Portfolio
Clarity drives conversion
Content strategy, UX design, and platform implementation that translate technical complexity into commercial outcomes
why i do this work
Most organisations struggle to articulate what they actually do. Seven brands pitch the same client with contradictory positioning. Sales teams build proposals without coordination. Marketing campaigns disconnect from technical delivery. The problem isn’t content volume. It’s strategic coherence.
I build content systems that solve this by treating content as strategic infrastructure rather than marketing collateral. This means unified narrative across teams, geographies, and business units.
At the Adecco Group, seven brands competed for the same enterprise clients with fragmented positioning. I established governance frameworks that unified messaging across 340+ enterprise opportunities worth EUR 5 billion over five years. Sales cycle length decreased by 23%. Win rate on strategic tenders improved from 34% to 58%.
The platforms I implemented reached 4,000+ users across 60 countries with ongoing adoption metrics monitored over three years. During the migration, I ran parallel content systems whilst leading proposal strategy for a EUR 2 billion opportunity. Both succeeded.
I’ve produced thought leadership for multinationals, built marketing campaigns for Technology & Financial Services companies, and designed sales enablement platforms for distributed teams.
Clarity drives conversion. The projects below show how.
Projects
Journey through some of the impact initiatives I’ve led…
Strategic Storytelling
Data, story, design
Thinking about your storytelling approach in terms of data, story, and design can help you focus on the core elements needed to engage an audience.
Purpose
This guide was produced as a companion asset for best practice sharing across a multinational sales enablement context. Given the scale of strategic enterprise opportunities, sellers needed help with structuring content to ensure objectivity and consistency.
Additional materials included workshops, style guides, industry playbooks, presentations, case studies, thought leadership. All of these assets linked to landing pages within a knowledge platform with optimised information architecture. This blog demonstrates insights covered in workshops that I hosted for executive briefings.
Outcome
Enabled 200+ enterprise sellers to structure complex technical content for C-suite audiences. Framework reduced proposal development time and standardised messaging across 3 global business units with 15+ product lines. Sales leadership adopted the approach as mandatory training for new hires.
Thought Leadership
White papers
Produced thought leadership for a multinational and a scale-up as part of separate B2B campaign initiatives.
#1 Talent Management
Researched and wrote 25-page white paper on workforce transformation in automotive sector for the Adecco Group’s © enterprise sales team in 2021 as part of an editorial initiative to enhance industry-related subject matter across enterprise sales contexts.
Conducted 8 stakeholder interviews, synthesised industry research, developed positioning framework. Content supported sales conversations with mobility companies facing CASE* disruption. * Connected, Autonomous, Shared, Electric
#2 Generative AI
Researched and wrote a 14-page white paper for a GenAI company in 2024 as part of a marketing campaign for its core technology offering (i.e. Retrieval Augmented Generation). The audience involved highly-regulated enterprises. Production turnaround time: 5 days.
Outcome
- #1 Clarity on how to ready workforces for impending CASE disruption.
White paper supported enterprise sales conversations with automotive sector clients. - #2 Clarity on blending GenAI for secure and reliable adoption.
Content piece delivered as part of RAG integrated campaign.
UX Design
SaaS implementation
A recent project I embarked on showcases the iterative journey of executing the design process from end to end — addressing a real world problem by diagnosing and redesigning the user experience for Proposal Producers in a multinational organisation.
Purpose
UX Design is an experiential approach rooted in iterative practices (design thinking and the double diamond method). Through empathy study and rapid prototyping, UX teams are able to unearth hidden struggles and divergent thinking to optimise flow.
As part of a sales enablement initiative to optimise information architecture, my team evaluated and adopted a CMS platform for opportunity management and content search functionality (Loopio).
Outcome
- Led AI-powered RFP software (SaaS) implementation across 5 bid teams.
- Platform became primary source for RFP responses within 6 months.
- Usage metrics showed 75% of users reported faster proposal assembly and improved content discoverability.
- Unified brand, product, and solution positioning for strategic tenders/RFPs.
Platform Adoption
Change & Digital Transformation
Applying ADKAR and design thinking methodology for change and digital transformation projects.
Purpose
At the heart of any change initiative is a focus on human-centred design and how content will be used by various personas. A blog I authored covers insights from the below initiatives on how to proactively implement a technology platform for optimal speed of adoption.
For a multinational organisation, I co-led a sales enablement initiative over the course of three years to simplify and empower the user experience across business units.
For an international agency, I conducted a capability assessment to optimise internal collaboration between offices.
Outcome
In both cases, systemic (technology) and behavioural (adoption) interventions were implemented — leading to optimised information architecture and UX.
- Implemented sales enablement platform for 4,000 users across 60 countries. Faster, intuitive discoverability, unified content assets across business units.
- Enhanced cross-functional collaboration for an agency (60 consultants). Web conferencing tool adopted and file server integrated (systemic optimisation), internal newsletter activated and capabilities assessment conducted (behavioural optimisation).