I turn complicated SaaS products into positioning, content, and campaigns people can understand and act on.
Over the last decade, I’ve built marketing engines across startups, agencies, scale-ups, and corporations. The work looked different at every company, but it kept circling the same goal — finding what a buyer can’t scroll past, then building the system that ships more of that.
Scaling output 5x while staying true to each brand’s voice
TripleDart ran end-to-end performance marketing for B2B tech companies, and I owned copy across the roster. The problem was a backlog of client work, inconsistent quality, and writers burning out; the team’s default answer was to hire more people.
We didn’t.
I designed and led the system instead, moving from a chaotic, writer-dependent model to a predictable, engine-driven one.
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Building the entire marketing function as employee hire #4
In May 2021, OSlash was four people and an unproven idea that “nobody likes long URLs” was a business problem worth paying to solve. I joined as hire #4 to build brand, writing, SEO, and product marketing from zero. The hardest part was making an invisible problem visible. Untracked link-sharing was quietly costing a 100-person team $114K a year in lost productivity. That number, not a feature list, closed a $5M pre-seed led by Accel.
How I used behavioral psychology to slash CPL by 70%
See how I used carefully chosen words, sharper psychology, and a few perfectly placed decimals to help a restaurant tech company cook up more demos than ever.
Keeping the voice remarkably close to his authentic self
In eight months, I took TripleDart’s founder account from 2,300 followers to 22,000+ by treating every post as a small positioning exercise: one argument, stated plainly, defended in the comments. Weekly and high-signal rather than daily; opinion-led, backed with our own client data; and built to start an argument worth having.
How a webinar series generated over 1,100 inbound leads in four months
Coach started with a simple premise of bringing in operators who have actually solved a hard marketing problem and letting them teach it to a live audience. We built a full-funnel experience around it, with targeted email, LinkedIn promotion, a dedicated landing page, post-event nurture, and a content hub. It became a predictable lead-generation channel in 4 months.
Turning mathematical proofs into commercial conviction
Sentra provides a unified memory layer for enterprise AI. The strategic challenge was distilling the founders’ deep technical vision into a jargon-free narrative that buyers actually cared about. I led positioning and messaging, running deep-dive C-suite interviews to transform dense mathematical detail into a clear, compelling story that moved prospects from confusion to conviction.
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Bringing heavy traffic to keywords that matter
Built to take the #1 SEO ranking for the SaaS marketing keyword, and it did. The guide became a durable acquisition asset rather than a one-off content push.
Matching the copywriting standard with the expected ROI
I led the creative direction for 400+ landing pages and 1,600+ ad creatives and marketing collaterals across the TripleDart roster. Each one was briefed, written, and directed to hold one brand’s voice steady across dozens of executions at once. The toughest part was ensuring every deliverable met the standards we had set for ourselves. Tasteful copy needed to translate into exciting numbers, a mark that we missed only twice.
See the full creative archive on Dribbble
Want to know more?
Download my CVI help SaaS companies write, brand, and market themselves most delightfully, with copy that screams taste.
These numbers reflect, above all, my deep, all-consuming love for the art of writing.
When I left investment banking for marketing, it felt like I was walking away from certainty. I had always loved writing. What began to fascinate me more was understanding people — how they think, what they value, why some ideas spread, and others disappear. With content marketing, I finally found the Goldilocks point where those two interests met.
Done well, marketing grows a business only by creating real understanding for the people that business hopes to serve. That belief has shaped every role I’ve taken since.
When positioning is unclear, websites don’t convert. Ads don’t perform. Sales teams sell differently. Product launches fall flat. And founders talk different elevator pitches.
My work sits at the intersection. I help companies figure out what they’re really selling, then build every piece of marketing around that idea.
In my spare time, I read, write, manifest a bestseller, ideate essays, attend music fests around the world, and dance till everything becomes a blur.
A decade across AI, fintech, HRTech, healthtech, logistics, identity, developer tools, and enterprise SaaS.
and more…
Open to senior content/marketing roles or special projects.
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