ThriveAgric

I joined ThriveAgric, a Y-Combinator company as an intern sitting at the centre of the growth and content engine; blog posts, ad copy, infographics, investor reports, anything that needed writing. Over 12 months later, I was leading the team that did it.

Somewhere in between, the brand hit its hardest moment, and the job stopped being about growth and became about surviving and rebuilding trust with customers.

The problem

ThriveAgric was growing fast and the team lead at the time needed someone to come in and help scale storytelling and contribute to the different growth motions. I came in and owned everything and contributed heavily to storytelling.

Then in 2020, ThriveAgric was hit with a crisis; the type that tested the company's survival. I supported the growth, marketing and communications team at the time to help manage customers, operations and public perception. Then, later that year, the leadership of the team fell to me.

It was high stakes managing close to 10,000 active customers and working closely with the management team to implement operational changes to steer the business out of crisis.

What I did

Built the content engine, then ran it

Blog posts, ad copy, infographics, investor reports, I wrote it all as an intern, and within a year I was leading the team that did.

Helped turn around the company

I worked as part of a team and then eventually led a team of three managing brand communications for 35,000+ customers through the company's toughest moment. I helped hold the line against reputational damage, and then later, built the campaigns that rebuilt the brand afterward.

Owned the narrative to investors

I wrote and managed the monthly and annual reports and updates that kept stakeholders in the loop.

Made the words work everywhere

Ad copy, website copy, email campaigns to 35,000+ customers, and UX copy for the mobile and web apps, written hand-in-hand with product and tech so the story held together at every touchpoint.

Worked the growth motion and the brand one

Built marketing materials and digital campaigns alongside the growth team, aimed squarely at sales and not just brand awareness.