Carmi Heyman
Content Marketing Lead
Uber for Business
"Ettie was amazing in helping bring our value proposition to life with our marketing materials. She understood how to make our content sing.
Ettie does a deep dive and isn't afraid to get her hands dirty—no matter how nuanced the subject matter. I highly recommend working with her. A fantastic experience."
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20 articles in two months for Uber for Business Eats campaign
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Global campaign support for multiple years across multiple business units
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Six lead gen assets for different segments and promo collateral
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Email marketing support
Ruta Sudmantaite
Fractional CMO
"Ettie’s strategic work is above and beyond anything I’ve seen in my career. We worked together on a sales performance tech client where she delivered an outstanding messaging, content plan, and tone of voice project.
Her final delivery was much more than I expected."
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Messaging guide and content strategy
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Tone of voice strategy and guide
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12-month campaign plan
Catherine Thurtle
Customer Content Manager
Qualtrics
"We value quality copy at Qualtrics, and Ettie’s expertise in the HR tech space stood out.
Ettie’s great at taking complex subjects and making them feel digestible and engaging. She interviews our in-house experts and then creates beautifully crafted copy that resonates with our audiences.
A fantastic experience, I would 100% recommend Ettie."
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Subject-matter expert interview-based thought leadership content
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Regular ebooks and lead gen assets
Client: ClearRoute
Details: ClearRoute is a global AI-native platform engineering consultancy that helps enterprises transform the Route to Live (RtL). I helped them define the narrative they needed to take to market and then birth it into the world.
Challenges: Working fast across heaps of stakeholders spread across the world to define a narrative and take an AI story to market that was evolving every day. Building out a new category.
Client: Visier
Details: Visier is a business intelligence organisation and tech unicorn. I worked with the team to support their expansion into EMEA, with content, email marketing, paid ads, and some extra odds and ends like event support.
Challenges: Translating a complex story into engaging content for a whole range of personas with radically different problem/solution awareness. Liaising with an eclectic roster of internal and external experts and crafting stories from their input.
Article: 3 Ways to Succeed with People Analytics
Read how Ettie helped Adience develop brand messaging that made a splash
Claire Rahmatallah
Director of Marketing
Sova Assessment
"We love the knowledge and expertise Ettie brings to the table - her experience in B2B tech means she's able to challenge our thinking, which is hugely valuable.
She's helping us find our voice in an accessible, personable, and expert way."
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Value proposition, messaging hierarchy, brand story, tone of voice development and comms strategy
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Hero story eBook to land the above
Cathryn Newbery
Head of Content Marketing
Ciphr
"Ettie has exactly the right mix of expertise and credibility: she’s been fantastic to work with. She just ‘gets’ what we do and what we’re trying to achieve. She knows the industry and HR tech sector inside and out, so she needs very little input to get stuck in. She always delivers her work on time and the copy is really clean, which makes my life much easier as an editor.
I’d definitely recommend Ettie to any business who needs a specialist tech writer."
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Building out several key search clusters
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Positioning eBook for C-suite leaders
Jude Jarvis
Global Brand Director
ClearRoute
"Ettie is a joy to work with. She's a brilliant interface between marketing and tech: she is strategic and marketing literate yet can adeptly interview, understand and play back technical content with our most senior engineers. We have been very impressed by her ability to process an enormous amount of information and organise it into a coherent narrative.
She always delivered far exceeding our expectations - I would highly recommend Ettie. She made complex, daunting projects seem easy to manage!"
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Positioning elevator pitch and creds deck
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Developing and creating major industy report
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New website
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Thought-leadership content
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Case studies
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Content strategy and 3-month plan
Client: Tribepad
Details: I've been part of Tribepad's team for eight years, supporting them through repositioning and rebranding. a new product launch and a from-scratch new platform build as well as handling business-as-usual content, messaging and copy. Think... thought-leadership, case studies, brochures, website, SEO/GEO, tone-of-voice, event collateral, email marketing, UX, award entries. Anything and everything.
Challenges: Continuing market growth despite a challenging economic market. Navigating the complexities of launching a new platform from scratch. Long sales cycles and a maturing ATS market. Creating consistency across touchpoints as they scale.
Case study: Tribepad + Well Pharmacy
Client: Investors in People
Details: IIP have historically had great brand awareness but brand understanding has been low, hurting sales and retention. I devleoped a brand narrative to codify their value proposition plus various materials to guide consistent roll-out. I also created a sales and marketing playbook to bring the messaging to life and an 80-page printed hero book to launch the messaging at IIP's annual event. Phew.
Challenges: Operational structure of the business makes change particularly challenging. Lots of stakeholders, lots of competing priorities, lots of moving parts. Plus the organisational feat of corralling many stakeholder groups for workshops and interviewing 30+ clients.
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