StackAdapt

Editorial Content Manager, B2B

Thought Leadership Marketing

Some of my clients and results:

+ Community Director at Content Hacker: 
Planned and launched a paid community in Circle.so for marketers and small business owners.

+ Product Marketing and Success at Content at Scale
Created product videos, knowledge base articles, tutorials, and conducted live product trainings.

+ Head of Content at RevGenius
Relaunched RevGenius Magazine as a thought leadership publication for revenue professionals and acted as the Managing Editor, publishing 17 articles. Wrote original thought leadership articles about community-led growth.

+ Thought leadership writer at Clari

+ Ghostwriter at Category Pirates

+ Content strategy consultant at Pandago


Services:

- Book Coaching & Ghostwriting 
- Thought Leadership Content 
- Research Reports 
- Not Boring SEO

Marketing Strategy Consultant & Premium Ghostwriter

Okanagan College

Teach digital marketing, search marketing, and marketing research at the Okanagan School of Business.

Professor

Dooly

- Designed and launched three lead generation campaigns with online quizzes (scorecards), bringing in more than 1,000 leads.
- Published original research reports and other data-driven assets.
- Wrote/Edited and optimized dozens of blog articles, including a library of Sales Templates.
- Launched a Thought Leadership motion, creating original content with the CEO and the VP of Revenue. 
- Launched The Sidekick, Dooly’s newsletter.


- Planned and executed Thought Leadership strategies and content with internal and external SMEs.
- Managed and built partnerships with sales organizations and influencers (Pavilion, JB Sales, Sales Assembly, Kevin Dorsey, 30 Minutes to President's Club)
- Wireframed and wrote landing page copy.
- Assigned articles to freelancers and edited and published final pieces.
- Wrote a bi-weekly email newsletter.
- Created video assets for social media.
- Supported the team with the promotion and planning of events, email campaigns, and website updates.

Community & Content Marketing Manager

Rhema e-School

Rhema e-School is an online alternative education program focused on technology, entrepreneurship, the arts and mindfulness. We develop the abilities of each student while they enjoy learning about themselves and the world.

At the launch of this startup, I was in charge of overseeing all the marketing activities and our go to market strategy.

- Website creation
- Social Media marketing campaigns
- Facebook Ads and A/B testing
- Demand generation campaigns
- Content creation: blogs, videos, info graphics, landing pages.
- Product Marketing
- Email marketing

Co-Founder & Advisor

Apollo

+ Created and executed SEO and Content strategies to increase traffic and conversions.
+ Developed and oversaw the Social Media Strategy - Increased LinkedIn followers from 6k to 14k+
+ Launched the Apollo blog and published 30+ articles
+ Led a team of one freelance writer and one social media manager

Content Marketing Manager

Author

Don’t just be better than the competition. Be the only one.

Becoming the go-to expert in your field is not easy, but quite possible — if you follow the right path. This book decodes the secrets that successful entrepreneurs have used to become thought leaders and make a lasting impact in their industries.

The Solo Thought Leader will show you how to:

- Charge higher prices as the expert in your niche
- Innovate and rise above the competition
- Sell more by building a community of loyal fans
- Set industry trends as the voice people listen to in social media
- Leave a legacy with visibility, authority, and credibility
- Create a business that runs by itself and frees you to do what you love

Building upon his experience as a business consultant and B2B marketer, and numerous interviews with business practitioners, Diego Pineda lays out the strategies and tactics you need to climb to the top of your domain.

Author: The Solo Thought Leader

Vengreso | Prospect Better. Sell More.

+ Increased website traffic 5x in 7 months
+ Positioned top 50 keywords on page #1 of Google
+ Developed email campaigns with CTR of 30%
+ Increased SQLs by 250%

In this role I oversaw the Digital Marketing and Content Marketing departments (including graphic and video design), providing SEO and content strategy, and helping in its implementation. I also wrote long-form content for https://www.linkedin.com/redir/suspicious-page?url=vengreso%2ecom%2e

Director of Digital and Content Marketing

As the Content Marketing Manager at Vengreso, I was at the helm of driving the strategy to generate qualified leads for our sales team.  This strategy included:

+ Digital Marketing (SEO, SEM)
+ Content Plan (blogs, videos, podcasts, publications, webinars)
+ PPC and retargeting strategy
+ Social Media Marketing Strategy
+ Lead Nurturing and Email Campaigns

Leadership: Managed the marketing team as the Acting Director of Marketing for 45 days. Also acted as hiring manager in the recruitment process of members for the marketing team in conjunction with the HR department and the CEO.

