Work

Selected creator-led GTM engagements

Anonymised while partners approve public write-ups. Each one follows the same shape: what was wrong, who we chose, why, what we ran, and what it taught us.

AI coding tool · North America

From cold list to eight technical launches

Challenge: A vibe-coding product with strong retention and no distribution outside of X. Previous agency work had delivered reach with almost no signups.
Creator strategy: Shift from broad AI accounts to developer creators whose audiences already build side projects weekly, and pair each video with a live demo repo.
Why these creators: Audience intent was the deciding factor: viewers came for tutorials they would actually run, not for AI news.
Execution: Sourcing and vetting, outreach to a shortlist, rate negotiation, briefs, script review on technical accuracy, and launch coordination across four weeks.
Result: Eight pieces live, a repeatable brief template, and a creator tier list the in-house team now runs themselves.

AI automation platform · Global

Communities over follower counts

Challenge: Plenty of impressions, very little activation. The team was buying large generalist AI channels.
Creator strategy: Reallocate the budget toward paid Skool and Discord communities plus mid-size automation creators with hands-on audiences.
Why these creators: Members were already paying to learn workflows — the product solved the exact problem they had signed up for.
Execution: Community partnership terms, bundled newsletter placements, workshop formats instead of ad reads, and CTA tracking per channel.
Result: Lower cost per activated account than the previous campaign, and three partnerships that renewed without renegotiation.

Asia-based AI SaaS · Going global

Translating a strong product into creator-native distribution

Challenge: Excellent engineering, no overseas creator relationships, and messaging written for a domestic market.
Creator strategy: Rebuild the product story around the use cases Western creators already demo, then enter through a small first cohort.
Why these creators: The gap was context, not quality. The product needed a narrative a creator could tell in their own words.
Execution: Positioning workshop, creator personas, outreach in-market, negotiation, and full script review to protect claims.
Result: A first creator cohort live in six weeks and an internal outreach SOP the growth team continues to use.

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