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Positioning and go-to-market

Positioning and
go-to-market

I work on bringing sustainability solutions to market: segmentation, positioning, messaging frameworks, and the structure that turns a credible offer into traction. I start from customer understanding, drawing on formative B2C product discipline (Vodafone), B2B positioning work in global organisations (Danfoss), and latest work with early-stage companies.

Selected projects

Positioning campaigns
Danfoss, Smart Store - Project Lead
The task: position Danfoss as an end‑to‑end partner for supermarket chains, with a complete portfolio of solutions to optimise energy use and reduce food loss.
The initiative comprised two streams: one targeted C‑level and senior decision‑makers in ten prioritised supermarket chains, with personalised content and data; the other addressed a broader, industry‑relevant audience with a content plan spanning several months.
The GTM Deck
Freelance
A set of questions "cards" across six areas of GTM — segmentation, positioning, messaging, channels, conversion, readiness — built to surface the assumptions sitting underneath the work before committing to execution.
The set is shaped by hands-on work with early-stage and growth-stage B2B companies, and continues to evolve: Link tool.

Positioning campaigns
Danfoss, Smart Store - Project Lead
The task: position Danfoss as an end‑to‑end partner for supermarket chains, with a complete portfolio of solutions to optimise energy use and reduce food loss.
The initiative comprised two streams: one targeted C‑level and senior decision‑makers in ten prioritised supermarket chains, with personalised content and data; the other addressed a broader, industry‑relevant audience with a content plan spanning several months.
GTM Diagnostic tool
Freelance
A set of questions "cards" across six areas of GTM — segmentation, positioning, messaging, channels, conversion, readiness — built to surface the assumptions sitting underneath the work before, committing to execution.
The set is shaped by hands-on work with early-stage and growth-stage B2B companies, and continues to evolve. Link tool

Positioning campaigns

Danfoss, Smart Store - Project Lead

The task: position Danfoss as an end‑to‑end partner for supermarket chains, with a complete portfolio of solutions to optimise energy use and reduce food loss.

The initiative comprised two streams: one targeted C‑level and senior decision‑makers in ten prioritised supermarket chains, with personalised content and data; the other addressed a broader, industry‑relevant audience with a content plan spanning several months.

The GTM Deck

Freelance

A set of question "cards" across six areas of GTM — segmentation, positioning, messaging, channels, conversion, readiness — built to surface the assumptions sitting underneath the work before, committing to execution.

The set is shaped by hands-on work with early-stage and growth-stage B2B companies, and continues to evolve. Link tool

Tried, trusted, good sense:

Segmentation unlocks persona, persona unlocks positioning, positioning unlocks execution. The right sequence makes the difference between activity and traction.
Segment before you position. A vague ICP produces generic positioning that resonates with no one.
Fix the leak before filling the bucket. Diagnose where the system is failing before deciding what to build.
Positioning is internal strategy, built in the customer's language.
Claims need proof. The strongest differentiators are built from evidence that already exists — in deal notes, customer interviews, and usage data.
Channel follows motion. Define the buying motion first — PLG, sales-led, or hybrid — then choose where to show up.