brand, content, and marketing work

I was a writer first. Since brand and content marketing are just cultural intelligence and storytelling skills dressed up as strategy, it makes sense writers would be good at it. That's how I keep the lights on, anyway.

For the past eleven years, I’ve led global content teams in fintech, edtech, and digital media, shaping voice, narrative, as well as brand and product positioning for iconic scale-ups and industry giants like Product Hunt, HackerNoon, The Next Web, GetSmarter, Bitvavo, MIT, Oxford, and the London School of Economics.

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brand development

For Screener Copy, I led a rebranding initiative that resulted in a 30% increase in brand recognition within key markets. By aligning the brand's messaging with its core values, we achieved a more authentic connection with our audience​.

cultural relevance

Understanding the importance of cultural nuances, I spearheaded content-led campaigns that tapped into local trends and traditions, leading to a 25% uptick in regional engagement for Custos Media and 600,000 new newsletter subscribers for Product Hunt. This approach ensured our content was both engaging and profitable.

community growth

By implementing targeted content strategies and fostering genuine interactions, I grew Hacker Noon's online community by 400% over two years. This vibrant community became a hub for brand advocates and loyal customers, who were still with us for our first profitable year.

user acquisition

Through data-driven marketing campaigns and optimised user journeys, I contributed to a 40% and 60% increase in new user sign-ups quarter over quarter for Hacker Noon and Screener Copy respectively. The secret to this success? Collaborating closely with product teams ensured a seamless onboarding experience.

marketing strategy and planning

Developing comprehensive marketing plans that integrated online and event channels, I successfully launched content-led products that helped exceed initial sales projections by 50% for GetSmarter, Hacker Noon, and Product Hunt. Strategic planning was key to hitting these advertising sales achievements.

campaign management​

Managing cross-functional teams, I executed campaigns that not only met but surpassed KPIs, delivering quantifiable ROI in all content marketing leadership roles I've taken on. Managing for individual strengths and proactive problem-solving were instrumental in these successes.

brand journalism

Crafting stories that highlighted industry innovations for Bitvavo, The Next Web, Product Hunt, and Hacker Noon, I aim to position the companies I write for as a thought leaders, resulting in exposure and PR features that boost credibility and SEO authority utilising top-tier media outlets​.

podcasts and videos

Launching and hosting The Hacker Noon Podcast, I engaged industry experts in discussions that attracted over 10,000 monthly listeners, enhancing brand authority and reach, as well as producing yet another marketable product line for our sales team to secure more advertising revenue. Every podcast was also atomised and optimised for video channels such as youtube and tiktok, ensuring that every piece of high value content is maximised for return through channel-specific strategy. 

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