Every complex product has a story. Most are telling the wrong one.

Product marketing that turns complexity into demand.

For payments, fintech, identity and security.

The translation problem

Most of my clients don't have a marketing problem. They have a translation problem. The value is real. The articulation isn't.

A great product nobody can explain

Engineering-led, feature-rich, whether one product or a whole portfolio. The website reads like a spec sheet and buyers can't tell what any of it does for them.

Product, marketing and sales telling different stories

Multiple products described in isolation, nothing differentiated. Three teams, three descriptions of the same thing. Sales builds its own decks because marketing's don't land.

No one senior owning the narrative

A founder or CMO who knows the product is mis-sold but doesn't have the time or the specific skill to fix the messaging layer.

I already speak your industry.

Most marketing consultants need three months to understand a complex product. I don't. I spent five years as a payments-industry analyst before I ever ran a campaign. Domain fluency isn't a claim. It's my origin.

The Paypers · Senior Market Analyst · 5 years

Covered payments, e-invoicing, e-identity and SEPA for a C-level readership across 120+ countries.

Unifiedpost · Marketing Executive · 2 years

Built a fintech's Romanian marketing function from zero.

LASTING Group · Marketing Manager · 9 years

Full P&L, team, budget and 100+ events/year across three tech business lines. Co-marketing with Dell, Fujitsu, HP/POLY.

OPSWAT · Product Marketing Manager

Messaging frameworks, value propositions, battle cards and full sales enablement for a cloud security portfolio.

Evrotrust · Marketing Manager

Market intelligence and GTM in the eIDAS/QTSP digital trust space.

Story.fy · Independent · 2026

Product marketing for technically complex B2B. Strategy-led, execution available.

How we work

Strategy-led, with execution available. Three ways in, depending on what you need.

Positioning & Messaging Sprint

Project-based

A fixed-scope engagement that solves the translation problem. From discovery through to a messaging framework, value propositions and competitive assets your whole team can use.

Fractional Product Marketing

Monthly retainer

Ongoing senior ownership of the messaging and GTM layer. Positioning, launches, sales enablement, competitive intelligence. This is how most of my clients work with me.

Go-to-Market Launch