Turning ambiguous markets into measurable growth.

What it was

Petal had three solution lines for three sales motions — B2B, B2G, B2C — but the story underneath was fragmented. Each motion sold a different version of the company.

What I did

Revamped the entire narrative — story, positioning, messaging — into one coherent ICP-led system, with channel-activation playbooks per segment.

Trained the full sales & product orgs and managed branding, video, and web agencies through an end-to-end revamp.

The outcome

One company, one story, three motions activated against it — a consolidated brand system the whole org could sell, build, and ship under.

What it was

The first GenAI product in edtech. The product team partnered with OpenAI to access GPT-3/4 and build the industry's first AI study-abroad advisor, launched at the flagship event in India to 1,500 customers.

What I did

Mapped JTBD, journeys, and use cases with product; built the interview guide and flew to India for three weeks to interview high-value customers in-office.

Defined the early-adopter program and staged a 3-phase rollout with a Microsoft co-launch, PR, email, and sales enablement.

The outcome

The biggest product launch in ApplyBoard's history — plus a release-metrics dashboard that gave product and PMM a shared definition of launch success.

What it was

ApplyBoard needed to expand PMF beyond its core geographies into 30 new emerging markets — each with its own funnel, partner mix, and demand patterns.

What I did

Led a team of 8 growth marketers executing market-entry strategy, with dedicated launches in China and across Africa.

Aligned with product and sales on penetration and engagement; ran dozens of customer interviews per quarter.

The outcome

Generated 40%+ of monthly sales targets, and built the foundational messaging, positioning, and persona frameworks for a 3-sided marketplace still in use today.

What it was

An internationalization program designed to help Canadian tech entrepreneurs land and operate in five priority geographies.

What I did

Worked directly with government partners, hosted testing-lab programs, and secured grant funding to launch new services.

Defined market-entry plans for 30+ startups and managed 30 global partners across 20 markets.

The outcome

A repeatable playbook for soft-landing startups into new markets — funded, partnered, and shipped through public-sector collaboration.