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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SaaS content strategy
BACKGROUND This project was for a client in the B2B SaaS space entering the mid-market segment after establishing strong name recognition at enterprise level. The goal was to build awareness and credibility with an audience that had no prior relationship with the brand, generate inbound leads through organic search and content-led nurture, and give the […]
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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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Re-engagement or win-back flows
BACKGROUND This project was for a client in the handmade ceramics and e-commerce space. The goal was to re-engage lapsed subscribers in a way that felt honest enough to either bring them back genuinely or let them go without damaging the relationship. I wrote a three-email sequence that opens with a low-pressure check-in rather than […]
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