Finding security
in simplicity.
I joined a cybersecurity startup as a GTM Marketing Manager where I reset the product vision, rebranded the product, and validated the product.
GTM Marketing
How it Began
As the first marketing hire, it was my job to listen to customer needs, translate them into a new product vision, and build a scalable GTM engine.
I worked directly alongside our CEO, CTO, and Design Leads to rebuild the product from the ground up.
positioning
A New Direction
Filot began as a deep-tech cybersecurity breakthrough looking for a problem to solve. I helped them find it, uncovering a multi-billion dollar UX problem manifesting as a cybersecurity problem.
Branding
The 7-Day Rebrand
With limited runway and no near-term plans to raise, speed to market mattered more than exhaustive validation.
I built a rebrand and validation process that could run in parallel instead of in sequence, condensing what's normally a multi-month effort into 7 days.
We turned over every stone and challenged every assumption we had about our product, our customers, and our industry.
The Social Networker
I designed a comprehensive social-media strategy and schedule, combining founder-led content with brand-led content to bring in 8000+ earned impressions to Filot's page.
USER VALIDATION
Distribution, Qualitative Research, And Validation
My job was to validate product-market fit within targeted industries as fast as possible. I created Filot's comprehensive validation and subsequent distribution plan, leading to a 95% interest rate from all qualitative user interviews to date.
“You can mark me down as interested.”
“Simple is good, which means I like it.”
“We’d be a good first customer.”
“I like the colors, I’d use this.”
“I would find it useful since it’s compliant.”
Deep Tech Branding
The CRBRS System
Filot had no way externally refer to their patented cybersecurity tech, making its benefits opaque to business partners and users.
My job was to make the benefits of this technology visible and memorable at multiple touchpoints within the software.
This is how the Cryptographically Regulated immutaBle Record Service came to be visible on every file shared within Filot.
Design - before
example Implementation
WEB DESIGN
Built from Scratch
I taught myself how to build websites. I built filot.io, a fully-functioning distribution channel complete with CMS, SEO, and documentation.
Reflection
Social Media