Work Samples

The bottleneck in PMM isn't writing speed, it's context. Knowing what shipped, what customers said, what competitors changed, what the sales team is struggling with. That context is scattered across Slack, meeting transcripts, CRM notes, and product docs.

I build systems that pull all of that together automatically. Semantic search across thousands of documents. Daily briefings generated from meeting transcripts and Slack. Competitive monitoring that flags changes before I have to look for them.

This isn't about replacing thinking with AI. It's about eliminating the hours of context-gathering that sit between you and the actual work. The diagnostic, the positioning, the launch plan, the CEO briefing: that's the real work. Everything else is infrastructure, and infrastructure should be automated.

Overview

I led the launch of Promoted Listings Advanced, a new advertising product targeting larger eBay sellers and brands. Five products, 2,500+ active brands, $300M+ collective revenue across the ads portfolio.

Process

• Research: Conducted 20+ in-depth seller interviews and analysed competitor offerings to understand the market landscape
• Positioning: Developed "Get more sales" messaging, resulting in an 87% increase in click-through rates
• Product Collaboration: Worked with the product team to prioritise features based on seller feedback
• Beta Testing: Recruited key brands like Dyson and Nespresso, incorporating their feedback into the final product
• Sales Enablement: Created an education platform, webinars, and sales materials for the GTM team
• Global Rollout: Supported teams worldwide in adapting the launch strategy to local markets across APAC, US, and EU

Results

Overview

At Ogilvy for KFC Australia, the mobile app had 20% retention. Users downloaded for discounts then deleted immediately. Zero marketing budget to fix it. I discovered frontline staff creating unofficial menu items internally (like "Beese Churger," "Nug-a-Lot"). The creative team proposed hiding these behind an 11-second logo hold tied to "11 herbs and spices."

What I Did

• Coordinated the campaign execution and wrote the discovery seeding strategy
• Wrote cryptic hints buried in app T&Cs: "Secret Menu available for those who know where to look"
• Created the breadcrumb trail across channels: edited 6-month-old YouTube comments with vague clues, coordinated hiding hints in email footers and split-second digital billboard frames
• Worked with product team on the unlock flow and interface copy
• Briefed photographers on menu item styling to look exclusive and shareworthy
• Designed the measurement approach tracking social mentions and app session patterns

Challenges and Solutions

• Staff weren't app advocates: Made them co-creators by featuring their menu hacks. Staff became natural promoters showing customers their creations
• Zero budget for paid discovery: Treasure hunt mechanics made early users feel like insiders who wanted to teach friends, creating organic tutorial content

Results

67% of Secret Menu orders included additional full-price items. $0 media spend.

Overview

I led a collaborative webinar with ChannelAdvisor to drive adoption of our Promoted Listings product through their new API integration. Despite having a robust API integration, adoption and revenue among sellers was unexpectedly low.

Key Challenges

• Low awareness of the API integration among 2,000+ sellers on ChannelAdvisor's platform
• Complexity and early stages of the Promoted Listings Advanced product
• Engaging a diverse audience across various industries
• Balancing technical details with practical insights

Development Process

• Collaborated with ChannelAdvisor to understand their platform and user base
• Worked with product managers to ensure accurate feature representation
• Spoke to sales team to ensure content addressed common seller objections
• Analysed API usage data with SQL queries and seller pain points to inform content
• Worked with global legal and Investor Relations to get script and content approved
• Set clear goals for API adoption, budget increases, and revenue growth

Results

Strengthened partnership leading to more joint initiatives including a newsletter.

Evidence

Overview

Blinq had shipped a full event lead capture product (scanner + AI enrichment + CRM sync + campaigns) but had no go-to-market motion behind it. I pulled the usage spreadsheet (2,238 rows, 1,715 workspaces) and mapped the actual distribution. Then ran 10+ stakeholder interviews across sales, customer success, and growth.

My Role

Before writing a single asset, I ran the diagnostic:

• Pulled and analysed full usage data: 81% of workspaces had zero credit activity, zero workspaces hit the paid tier
• Interviewed 10+ stakeholders across sales, CS, and growth to validate what the data showed
• Discovered the real competitor wasn't Popl or Mobly (SaaS tools). It was the badge scanner included with every conference. 95% of event floors use them
• Identified that every closed deal was a tac-on to an existing account. No standalone demand existed
• Reframed the ICP from "event managers" to teams running 10+ events/year without a dedicated solution

Built an 8-initiative GTM plan sequenced by what would unblock the most downstream:

• Structured onboarding flow to close the sale-to-activation gap
• "One consistent tool" value prop to counter the "we already have Cvent" objection
• Training materials so sales could actually demo the product (they couldn't before)
• New competitive battlecard with talk tracks built from Gong transcripts, G2, Capterra, and Reddit reviews

Challenges and Solutions

• The "Event" framing was limiting. Customers connected it to conferences only. Repositioned around the 100-200 person regional event as the entry wedge (no badge provider, no hardware, Blinq wins on simplicity)
• Zero standalone demand. Shifted entire GTM from demand gen to activation-first. If solved, 1,715 workspaces become 1,715 trials with 10% conversion = 140+ pipeline deals

Results

The diagnostic became the company's top priority. CEO adopted the GTM plan as the roadmap for Event Lead Capture, shifting from demand gen to activation-first. Shipped all 8 initiatives within the first quarter.

