Selected work

A modular record of strategy, messaging and creative work. Each entry documents the problem, the approach and the outcome.

B2BContent Strategy

The Salon Business

ChallengeSalon owners needed a simpler way to understand and compare increasingly complex software options.
ApproachTurned high-intent buyer questions and software features into clear, useful video concepts built around how salon owners actually evaluate tools.
ExecutionLed scripting, on-camera production, product demonstrations, and editing for a series of short-form software review videos.
OutcomeDelivered an eight-video content series built to support software discovery and help buyers make more informed decisions.
Strategy · Video · Product Content
B2B SaaSPerformance Creative

B2B SaaS Performance Creative

ChallengeB2B SaaS brands were testing Meta but often struggling to turn attention into qualified demand. The creative needed to speak to specific buyers, problems, and buying situations rather than broad B2B audiences.
ApproachTranslated customer pain points, objections, personas, and buying context into distinct messaging angles and social-native creative concepts designed for paid distribution.
ExecutionDeveloped hooks, scripts, concepts, and on-camera video creative across multiple angles, giving the team different hypotheses to test rather than variations of the same ad.
OutcomeBuilt a reusable creative testing system that connected buyer insight to ad concepts and gave the paid media team a broader set of messages and formats to test.
Messaging · Creative Strategy · Paid Social
B2C SaaSConversion Strategy

Shift Alarm

ChallengeThe free-trial experience wasn’t clearly communicating the product’s value or creating a strong path toward conversion.
ApproachAudited the onboarding journey through a UX and messaging lens to identify friction, unclear value communication, and opportunities to surface the product’s core outcome earlier.
ExecutionDeveloped an outcome-first onboarding strategy, revised messaging, and recommended trial structures designed to move users toward value faster.
OutcomeDelivered a prioritized conversion roadmap connecting onboarding, messaging, and trial strategy around a clearer path to paid.
Onboarding · Messaging · Conversion

Placeholder: replace the case-study slots with real projects.

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