Product marketing and content strategist with 6+ years of experience in SaaS, B2C, and EdTech, specialising in positioning, messaging, and go-to-market strategy. I’ve led strategy projects and product marketing launches for companies like Aftershoot, Hiver, Scaler, and Multiplier and consulted for fintech firms such as Airbase and FinanceOps to build market narratives, content workflows, and GTM campaigns that drive adoption and growth.

Selected outcomes across roles:

• 150% increase in pipeline ROI from repositioned ad messaging (Hiver)
• 30% increase in demo conversions from refreshed positioning (Horizons, Airbase)
• 5× increase in search visibility (Hiver programmatic SEO)
• Built positioning and GTM strategy for Photon, Aftershoot's AI RAW editing platform (Aftershoot)
• 60% above-target pipeline contribution (Multiplier campaigns)
• 25× lift in homepage engagement (FinanceOps rebrand)

Some of the things I’ve worked on:

Aftershoot

Building a new AI photo editing product while growing an acquired brand

Context

Aftershoot is expanding beyond AI culling into editing with Photon by Aftershoot, an AI-powered RAW editing platform designed for beginner and hobbyist photographers. The goal is to make professional-quality editing accessible without the steep learning curve of traditional tools like Lightroom.

At the same time, Aftershoot acquired Mastin Labs, a premium preset brand with a loyal customer base, creating an opportunity to grow Mastin independently while using it as an acquisition and expansion channel for Aftershoot.

Problem

The business faced two parallel GTM challenges:

• Position Photon as an approachable alternative to complex editing software for new photographers.