And yes, I’ve rewritten a homepage because a board member wanted “orchestrate” in the hero. (If you think that’s cringey, we’ll probably get along.)

The short version:

I help teams figure out what they actually believe, then turn that POV into content people recognize, trust, and remember. Buying behaviour has shifted and decision making looks different now, but a lot of content strategy is still built for the way things used to work.

The longer, more honest version:

I’ve spent 15+ years working in marketing, communications, and PR. I’ve led content strategy across demand generation, thought leadership, and SEO & AEO/GEO, aligning campaigns around a single story rather than a rotating set of priorities. My work has driven measurable results, including 3.5xing organic traffic and a 60% lift in engagement after a content refresh (not because we published more, we published less, but the message finally held together).

I’ve worked in early-stage startups where priorities shift weekly, large organizations where alignment takes six meetings, and government agencies where getting it right really matters. I know how fast things can move, and how slow they sometimes have to.

I’ve also spent enough time working alongside sales teams and executive leaders to understand the pressure from that side of the table. The need to explain what Marketing is doing in plain language, especially when pipeline slows and content looks busy, but no one can quite point to what’s working.

I live where the work lives.

You’ll find me deep in Reddit threads to understand how customers actually talk, inside Google Search Console queries, and pulling insights from Gong transcripts. I genuinely enjoy looking at trends over time and staring at messy dashboards until something clicks. I’m very good at seeing strategy inside chaos.

I believe most teams don’t need more content or more effort. The missing piece is a clear story, and the confidence to keep telling it long enough for people to actually trust it — internally and externally.

What this looks like for you

Most teams are shipping plenty: blogs, social posts, decks, campaigns, but each one is doing the work on its own. Nothing carries forward. Nothing compounds.

What I do is help teams decide what to say, what to stop saying, and where to spend attention when everything feels urgent.

You get:

• Alignment on what actually matters — so marketing, communications, and PR stop pulling in different directions and the story holds up under executive and board scrutiny without constant re-explanation.

• Content designed for how buying works now: non-linear, hard to attribute, and shaped by repeated exposure across search, AI answers, thought leadership, and internal conversations.

• A shift from one-off assets to content systems, with SEO, AEO/GEO, editorial, and campaigns working together as a visibility layer that compounds over time.

• Clear ownership of narrative trade-offs — someone who can say “not yet” or “this matters more” and make it stick without creating friction or stalling progress.

• Decisions informed by data, without letting imperfect attribution or shifting priorities rewrite the story every quarter.

One last thing:

I take the work seriously. I don’t take myself too seriously.

I care deeply about doing this well, and making it sustainable for the people doing it.

If this sounds like your kind of energy, I’d love to chat.

→ Let’s talk