I build GTM systems that drive adoption, craft messaging that converts, and develop content strategy that compounds — across SaaS, fintech, and high-growth products in EMEA.
Most companies treat product marketing as a wrapper — something you slap on after the product is built. I treat it as the connective tissue between what you've built and the people who need it.
I work across growth, product marketing, and content — obsessing over why users adopt (or don't), what messaging actually moves them, and which systems — GTM, lifecycle, content — need to exist for results to compound rather than plateau.
With 5+ years across fintech, SaaS, EdTech, and agency environments in EMEA, I've learned that clarity beats cleverness every time — and that the best marketing is invisible because it's just the right message, to the right person, at the right moment.
Competitive positioning, ICP mapping, message-market fit analysis, interview synthesis.
Launch planning, channel mix, pricing narrative, positioning frameworks.
Messaging systems, onboarding flows, lifecycle emails, cross-functional alignment.
Retention systems, organic flywheels, RevOps alignment, experimentation.
Not every campaign looks good on a slide. These are the ones that changed how a product grew — and what I learned from each.
Squareme launched into a crowded BNPL-adjacent fintech space. The challenge: drive signups and keep them — without a large paid budget and with no established brand equity.
An agency with expertise but no scalable client acquisition system. Built the full marketing infrastructure — from positioning to pipeline.
High drop-off post-signup. Users weren't reaching the "aha moment" fast enough. A full onboarding and messaging overhaul changed the curve.
A dual-sided EdTech marketplace with a community that existed but didn't function. Built the engagement infrastructure, rituals, content engine, and organic acquisition from scratch — no paid media.
How I build a messaging architecture from scratch — positioning statement, value hierarchy, ICP language, and channel-specific copy variants. Built from real deployments.
Download Free ↓The end-to-end PMM system I run on every engagement — from market research and ICP mapping to launch execution, enablement, and post-launch iteration.
Download Free ↓The exact briefing system I use to produce content that ranks and converts — keyword strategy, brief structure, SEO setup, AEO integration, and editorial calendar logic.
Download Free ↓A step-by-step system for launching products that get adopted — not just announced. ICP, channels, launch tiers, messaging, and measurement baked in.
Download Free ↓How I plan content at scale — audience mapping, pillar-cluster architecture, channel-specific scheduling, and repurposing logic that keeps the engine running without burnout.
Download Free ↓The tracking setup I deploy on every campaign — UTM taxonomy, source/medium conventions, attribution modelling, and the dashboard structure that makes reporting honest.
Download Free ↓Customers who understand what you do — and why it matters to them — adopt faster, stay longer, and tell others. I build the messaging system that makes that happen.
A launch or growth plan that accounts for channel mix, activation mechanics, and measurement — so momentum builds from day one and doesn't require constant reinvention.
Content that isn't just published — it's designed to rank, convert, and compound. From SEO strategy to editorial calendars to brief systems that keep quality consistent at scale.
From first touch to power user — I design the email and in-product flows that move people through the funnel deliberately, and fix the retention leaks that campaigns can't patch.
Ray doesn't just hand you a strategy document and walk away. He embedded with the product team, rebuilt our messaging from the ground up, and the results showed up in our retention numbers within 60 days. That's rare.
We had great content but zero system behind it. Ray came in and built a pipeline-oriented content engine that turned our thought leadership into actual inbound leads. The ROI number speaks for itself.
What sets Ray apart is that he understands both the product and the market. He asks the right questions before touching a brief, and the output always reflects that depth. Our launch would have looked very different without him.
Long-form thinking on product marketing, growth systems, and what actually works in African and EMEA markets — no hot takes without evidence.
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