Strategy first. Always.
A lot of founders think they need more content, a better website, or a stronger social presence. Sometimes that's true. But usually, the real problem is upstream: unclear positioning, an undefined audience, or a narrative that isn't landing. I fix the foundation before we talk about execution.
How I work
Every engagement starts the same way: deep work.
Before I write a word of copy or recommend a tactic, I spend time understanding your business from the inside out. I do this through an intensive discovery process — a structured conversation with you (usually the founder) that covers your market, your competition, your customers, your product, and the assumptions you have and haven’t tested.
This isn't a standard briefing doc. It's a deep questioning that surfaces the things you know intuitively but haven't found the words for yet.
The output is a foundational positioning document — the single source of truth for your brand. Everything we build after that comes from this: your website, your pitch narrative, your content strategy, your product messaging. It's the investment that makes everything else faster and sharper.
Here's a sample of what I explore with every new client:
On your market: We discuss your problems, the criticality, existing solutions, what’s missing, and more.
On your category: We talk about where you sit, market leaders, and creating a new category.
On your competition: We talk about everything from no competitors to what alternatives exist.
On your customers: Among other things, we discuss what creates happiness; what resonates.
On your product: We will walk through features, use cases, but most importantly, the why.
By the time we're done, you'll have more clarity about your own company than you've had since you started building it. That's not an accident — it's the process.
Positioning & Messaging
The foundation.
Where do you fit in the market, and how do you talk about it? This is the work that makes everything else click. I help you define your category, your differentiation, and the core narrative that runs through every touchpoint — from your pitch deck to your homepage to how you answer "so what do you do?" at a conference.
Best for: Pre-launch, post-seed, or any time you feel like your story isn't landing the way it should.
What we can work on together.
Marketing Strategy
The roadmap.
Once positioning is clear, what do you actually do? I help you build a 6–12 month marketing strategy that's honest about your stage, your resources, and what will actually move the needle. No generic playbooks — just a clear set of priorities built around your specific goals, whether that's driving awareness, building pipeline, or supporting your next fundraise.
Best for: Founders who are ready to invest in marketing but aren't sure where to start.
Brand & Demand
The buildout.
Brand identity, website narrative, content strategy, thought leadership, demand generation — once the foundation is in place, I help you build the visible layer of your marketing. I bring in specialist freelancers (design, video, demand gen) as needed, so you get a full-stack result without building a full-stack team.
Best for: Companies post-seed that are ready to build out their presence and start driving inbound.
Fractional CMO
The long game.
For companies that need ongoing strategic marketing leadership without a full-time hire, I can serve as your fractional CMO — embedded in your team, involved in the decisions, and accountable for outcomes. This typically evolves from an initial project engagement.
Best for: Seed to Series B companies that need consistent marketing leadership but are not yet ready to hire a full-time CMO.