POSITIONING PRODUCT-LED COMPANIES

I work with game-changing software founders to position your business for growth. By deeply connecting with your users, I unlock your company's superpowers.

Some call this a brand platform or essence. Whatever you call it, it’s the central idea for a business that drives acquisition and improves internal clarity. It’s created with deep insights from real customers and quantitative data. This brand idea will drive faster team decision-making and better converting creative. It will connect deeply with real people. And it will help build a brand people love.

I thrive in execution, where most strategists and agencies prefer to stop and hand over a deck. From user interviews to creative production, landing page testing, and copywriting, I am a marketing Swiss army knife that helps your brand cut through to achieve your growth targets. As someone who has scaled multiple scale-up success stories, I have real hands-on experience delivering creative strategy and real commercial results.

When is the right time for positioning?

I always tell founders that it’s important to have product-market fit before embarking on positioning work. It is critical to be able to speak to active users who love what you do as well as 7-8 prospects in your pipeline. My process works for any type of business: B2B or consumer.

Most brands approach me when they have one of the following issues blocking their growth:

  • A brand perception issue: for example quality, pricing, or comprehension of the proposition

  • Visual identity refresh

  • Product feature positioning for go-to-market

  • New products and services under an existing master brand

  • Mergers: to create a new brand world, name, sub-brand, or hierarchy

  • IPO or fundraising

I also work directly with founders on pitch decks and presentation training for media and fundraising.

Need some inspiration? Click here to see my latest case studies.

Previous experience

2022 - PRESENT: I am working with a selection of healthcare, devOps and technology infrastructure companies. I have limited availability in 2024.

2020-2022: I launched ZOE Health in the US and the COVID Symptom Study app globally. The COVID app resonated with people wanting answers as we went into lockdown. This story and our science let us reach 4 million app users in just two months with four features in the New York Times and 6,000 pieces of press globally. The app is now the largest citizen-science project in the world and I helped to secure a grant for £2 million to fund the project through 2021. Discover the case study here.

2016-2020: I spent four years building Bloom & Wild, the UK’s floral market leader and Europe’s most loved direct to consumer florist. Where other brands sent sub-par stems with little attention to detail, we recognised that we were sending more than just flowers - we were sending people’s most important messages in their relationships. That care helped us scale to market leadership in just five years and allowed us to take the brand into retail on Ocado and in-store at select Sainsbury’s locations. Discover the case study here.

Previous projects and agencies

Brands: incident.io, ME+EM, Bloom & Wild, Katkin, COVID Symptom Study, ZOE Health, 84 Codes, The Power MBA, Habitat, Westfield, Saks Fifth Avenue, Macy’s, Coca-Cola North America, Unilever brands, Lufthansa, Seamless, Veuve Clicquot, Premier Inn, Lloyd’s Bank, Action Against Hunger, Liberty London, Nikki Tibbles Wild at Heart, Cowshed, Mother of Pearl, Alex Eagle for Women for Women, Refinery 29

Agencies: Mullen, Lowe Profero, Digitas LBi, Portas, Rufus Leonard