Brand & Marketing Leadership
I build brands that work for themselves — engines that attract, convert, and grow without constant chasing. With over a decade leading marketing across SaaS and global retail, I’ve scaled functions from the ground up and repositioned brands to own their category.
At Olive, I amplified strategy by partnering with PR and marketing agencies to deliver integrated 360° campaigns — combining thought leadership, content, SEO, and storytelling to scale traffic from zero to 4,000+ monthly visitors in the first year.
At Rallyware/Myagi, I introduced AI-driven acquisition channels like ChatGPT, Perplexity, and chatbot demand capture to keep demand generation ahead of buyer behavior.
My approach blends creative brand vision and data-driven execution:
- Building content engines that shape industry narratives.
- Partnering cross-functionally to align marketing with growth priorities.
- Leveraging technology, automation, and AI to future-proof acquisition.
For me, marketing isn’t just about campaigns. It’s about creating trust, building authority, and aligning every channel — brand, digital, events, partnerships — to deliver measurable growth.
Case Study: Olive.app
Role: Head of Marketing Olive (Founding Marketer / Solo Contributor)
Timeline: 2020 – 2024
Overview
When I joined Olive, it was an idea — a vision for an unbiased, AI-driven way to help companies evaluate and purchase software. No brand, no website, no audience.
Over five years, I built the entire marketing engine from scratch — positioning, narrative, design, growth operations, and content — transforming Olive into a credible, enterprise-grade SaaS brand.
01. The Challenge
The software procurement space was broken — noisy, biased, and dominated by pay-to-play analyst firms. Olive’s founders had a powerful concept but no way to tell the story or compete with entrenched giants.
My brief:
Create a category-defining brand that could stand toe-to-toe with G2, Gartner, and Forrester — initially with zero team, zero budget, and total creative autonomy.
Starting point:
No marketing infrastructure or CRM
No web presence or identity
No demand funnel or lead engine
Complex product in a misunderstood category
02. The Strategy
Category Design
I positioned Olive not as “procurement software,” but as the first AI-native decision-intelligence platform for IT sourcing — reframing the conversation away from “tools” toward transparency and trust.
Brand & Voice Development
Created Olive’s visual identity, color palette, and tone of voice — calm, analytical, impartial, and human.
Wrote every line of copy, from tagline to microcopy (“Unbiased. AI-native. Human-driven decisions.”)
Developed all Sales Enablement tools, pitch decks, one-pagers, and investor materials.
Web & Funnel Architecture
Designed and built olive.app from scratch — information architecture, UX flow, and SEO-optimized content strategy.
Wove in conversion UX patterns (social proof, free trial hooks, modular CTAs) that matched enterprise buyer psychology.
Implemented HubSpot, analytics, and automated lead routing.
Demand Generation
Developed full organic and paid acquisition strategy, integrating SEO, content, LinkedIn ads, and nurture email sequences.
Authored cornerstone content and long-form blog strategy optimized for emerging AI search (ChatGPT, Perplexity, Bard).
Partnered with product and sales to align messaging, lifecycle, and MQL→SQL flow.
03. The Execution
Brand Positioning
I built the entire brand narrative and messaging hierarchy from scratch.
Defined the category as AI-native decision intelligence instead of procurement software.
Crafted the tone of voice to be impartial, human, and credible.
Created the tagline, headlines, and all site and campaign copy.
Used customer interviews, competitor analysis, and StoryBrand/category design frameworks to refine the positioning.
Website Design & Development
Designed and wrote the entire olive.app website end-to-end.
Developed the full UX flow and site architecture.
Designed wireframes and page layouts in Figma before building in Webflow.
Wrote all copy with SEO intent and user journey mapping in mind.
Implemented analytics, event tracking, and UX heatmaps to optimize engagement.
Tools: Figma, Webflow, SEMrush, GA4, Hotjar.
Demand Generation & Growth
Built Olive’s complete inbound and paid acquisition engine.
Designed SEO strategy around pain-based and AI-related keyword clusters.
Launched paid campaigns across Google and LinkedIn focused on high-intent buyers.
Created multi-touch email nurtures and lead scoring workflows in HubSpot.
Managed A/B testing for CTAs, landing pages, and ad creative.
Tools: HubSpot, Google Ads, LinkedIn Ads, SEMrush.
Content Marketing
Led all content strategy and production.
Wrote cornerstone blog content and topic clusters targeting software evaluation, AI procurement, and enterprise transformation.
Created downloadable assets (guides, RFP templates, case studies) to drive MQLs.
Used AI-assisted SEO tools to optimize readability, engagement, and discoverability.
Coordinated with founders on bylined thought leadership for PR and earned coverage.
Analytics & Reporting
Built a full performance analytics framework.
Designed dashboards tracking MQLs, SQLs, pipeline, and ROI per channel.
Created standardized UTM tagging, HubSpot funnel tracking, and attribution setup.
Reported insights directly to the founders, influencing sales forecasting and product direction.
Tools: HubSpot custom reports, GA4, Looker Studio.
04. The Results
- Grew website traffic from 0 → 4,000+ monthly organic visitors (6% MoM growth)
- Generated consistent inbound leads from enterprise accounts and procurement teams
- Established Olive as a credible alternative to analyst-driven software sourcing
- Drove brand awareness and citations on G2, PR Newswire, and SpendMatters
- Built a marketing foundation that scaled seamlessly for future teams
05. The Outcome
Olive evolved from a raw idea into a category-ready SaaS brand — credible, differentiated, and enterprise-polished.
Every visual, message, and campaign reflected one simple idea: buyers deserve clarity.
This project taught me that brand building and growth marketing aren’t opposites — when done right, they fuel each other.
If you made it this far, and want to see what one marketer can build from the ground up, let’s talk.
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