Opinion/contrarian take
BACKGROUND This project was for a client in the content marketing and brand strategy space. The goal was to publish a credible, contrarian take that would generate real engagement from a marketing-savvy audience. I did it by writing a direct argument that “authentic brand voice” has become an industry placeholder that actively misleads people, and […]
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Thought leadership: COO at a traditional retailer
BACKGROUND This project was for a client in the retail industry. The goal was to give a senior operations leader a credible public voice on digital transformation without the usual hype around it. I did it by writing a pragmatic, unglamourized account of what that process actually feels like from inside a 140-year-old business. The […]
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Thought leadership: CMO at a B2B scale-up
BACKGROUND This project was for a client in the marketing and technology space. The goal was to build executive credibility through radical transparency rather than polish. I did it by ghostwriting a measured, self-aware piece where a CMO openly reckons with two years of optimizing for the wrong metric and what it actually cost the […]
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Thought leadership: Climate tech founder
BACKGROUND This project was for a client in the climate tech industry. The goal was to position their founder as a credible, outspoken voice on a problem the sector wasn’t talking about openly. I did it by writing a passionate, first-person piece arguing that climate tech has more data than it knows what to do […]
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