Selected work.

Willow is an AI social media platform for professional-services firms: a platform, posts built from a profile of the business, and a dedicated coach, published across LinkedIn, Instagram, Facebook and X. The buyer is the firm owner or managing partner.

What I built

• Run the social media programme
• Relaunched the website: migrated off Webflow, rebuilt with Claude, and shipped it without an SEO hit
• Built the customer case study engine: weekly at the start, closer to monthly now
• 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

Will is Willow's AI agent for LinkedIn, and it runs entirely through WhatsApp. Send a voice note or a few bullets and it comes back with a post in your own voice, having read your last fifty to learn how you write. No dashboard, no new app to open. Over 1,400 people have started a free trial so far.

What I built

• Coordinated the Product Hunt launch, which didn't make the day's top ten or pick up a feature
• Ran the LinkedIn ad programme, testing creatives, ICPs and USPs against each other rather than one variable at a time
• Built sign-up tracking for a product that lives entirely inside WhatsApp
• Worked on UX and onboarding for an app with no interface beyond the conversation
• Made the YouTube explainers, with a friend helping on the more entertaining videos
• Ran website branding and messaging with a Webflow designer on the homepage, then built the rest of the site and the blog setup myself
• Promoted Will at events, including its first public outing at SuperNova in Antwerp

Aspire builds business finance for startups. The brief was the Founder Academy, a blog 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 four writers, and brought in a fifth for one important pillar piece
• 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