Careers
Full-time or freelance: What's the difference anymore?
The pros and cons and stuff that stays the same.
Writer, Tinkerer,
Content Strategist
I help creatives do
business stuff
and businesses do
creative stuff
Sometimes serious.
Sometimes not.
Sharing reflections, rabbit holes, and (occasionally unhinged) side projects.
A B2B creator who's helped grow a B or 2
8+
years in-house
Uberflip
Shopify
Superside
Descript
5+
SaaS contexts
Ecommerce
AI
MarTech
SMB
PLG/SLG
Enterprise
100+
SME interviews
Doing a little bit of this and a whole lot of that
↓
Doing a little bit of this →
And a little bit of that ↓
During my time on the Shopify content team, I became one of the most-read writers on the blog with individual articles receiving thousands of daily views via organic search on topics close to the business.
I ship content like it's a product—with a bias for baking in off-site distribution that meets audiences where they are, and designing on-page experiences that keep them around longer for content that doesn't just generate impressions but leaves a lasting impression on readers.
2,000+ new customers from my top 2 articles in 2020
3+ million sessions from my #1 most-visited article
Multimedia articles
Distribution-first content creation, combining writing, video, design, and code
My approach to building conversion-focused webpages—from homepages to use case pages to case study page templates—combines my background in multichannel distribution planning, marketing UX thinking, and messaging to ensure every page meets its intended goal.
I can collaborate with internal designers in your Figma projects, or tap a collective of seasoned Webflow/Framer design friends to help bring these pages to life.
Websites
Homepage redesigns, landing pages, marketing UX, conversion copywriting
A good case study feels like a win to everyone it touches: positive press to the featured customer, invaluable assets to the marketing team, conversation starters to sales reps, and a blueprint to overcome a challenge shared by prospective customers.
I've developed a system that enables clients to be as involved or hands-off as they'd like with deliverables that include:
- Interview design, prep, and coordination that respects your customer's time with the option for you to join the call too
- Split-track interview recording that separates audio, video, and screen sharing for more repurposing options
- Interview transcript and summary
- Multimedia case study articles with product screenshots/GIFs, quote graphics, video testimonials, etc.
- Case study page template development (don't bury case studies on your blog!)
Case studies
Customer stories about products and the people who use them
I've simplified complex legacy systems, as well as built content marketing workflows from scratch to produce blogs, webinars, podcasts, and landing pages that do more with less.
Examples
- Integrating Webflow and Airtable with Whalesync to enable scalable updates and optimization
- Automating content brief creation for SEO and product details
- Implementing headless CMS solutions to streamline content planning and publishing
- Centralizing content from all surfaces (blog, YouTube channel, webinars, landing pages, etc.) into a single content library in Notion to create company-wide visibility into content and manage product-related updates
$18k+savings per month
8+ hours saved per week
Content ops
Content strategy, multichannel content management, AI implementation, content systems setup
And learned a
thing or 2 😉
Not just about tactics, systems, and execution—but also products, users, and orgs.
See more workExecutive ghostwriting, data-driven stories, and hot takes—for many clients I've been a go-to thought partner to develop messaging that shatters the status quo to shift the way customers think about problems.
Example
Boom Manifesto page
Robleh Jama, former Director of Product at Shopify, reached out to me to help him develop messaging for his new product, Boom: a virtual camera app built to bring the energy back to remote meetings and presentations.
The objective was to frame the root cause of Zoom fatigue and use poetic prose to deliver a rallying cry against boring meetings and presentations.
Thought leadership
Data stories, network-driven content, product narratives, executive ghostwriting
And learned a
thing or 2 😉
Not just about strategy, systems, and execution—but also products, users, and orgs.
See more workI've led workshops and guest lectures for programs hosted by organizations like Toronto Metropolitan University, and mentored students at local business bootcamps like Business in the Streets.
I've gotten a lot of great feedback about my approach to teaching various marketing and technology topics.
Teaching
Workshops, webinars, coaching, and guest lectures
I've worked with clients to develop messaging, use case content, self-serve demos, sales enablement content, and other product marketing assets. I'm a bit obsessive when it comes to gathering context.
I ask every client for access to a sandbox account (or at least an in-depth demo) to learn the ins and outs of their product. This helps me build better mental models of their customers and competitors to craft messaging that lands.
Example
Homepage redesign for Passion.io
A homepage redesign and explainer video that positioned Passion.io as the easiest way for creators to launch a profitable app that does what their website can't. The goal was to challenge ICP assumptions about the difficulty and ROI of launching their own app, while highlighting Passion.io's unique mobile-first edge over its web-first competition.
Product marketing
Positioning workshops, messaging, launches, sales enablement
I take a product-led, user-first approach to organic growth channels that ensures resources are allocated to pursuing quality traffic that actually matters to the business. Over the course of my career, I've built and managed systems that improve the efficiency and ROI of various content marketing programs.
Example
Programmatic landing pages
More recently, I rebuilt a programmatic landing page workflow that made it easier to plan, publish, and update 100+ tools pages in Webflow from a single Airtable database. It not only saved upwards of $18k a month in expensive agency fees, but grew organic search traffic to these pages by over 350% in a year to generate 5,000+ new signups a month.
380% growth in SEO traffic
5,000+ new signups per month
Organic growth
Growing organic traffic and search visibility
And learned a thing or 2
😉
Not just about strategy, systems, and execution, but also products, users, and orgs.
See more work
