Marketing strategy | Brand identity | Web copy and build | B2B Social | Print
Wellbeing data platform for 11-18 year olds
Working towards a second seed round, I was hired as the Marketing & Brand Lead to define messaging and positioning. I used interviews with the founder and customer feedback to shape the company DNA and brand guidelines, clarify pain points of multiple ICPs, and redefine product market fit. I set up and ran B2B social channels, managed contractors to develop imagery and brand personality, built a new site in Canva as lead copywriter and creative, and worked with the team to shape funnels, tiers and pricing plans, impact studies, lead generation and analytics. I also helped the founder, Vivian Tanaka, develop her personal brand. We now “understand who we are, what we have to offer, what difference we’re making, and the return on investment for people,” she says, which “also helped us when we were going through our independent evaluation”.
Copy | Content | Creative | Brand strategy
AI assistants and agents
Working alongside other marketers, product owners, engineers, the MD, CEO, and consultants, I was integral to framing the messaging for the product and development of campaigns and services, including scriptwriting for a promotional video. I worked on every element of the service from brand strategy, tone of voice, web content, email marketing, research, writing about complex tech like NLP, LLM, and AI agents, as well as conversation design for our in-house AI assistant, technical testing of the platform, case studies, and UX copy. Organic search doubled year-on-year with 50% of web sessions engaged, and time per session and referrals going up. MD, Abbie Heslop, describes me as “a fast thinker, able to grasp technical concepts and translate them for a non-technical audience” and “a team player who cares deeply about the quality of her work, can manage multiple tasks simultaneously, and has excellent prioritisation skills”.
Marketing strategy | Case Studies | Web Rebrand
Digital twin / computer simulation specialists
Creating their first marketing strategy and redesigning the website, I worked closely with the founder and software product owners overseas to lean on their unique supplier position to strengthen their legacy and online presence, interviewing clients like Eurostar, PwC, and the Department for Work & Pensions to write case studies. MD, Aanand, says I have “the right mix of technical know-how, marketing skills and a genuine personality to always be a ‘go-to’ person when it comes to developing new business ideas or revitalising old ones”.
Messaging | Emails | Content | Brand building
Blockchain startup
Working alongside an internal marketing team and with Barry Enderwick who helped to scale Netflix, I helped refine the brand voice, email marketing content and strategy, web and blog content. Barry says of me, it’s more like hiring a business partner than a copywriter.
Messaging | Web content | App store description
Voice activated app
Produced web content, social media strategy, in-app micro copy, and the app store description working directly with the founder, who says I’m “wonderful to work with – very responsive, on time, supportive and diligent”.
Marketing post published by HubSpot
“Natalie gets it! She knows the right questions to ask up-front. She was empathic to my goals and it shows in the output. The lessons learnt will help me with future projects as well. I’ve already recommended Natalie and said just how detailed and on-point she is. She has a great, casual approach I really like too.” ~ Nick Phipps, Customer Experience Strategist at Rawnet
