Product positioning & messaging

Building product positioning and messaging frameworks that clarify value across channels, audiences, and stages of growth.

Case study #1

Creating a unified messaging framework across a diverse product portfolio

Mosaic Group (formerly IAC) managed a portfolio of mobile apps generating $160M ARR. The portfolio spanned categories including spam protection, translation services, and weather forecasting, with each product serving a unique audience and requiring its own positioning.

As Mosaic's centralized creative studio assumed responsibility for an expanding catalog, the organization needed a consistent way to translate product capabilities into external messaging.

I created a centralized messaging framework for eight priority products, establishing a single source of truth for positioning, customer value propositions, and reusable marketing language.

My role: Product positioning, messaging strategy, customer value articulation, content strategy, and marketing enablement.

With numerous products, stakeholders, and teams contributing to customer-facing communications, Mosaic needed a single source of truth to convey product value reliably across brands and channels.
Product knowledge and messaging were fragmented:
- Product information lived in multiple places
- Messaging varied by product and campaign
- Teams lacked a shared foundation for communicating product value
I worked with existing product information and key stakeholders to create a consistent messaging framework that connected product functionality with customer value:
- Reviewed existing product information and messaging resources
- Partnered with product leads to clarify features and priorities
- Translated product capabilities into clear use cases and messaging
- Standardized messaging into a reusable framework for marketing use
The framework established a shared foundation for product messaging:
- Established a single source of truth for distributed teams
- Fostered alignment around product value and messaging
- Created a scalable messaging foundation that enabled more consistent campaigns and content

Case study #2

Repositioning a spam blocker as a digital security essential

Robokiller, traditionally recognized as a spam call and text blocker, prepared to launch a personal data protection service. The product needed a broader narrative that connected scam prevention, privacy, and digital safety into a unified consumer protection story — helping consumers understand how exposed personal data contributes to scam vulnerability.

I played a central role in shaping the campaign narrative and cross-channel messaging that introduced Robokiller’s expanded digital safety story across web, PR, and creative assets.

My role: Positioning, narrative development, campaign strategy, content direction, and cross-channel execution.

Robokiller’s new personal data protection service expanded the product beyond spam blocking, but many consumers were unaware how exposed personal information contributes to scam risk. The launch created an opportunity to connect that vulnerability with a practical solution.
- Expand Robokiller’s position from spam blocker to broader digital security platform
- Educate consumers on the connection between personal data exposure and scam vulnerability
- Translate a technical privacy capability into a compelling consumer value proposition
I helped develop a narrative that explained why personal data protection matters, connecting common privacy risks with scam experiences:
- Developed messaging that linked personal data exposure to scam risk
- Translated product functionality into accessible consumer benefits
- Partnered across creative and marketing teams to maintain consistent positioning across channels
- 30,000 installs in the first 15 weeks
- 25% conversion rate
- 50% increase in customer lifetime value
- Helped establish Robokiller as a broader digital safety brand beyond spam blocking