GTM Campaign Strategy & Founder-Led Communications
Woven
The Company
Woven is a SaaS platform built for multi-location fitness operators, helping gym and fitness businesses streamline operations, reduce equipment downtime, and create better experiences for their members.
The Problem
Woven had a strong product but a messaging problem. Their quarterly campaign wasn't converting the way it should, not because of traffic or reach, but because the narrative wasn't landing. Product value wasn't connecting to operator priorities, and the story wasn't consistent enough across channels to build the kind of trust that drives demo demand. At the same time, the founder had real expertise and genuine market authority that wasn't being activated. There was an opportunity to turn his voice into a demand channel, but it needed structure, strategy, and consistent execution to work.
The two problems were really one: Woven needed a stronger narrative foundation that worked across both the brand and the person behind it.
What I Led
GTM Campaign Strategy & Repositioning
Conducted founder interviews to extract strategic intent, category positioning, and brand voice
Developed a unified narrative and messaging framework to clarify product value and differentiation, anchored to the strategic narrative: Reduce gap time to create healthier equipment for healthier members
Re-architected the campaign landing experience to reflect updated positioning and buyer language
Designed an integrated marketing communications strategy spanning webinars, earned media, email, editorial content, lead magnets, and social channels
Ensured narrative consistency across touchpoints to reinforce product understanding and brand perception
Established performance metrics tied to engagement, conversion behavior, and demand signals
Founder-Led Communications
Developed the executive communications framework, defining voice, themes, and narrative pillars
Conducted recurring editorial interviews to extract strategic insights, POVs, and industry commentary
Built a structured thought leadership roadmap aligned with brand positioning and market conversations
Ghostwrote executive communications across LinkedIn and an owned newsletter channel
Established feedback and refinement loops to calibrate authenticity, clarity, and resonance
Managed publishing workflows, scheduling, and cross-channel consistency
Performed ongoing performance analysis to optimize engagement and audience growth
Results
Campaign
30% increase in organic website traffic
35% increase in social reach and engagement
50% increase in inbound demo requests
25% increase in email open and click-through rates
Founder-Led Communications
200% increase in executive account reach
12% follower growth quarter over quarter
33% increase in publishing cadence
7% increase in inbound demo requests attributed to executive channels
50% email open rate
Project Highlights
The (Untold) Story Behind Woven's Maintenance Suite
Healthier Equipment = Happier Members: Closing the Gap with a See-Something, Say-Something Culture
