take a glimpse into my
Portfolio
Crafting digital experiences at every touchpoint — from strategic planning and UX design to research insights, brand positioning, and information architecture.
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 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.
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.
- Empowered sales enablement for a multinational (4,000+ users). 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).
Insights
Delve into an array of advisory — from content automation and CMS adoption, to shaping insightful content for eclectic audience impact.
Penned in and cornered by GenAI promises? You’re not alone. As vendors crank out breakthrough after breakthrough, enterprises need real answers, not buzzwords.
Here’s your no-fluff guide to automation tools that transform content workflows — tested, vetted, and ready to deploy.
Your team has been given the go ahead to source and procure a solution. A budget has been approved, you’ve appointed a project lead. What next?
This article covers insights on how to proactively implement a CMS for optimal speed of adoption.
As industries navigate volatile markets and technology disruption, companies of all sizes need solutions to problems that unlock open innovation.
This article explores the open talent revolution and how remote-first markets, communities and contests can help intrapreneurs re-energise cultural ingenuity.
The most influential aspect of any advisory-related content is the moment in which the decision maker interprets the truth of the claim and grasps the overarching objective of the executive summary.
This article covers 4 scenarios that organisations use to provide insightful synopses for senior stakeholders, along with the inverted pyramid concept and a tightly articulated positioning framework for enhanced impact.
Bombarded with online clutter, creators and curators face a daunting challenge to evoke attention and retain usage among time-sensitive audiences with complex user needs.
These actionable truths can help you adopt a more strategic approach when creating and curating eclectic content experiences.
Crafting a narrative can be an intimidating task. For any storyboard to shine, the content requires an intricate mix of storytelling ingredients grounded in empathy, emotion and objectivity.
This article, drawing from eclectic perspectives, seeks to inspire a cultural shift in how cross-functional production teams shape their content offerings.