Past and current work
Do you recognise one of these situations?
- Your first marketing hire or fractional GTM just left
- 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
- You closed a round and you're ready to accelerate GTM
- You tried the obvious stuff: a LinkedIn post, a landing page... but nothing moved the needle
- The first customers came through your network but you're struggling to scale beyond that
Let's build and improve your marketing foundation from end to end.
Your current GTM has a clear problem: nobody owns marketing at a senior level. So the work happens in pieces, and the pieces don't line up. A prospect reads your website, then a LinkedIn post, then your sales deck, and gets three slightly different explanations of what you do. Every new piece gets argued out from scratch because there's no agreed version to write from, and nobody can take the work over without you checking every line.
What gets built
Positioning and messaging
ICP, value proposition, and the story your buyer needs before they engage.
A website that converts
Copy and structure built around the positioning, not a redesign exercise.
A content motion you can sustain
The channel that matches your buyer, set up or rebuilt, and running before I leave.
Tools and setup
CRM, analytics and automation for your stage, wired together so the workflows and connectors actually run.
Built for
- ✓ B2B tech: fintech, deeptech, HRtech, SaaS and infra
- ✓ A product that is live, even if revenue or customers are still early
- ✓ Something technical enough that the marketing falls apart when whoever writes it doesn't understand what is being sold
Not for
- × Companies with a marketing lead already, since this role is the owner rather than an extra pair of hands
- × B2C, e-commerce and agencies, where the buying decision works differently
- × Anything pre-product, where there is nothing to position 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.
The GTM dashboard keeps it all saying the same thing.
Marketing drifts when the thinking behind it lives in someone's head. So every engagement runs through a dashboard I built for this, where each brand gets its own structured vault instead of a folder of documents nobody opens twice.
The layers
ICP, market and alternatives, messaging, products, voice and brand each live as their own file. Customer transcripts feed the ICP, the ICP feeds positioning, and positioning feeds messaging, so nothing downstream gets invented.
The output
Website copy, LinkedIn posts, the sales deck and email sequences all derive from those files. They tell the same story because they trace back to the same source, not because someone remembered to check.
What it changes
The next piece stops being argued out from scratch, and someone else can pick the work up without you reading every line. On-brand becomes a checkable property rather than a matter of taste.
It started as a chat agent for ICP and positioning, and became a proper app once the pieces needed to connect. More on how it works, and the rest of the AI systems behind this, in how I use AI for B2B marketing. The messaging it produces follows the structure in how to write a messaging guide.
Why not a strategy consultant or an agency?
The usual options split the job in two. You hire someone to decide what should happen, then someone else to make it happen, and the handover between them is where most of the value leaks out.
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.
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.
How much of your time do we actually get? +
Between one and three days a week, over at least three months. That's enough to own the work rather than advise on it, and the three-month floor is there because positioning, a website and a working CRM don't land in six weeks. Where you sit in that range depends on how much is getting built at once, and we agree the days up front so you know when I'm in and what's landing.
Why not just hire someone full time? +
Hire, if you can find the right person and afford to wait. A senior marketing hire takes three to six months to find, costs salary plus equity, and you're making that bet before you know exactly what the role needs to do. Fractional gets senior thinking and hands-on execution running now, for a fraction of the cost. It also makes the eventual hire easier, because the positioning, the systems and the playbooks are documented, so you're hiring into a defined role instead of asking a candidate to invent one.
We already have a junior marketer and a designer. Do we need someone more senior? +
Then execution is covered, and what tends to be missing is the direction it runs on. A junior marketer does good work with a clear ICP, a positioning foundation and a prioritised roadmap. Without that layer they're guessing at what matters, and the output goes reactive. So I steer rather than replace: they keep executing, with someone senior answering the questions they shouldn't have to answer alone. Designers I work alongside. I come into most engagements where there's already a designer, and that's the setup I prefer, because they take on the time-consuming craft work and their opinions carry real weight in how the thing ends up looking and working.
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.