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selected work · four connected practices

The work behind the world.

Positioning, pipeline and operating systems—shown as editorial diagrams, with evidence kept to what the CV supports.

Case 01 · Message architecture

Positioning & narrative

VP Marketing · Dubformer

Enterprise media teams needed an AI-dubbing story grounded in workflow, review and control rather than novelty.

What I built

  • Reframed the category and ideal customer around the operating reality of studios, broadcasters, OTT and localization teams.
  • Connected the website narrative, sales messaging and demo story into one enterprise buying path.
  • Carried the same positioning discipline into target-account, PR and analyst angles.

Qualified evidence

  • Dubformer Studio was repositioned around enterprise media workflow, review and control.
  • The relaunch GTM joined ICP, website narrative, sales messaging, demo story and target accounts.

Across other roles

  • 360dialog — introduced Performance Messaging positioning alongside the WhatsApp Business API story.
  • Proxify — repositioned the enterprise offer around vetted European technical talent.

Editorial artwork is the finished visual. Approved campaign or website imagery may later supplement this editorial visual.

Case 02 · Event funnel

Event-led pipeline

VP Marketing · Dubformer

NAB Show needed to operate as an enterprise pipeline programme, not an isolated booth or awareness moment.

What I built

  • Joined booth strategy, demo story, pre-show outreach, media and analyst work into one campaign.
  • Designed lead capture, scoring, routing and follow-up as part of the event before doors opened.
  • Used named target accounts as pipeline evidence only; they are not represented as customers.

Qualified evidence

  • NAB-led pipeline included Tier 1 accounts such as Disney, Amazon, Paramount, Sony, ByteDance and Bell Media.
  • The documented motion spans pre-show outreach through scoring and follow-up.

Across other roles

  • 360dialog — built partner activation programmes and events across Dubai, São Paulo, India and Europe.
  • Pointy / Google — expanded an inbound-led motion into broader GTM support at scale.

Editorial artwork is the finished visual. Approved event photography may later supplement this editorial visual.

Case 03 · Scale milestone rail

First-marketer GTM at scale

Head of Growth Marketing · Pointy / Google

Pointy needed its first marketing function while the company expanded from an inbound-led motion to broader GTM support.

What I built

  • Joined as first marketer and built the team across acquisition, outbound and partners.
  • Helped broaden GTM support as Pointy scaled across US retail.
  • Stayed through the acquisition and helped fold Pointy into Google's Local Inventory product family.

Qualified evidence

  • The marketing team grew to eight.
  • Pointy scaled to 10,000+ US retailers before its $163M Google acquisition.

Across other roles

  • Five first-marketer roles across technical B2B SaaS and product companies.
  • Mibo — owned positioning, audience strategy and acquisition foundations at a five-person seed-stage company.

Case 04 · GTM systems map

AI-native campaign systems

Head of Marketing · 360dialog

A multi-market marketing function needed faster campaign production without losing positioning, brand or sales handoff quality.

What I built

  • Built an AI-assisted content and localization process for regional campaign work.
  • Connected research, enrichment, scoring, routing, APIs, webhooks and CRM handoff into practical operating workflows.
  • Used CLI-first AI tooling to keep the system inspectable and adaptable rather than hiding it behind another platform.

Qualified evidence

  • The documented 360dialog process shipped on-brand campaigns faster across regional markets.
  • The CV records hands-on API, webhook, CRM, enrichment, routing, attribution and reporting work.

Across other roles

  • Dubformer — joined event capture, scoring and follow-up to the enterprise campaign motion.
  • Proxify — connected target accounts, paid acquisition, website conversion and sales handoff.

Want to talk through one of these systems?

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