Past and current work
Your marketing foundation. Built end to end.
You shipped a product. There's probably some marketing happening already, run by you or by whoever had time for it. What's missing is the layer underneath: positioning that holds up, a website that converts, a content motion you can sustain, and a clear view of which specialists to bring in next. Sometimes that means starting from nothing. More often it means fixing the foundation under what you've already built.
What gets built
-
Positioning and messaging
ICP, value proposition, category framing, and the story your buyer needs to hear before they'll engage.
-
A website that converts
Copy and structure built around the positioning. Not a redesign exercise. A buyer journey that holds together.
-
A content motion you can sustain
LinkedIn, blog, or newsletter. Whichever channel matches your buyer. Set up or rebuilt, briefed, and running before I leave.
-
Tooling and specialists
The right CRM, analytics, and automation for your stage. Plus shortlists of the specialists (paid, SEO, outbound) worth hiring later.
Who this is for
- ✓ B2B tech companies (fintech, deeptech, HRtech, SaaS, infra)
- ✓ Product is live, even if revenue or customers are still early
- ✓ Marketing that doesn't exist yet, or exists without anyone owning it
- ✓ No dedicated marketing lead in place yet
- ✓ Positioning either doesn't exist or is a rough first pass
Who this isn't for
- × You already have a marketing lead or team
- × B2C, e-commerce, or agencies
- × Pre-product (no MVP shipped yet)
Scope decides the engagement. Some companies need a positioning sprint and a website. Others want the full foundation plus ongoing execution. We work that out before anything starts.
Most of this work starts after one of these
- Your first marketing hire just left, and it turns out most of it lived in their head
- The fractional before me finished up and the thread got dropped
- Your only marketer is a junior doing their best without anyone to steer them
- You've been doing the marketing yourself and it's the thing that slips every week
- Closed a round and investors are asking about GTM progress
- First customers came through the founder network, now a repeatable motion is needed
- Tried the obvious stuff: a LinkedIn post here, a landing page there. Nothing moved the needle.
- Not sure if the problem is the message, the channel, the ICP definition, or all three
Strategy and execution from the same person. Not two separate hires.
Startups usually hire one of two things: strategists who can't execute, or executors who lack strategic context. The strategy and the build stay separated, and neither ends up doing its job. I do both, and the product marketing depth is what holds them together.
Strategy consultants
Deliver decks instead of results.
Expensive, slow, and then the deck gets handed to a team who then has to figure out what to do with it. The translation from strategy to shipped thing is on you.
Freelance operators and agencies
Run the channel you ask for, whether or not it fits.
Execute tactics without strategic context. Content ships, emails ship, ads ship. Nobody checks whether the positioning underneath holds up, so the signals don't compound.
Working with me
One person. Strategy and execution. No handoff.
Product marketing depth where generalists fall short. Starts with how your buyer moves from problem-aware to decision-ready. Stays hands-on through delivery: the positioning, the website, the sales deck, the content. AI-native workflow that compounds output week over week.
The GTM dashboard
The system behind the work
Every engagement runs through a GTM dashboard built for this specific problem. ICP on one tab. Market and alternatives on the next. Messaging derives from both. Copy derives from messaging. The website, the LinkedIn posts, the sales deck, and the email sequences all tell the same story because they all trace back to the same source of truth.
It's the discipline most teams wish they had. Without it, "on-brand" is a matter of taste. With it, it's a checkable property.
Common questions
How long does an engagement last? +
Scope decides the length. A positioning sprint is shorter than a full foundation build. Some clients keep me on for ongoing execution after the foundation is in place. We agree on scope first, then map that to a timeline.
What does it cost? +
Pricing depends on scope. We go through what needs building first, then you get a clear proposal before anything starts.
Do you work with non-tech companies? +
I focus on B2B tech. The frameworks transfer to other categories, but the depth I bring is specific to technical products and technical buyers.
How is this different from hiring an agency or a freelancer? +
An agency gives you a team that needs briefing, on a contract that assumes a fixed shape of work. A freelancer gives you execution without strategic context. I give you one person who does both, working directly with you on what to build and then building it, and the scope flexes as what you need changes rather than staying whatever we agreed in month one.