Positioning & Messaging

When creating positioning and messaging, I begin by diving into research to developing a keen understanding of audience needs synthesizing and simplifying said research to enable clarity around who the product is for, what it does, and how it’s different.

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CORE PLATFORM MESSAGING @ Afresh

Challenge
The grocery store tech stack had been fundamentally unchanged for three decades, with most stores relying on a combination of pen-and-paper and obsolete tech solutions. The challenge involved positioning and messaging a complex ML product to a highly tech-skeptical audience.

Solution
Positioning the Afresh Platform as a vertical solution in the supply chain space (as opposed to pursuing category creation, or a promoting it as a 10x better solution) to enable clear differentiation from its comparators (incumbent center-store oriented solutions).

Ownership

Leadership and end-to-end involvement, from research, to positioning framework, to messaging
Collaboration with VP Product, Chief Revenue Officer, Director of Marketing, VP Design
Executed core messaging creation

Results

Reduced confusion around product and audience
Stronger internal alignment and understanding around how to communicate the product
Clarity around how to approach future messaging

Takeaways

✅ Deepened my knowledge on product types, and when to use each in a messaging context.

✅ Strengthened leadership and presentation abilities via guiding cross-functional stakeholders toward an aligned positioning vision.

✅ Improved ability to write clearly, in order to translate technical jargon to a technologically underserved audience.

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WEBSITE MESSAGING @ Spell

Challenge
Spell was undergoing a full rebrand that involved a transition from a community-first growth strategy to a sales-led enterprise strategy. The company required updated positioning and messaging on its website to reflect its new product direction.

Solution
Work with cross-functional stakeholders to evolve web copy from startup & community focused enterprise focused.

Ownership

Leadership and end-to-end involvement, from research to copy execution
Collaboration with CEO, CTO, VP Design, Director of Marketing, Product Lead
Produced copy on homepage, product pages, and about page

Results

Facilitated company-wide shift towards an enterprise strategy
Repositioned the company for a potential (eventual) sale

Takeaways

✅ Leaned into audience empathy and learned how to better articulate product benefits to an enterprise audience.

✅ Gained insight on how to effectively collaborate with high-level stakeholders and lead through influence.