Not your typical “post more content” person.
I help early-stage startups get clear on how they’re positioned in the market, turn that clarity into a focused content strategy, and create content that builds authority and attracts the right buyers.
For years, we’ve been told:
“just create content”
“post more”
“stay consistent”
Content without strategy is just noise.
It might look good. It might even get likes. But it won’t get you anywhere. Because strategy is what gives content:
- Direction
- Purpose
- Results
Biochemist turned
Strategist
Excellent
Detective instincts
About me
I have a BSc in Biochemistry, and I almost became a doctor, which is a cool thing to say at parties and slightly less relevant in brand and content strategy conversations.
My first job out of school was as an EA to a startup founder, and before long, I was managing the company’s brand & marketing communications with no formal training — just a lot of upskilling and a high level of exposure to how early-stage businesses actually operate. That experience shaped how I think about marketing today.
I don’t believe you can “content create” your way out of a positioning problem. I also believe founders are one of the most underutilised assets in early-stage startups, and when used well, their voice could become a powerful distribution channel.
These days, I work with early-stage startups, tech-enabled businesses, and founders (mostly in B2B SaaS) to build clear brand and content systems.
When I’m not obsessing over messaging frameworks, rewriting website copy, or convincing a founder that yes, they do need a content strategy — I’m reading books on psychology, marketing, or crime novels from the likes of James Patterson, John Grisham, and Sidney Sheldon, etc. I have no loyalty to an author, only to a good story.
I write about navigating life in your 20s on Medium, talk about branding & marketing on Instagram, and I’m currently building a newsletter for creatives who want to think strategically about their work and their careers.
Outside of that, I spend a considerable amount of time convincing myself I would have made an excellent detective or investigative journalist if I weren’t working in marketing.
How I Work
Most of my work moves through four key stages to ensure absolute precision.
Understand the brand
I start by understanding the product, the audience, and the business's goals. I look at what’s currently working, what isn’t, and where the gaps are, especially in how the brand is being understood by its audience.
Define positioning & messaging
Once I understand the business, I define how the brand should be positioned in its market and how it should communicate its value through identity, differentiation, and narrative direction.
Build the content strategy
From there, I translate the positioning into a structured content system that supports how the brand communicates over time.
Execute
Finally, I either create the content or guide its execution to ensure everything reflects the content strategy. Clarity first, strategy next, followed by execution.
Featured Work
Real strategies that drove tangible growth for diverse businesses.
rigitiX
Led the brand and content direction for an event-tech startup transitioning from MVP to a fully positioned product.
View case studyBaddie Essentials
Repositioned a cosmetics brand from a generic "cute" label to an innovation-led brand focused on simplifying the makeup routine.
View case studyB&B Autos
Built a highly relatable content-led automotive brand designed to scale into a physical garage and repair shop business.
View case studyServices I Offer
Strategic partnership focused on high returns, clarity, and authority building.
Brand Strategy
Define what your brand stands for, how it is positioned, and the narrative it communicates across all touchpoints.
Content Strategy
Build structured content systems that turn your brand into a consistent organic growth engine that converts traffic.
Founder-led Marketing
Help founders turn their voice, story, and perspective into a highly trusted distribution channel that drives product sales.
My clients once said…
Read firsthand experiences of startups and founders I’ve collaborated with.
Portfolio
Filter by service to explore specific types of work, or browse full case studies.
rigitiX
Led the brand and content direction for an event-tech startup transitioning from MVP to a fully positioned product.
Baddie Essentials
Worked with a team to reposition Baddie Essentials from a generic “cute” beauty brand to an innovation-led brand built around simplifying the makeup process.
B&B Autos
Built a content-led automotive brand designed to scale into a full-service garage business, ensuring absolute context alignment.
My Services
Full-stack brand & content marketing services for startups and founders who have solid products but lack a clear brand and content system that drives growth.
01 Strategy Services
Brand Strategy
FoundationI help you define what your brand stands for, how it is positioned, and the narrative it communicates across all touchpoints.
This includes:
- Foundation: Brand purpose & proposition, Vision & Mission, Brand values
- Differentiation: Competitive analysis, Market positioning, Audience insights
- Expression: Brand Voice & personality, Messaging framework
Best for:
- Early-stage startups with a working product but unclear positioning
- Brands that struggle to explain what they do simply and clearly
- Teams that need a strong brand foundation before scaling marketing
Content Strategy
Growth SystemI build structured content systems that turn your brand into a consistent growth engine that converts readers into active leads.
This includes:
- Strategy: Content objectives, Content pillars
- Execution: Content formats, Content mix, Distribution plan
- Optimization: Engagement approach, Performance metrics
Best for:
- Brands that post inconsistently or without direction
- Teams that create content but don’t see results from it
- Founders who want structure in their content output
Founder-led marketing
Thought LeadershipI help founders turn their voice, story, and perspective into a highly trusted distribution channel that builds massive trust for B2B startups.
This includes:
- Personal brand strategy & executive positioning
- Tailored content themes for tech founders
- Thought leadership writing structures & calendars
Best for:
- Founders building in public or growing a social footprint
- Early-stage startups relying heavily on founder credibility to drive early sales
- Personal brands closely tied to B2B SaaS or tech products
02 Execution Services
SEO Content writing
Organic TrafficI write authority-rich, long-form content (blog posts, ebook guides, case study write-ups) that attracts, engages, and converts search buyers.
Best for:
- Brands seeking compounding organic search visibility
- Companies aiming to build true topical authority in their niche
- Teams needing content that actually drives conversions, not just placeholder copy
Website copywriting
Conversion RateI create structured content design, high-converting product positioning and messaging that improves clarity and conversion rates on your website.
Best for:
- Brands struggling with confusing, overly complicated websites
- Startups with high traffic but disappointing sign-up/conversion rates
- Companies undergoing rebrands or launching new products
UX Writing
Product IntuitionI design clear microcopy that makes your product interface feel intuitive by reducing onboarding friction, improving tooltips, and guiding users toward value.
Best for:
- SaaS products with user onboarding, activation or retention leaks
- Teams currently building or refining complex web interfaces
- Founders seeking a clearer, premium product experience for higher activation
Creative direction
Short-form VideoI develop creative concepts, structural scripts, and direction for short-form video content across Instagram, YouTube Shorts, and TikTok. (On-camera support as needed).
Best for:
- Startups building high visibility on visual social platforms
- Brands struggling to stay consistent and structured with short-form videos
- Teams requiring scripted structure for scalable video production
Content optimization (Refreshes)
RejuvenationI audit, improve, and restructure existing high-intent content to make it clearer, more aligned with your current features, and highly effective.
Best for:
- Brands with substantial historical content that is underperforming or outdated
- Websites that feel misaligned with their actual platform capabilities
- Teams seeking major wins without writing everything from scratch
Work with me
Don’t waste one more second producing ineffective, noise-filled content. Let's build a structured brand & content system that drives real results.
Who I work with:
I typically work with:
- ➔ Early-stage startups moving beyond MVP or trying to find product-market clarity in their messaging
- ➔ Founders building their personal brand and using content as a highly trusted growth channel
- ➔ Teams struggling with inconsistent or ineffective brand and content output
- ➔ Businesses that have a great product but struggle to explain what makes it uniquely valuable
If that sounds like where you are right now, you’re in the right place.
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