Senior Content Strategist | Turning Data and Expert Insights into Meaningful Narratives

Featured projects

Here are just a few of the content marketing projects I had the privilege to help lead and launch:

The state of customer communications

Sinch needed a clear, data-driven definition of what “effective digital customer communications” means across industries in 2025. I led a multi-survey research program and translated the findings into an interactive flagship report that aligned teams around a shared narrative and supported strategic marketing decisions.

Results in the first 6 months after launch:

• 25,000+ sessions exposed to owned content featuring Sinch’s original research and insights.
• 90% new visitors to website content, boosting brand awareness and thought leadership.
• 634 report downloads on Sinch.com including industry-specific PDFs.
• Tier-1 coverage and relevant industry coverage in publications including Yahoo Finance, Daily Express (UK), CMSWire, CX Network, and Advertising Week. Estimated 142.2 million global audience reach (UVM).
• Fueled a content engine, repurposing the pillar piece for organic social, YouTube content, demand gen, sales enablement, speaking events, webinars, and expert panels.

Regional marketing teams at Sinch also used industry-specific reports to target prospects in healthcare, retail, financial services, and technology via LinkedIn lead generation campaigns.

The 2025 state of customer communications revealed important insights into consumer preferences as well as the challenges and opportunities businesses face developing multi-channel strategies that support an ideal customer experience.

I designed the research to reveal important insights about key growth drivers at Sinch, including emerging communications channels such as Rich Communication Services (RCS) as well as AI-powered chatbots and voice assistants. It also amplified Sinch’s chosen brand narrative, connecting different message types to The 4 Pillars of Customer Communication:

1. Engaged: Promotions and lifecycle marketing communications.
2. Informed: Customer updates and transactional messages.
3. Safe: User identification and alerts that protect access and privacy.
4. Happy: Customer support communications that lead to satisfaction and loyalty.

This type of thought leadership content engine does more than support the brand and build authority. Original research is a key component of achieving AI visibility (AEO/GEO) as well as traditional search engine visibility (SEO). Our team used results from the research to refresh and enhance existing content at Sinch as well as PLG brands such as Mailgun and Mailjet.

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Fueling integrated marketing with compelling content

Everything in marketing and sales is connected. At least, it should be. When teams, channels, and messages pull in different directions, even great ideas fall flat. When we view content as just another tactic, we’re missing the point. It is the connective layer that aligns strategy, clarifies meaning, and makes marketing work.

For the last 15+ years, I’ve seen content shift from isolated blog posts to the backbone of modern marketing. I’ve worked across formats, from in-depth original research reports to cheeky social media posts. But my focus is always the same. I want to see teams use content to make better decisions and tell clearer stories.

I do my best work at the intersection of creativity, audience insight, and strategy. That requires a deep understanding of your target personas and how they make decisions along the customer journey. There’s a perfect piece of content for each step along those journeys. But first, you need to know who it’s for, why it matters, and how to get people to take the next step.

Need someone to help align your content with measurable business goals? We should talk.

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Kind words from colleagues

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