B2B Tech's Brand Growth

Lehoa brought me in while shaping a new product and trying to make sense of its market. They needed a marketing brain and spine.

We started by mapping the market landscape: who was out there, what was being offered, and where we could stand apart. Then, we moved to understand our target audience in depth: what they valued, how they talked, what moved them.

Instead of pushing messages, we focused on growing a community around the brand before finalising it. That space we built - made of conversations, feedback loops, and shared goals - gave us the foundation to reshape our identity, language, and focus from the ground up.

I led marketing at a strategic and executional level, working across brand, content, and growth. My work included:

Market and audience research, user interviews, and early testing

Defining Lehoa’s value proposition and narrative direction

Leading an end-to-end rebrand, including positioning, visual and verbal identity

Building the communications layer: messaging, social voice, content system

Creating and executing distribution channels (social, email, blog, video)

Brand strategy, visual and verbal identity

Website copy and page architecture

Email sequences and onboarding flows

Educational blog posts (SEO-optimized)

Instagram content (carousels, short-form video scripts, editing)

Ad campaigns (Meta and Google)

E-books and customer resources

Pitch decks tailored for partnerships and leads

Lead lists and email outreach strategy

Testimonial videos and brand photoshoots with partners

Team trips and production visits across Brazil, including the Amazon, Brasília, and Curitiba

Planning and direction for content trips, interviews, and on-site storytelling

Carousels for Instagram ↓

Institutional Videos ↓

E-book ↓

Clearer positioning and a coherent brand narrative.

Instagram growth from 0 to 800 organically in a 4 months.

Built a content engine that scaled brand storytelling without bottlenecks

Created a library of branded assets

Selected for incubation at Google’s Digital Atelier in Brussels (2023).

Built a 50+ entrepreneur circle that met biweekly for input and co-creation.