Challenge
Thoughtful AI had a proven product and had just spotted an opening in healthcare finance, shifting from an industry-agnostic approach. What it didn't have was a way to talk about either. I joined as the first product marketing hire with no cohesive brand, no ICP, no competitive positioning, and no content infrastructure, in a market where enterprise buyers needed to understand and trust the product before they'd consider it.
Action
I built everything from scratch: ICP definitions, buyer personas, value propositions, and a category narrative the whole company got behind. In parallel, I led product strategy work that identified what existing solutions were missing for these buyers. That research shaped three new products.
I authored the competitive positioning framework, sales enablement resources, and built a content engine using AI tooling that scaled output without growing the team.
Results
Top of funnel: SEO rankings improved by 24 points and inbound leads doubled. In a market where most competitors relied on outbound, buyers were finding Thoughtful AI on their own.
Sales enablement: Conversion rates improved by 27%, average deal size doubled, and ICP penetration doubled. The sales team was closing more of the right deals at higher value, with positioning and competitive tools that actually held up in the room.
Revenue: Product strategy work identified gaps existing solutions weren't addressing. That led to three new products that hit on acute pain points, allowing Thoughtful AI to increase their product prices by 2x, and contributed to 3x revenue growth.