Hands-on Projects
Get clear on what you stand for, and carry it all the way through your content, start to finish.
Hands-on positioning, messaging, and content work for B2B brands with a complex offer. I do the senior work myself, build the engine that gets your message into the market, and leave your team able to run it without me.
A 30-minute conversation about your team’s gap. No pitch.
Most positioning work stops at a document. Mine is built to live.
This is the through-line behind everything on this page. One process, in three moves, with a fourth that matters just as much:
Clear.
We get you clear on what you actually stand for and why it matters to the buyers who count. Grounded in what your customers say, not guesswork by committee.
Consistent.
We make that clarity consistent through messaging design: one credible way to say it that your whole org can use, the same way, everywhere.
Carried through your content.
We build the content engine that carries the message into the market, so it shows up on your site, in your content, everywhere your audience meets you.
And then I leave.
I create a robust hand-off process and keep my work 100% transparent. The system, the templates, and the know-how stay with your team, so you can keep it running without me.
That last move is the point. The goal is to make myself unnecessary.
Three focus work areas. Take one, or combine them.
Most of the work I do falls into one of these three categories. Some clients choose to work on more than one thing with me, and I’m happy to do it.
Messaging Foundation
Get clear on what you stand for, and build messaging around it.
The foundation everything else builds on. We define how your brand is the obvious choice for the buyers who matter, and give the whole company one credible, reusable way to say it.
- A research foundation: customer interviews and message mining, so the language comes straight from your customers.
- Positioning built with clear structure: who you’re really for, what you’re a clear alternative to, and why it matters.
- A messaging framework: pillars and boilerplate your team can actually pick up and use, and brand voice that ties it all together.
What you get: positioning and messaging clear enough that sales, product, and marketing all tell the same story, and credible enough that you can stand behind every word.
Content Engine
Attract the right audience with a point of view only you can own.
Once the message is clear, it has to reach people. We turn your positioning into a content plan built on your real angles, so you stop doing random acts of content and start building something that compounds.
- A content engine aligned with your positioning: the topic categories and the angles only you can own, so your content genuinely puts your messaging in front of the audiences that matter.
- A practical plan for reaching the right people: choosing the channels to focus on, repeatable content formats and rubrics, and the signature content types that become recognizably yours.
- Prioritization criteria and measurement structure, so the team stops doing random acts of content and starts building something that compounds.
What you get: content that’s recognisably yours, attracts the right and receptive audience, and keeps building instead of resetting every quarter.
Marketing Ops & AI
Tighten how your marketing gets produced, and add AI workflows.
The implementation layer. Sometimes that’s just sharpening how your team plans and ships, with no AI at all. Often it’s building on-brand AI on top: a governed system that turns out materials fast while the judgment stays human.
- Sharper operations: how your team produces content, brand, and sales-enablement materials, made faster and more consistent.
- When AI fits, building vetted AI skills with your quality standards baked in, working from shared knowledge blocks on your brand, audiences, pillars, and voice.
- Optionally, a senior content lead on tap: I run the planning, prioritization, and shipping discipline your team is missing, then hand the operating system over.
What you get: speed without the sludge. When AI’s in the mix, it’s designed with a human keeping judgment, taste, and accountability.
Take one focus or combine them. Most teams start with the Messaging Foundation, then build the Content Engine on top; if your positioning is already solid, we can start straight at the content layer.
Not sure which fits you? That’s what a first call is for.
“We knew our product solved a real problem, but we couldn’t explain it in a way that landed. Vassy’s research dug into what our customers were actually trying to do. It sharpened our messaging and, honestly, changed how we thought about the product itself. We came out clearer on who we’re for and a lot more confident about where to take it.”
Rajeev Bektor
Founder, OK Roger
“Vassy provided invaluable advice on refining my content strategy… Vassy’s approach to grouping ideas, prioritizing the most relevant topics, and repurposing content… has given me a clear framework for driving engagement and thought leadership.”
