Capabilities
What I Build
A decade of consulting taught me to diagnose fast, build systems that actually get used, and communicate across every level of an organization — from founder to frontline. These are the capabilities I bring to a senior marketing leadership role.
Product Positioning & Messaging Architecture
I define how a product should be understood in its market by building the foundational brand story, the messaging hierarchy, and the positioning framework that gives every piece of communication a consistent reference point, whether it's a product page, a sales pitch, a conference talk, or a social post. For companies, this is often the most urgent and underserved need: a technically exceptional product that the market doesn't yet fully understand. I close that gap through brand narrative development and messaging architecture, positioning complex or technical products for non-technical buyers, and building voice and tone systems that work across cross-functional teams. That foundation then extends into competitive differentiation frameworks and executive communication strategy, so leadership is telling the same story as the marketing team, in a way that actually lands.
GTM Strategy & Product Launches
I build go-to-market strategies from the positioning infrastructure up, not campaign plans bolted onto an unclear story, but a full system that aligns narrative, channel strategy, and sales readiness into a single coherent motion. I've designed and executed GTM programs for B2B companies across field service management, construction manufacturing, SaaS, food services, and professional services platforms, consistently working as a senior PMM who owned strategy through execution. That means defining the ICP, shaping the launch narrative, building the enablement content, coordinating the channel mix, and measuring against pipeline contribution, not activity. I've driven 20%+ conversion lift through message-to-intent alignment across paid and owned channels, and I've built ABM-style partner recruitment programs that positioned platforms as the most compelling option.
Competitive Intelligence & Market Positioning
Most competitive intelligence programs produce slide decks that sit in a shared drive. I build programs that actually inform decisions, structured voice-of-customer research, win/loss analysis, ICP refinement, and ongoing market signal synthesis that acts as the internal voice of the market inside product and GTM strategy conversations. I've written about the competitive dynamics of AI-era marketing at length, including how AI search and generative engine optimization are reshaping how buyers discover, evaluate, and shortlist vendors, which means I bring both the analytical program-building skills and a current, applied understanding of how competitive positioning works in a market where AI tools are increasingly the first filter a buyer uses before they ever reach your website or sales team.
Sales Enablement & Partner Ecosystem
I build the systems that give sales and partner teams the language to sell confidently, not just asset libraries, because I've been a professional sales person explaining a product to a potential buyer. I know the value of having a full enablement infrastructure: joint value propositions, competitive battlecards, objection-handling guides, ROI frameworks, solution briefs, and business case templates. I've done this across complex partner ecosystems where the real challenge isn't building the content, it's translating platform capabilities into the language of each partner type's business model, competitive priorities, and customer outcomes rather than the vendor's internal feature language. The result is enablement that partner sales teams actually use because it sounds like their world, not yours. I've built these systems from scratch across multiple B2B SaaS verticals simultaneously, acting as the sole PMM and partner GTM lead across concurrent client engagements.
Applied AI in Marketing
I work with AI tools daily, across research, writing, strategy, competitive analysis, and workflow design. More importantly, I understand where AI adds genuine leverage and where human judgment is irreplaceable, which is the distinction that separates AI-fluent marketers from everyone claiming the label. I built AI-powered lead scoring and behavioural segmentation systems, deployed a custom AI assistant trained on a decade of professional knowledge, designed prompt engineering frameworks for content production, and have been writing seriously about AI's impact on GTM strategy, buyer journeys, and content visibility since before most marketing teams were experimenting with the tools. I've analysed how AI search engines evaluate and cite sources, how the customer journey has shifted as buyers move from Google to ChatGPT and Perplexity, and what that means practically for positioning, content strategy, and brand visibility. For an AI company, I'm not a marketer learning your world, I'm living in it.
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