Delivered

Evidence

Independent review naming Blinq the best event lead capture app in 2026 — published after the GTM work shipped.

Overview

The AI Notetaker needed a launch that was honest about what it does and who it's for, without killing the message. The story needed to come from the person who built it. The consent narrative wasn't part of the initial plan, but it needed to be front and centre.

What I Did

• Ran a briefing session with the CEO to capture his real perspectives: why we built it, the problem with networking today, the relationship context gap
• Distilled those into talking points he could own (not a script he'd read) for all launch comms
• Wrote the launch blog post independently: long-form, explains the product in plain language, addresses consent head-on, frames it as relationship intelligence rather than a recording tool
• Wrote and shipped segmented email campaigns across free users and premium users with A/B variants
• Identified that AI product ads deliver 2x the return of core product on Meta, initiating a 100-video UGC content program with an external agency

Delivered

Evidence

Overview

Campaigns shipped to public beta but the content team was blocked on the video script and sales needed a one-pager. The real problem: no one could clearly explain what the product did. Feedback from a competitor: "I never understood what campaigns is." This was a messaging problem before it was a content problem.

What I Did

• Built the messaging house before touching any asset: WHO (champion + company type), WHAT (product category + use case), WHY (problem with current way), HOW (capability + feature), SO THAT (benefit)
• Created three value prop canvases for three distinct use cases
• Wrote punch-up copy for headlines and CTAs
• Briefed the video editor with a 5-beat structure matching the app's actual flow
• Wrote EDM and LinkedIn copy off the same messaging spine
• Built the sales one-pager for the enterprise team

Challenges and Solutions

• Internal confusion about what the product even does: Started with messaging discipline (WHO/WHAT/WHY/HOW/SO THAT) before any creative work
• Key objection: "We already have campaigns in Salesforce": Developed response frame: "Blinq does the data cleanup upfront so your Salesforce campaigns actually work"

Delivered

Evidence

Overview

Tasked with figuring out positioning and driving growth for Rephonic, a podcast analytics platform. Complex product with numerous features, diverse target audience, unclear messaging, limited budget, and a 5% trial-to-paid conversion rate.

Development Process

• Research & Positioning: Conducted 30 user interviews to understand workflows, pain points, and value perception. Identified that technical, feature-focused messaging wasn't resonating
• Messaging Pivot: Simplified the core message to: "Find the right podcasts to be featured on." A/B tested messaging, achieving a 37% lift in landing page CTR
• Activation (PLG Tactics): Shifted from limited freemium to free trial. Implemented 7-email onboarding sequence with 45% open rates. Created in-app tooltips reducing time-to-first-value from 12 days to 18 hours
• Retention & Engagement: Launched weekly email digest with personalised podcast recommendations (increased WAU 40%). Built knowledge base to reduce support load

Results

Improved 3-month retention from 60% to 75%. Grew from 500 to 2,000 active users.

Overview

I developed a modular deck to help our GTM team communicate our advertising products to diverse sellers. This was crucial after our sales team was reduced from 18 to 6 members, including 4 new hires unfamiliar with our products.

Development Process

• Collaborated with product team on weekly syncs to track 15+ feature updates per quarter
• Worked with marketing to craft messaging, A/B testing key phrases with 200+ sellers before finalising positioning
• Shadowed 25+ sales calls to identify top 5 objection patterns and co-create response strategies
• Partnered with analytics to develop key stats and performance benchmarks
• Engaged customer success to identify and develop industry-specific case studies

Results

• Sparked more in-depth conversations with sellers at events like RetailFest
• Enabled sales team to quickly prepare for client meetings and presentations
• Supported new team members in understanding and communicating product value
• Served as the foundation for a global sales enablement program

(Slides unavailable due to eBay's privacy restrictions)

Overview

I created and managed a monthly APAC Ads Feedback Newsletter to bridge the gap between APAC sellers and global product teams, ensuring valuable insights were effectively communicated and acted upon.

Impact

• Directly influenced the product roadmap, leading to 20+ new features including Quick Setup for automating campaign creation and a Campaign Details Page Dashboard
• Received comments from product and senior leadership including the VP Global Advertising at eBay
• Increased APAC's involvement in global product meetings and decision-making
• Improved cross-regional collaboration between product marketing and product development

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My Role & Approach

Co-founder driving enterprise sales strategy and regulatory partnerships.

• Market Discovery: Identified pain point through direct consulting with Malaysian enterprises struggling with new ESG reporting mandates
• High-Friction Sales Environment: Navigated multi-stakeholder approval processes across finance teams (data ownership concerns), legal departments (AI liability questions), and sustainability officers (regulatory accuracy requirements)
• Partnership Strategy: Built consultancy partnership model to access corporate decision-makers
• Enterprise Contract Negotiation: Secured $30K development contract with Alliance Bank through 6-month sales cycle involving multiple stakeholder committees, legal reviews, and proof-of-concept demonstrations

Results

Evidence