Louis Camassa
Director of Product, Rithum
“We manage several interlinked brands, but that didn’t fully translate into our messaging or content. Vassy managed to tie it all together in a seamless experience… and made it easier for us to identify new business opportunities based on subscriber behavior, data we didn’t know how to access before.”
Afdhel Aziz & Bobby Jones
Founders, Good is the New Cool
Two ways to work, you choose the right one for you
No matter the focus, every project can run in one of two ways. The difference is mostly the research layer and who’s in the driver’s seat.
Done-for-you
The Full Build
I run independent deep research (customer interviews, message mining, competitor review) and drive the work. You stay close and decide; I do the heavy lifting.
- Best when: the stakes are high, the offer is complex, or you need outside validation you can take to the board.
- The trade-off: a bigger investment and a longer timeline.
From ~€4,900
Done-with-you
The Sprint
Focused working sessions that mine the knowledge already inside your team. Same frameworks, leaner, no separate research layer. We move fast and your team builds ownership as we go.
- Best when: you already hold a lot of the insight, you want speed, and you want the skill to stick with the people who were in the room.
- The trade-off: it leans on your existing knowledge, with less external validation.
From ~€2,900
A lighter third way: if you’d rather do most of the work yourself and have me guide you through it, that’s what coaching is for.
What about retainers? If we keep working together after a build, it’s structured as a time-bound handover, where I help your team internalize the work and start putting it into practice. These are usually three to six months, to make sure what we built works in practice and your team can run it. It’s not an open-ended retainer. Agencies live on those. I don’t.
Building a personal brand, not a company one?
Same process, lighter weight.
If you’re a founder, consultant, or expert building your own visibility, the spine is identical, it just runs lighter on timeline and budget, and it has its own home: the Personal Brand Sprint, a guided, time-boxed engagement built for one person.
You’re hiring a person, and that turns out to matter.
A few things you’re signing up for, beyond the deliverables.
A reason behind every move. I’m strategic to a fault. I won’t run a tactic, a channel, or a campaign without a clear reason it ladders back to what you’re building.
Tailored to you, not off the rack. The method stays consistent; what I recommend out of it does not. I shape the work around your situation, your market, and your constraints.
I build on what your team knows, then challenge it. The knowledge inside your company is usually the most valuable raw material there is, so I start there and add the outside objectivity to pressure-test it against the evidence.
And I care about the work, probably more than is strictly reasonable. I’ll quietly fix the thing that’s bugging me, I stay calm when the deadline doesn’t, and I genuinely enjoy getting a brand clear.
“A breath of fresh air… she gave me insights that hundreds of people have missed or had not verbalized.”
Jean-Patrick Bisson
Co-founder, Truely.com
When this is the right call
You don’t need my services every day. You need them at a turning point.
Most teams come to me at a specific moment. One of these may sound familiar:
- You pivoted or repositioned, and the messaging never caught up.
- You’re launching something genuinely complex, and you can’t explain it simply yet.
- You raised or scaled, and there’s still no senior marketing function underneath you.
- Your positioning lives in a deck nobody opens, so sales improvises and content drifts.
- You turned on AI tools and your content quietly went off-brand.
- You’re not even sure you have the right positioning. Or you have it, and you can’t get it out of your head and into the real world.
- You’ve been grinding on content for months and it’s just not landing. Slow, scattered, no clear sense of what’s working.
This is for you if
You’re an international brand with a complex offer (technical, like SaaS, requiring a long sales cycle, or an intangible service like consulting and advisory), you win through trust and content rather than paid ads, and you want to own the capability in-house when we’re done.
Probably not for you if
You want to hand marketing off to a third party and never think about it again. Our work needs your team in the room. I’ll build the strategy and the system with you, and I won’t churn out your content for you forever. If you want to own what you stand for, we’ll get on really well.
Does this sound like you? Then I’d love to hear more!
Results, honestly
A lot of my work is “fuzzy”, but these outcomes aren’t.
