Background: OK Roger is a travel service that combines the speed and reliability of AI with the understanding and empathy of a real human. The tool has a variety of different target audiences to serve with distinct value propositions. However, it’s a very new idea and the value proposition needs to be built from the ground up to hook the audience.

Solution: I conducted a series of interviews focusing on OK Roger’s new offering for event planners. The interviews were designed to uncover the current solutions event planers are using, the issues they stumble across, and the words they use when describing their desired outcomes. Based on that, I created landing page copy that aligned with the interview insights and provided guidance for the sales process and overall promotion strategy.

Background: Conspiracy of Love is a purpose consultancy created by Afdhel Aziz and Bobby Jones. Together they wrote the book “Good is the New Cool” and created an online community of the same name. Although all of these different brands were aligned on the purpose level, the communication coming out of them was disparate. Which meant each channel had to be working overtime to get people to understand the full scale of options Afdhel and Bobby were able to help leaders and creators with.

Solution: I analyzed the different communication channels available and the way audiences were flowing between them. Based on that, I created an overall funnel that will get people familiarized with the overall “constellation” of brands around Conspiracy, Good is the New Cool, and Afdhel and Bobby’s personal brands. This included email copywriting and the implementation of a marketing automation software chosen based on the needs of the team.

Background: Hypergrowth is a growth hacking collective that provides tailored teams to clients based on their specific needs. The team has a lot of expertise but wanted to make the growth talent the real hero of their content strategy. Additionally, Hypergrowth was looking for a scalable and repeatable content creation approach that would build community and attract leads.

Solution: I created a strategy revolving around a key piece of content – growth expert interviews. We build a series of Growth Talks that would rise above the clutter of same-old content other growth agencies are churning out. The interview proved to be an efficient way of content creation – I created more than 10 pieces of content off of a single interview across blog and social media. We executed a pilot of 10 weeks during which we increased site traffic 10 times and social media reach 20 times with a stable engagement rate of 6%.

Background: Kooper AI is a platform that personalizes customers’ digital experience to exceed their expectations and raise conversion rates. Kooper works completely locally, providing additional security for the customer’s data and real-time personalized experiences. We had to present the tool in a way that speaks to marketers, clearly presenting the benefits behind the overly-technical features.

Solution: I employed a mix of message mining and competitor auditing to understand what matters to potential customers and how can we align Kooper’s key features with benefits that the audience values. Based on these insights, I created landing page copy that distinguished the tool from other existing solutions and was in full alignment with the outcomes customers craved and the anxieties they had.

Background: Aula.bg is the largest Bulgarian online platform for software video courses. The team is focused on ruthless optimization and creating impact through long-term and repeatable marketing actions. Although the platform is seeing healthy growth, scaling is becoming more challenging with the easy wins already out of the way.

Solution: We structured our partnership as an ongoing optimization project rather than a one-off campaign or launch. We’ve worked on landing page optimization, ad A/B testing and ongoing creative improvement, email marketing changes, as well as gradually building the yearly marketing calendar to include a number of campaigns designed to boost trial signups and existing user engagement.