Past Work · Passion.io

Turn naysayers to pay $1.1M for your product.

The Customer-First product marketing that turns leads you thought were lost into repeat buyers.

Slack message from team lead sharing the KPI breakdown

Slack message from my team lead, sharing the KPI breakdown for references.

$2.44Memail revenue, 2 years $256KBlack Friday 2024 2×revenue per lead 10shipped projects
01Launch & positioning

Turning product capability into offers, funnels, and market-facing narratives.

02Customer insight

Mining calls, behavior, objections, and funnel intent into usable messaging.

03Lifecycle revenue

Using email, nurture, segmentation, and launch windows to increase revenue.

04Systems & collaboration

Building the operating layer that keeps teams aligned and shipping.

Launch & positioning

Turning product capability into offers, funnels, and market-facing narratives.

01Product Launch

Scaling Workshop signup page on Passion.io for the You Ai launch
Launch · Positioning

Took a new coach product from internal feature to launch funnel.

Result: Fed webinar follow-up sequences that became the largest revenue line.

View launch arc →

02Product Positioning

You Ai prospect pool Sales call · revenue tier check Tier-matched offer decision DOWNSELL · < $100K FIT · $100K+ PASSION.IO PLATFORM downsell offer (was: disqualified, lost) YOU AI tier-matched offer 4 tiers · $100K to $3M+
Strategy · Positioning

Opened a downsell revenue path for disqualified prospects.

Result: Sub-$100K founders could be routed to the platform instead of being lost.

View positioning structure →

03Product Dogfooding

MARKETING CLAIM PRODUCT REALITY Some features over-pitched Other features barely mentioned Built both products as a customer Audit caught the gaps before You Ai launch → Rewrote the launch messaging hierarchy
Dogfooding

Caught feature mis-emphasis by building the product first.

Result: Rebalanced the launch messaging around what the product actually did best.

View audit →
Customer insight

Turning customer language, objections, and funnel intent into messaging decisions.

04Customer Research

Buyer persona research system for Passion.io
Customer research

Turned 20+ sales calls into three personas.

Result: Persona work informed every major messaging decision for the launch.

View research method →

05Customer Intent Mapping

CURIOSITY INTENT Unaware Problem Solution Product Most aware Trigger curiosity Pattern interrupt Mid intent Mechanism reveal Remove final doubt Lock the deal Detect & trigger at every stage = higher-intent buyers
Strategy · Funnel

Mapped curiosity-to-intent across the funnel.

Result: Clearer triggers for what to say at every awareness stage.

View framework →
Lifecycle revenue

Increasing revenue from the same list through sequence strategy, nurture, and launch windows.

06Webinar Funnel

Webinar Mini promos BFCM Nurture $1.11M $643K $615K $68K
Lifecycle · Funnel

Built sequences that produced the single largest revenue line.

Result: Live and evergreen webinar follow-ups became a seven-figure revenue driver.

View sequence structure →

07Pure Nurture

FAQ-format nurture email written at Passion.io
Lifecycle · Newsletter

Grew pure nurture revenue 4× on the same list.

Result: Revenue rose from $9,712 to $42,423 through cadence and format changes.

View nurture system →

08Black Friday

Black Friday 2024 email written at Passion.io
Lifecycle · Launch

Drove $256,094 in email revenue in 30 days.

Result: Eleven emails across seven days became the record campaign in company history.

View campaign breakdown →
Systems & collaboration

Building the operating layer that helps teams stay aligned and ship faster.

09Messaging Guidelines System

Painpoints Objections Benefits Angles Personas Outcomes Knowledge
Internal systems

Got team members writing on-message in their first week.

Result: A six-database messaging system made positioning easier to reuse.

View system architecture →

10Cross-functional

Marketing assets Engineering Sales Founders Design
Cross-functional

Cut the lag between founder workshops and shipped assets to one week.

Result: Sales-call recordings and workshops became faster marketing output.

View collaboration loops →
Long-form content

Long-form articles ranked Passion.io alongside Mighty Networks and Kajabi.

Co-led the SEO content project at Passion.io. Goal: bring the platform's organic search presence in line with competitors with much larger SEO footprints. The blog was one part. Voice-of-customer mining, competitor research tables, and a writing workflow were the rest.

See the SEO project and articles →
Three of the blog articles I wrote for Passion.io
If you're hiring

Hiring for product marketing, lifecycle, or GTM roles?

I can help turn customer insight, product value, and lifecycle data into campaigns that move revenue.

Book a call