A selection of GTM content, research, and thought leadership produced for B2B companies across fintech, HRtech, and SaaS.
Product Marketing Alliance Blog: 7 systems that let me coordinate 15+ launches without burnout
Published by the world's largest product marketing community. Draws directly from the 11+ GTM launches I led at RemotePass across EMEA, APAC, and North America, and breaks down the operational systems that made cross-functional launches run without constant escalation. Written for senior PMMs and heads of marketing managing multiple product lines simultaneously.
Automate HR & Finance Tasks Effortlessly with RemotePass + Zapier
Launch content introducing RemotePass's Zapier integration to a non-technical HR and finance audience. Written to translate a technical capability into the specific workflow problems it solves for operations teams, supporting the product team's goal of driving activation among existing users.
Introducing RemotePass APIs: Seamless Integrations for Your Global Workforce
Launch article for RemotePass's API release, written to position a developer-facing product update as a strategic capability for HR and finance decision-makers. Bridges the gap between technical output and commercial outcome, a consistent challenge in B2B SaaS product marketing.
How RemotePass Solves the Global Hiring Headache for HR, Finance and Legal Teams
Solution-led article connecting RemotePass's platform to the pain points of three distinct buyer functions simultaneously. Written to support sales enablement by giving the commercial team a shareable asset that handles multi-stakeholder objections before the first call.
What RemotePass EOR Platform Can and Can’t Do
Product explainer written specifically to address the most common sales objections about EOR scope and limitations. By naming what the platform does not cover, the article improved lead quality by setting accurate expectations before prospects entered the sales process.
Global Contractor Rate Index (2024)
Currently ranks number one on Google for "global contractor rates" and appears in the AI Overview for the same query. Written to position RemotePass as the authoritative resource for companies building global contractor teams, and to capture high-intent search traffic from founders and HR leads actively making hiring decisions. Generated inbound leads from more than 20 markets.
RemotePass Named #1 for Multi-Country Payroll Implementation in G2 Fall 2025 Report
Press feature written to amplify RemotePass's G2 recognition across sales and marketing channels. Used in sales decks, email campaigns, and paid social to strengthen competitive positioning at the bottom of the funnel.
Co-authored the first industry report analysing marketing strategies across Nigeria's fintech sector. Featured in more than 30 national and international media outlets. Established Africa Fintech Summit as the primary research voice on fintech growth marketing in West Africa and positioned the report as a reference document for investors, founders, and marketing teams operating in the Nigerian market.
Reference report covering statutory leave requirements across more than 150 countries, written to support RemotePass's top-of-funnel SEO strategy and serve HR teams managing globally distributed workforces. Continues to generate organic traffic from HR professionals searching for compliant leave policies by country.
Messaging for Multi-Product Companies: How to Build Clarity Without Diluting Your Story
Published in PMA's positioning and messaging content hub, read by senior PMMs and heads of marketing at B2B companies globally. Draws directly from my experience managing multi-product messaging at Stears and RemotePass, where multiple ICPs and product lines were pulling brand narrative in competing directions. Addresses one of the most common structural failures in growth-stage B2B marketing.
The 5 Steps That Helped Me Go From Content Marketer to PMM
A practitioner account of the deliberate steps required to make the content-to-PMM transition, written from direct experience rather than general advice. One of the most-shared pieces in the PMA community on career transition. Serves as a reference for the thousands of content marketers globally who are doing PMM work without the title or the recognition that comes with it.
How I Turned Sales Call Chaos Into GTM Gold Using a 3-Step Framework
A practical framework for mining sales conversations for GTM intelligence, drawn from the process I developed while running product launches at RemotePass. Covers how to systematise what sales calls reveal about buyer language, objections, and positioning gaps, and how to feed that intelligence back into messaging and launch planning. Written for PMMs who are close to the sales function but lack a repeatable system for extracting insight from it.
How SMBs Can Compete for Top Talent in a Global Hiring Market in 2025
Expert-led article addressing the specific disadvantage smaller companies face when competing for talent against larger organisations with bigger compensation packages. Written to position RemotePass as the strategic partner for SMBs rather than just an operational payroll tool, shifting the brand's perceived relevance up the buyer sophistication ladder.
The New $100K H1B Fee: A Founder’s Guide to Global Talent Without It
Timely thought leadership responding to a significant U.S. visa policy change, written to capture search traffic from US-based founders reconsidering their hiring strategy and to position global contractor hiring as the practical alternative. Published within the relevant news cycle to maximise reach.
A Founder’s Playbook to Hiring Global Talent Without Bay Area Salaries
Strategic guide making the practical and financial case for global hiring as a default strategy rather than a cost-cutting measure. Written for early-stage founders who assume world-class talent requires US-level salaries.
VC Content Marketing: Dissecting First Round Capital’s Playbook
Analysis of how First Round Capital uses long-form content to build trust with founders and position the firm as a strategic partner rather than a financial one. Produced as part of a content strategy engagement for a B2B SaaS client looking to replicate the editorial authority model in their own category.
How to Execute Community-Led Growth
Tactical playbook on building community as an acquisition and retention engine, written for Nigerian startups operating with limited paid acquisition budgets. Draws on examples from companies that built meaningful audience relationships before they had the budget to buy them.
Selected Work
