Mariana Razina-Givhan
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Personal Brand & Service Positioning
Emerald Consulting provides immigration, tax, and fiduciary services. While the firm had a loyal client base, its broader service ecosystem—especially the newer immigration division—was not clearly communicated online. The CEO had an existing network so virality was less valuable than reinforcing expertise and relational capital.
Built the CEO’s personal brand alongside company positioning
LinkedIn, Instagram, and Facebook content
Bilingual immigration and incorporation guides
Publication in national media (https://sb-cyprus.com/articles-english/8137-why-choose-emerald-consulting-ltd)
Updated website copy (https://groupemerald.com/)
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Kypwell is a wellness and skincare brand targeting general consumers, with a Gen Z focus through its BEOK sub-brand. I focused on bilingual content production and editorial consistency across platforms.
Gen Z responds to conversational, visual-first storytelling, while newsletter audiences engage more deeply with educational, long-form content.
That's why I aligned product messaging with broader wellness narratives and adapted tone across Instagram, blog, and newsletter to reach different audiences. I made sure SM functioned as engagement infrastructure, not just promotion.
Results: Bilingual newsletters to 5,000+ subscribers for Kypwell 38 Instagram posts + 12 short-form video reels for BEOK
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Marketing & Outreach for Stanford International Spouses Community
The challenge was to move beyond “support community” framing and position it as infrastructure for long-term agency and professional continuity to attract more members.
Strategy
Clarified the audience (high-skilled, globally mobile partners).
Framed the platform around career continuity and strategic navigation.
Aligned messaging with independence, not dependency.
Execution
Refined positioning and narrative architecture
Website and program messaging
Thought leadership to attract aligned members
Reflection
This project reflects my approach to reframing identity-based communities as capability-driven ecosystems.
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Product Messaging & Contributor Onboarding
Lexon is a collaborative legal knowledge graph to train AI on expert-authored data.
The challenge: communicate complex infrastructure to practicing lawyers and onboard the first contributors while the product was still early.
My interviews revealed AI adoption was higher than assumed. Purpose mattered more than mechanics. Community ownership outweighed financial incentives.
The shift: from explaining technology to framing professional responsibility.
Strategy
Clarified infrastructure vs. applications.
Positioned contribution as collective governance.
Leveraged founder-led thought leadership.
We minimized the blockchain layer. Onboarding required clarity around why, not how.
Execution
Website messaging mockups
Whitepaper editing (NDA)
Founder Substack and blog editing
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