From product launch to growth.

What it was

Petal had multiple products across three solution lines mapped to three sales motions (B2B, B2G, B2C), but the story underneath was fragmented. Each motion sold a different version of the company.

What I did

Revamped the entire narrative (story, positioning, messaging) into one coherent ICP-led system, with channel-activation playbooks per segment.

Trained the full sales & product orgs and managed branding, video, and web agencies through an end-to-end revamp.

The outcome

One company, one story, three motions activated against it: a consolidated brand system the whole org could sell, build, and ship under.

What it was

Edtech's first AI agent. The team built it in-house as a retrieval-augmented (RAG) agent on GPT-4, with model access through Microsoft's Azure OpenAI, and launched it at the flagship event in India to 1,500 customers.

What I did

Mapped JTBD, journeys, and use cases with product; built the interview guide and flew to India for three weeks to interview high-value customers in-office.

Defined the early-adopter program and staged a 3-phase rollout with a Microsoft co-launch, PR, email, and sales enablement.

The outcome

The biggest product launch in ApplyBoard's history, plus a release-metrics dashboard that gave product and PMM a shared definition of launch success.

What it was

ApplyBoard needed to expand and establish its product in new markets beyond its core geographies, each with its own funnel, partner mix, and demand patterns.

What I did

Led a team of 8 growth marketers executing market-entry strategy, with dedicated launches in China and across Africa.

Aligned with product and sales on penetration and engagement; ran dozens of customer interviews per quarter.

The outcome

Generated 40%+ of monthly sales targets, and built the foundational messaging, positioning, and persona frameworks for a 3-sided marketplace still in use today.

What it was

An internationalization program designed to help Canadian tech entrepreneurs land and operate in five priority geographies.

What I did

Worked directly with government partners, hosted testing-lab programs, and secured grant funding to launch new services.

Defined market-entry plans for 30+ startups and managed 30 global partners across 20 markets.

The outcome

A repeatable playbook for soft-landing startups into new markets, funded, partnered, and shipped through public-sector collaboration.