Jan 2025 – Sep 2025 · 8 mos

• I drive a range of product marketing initiatives with a focus on competitive positioning and sales enablement.
• Key responsibilities:
• Conduct competitive research to inform strategy and market positioning
• Develop sales enablement materials with constant feedback for updates and improvements
• Create product content, such as landing pages, webinars, events collateral, and email campaigns
• Analyze and optimize user journeys, like onboarding flows, to improve activation rates
• The role is varied but involves combining analytical insights with creative execution to translate complex product features into compelling value propositions for technical and business audiences in the SEO and marketing space.

Aug 2024 – Jan 2025 · 5 mos · Barcelona, Catalonia, Spain

• I collaborate with founders and marketing leaders to craft and execute effective product marketing strategies. I offer the following services:
• Marketing positioning and competitive research
• ICP research and messaging
• Sales and CS enablement
• User onboarding and activation strategies
• Essential product marketing tech stack advice and set up
• To date, I've worked with various SaaS companies helping them differentiate in the market from day one and drive growth.

Sep 2022 – Jun 2024 · 1 yr 9 mos · Remote

• This role is ultimately to support the company's Go-To-Market strategy. This role varies widely but duties include managing multiple stakeholders and synthesizing research from a range of resources.
• Key duties:
• High-value accounts project (new audience research and strategy)
• Competitive and market analysis
• Audience positioning and messaging
• Sales & CS enablement resources
• Sales-product training
• Feature launch campaigns
• Partner program growth and user journey
• Tools used: Salesforce, Outreach.io, Hotjar, Mixpanel, Appcues, Beamer, Confluence

Sep 2020 – Sep 2022 · 2 yrs

• The goal of my role was to increase sales and adoption through product marketing activities. I developed messaging and positioning strategies that helped inform our marketing and sales approach. In addition to this, I contributed to our company's GTM strategy, with a particular focus on delivery through Sales and CS teams
• Duties include:
• Conducting audience research
• Working on value propositions, positioning, and feature-based campaigns
• Creating product-related content for CS, Marketing, and Sales

May 2020 – Oct 2020 · 5 mos · Barcelona, Catalonia, Spain

• Results were a 4x increase in 1-3 rankings and a 6x increase in ranking 4-10.
• Consultation included:
• KW research to drive sign-ups
• SEO content briefs for writers
• Optimize existing content

May 2019 – Oct 2020 · 1 yr 5 mos · Barcelona Area, Spain

• The core duty of the role was to define the organic growth strategy for lead acquisition, primarily through content, SEO, and social channels.
• Duties include:
• Contribute to the research and definition of our core ICPs
• Creating value propositions based on ICP for content
• Defining and implementing the organic growth strategy
• Breaking this down into keyword clusters and topic areas
• Writing content briefs (both SEO and thought leadership)
• Managing a team of freelance writers, technical specialists, and designers
• Finding and prioritizing site improvements
• Developing content campaigns for product-led growth initiatives
• Establishing goals for both leading metrics (traffic) and lagging metrics (revenue)

Apr 2017 – Apr 2019 · 2 yrs · Barcelona Area, Spain

• I built Red Points' content marketing strategy from the ground up, leading a dynamic team of copywriters, SEO experts, and customer marketing specialists. Our strategy was centered around creating a seamless content journey that engaged readers, generated leads, and supported sales efforts. Collaborating closely with the Sales and Product teams, we identified content that effectively drove conversions and highlighted the value of our products. A key component of our strategy was weaving customer success stories throughout our content to enhance relatability and credibility. Our strategy's effectiveness was gauged by lead generation metrics from both paid and organic channels. Our ultimate aim was to produce high-quality content that went beyond transactional promotion, focusing on narrating our customers' journeys and addressing their challenges.
• Tools used: Google Analytics | Hotjar| Hubspot | SalesForce | Buzzsumo | Semrush | Screaming Frog

Mar 2016 – Apr 2017 · 1 yr 1 mo · Barcelona Area, Spain

• I worked in a small when Red Points was around 30 people. I helped write articles, content for campaigns and website copy. The company has since tripled in size.

Oct 2014 – Jun 2016 · 1 yr 8 mos · Barcelona Area, Spain

Jun 2013 – Sep 2014 · 1 yr 3 mos · York, United Kingdom

• I worked on the UK government's Department of International Development program ICS volunteering. I ran campaigns to generate volunteer signs ups online via Facebook ads, organic and social media marketing.

Jan 2013 – Apr 2013 · 3 mos · Glasgow, United Kingdom