Rebuild the go-to-market motion around the right customer.

01 / THE CHALLENGE

The problem
worth solving.

Retentics needed a repeatable US go-to-market motion. Its original ICP focused on brands below $10 million in annual revenue, but discovery pointed toward a different fit: fast-moving consumer goods brands with at least $15 million in revenue. Reaching that market required more than new copy. The product proposition, sales process, onboarding, and roadmap all needed to respond to what those customers valued.

02 / THE APPROACH

Strategy, made tangible.

1. Lead with customer and market discovery. I conducted research and paid interviews to understand needs, buying context, and product fit. Those findings informed the ICP, positioning, and segment-specific narratives across web, sales, organic, and paid channels.
2. Write the homepage narrative. I wrote all of the copy on retentics.com’s homepage, translating complex AI capabilities into a clear product story and value proposition grounded in customer and market discovery.
3. Build access to the right economic buyers. Using Clay, I created an acquisition engine that sourced, enriched, and scored more than 20,000 decision-makers. I prioritized segments by fit and potential value, then activated them through signal-based multichannel campaigns.
4. Bring market evidence into product decisions. I led discovery that informed changes to the core replenishment model, product roadmap, and experience. With Product and Engineering, the goal was to serve the new customer profile and accelerate first value, retention, and expansion.
5. Rework the first customer experience. Onboarding moved from self-service toward a done-for-you model. I also worked on pricing so the way we packaged, sold, and delivered the product better matched the market we were pursuing.
6. Replace founder-led sales with a consultative motion. I led discovery, pitches, and closes firsthand, then codified qualification, scripts, objection handling, and follow-up for SDR coaching. Demand-side discovery shaped the conversation; MEDDIC helped structure opportunity qualification.

03 / THE OUTCOME

The resume reports approximately $288,000 in annualized qualified pipeline generated in six months, 4× growth in trial starts, and an 11-percentage-point increase in logo retention. These are results across the broader growth role. Qualified pipeline is an opportunity measure, not booked revenue.