I’ve spent my career building brand and content programs at B2B tech companies. Below is a selection of the work I’ve led, from flagship research reports to developer content and campaign writing.

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Loopio’s 2025 RFP Trends & Benchmarks Report

✴︎ $2.1 million pipeline influenced
✴︎ +25% report downloads
✴︎ +230% landing page sessions

Every year, the RFP industry waits for one report.

I led the sixth annual edition of Loopio’s Trends & Benchmarks Report: the largest research report in the industry and the single most important marketing initiative on Loopio’s calendar. This was the asset the whole brand story was built around.

It was a full-scale production: I managed the agency relationships, oversaw survey design and distribution, defined the story the report would tell, had editorial ownership over the report and all marketing assets associated with it, and owned the entire go-to-market launch from landing page to webinar to social. Every team touched it. I was the thread that held it together.

The report mattered because it was Loopio’s single biggest credibility play in the market. In a category where trust and authority are everything, this was how Loopio proved they understood the space better than anyone else. Six years in, the bar was high—and the 2025 edition cleared it. It influenced $2.1M in pipeline, drove a 25% increase in downloads, an 80% jump in webinar signups, and a 230% lift in landing page sessions year over year. It was the strongest performance in six years.

Loopio recognised my leadership by awarding me the Value Award for Grit. I was also nominated for a Business Impact Award.

Loopio’s 2025 RFP Careers & Salaries Report

✴︎ First-ever standalone careers report
✴︎ Deepened brand affinity
✴︎ Established new content pillar

Most companies in the response management space publish market data. Fewer think to turn the camera on the people doing the work.

I led Loopio’s first-ever standalone report on the state of response management careers: a data-driven look at salaries, roles, and career paths in a profession that rarely gets this kind of dedicated attention. It was a greenfield project with no internal template to follow, so I developed the concept, managed the agency partnerships, edited the report, and owned the launch campaign from start to finish.

The strategic logic was simple but deliberate. Loopio’s audience is made up of passionate practitioners who live and breathe response management. A report that spoke directly to their professional lives, not just their tool stack, was a way to deepen that relationship. It gave people a reason to trust Loopio beyond the product.

For a first edition with no benchmark, it beat pipeline expectations and established a new content pillar Loopio could build on year over year.

CEO Keynote, Loopio Annual Customer Conference

A CEO keynote at your flagship customer conference is one of the most unforgiving content formats there is. It’s live, high-visibility, and there’s no editing it after the fact. The story either lands, or it doesn’t.

I was brought in to write and shape the CEO keynote for Loopio’s annual customer conference, working directly with executive leadership to develop the narrative from the ground up. We needed to articulate Loopio’s vision for the future of response management, establish a clear and credible point of view on AI, and do it in a way that felt authentic to the CEO’s voice and resonant for a room full of customers who knew the product intimately.

I worked closely with product, brand, and marketing to understand the nuances and find the through-line that told a single story. It landed: customers reported that the keynote spoke to exactly what they were dealing with, inspired them, and armed them with actionable insights they could take back to their own teams. It was a win to have an audience that felt seen, not sold to.

Developer Highlights From Shopify’s Winter ’23 Edition

I partnered closely with product and product marketing to translate complex platform updates into clear, engaging stories for Shopify’s twice-yearly Editions launch event—connecting product evolution to what mattered most for developers.

Shopify Beyond the Build: What We Learned From Top SaaS Founders

Built multi-channel promotion for Shopify’s developer podcast by turning episode insights into shareable formats—amplifying reach and deepening Shopify’s connection with its developer community.

How to Get More App Downloads in the Shopify App Store

Led development of and wrote a highly strategic, SEO-driven guide for developers. Became a foundational asset that drove sustained organic search traffic to the Shopify Partner Blog for years.