Industry Specialties
While I'm comfortable jumping into just about any industry or vertical, I have deep domain expertise in these specialized sectors.
Healthcare
Get compliant marketing for everything from medical devices to health systems SaaS to digital healthcare.
Go to market in payor, provider, and patient markets
Between often misaligned incentives, complex buying committees, patient expectations, and regulatory oversight, marketing in the healthcare industry is its own entire discipline. I can help you master it.
Stay compliant
HIPAA, FCC, FDA, doc control, structure-function claims—I'll help make sure your marketing stays in the lines.
Engage patients
Patient marketing is consumer marketing. I'll help you engage and retain them with compliant, consumer-grade experiences.
Reach clinicians
Whether they're your buyer or third-party end users, I'll help you find the right channels, messages, and experiences.
Nail the buyer personas
The CEO, CTO, CCO, CMO, CFO, legal, etc.—win over the different factions of the buying committee with targeted case studies, references, and messaging.
Employee Benefits
Get traction with scaleable B2B marketing to HR and benefits leaders, drive revenue with B2B2C marketing that engages and retains employees and members.
Reach HR & Benefits Pros
I can help you find the right mix of message and channel, including industry conferences, professional trades, and social media.
Speak to the verticals
Financial services into enterprise telecom? Wellness into self-insured SMBs? I'll help you build an appropriate strategy.
Engage employees & covered lives
The B2B buyers are the gatekeepers, but you live and die on the efficacy of your B2B2C engagement and retention. This might be where I'm at my best.
Activate Broker & Consultant channels
Did I say B2B buyers are the gatekeepers? Not always! I can build a dedicated GTM motion specific to the world of brokers and consultants
Help employers help employees
Between the competing priorities of employer buying committees and the multiple layers between you and your end users (employees), this B2B/B2B2C hybrid has its own language and playbooks. I know them both.
Active Lifestyle
I've helped launch consumer products and services in endurance sports, functional CPG, coaching, wearable tech, and wellness.
Nail the launch
From hard goods to apparel, CPG to apps, I'll help you nail the brand and product marketing mix. We'll hit the right channels at the right time so that your new products and features drive revenue in new and existing customers.
Win in enthusiast verticals
Enthusiast audiences work a bit differently. Grassroots authenticity is paramount, comms has an expanded role throughout the funnel, and PR is more relationship-driven. I'll help you secure the product reviews, affiliate placements, and shop integrations you need to win in these verticals.
Build full-funnel comms
As a longtime journalist and product reviewer in adventure sports (Outside), consumer tech (Wired, PopSci), and cycling (VeloNews, Bicycling), I know the language of lifestyle comms. I also know how to distribute that content in the modern ecosystem in any format—video, podcast, print, events, and in-product experiences.
Media
As a former journalist and media executive for places like Wired and the New York Times, I can build or enhance media operations across digital, mobile, print, and content marketing.
Freelance writing
Have a story you need told? Maybe something on a technical topic—heavily reported but written with general audiences in mind? Or a deep dive into travel or the arts? Something on a short deadline? I can do all of it. Click below to see some examples.
Editorial services
Need someone to slot in as an assigning editor or producer? I've built and led editorial operations and teams across digital, print, video, podcasts, and thought leadership. I can do the same for you.
Media strategy
Want to set up an editorial-grade brand content engine but don't know where to start? Need help sorting out the media mix for your paid and earned strategies? Have an audience in mind but don't know how to reach them? Let's talk.
Let's Discuss Your Marketing Needs
Contact me today for a personalized quote or to schedule your consultation session.