Complicating is easy.
Simplifying is hard.

I help founders turn “it’s hard to explain” into positioning that clicks.

When your value is obvious, messaging sticks
— with investors, customers, and your own team.

Hi, I’m S-J.

I was a founder for a decade — and took a company from a two-person startup to IPO.
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Now, I help founders and CEOs get clear on what they do, why they’re the best at it, and how to stand out.

I work from strategy through to execution, so your story lands in the market and inside your business.

I'm here as a trusted strategist and advisor — to offer the support I wish I'd had during tough moments of scaling.

MORE ABOUT ME

Simplicity is a strategy, not a shortcut.

As your business grows, so does the story you need to tell. New features, new markets, new stakeholders — and slowly, complexity creeps in.

Suddenly, what used to feel clear is hard to explain. That’s Complexity Creep — and it’s one of the biggest reasons great companies get stuck.

I help you connect the dots across your expanding business, then craft a story that’s simple, memorable, and easy to rally around.

Step 1

Product Positioning

The start point is clarifying why you're different and better than the alternatives. It's the way to rebuild strong foundations.

Step 2

Core Messaging

Then I'll create messaging that demonstrates your value to your ideal customers and bring your brand story to life on your website.

Step 3

GTM Strategy

The final step is embedding your new positioning and messaging into your roadmap and sales & marketing funnel.

Happy clients

I love to work with leaders who are committed to making a real impact; those who aren’t just looking to succeed but are committed to transforming their industries and leaving a lasting mark on the world.

I’ve worked with leadership teams funded by Airtree, Alberts Impact Ventures, SEEK and other top VCs.

"S-J nailed in a few days what we'd been trying to get to for 3 years. We're already seeing results in terms of the positioning and messaging resonating with clients, and I know it's going to pay dividends long-term as we embed it in our product and services. S-J was so easy to work with, was very transparent at every step and gained the support and trust across the business through her collaborative and no-fuss way of getting stuff done."

Clinton Milroy, CMO,
Edrolo

"S-J was amazing to work with on our positioning and messaging. She really helped us get clear on how to talk about what we do, and now we’re connecting with our audience in a much more meaningful way. Her insights made a huge difference for us!"

Jodi Geddes, Cofounder
Well™ and Circle In

"S-J is one of the most talented product marketers and committed customer advocates I've ever worked with in my career. Working with S-J is a transformative experience because of her curious nature, energy, intelligence, and ability to bring out the best in people."

Caitlin Iles, MD,
EM Advisory

"S-J is a dream board advisor and trusted business confidant. Her commitment to the product and customers first - always - is something I learn from every day. Her positive attitude and no nonsense approach makes her a delight to work with."

Meggie Palmer, CEO,
PepTalkHer

Let's chat

We’ll discuss your biggest challenges, some approaches you could take and how I might be able to help.

Get in touch

Complicating is easy. Simplifying is hard.

I help founders turn “it’s hard to explain” into positioning that clicks.When your value is obvious, messaging sticks — with investors, customers, and your own team.