PRODUCT MARKETING PORTFOLIO

I help create clarity around complex offerings, turning technical capabilities into value that buyers care about.

Working across fintech, industrial, healthcare, and SaaS, I’ve been part of teams that needed to align around messaging, build use cases, map buyer journeys, and create sales enablement.

The work itself is straightforward: understand the product deeply, map what matters to different audiences, build messaging and materials that help teams move forward aligned, and iterate when things don’t land.

Explore the cases below to see what this looks like in practice.

TELENOR IOT

Project: Product Guides, Customer Cases & Cross-Functional Alignment

YEARS: 2018–2019

THE CHALLENGE

Telenor IoT had developed a robust cloud-based platform for managing connected devices. They had impressive enterprise clients, but those sales happened through long buying processes and deep relationships.

In tearms of marketing and sales enablement, The Managed IoT Cloud solution with a minimal web page, technical presentations and demos clients only saw in sales meetings. The product and sales teams needed content with more depth, while at the same time appealing to both non-technical and technical audiences that make up the typical buying committee.

WHAT HAPPENED

Created foundational guide that showed the product’s value in real customer terms, not just technical specs. Designed for different audiences, the guide established a consistent messaging framework that gave all teams a shared reference point.

DELIVERABLES INCLUDE

Product guides and positioning content
Customer case studies
Sales enablement materials
Web content

DIGITALROUTE

Project: Product-Led Growth and SaaS Billing Messaging

YEAR: 2022

THE CHALLENGE

DigitalRoute, a company specializing in usage-based billing and subscription management, needed to sharpen its positioning around product-led growth and SaaS pricing strategy. The work required translating complex billing concepts into compelling narratives for SaaS buyers and decision-makers.

WHAT HAPPENED

Partnered with DigitalRoute’s head of product marketing to develop articles and thought leadership content on topics including product-led growth strategies and SaaS pricing models. Thought leadership content positioned DigitalRoute as a trusted advisor in the SaaS billing space. Messaging clarity around usage-based models helped prospects understand the value of the offering.

DELIVERABLES INCLUDE

Use cases for different customer verticals.
Video scripts, blogs and ebooks.
Thought leadership articles on product-led growth and SaaS pricing
Product positioning content on servitization.

BIG ASS FANS

Project: GTM Content for Airflow Automation System

YEAR: 2024

THE CHALLENGE

Big Ass Fans launched a new building heating and cooling management system for facility operators and procurement teams. The problem: many of the target buyers had limited experience with advanced building management tech and didn’t yet understand why they should care.

WHAT HAPPENED

Worked with the team to develop positioning that spoke to what industrial facility operators care about: ease of use, cost savings, and integration with existing systems. Created audience-specific messaging for facility managers, engineers, and procurement. Built a content package to support brand positioning and a smooth buying process.

DELIVERABLES INCLUDE

Product messaging framework
Product brochure
Client Case
Email

EPOS

Project: New Product Collateral

YEARS: 2022

THE CHALLENGE

EPOS was preparing to launch the ADAPT 500 & 600 Series: new premium headsets engineered for hybrid work and business use. Product and sales teams needed content that clearly communicated real-world benefits to a diverse set of technial and non-technical buyers.

WHAT HAPPENED

Collaborating closely with product owners and the marketing team, I developed copy and campaign concepts that put user benefits and real workplace scenarios at the forefront. Product guides, one-pagers, and web content were created to explain the value of the headsets in plain language, with a consistent, accessible story for both technical and business stakeholders.

DELIVERABLES INCLUDE

Product descriptions
In-box product guides
Web copy for landing/product pages
Messaging for digital campaigns

EPIROC DIGITAL SOLUTIONS

Project: Messaging Platform for New M&A Portfolio

YEAR: 2023

THE CHALLENGE

Epiroc Digital Solutions had built a portfolio through years of acquisitions—multiple software products across network services, machine automation, planning, and situational awareness. The challenge was both internal and external: align the organization around a unified brand and narrative, then take that story to market.

WHAT HAPPENED

Worked with leadership and product teams to develop the foundational messaging platform—the connective tissue that turned separate products into an integrated ecosystem. Built positioning, GTM strategy documentation, and sales enablement materials that gave teams a shared language. Created launch assets and supporting content that made the portfolio coherent to buyers and internal stakeholders alike.

DELIVERABLES INCLUDE

Messaging platform and positioning framework
GTM strategy and launch support materials
Sales enablement asset
Product marketing content across the suite

CoverMyMeds

Project: Product Guides, Customer Cases & Cross-Functional Alignment

YEARS: 2023-2024

THE CHALLENGE

After changes in leadership and product strategy, CoverMyMeds had a renewed focus on product marketing. This meant they ned to give more attention to a few products that had been neglected for a few years, as well as taking a stronger approach to new product launches. Each product needed healthcare-specific messaging, compliance-aligned copy, and materials built for healthcare buying committees, which have different dynamics than typical SaaS buyers.

WHAT HAPPENED

Collaborated closely with CoverMyMeds’ product marketing team on use-case development and messaging for a virtual pharmacy platform, pharmacy automation solutions, and a Field Service Manager as a Service offering. Built launch materials for all three products that stayed true to healthcare workflows and compliance requirements while remaining compelling to buyers. Created sales enablement assets tailored to how healthcare teams actually buy. .

DELIVERABLES INCLUDE

Product marketing materials for multiple product lines
SEO optimized thought leadership ghostwritten for product owners
Sales enablement and launch support assets
Ads and email drips

TRUSTLY

2020–2021

Project: Open Banking Products GTM in Multiple geographiesPro

THE CHALLENGE

Trustly, a Stockholm-based Open Banking payments provider, needed to educate multiple industries (Gaming, Travel, Financial Services, and Ecommerce) on both its product and the complex regulatory landscape around Open Banking. The work required building credibility in emerging payment technology while making compliance (KYC, SCA) understandable to commercial buyers.

WHAT HAPPENED

Worked full-time with Trustly’s in-house creative team to create marketing content that positioned Trustly’s payment solutions for different verticals. Built messaging around Open Banking technology, cross-border payments, and regulatory compliance (KYC and SCA requirements). Educated customers on how Trustly solved real payment friction points in gaming, travel, and financial services, making complex regulatory topics accessible to non-technical buyers.

DELIVERABLES INCLUDE