Brand as Operating System
Exploring how successful B2B SaaS brands function as operating systems of promises and proofs, driving internal alignment and customer trust.
Work
With 20 years of experience in marketing and brand, I currently lead brand marketing at a B2B SaaS company called Fleetio. My work sits at the intersection of strategy, creative leadership, narrative design, and modern web systems.
What I Do
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Brand strategy
I define and steward the core story of the company. This includes positioning, competitive framing, and the internal clarity that keeps teams aligned.
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Creative leadership
I manage designers, developers, and cross functional partners. I give clear context and guardrails so creative work can flourish without confusion.
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Web leadership
I own the marketing website as a strategic asset. This includes UX, structure, content design, CRO thinking, and close partnership with engineers.
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Team development
I coach people to grow in judgment, autonomy, and craft. I use a personal management system based on clarity, context, and cadence.
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Cross functional influence
I collaborate with product marketing, growth, leadership, and sales to keep messaging, customer understanding, and execution aligned.
How I Work
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Clarity first
Teams work best when the narrative is clear. My job is to set that narrative and maintain it over time.
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Systems over chaos
Good marketing comes from repeatable systems. I create processes that support speed without sacrificing quality.
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Taste matters
Data helps guide decisions. It does not replace taste or strategic judgment. I use both.
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Calm leadership
Creative teams need safety and challenge. I provide both through steady communication, strong briefs, and consistent expectations.
Selected Writing
A curated set of essays that reflect how I think about brand, marketing, leadership, and creative work
How I Improved my Public Speaking
Practical insights from the Ultraspeaking course on boosting confidence, charisma, and impact in public speaking through emotional expression and presence.
Design Ops
An exploration of DesignOps and how it bridges the gap between creative design and structured development processes.
Define the Problem
A practical framework for problem definition using Tim Hurson's Productive Thinking Model to better understand and solve complex challenges.