Marketing & Go to Market Lead | Postioning, Value Proposition, Messaging, ICP Definition
For 10 years, I've helped companies with product marketing, employer branding, and strategy. I've worked with diverse, and distributed, teams across Europe and North America — from Kyiv to Lisbon, New York to Toronto, and communities with members all around the world. I've repositioned companies for successful international expansion, facilitated value proposition workshops with more than 50 companies, run growth planning to align sales and marketing with 30 companies. I can help you: - Define your company's ICP - Create a value proposition that connects with customers meaningfully - Create customer research that gets you important insights to make marketing and sales decisions - Define and align marketing and sales funnel stages and definitions - Build reports and tracking that showcase your value to senior leadership
I’ve supported more than 30 companies to create their go-to-market strategies based on industry best practice for 2026. This is tied to their lead management process and marketing and sales budgets.
I was part of a team that repositioned a global learning platform for international expansion and a new persona, then led the roll-out across the product and marketing channels.
I’ve worked with dozens of companies on their value propositions and validation, plus product launches and creating systems for customer feedback to reach all teams internally.
Miro is a great took for designing and facilitating workshops remotely. I’ve designed and run over 50 workshops on Miro to align teams and come to decisions.
Growth isn't the hard part. Growing consistently is. I help founders, sales and marketing teams get clear on who they're building for, where to reach them, and how to turn that into a growth engine that creates pipeline and closes customers.
I support the Everfield portfolio companies with defining their growth foundations, such as positioning, value proposition, and ICP definition, hire and mentor marketing talent, and support CEOs with growth planning, OKRs, and data.
Led the creation of a new careers website, EVP and all employer brand activities including managing social presences of pages with 40k+ followers.
Brought on by the CTO to restart and manage the engineering blog. Editor and content manager of dozens of articles written by engineers and product managers, providing insight into what it's like to work at AMBOSS, while supporting their writing skills and confidence. Content manager, editor, writer, and content analyst.
Wrote articles for online and books, interviewing CEOs and investors across EMEA. Contributed to over 14 books.
Supported companies across 3 programs - two in Berlin and one in Lisbon. Worked on value proposition, positioning, and growth experiments to get to proof of concept faster.
Repositioned the company for international expansion and new persona. Hired and led the UX writing and maketing copy team establishing ways of working and quality standards. Led and advised on product launches and naming.
Thought for Food (TFF) is the world’s leading platform for Next Generation Innovation in global food and nutrition security. We create unique engagement, collaboration and innovation opportunities for new ideas and solutions to flourish. Contractor on the lean, TFF core team to welcome 400+ people to the 5th TFF Global Summit. Also helping raise the public profile of TFF and the core team by implementing a robust communications strategy with clear, concise messaging. Some achievements; - Sold out record number of tickets for 2017 Summit - Organised and directed (as needed) an on-the-ground social media team to cover Summit content. This team produced incredible results - 4x reach and 10x engagement from 2015 - Lead and execute on media partnerships for 2017 Summit - Provide guidance to media relations & PR freelancers and external parties for maximum impact pre-, during, and post-Summit - Work closely with designer on summit media, including 36-page Summit handbook, manage website content, brief and oversee photographers and videographers on-site, and copywriter on request - Create sponsor materials from initial packages, to execution of agreed communications - Ad-hoc project management as requested
Collider is a accelerator dedicated to marketing and advertising tech (MadTech) startups, who help brands and agencies better identify, understand, engage with and sell to their consumers. Built an audience for Collider leveraging social media channels, events, content marketing & strategy, and partnerships, benefiting founders, investors and corporate executives. Some achievements include: Creating special projects aimed at informing and inspiring C-Suite executives in the London marketing & ad industry including the Collider Mentor Network (25 CEOs, investors & founders), Collider Demo Day (200+ attendees; invite-only, 60% manager level & above), and laying the groundwork for two crowdfunding campaigns External speaking panels curated and organised at; Ad Week Europe 2015 & 2016, AdTech 2015, the Next Big Thing 2015, Festival of Marketing 2015, and Google Launchpad 2016 Articles published in; Marketing Magazine, Campaign, The Drum, Marketing Week, Digiday, Strategy Eye.
At Rockstart Accelerator, I learned the fundamentals of social media and writing for small, digital businesses. In a 4-person communications team, I was responsible for; managing the website and writing content weekly; monitoring website performance using Google Analytics; writing and proofreading external communications including international press releases and thought pieces.
WAC strives to bring together young performing artists in Kitchener-Waterloo through monthly events held at a rotating roster of local businesses throughout the region. We seek to broaden the definition of 'performing arts' by fostering collaboration between artists and their projects. Live Art, art live. Emerging from the frustrations of a lack of performance opportunities for artists working on their own projects (eg. as a dancer in a group, you have to uphold a certain style to match the group), I co-founded an event-based collective of solo artists, ranging from country and opera singers to hip-hop dance choreographers to designers and photographers. We paid each performer a small stipend for their time and broke even for the entire existence. Here I learned about the importance and strength of a committed community. Prospects of returning to Waterloo slowly disappeared while in Europe, and we wound WAC down.
One of those "come on, it will be fun" whims in my last year. It was incredible. Working with a Co-Arts Editor, we managed the weekly print pages in the school paper. This included brainstorming weekly content ideas to fill the section, learning InDesign to visually create the pages, managing volunteer writers to submit work on time, managing photographers and designers for visuals, and writing for other sections when needed. I also began toying with content management systems when learning to upload content to the website.
My first steps into Communications and PR. Acted as a first contact for media, wrote press releases, began the partnership process, and had the opportunity to interview and write-up mid- to long-form content on incredible founders and tech influencers across North America.
Research Assistant for Professor of Sociology where I transcribed a filmed lecture for conversation analysis. I here learned the importance of accurate copy and transcription.
