Selected work.

Willow automates operations for professional services firms: scheduling, client communication, and the admin that piles up around both. The buyer is an operations lead at a firm of ten to fifty people.

What I built

• Run the social media programme
• Relaunched the website, migrating it off Webflow onto a faster stack
• Built the customer case study engine, running at roughly one a week
• Wrote the onboarding email sequence new customers land in
• Worked on pricing strategy and the rate card behind it
• Produced partner content and conference material

ZYGO builds a software platform for physical AI agents: robots that take on the dull, dangerous and difficult work so hybrid teams can cover more ground. Deeptech, technical founders, and a category most buyers have not shopped for before.

What I built

• Built the go-to-market motion from scratch, with no marketing function in place
• Set up the CRM in Attio, with website forms routing straight into it
• Put prospect detection and visitor tracking in place
• Built the content model for the company plus both founders' personal brands

Aspire builds business finance for startups. The brief was a blog section aimed squarely at founders: how to set up a company in Singapore, and the financial decisions and terminology that follow once you have.

What I built

• Built the content strategy: four pillars, anchored on in-depth blog pieces with shorter term-by-term explainers underneath
• Set up the glossary and the writing guide the whole team worked from
• Led five writers, two internal and three external
• Edited everything against the brand strategy and the writing guide before it shipped
• Published to Webflow and worked with the designers on the visuals
• Turned the blog content into social

SOFICO makes contract management software for automotive finance and leasing: fleet, lease, and dealer operations on one platform. The buyers are operations and technology leaders at captive finance units and multi-market leasing companies.

What I built

• Researched and wrote the state of AI report for the automotive industry
• Developed the positioning narratives, then write the content off them myself
• Landing pages, blogs, newsletters and case studies
• Long-form technical content on migration and data quality