, so that format decisions were made deliberately rather than by assumption. I defined every content type the team used across all four funnel stages, specifying […]
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Editorial calendar framework for a health and wellness e-commerce brand)
BACKGROUND This project was for a client in the health and wellness e-commerce space. The goal was to give a four-person content team a structure that connected individual pieces of content to business goals and campaign beats, rather than a schedule that just told them when to publish. I built a three-layer framework covering the […]
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Content governance framework for a B2B tech brand
BACKGROUND This project was for a client in the B2B technology space. The goal was to bring consistency to a six-person content team that had grown quickly and was producing more content with less coherence in quality, tone, process, and strategic alignment. I built the framework across four components: clear role definitions with explicit boundaries […]
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Product launch social strategy for a D2C homeware brand
BACKGROUND This project was for a client in the direct-to-consumer homeware space. The goal was to build anticipation, convert existing followers into buyers on launch day, and sustain momentum in the weeks following the launch of a premium ceramic kitchen storage range. I built a six-week organic campaign arc across three phases: a two-week pre-launch […]
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Startup content strategy
BACKGROUND This project was for an early-stage FinTech startup in the personal finance space targeting people in their 20s and 30s. The goal was to build the brand’s entire content function from scratch, including competitive analysis, editorial identity, channel infrastructure, and a first-quarter editorial calendar, before a single piece of content was published. I started […]
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Lifestyle brand content strategy
BACKGROUND This project was for a client in the wellness and sustainable living space. The goal was to bring structure and strategic intent to a content program that had been largely reactive and heavily skewed toward product promotion, without losing the commercial purpose that hygiene content serves. I built the strategy around the hero, hub […]
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