Most funded tech companies can’t explain why they’re un-ignorable. I fix that.

I've spent 23 years in brand strategy & marketing execution. FinTechs, MVNOs, DTC, global tech platforms – the industries change, the problem doesn't. Smart people build genuinely good products, then describe them in ways that sound like everyone else.

"AI-powered." "End-to-end." "Seamless solutions for modern teams."

I've sat in enough positioning workshops to know when a company is circling the drain of generic. The homepage that tries to speak to everyone. The pitch deck that lists features instead of landing a point. The sales team improvising because marketing gave them nothing to work with.

Here's what I've learned: the difference between companies that break out and those that blend in is rarely the product. It's clarity. Knowing exactly who you're for – and who you're not. Saying something specific enough that it could actually be wrong.

Selected work:

→ Hyperscience - B2B positioning + GTM strategy

→ Resident Advisor - B2B positioning for RA Pro

→ Afterpay - positioning + GTM strategy for UK launch

→ Twitter - Campaign Gold winner for 'See What's Happening'

→ Deezer - 300% subscription increase vs Spotify