Case study
Led a global rebrand and built a scalable content engine for a PE-backed B2B SaaS company, repositioning the brand in a crowded market and turning it into a measurable growth driver.
Business Intelligence and Financial Planning & Analysis (FP&A) platform
Mid-market finance and operations leaders in distribution and manufacturing
Brand repositioning and pipeline growth
Phocas Software
As Global Head of Brand, Communications & Content at Phocas Software, I led a full rebrand that repositioned the company in a crowded B2B SaaS market — sharpening the narrative, overhauling the visual identity and rolling out a messaging framework now embedded across all facets of the business.
Key Features:
Global Rebrand & Messaging Framework: Delivered a unified strategic narrative and brand identity, embedded across sales decks, the website and internal onboarding.
In-House Content Engine: Built and led a global team of six, scaling a content library to 1,400+ assets and consistently exceeding organic demand generation targets.
PE Transaction Communications: Led all comms and media strategy through the company's majority-share private equity acquisition, working directly with the CEO and investors.
Result: The rebrand and content engine lifted organic MQLs by 129% YoY, grew LinkedIn following by 77% over three years and delivered the company's first-ever proprietary research report, generating new pipeline and earned media coverage.