Much of what I do pays off in clarity and confidence, which is harder to put a number on than I’d like. Here are some specific results:
with OK Roger:
After a research-led repositioning, over 80% of users preferred the new landing page in a head-to-head test. It went live soon after.
with Kooper AI:
For a complex launch, the new messaging beat the control in smoke-test ads, on both clicks and registrations.
with Good is the New Cool:
We built messaging alignment and lead nurturing flows across a mix of two company and two personal founder brands based on thought leadership content.
with a current client:
We developed a full AI-supported content-ops system aligned with the brand voice, which led to a 70% improvement in content production velocity while keeping quality levels high.
When we’re done, you own it. That’s the whole idea.
Plenty of consultants and agencies are happy to become a dependency you can never quite switch off. I build for the opposite. Everything we make is yours: the positioning, the messaging framework, the content system, the AI setup, plus the templates and the know-how to keep it going. I’m happiest when I see former clients doing the work we used to do together, confidently and efficiently, in-house.
“We have a feature-rich product and a lot of teams telling the story differently. Vassy gave us a messaging framework that finally got everyone working from the same foundation, clear enough to build on. It’s the groundwork we’d been missing.”
Ross Weldon
Creative and Brand Lead, Lokalise
“Vassy’s approach was based not just on messaging best practices, but on robust preliminary research. It helped us learn more about our customers, identify the right target audience and its needs. It also gave us confidence that the proposed copy will resonate with prospects.“
Vijay Chakilam
Founder, Kooper AI
Questions you might have
Done-for-you or done-with-you, which is right for me?
If the stakes are high, the offer is complex, or you need outside validation, go done-for-you. If your team already holds a lot of the insight and you want speed and ownership, the sprint is the better fit. We’ll settle it on the call.
Do you write all our content for us?
No. I build the strategy and the system, and I’ll write key pieces where it makes sense. But the model only works if your team stays involved. The whole point is for you to own it, so you’re never left dependent on me to keep it running.
Why “from” prices instead of a fixed menu?
Because scope genuinely varies, and I’d rather quote you something real than anchor you to a number that doesn’t fit your situation. The bands above are honest starting points.
Do you do long-term retainers?
Only as a time-bound handover, usually three to six months, to embed the system and transfer it. Not an open-ended contract.
Can you handle a technical or complex product?
That’s most of what I do. Making a complex or technical offer land in language a buyer immediately understands is the core of the work. For example, niche enterprise software in a genuinely technical category, where the job is turning that into messaging and content your market actually follows.
We’re in a [insert specialized industry here]. Do you have experience with it?
Sometimes yes, sometimes no, and it matters less than you’d expect. When I don’t already know your field, the research layer is exactly how I get up to speed, and I don’t charge you extra for learning it. It does ask a little more of your team: usually two or three one-hour sessions so I can confirm I’ve understood your world correctly before I build on it. And honestly, getting to learn a new industry properly is one of my favorite parts of the job!
You work solo. Can one person carry a multi-month build?
Yes, and it’s deliberate. You get one senior person doing the actual work, instead of a team of juniors who’d learn on your dime. I’m careful about how many projects I take on at once, usually just a client or two in any given period, so the work ships faster and stays sharp. And I’ll flag early if something genuinely needs more hands or a longer runway.
How will I know it’s working?
A lot of the value shows up in the conversations with your target customers and a sharper understanding of your buyer, which is hard to reduce to a single number. Some of it is testable, though: validating new messaging before you commit to it, for instance. We can plan a validation phase into the project. We’ll map out what that looks like for you during kickoff.
Our budget is tight right now. Anything for us?
Yes. Start with a single focus, or a sprint. If you’d rather learn it yourself first, my self-serve video courses are built for that: Strategic Content and Messaging or The Personal Branding Blueprint. And if you want some lightweight guidance while you do the bulk of the work yourself, that’s what coaching is for. Better to do one thing properly than everything thinly.
Let’s get you clear on what you stand for, and it you that way.
A first call is 30 minutes, no pitch. Tell me where you’re stuck, and I’ll tell you honestly whether I’m the right person for it, and which way of working would fit.