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Motherboard is a B2B HR SaaS and employee benefits marketplace (formerly roHealth). As roHealth, the company was fully sales-led and account-based, stretched thin by a sales team that also had to act as account managers for even their smallest customers. The product only offered health benefits, which meant a narrower ICP and limited growth ceiling.
The rebrand to Motherboard was not just a name change. It was a full repositioning: new benefit categories (food, travel, clothing, energy, transportation, data, and more), a new ICP, new personas, new messaging, and a new GTM model.
The companies most likely to offer a wide variety of employee benefits are startups and multinational corporations. With our resources, I directed us toward startups as the beachhead market. Serving large corporations would have required significantly more product investment than we could make at the time.
Led the full repositioning: new ICP definition, updated personas, messaging and positioning, GTM plan, press releases, announcement emails, and SEO. I also built a full brand strategy to anchor the team. Hired and managed the marketing team. Built and led product strategy across two business units (Core and Employee).
Directed the shift from sales-led to product-led: built onboarding flows, email lifecycle sequences, and in-app nudges to drive activation. Built a loyalty plan for retention. Directed our content and inbound strategy, with an organic product marketer handling execution.
Oversaw the build of a zero-friction USSD payment system with automatic moderation. Implemented the growth stack: GA, Search Console, Customer.io, Hotjar, Mixpanel.
Disha is a B2C creator SaaS product. They wanted to expand their user base, improve product adoption for new features, and increase paid subscriptions.
Ran a teardown of the full Disha product experience, from website visit through sign-up to usage, to identify friction points that could be blockers to product adoption and upgrade actions. Built in-app, email, and retargeting messaging sequences to move free users toward the Pro subscription. Proposed Disha Resights, an engineering-as-marketing project giving creators deeper product insights as a conversion hook.
Wrote ad copy across channels. Planned two events: a creator brunch for their power users to act as product and marketing research, build ambassadors from their most engaged fans, and create a closer community bond. Since Disha is a tool for creators, their top users are also influencers.
Then planned the Disha Rap Challenge: Win $1000 for your talent. A rap battle with a built-in referral program, influencer partnerships, and a PR campaign push. The social campaign reached approximately 1.8M impressions in 5 days.
rivva is an AI-powered daily planner. I joined pre-launch and owned messaging, website copy, and the full go-to-market strategy. The goal was to build an organic acquisition engine before the product went live, then convert that into real users on launch day.
Defined the positioning and wrote the website and landing page copy. Led the launch and rollout plan, including directing the demo video and launch video assets. The launch reached #4 product of the day on Product Hunt.
Wrote over 80 optimised BOFU articles targeting high-intent keywords. Built a Reddit community marketing strategy that also fed into AI search visibility. Designed the AI UGC character and content strategy for TikTok and Instagram, created the images, and managed posting.
Built a 100-member waitlist pre-launch and drove organic user growth with no paid spend.
Launch videos I directed
Demo video
Launch video
Ran discovery interviews with target audience segments to define ICP, messaging, and positioning. Conducted user journey and product audits to identify friction points. Set up their full growth stack: PostHog for website analytics, product analytics, customer surveys, and recorded sessions; Loops for lifecycle messaging; Search Console and Bing Webmaster for organic visibility.
Created a paid ad strategy that reduced CAC by over 70%, down to $0.60. Delivered strategic recommendations to improve free-to-paid conversion, activation, and revenue retention.
Ran discovery interviews with relevant audience segments to define ICP, messaging, and positioning from scratch. Conducted user journey and product audits to identify friction points. Set up their growth stack: Search Console, Bing Webmaster, and PostHog for analytics and behavioural tracking.
Built a BOFU SEO strategy that got Crowdr onto page 1 of Google SERPs and into AI assistant recommendations for their primary keyword, from near-zero organic visibility. Documented all work thoroughly in Notion to serve as a foundation and source of truth for their marketing team to continue building on post-engagement.
Set up product marketing from zero: led the initial alpha build, product roadmap, requirements docs, and pricing plan. Ran 50+ discovery interviews and competitor research to build buyer personas and define product positioning. Used that messaging to build the website and use-case pages. Built a BOFU SEO content strategy and a team-wide LinkedIn personal brand strategy.
Returned to lead SocialKit as GM. Shipped the AI content marketer feature and Slack integration while owning P&L for a pre-revenue product. Led 2 direct reports plus shared design and engineering resources.
Set up the full growth stack: PostHog for analytics and lifecycle messaging, Search Console, Bing Webmaster, Affonso for affiliate marketing, Ahrefs for SEO, Heyreach for outbound. Built and launched an affiliate marketing strategy. Set up high-intent outbound campaigns via Heyreach. Directed the build of an internal growth tool for mining high-intent leads from LinkedIn conversations.
When you know exactly who needs your product most, every decision gets easier. I start every engagement by interrogating who that person is, then translate that understanding into something the whole team can work from. I have grown into general management because I believe growth comes from whatever best solves the problem right now.
I identify the person who needs your product more than anyone else, who has no good alternative, and is most able to pay. Everything else flows from there.
I bridge the gap between product and marketing. Lifecycle messaging and product adoption are the same problem viewed from different angles. I understand both sides deeply.
Sometimes the solution is a campaign. Sometimes it is a product change. Sometimes it is an ops fix. I know how to tell the difference and how to execute on all three.
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Open to full-time or contract roles in product marketing, growth, lifecycle, or general management at B2B SaaS companies. Remote, global.
