Portfolio
The work, and what it produced.
Three projects from earlier in my career, across organic produce, deep-tech manufacturing and an international art brand. Different categories, same method: audit, define the audience, build the system, then measure against one number.
Mapletree Farms
Organic social strategy that tripled engagement in two months
The challenge
An organic farm selling fruit and vegetables direct to customers. The social channels were active but static — posting regularly with no measurable lift in reach, engagement or traffic to the website.
What I did
- Audited existing content and benchmarked against competitors in the category
- Rebuilt the content mix so each post had a defined job: reach, engagement or traffic
- Researched and applied platform-specific tags and keywords
- Shifted posting to the times the audience was actually active
- Reviewed analytics monthly and cut what was not performing
What happened
- Sharp increase in accounts reached and engagements within two months
- Growth achieved entirely organically, with no paid amplification
- Visible spike in website traffic on every publishing day
Ayanam Aerospace
Lead generation and content strategy for a deep-tech manufacturer
The challenge
A technical product in a niche B2B category, where the buying audience is small, specific and hard to reach through generic marketing.
What I did
- Defined the buying audience precisely — segment, role and purchase trigger
- Built a content strategy that made a technical product legible to non-technical buyers
- Set up lead generation campaigns targeted at the qualified segment
- Optimised spend continuously against cost per qualified enquiry
What happened
- A consistent flow of qualified enquiries from a narrow B2B audience
- Content that gave the sales team credible material to send to prospects
MUKA
Content marketing for an international art brand
The challenge
Building an audience in a category where the product is emotional and visual, and standard performance marketing tactics fall flat.
What I did
- Researched the audience and defined the brand storyline
- Built a content programme around audience engagement and community, not promotion
- Adapted each asset for the platforms where the audience actually spent time
What happened
- A defined brand storyline the team could publish against consistently
- Engaged community growth rather than passive follower count
A note on the numbers
Percentages on a personal site are easy to inflate, so here is the honest framing: the figures above are the outcomes reported during those projects, in the categories and time windows described. Marketing results depend on the product, the market and the sales team as much as the campaign, and I was one input among several. Where a number is vague here, it is because the source was vague, not because the rounding flattered me.
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This site is a blog and a portfolio, not a shop. I am working full time under contract and I am not taking on outside work. That said, if you would like to know how your GTM or digital marketing issue could be solved, feel free to reach out — email, LinkedIn, WhatsApp or a call, whichever is easiest. Happy to have a quick chat and think it through with you.
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