Tools used: MarketMuse, SEM Rush, Google Analytics, Keyword Finder, Yoast SEO.

As the Senior Content Writer, I created original blog content, guides, e-books, case studies, press releases, and other long-form content. I also supported the social media marketing strategy, writing social posts for Twitter, Facebook and LinkedIn and editing videos and optimizing them for YouTube. Aditionally, I edited and prepared audio files and show notes for two podcasts: The Modern Sales Podcast and the Modern Marketing Engine podcast.

ABOUT VENGRESO

Vengreso is the first company to deliver a full suite of digital sales training and consulting services helping B2B sales teams create more conversations with qualified buyers through three solutions:

1.	Content for Sales Enablement
2.	LinkedIn Profile Makeovers 
3.	Digital Sales Training and Coaching

Senior Content Writer

Video editing projects for various clients, including Growth Genie, FrontSpin and BeMo Academic Consulting.

Final Cut Pro | Adobe Creative Suite

Freelance Video Editor

CloudTask

Editing & Copywriting | Video Production & Editing | Digital Marketing & Social Media Marketing 

CloudTask is a managed workforce provider for companies looking to increase their sales, customer retention and revenue, through trained and managed teams of outsourced sales, customer support and customer success experts.

I worked in the Marketing Department, regularly creating unique blog content, landing pages and infographics. Authored dozens of articles on marketing, sales, outsourcing, customer support and more.

Senior Content Creator

Thought Leadership Marketing Pirate | Marketing Professor | Author & Public Speaker

WRITER: I am the author of four novels, 10 non-fiction books, and hundreds of articles and blogs as a science writer, a business writer, and a sales and marketing writer.

PUBLISHER: In 2007, I founded a publishing company with a fiction and a non-fiction imprint, selling thousands of copies for authors across America. I sold the company in 2012.

BUSINESS CONSULTANT: In 2013, I worked as a business consultant with the Crankset Group. As such, I offered consulting services for business owners, helping them make more money in less time, get off the treadmill, and get back to the passion that brought them into business in the first place.

SOLOPRENEUR: I’ve founded, grown, and sold two businesses. Most recently, I co-founded with my wife an online school for children in Latin America to teach them about technology, entrepreneurship, arts, and mindfulness.

diego pineda

Category Pirates

Making a difference, for people who make a difference. Writing, teaching, and podcasting about the greatest (underground) skill in business. Category design. With the legendary Eddie Yoon & Katrina Kirsch.

Co-creator

Airspeed

Helping the Airspeed team cure the Digital Disconnect.

Advisor

Christopher Lochhead Follow Your Different

CoAuthor Niche Down

Podcaster

Lochhead on Marketing

#1 apple business podcast focused on marketing & category creation/design

HarperCollins Publishers

Every entrepreneur looking to alter the landscape and every CEO looking to reimagine their business can learn from this book. Play Bigger provides inspiration and a framework for building companies that transcend gravity.” — Marc Benioff, Chairman and CEO, Salesforce

“Play Bigger is the new how-to guide for entrepreneurs and executives who want to build legendary, enduring companies.” — Jim Goetz, Partner, Sequoia Capital

In this widely acclaimed, farsighted new book, the authors rely on experience, data analysis and interviews to understand the inner workings of “category kings”— companies such as Amazon, Salesforce, Uber, and IKEA—that give us new ways of living, thinking or doing business, often solving problems we didn’t know we had. 

Crossing the Chasm revolutionized how we think about new products in an existing market. The Innovator’s Dilemma taught us about disrupting an aging market. Now, Play Bigger is transforming business once again, showing us how to create the market itself with the new discipline of "category design."

CoAuthor: Play Bigger How Pirates, Dreamers, and Innovators Create and Dominate Markets

HalloApp

Play Bigger Advisors, LLC.

Advised over 30 Silicon Valley venture-backed startups in strategy, marketing & category design.
CoAuthored Harper Collins "Instant Classic" Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets.

co-founding partner

LOCHHEAD Enterprises, Inc.

Advised over 20 Silicon Valley venture-backed startups on Strategy, Marketing and Category Design

Founder

Orchestria

Board Director

Mercury Interactive (Acquired by HP)

I was lucky to be with a great team of people @ Mercury. HP Acquired the company for $5B in November of 2006, after Mercury had grown to over $1B in sales.

Chief Marketing Officer

Ever notice how much content is actually content-free-content?

Thanks for stopping by.  I’m a friend to the different and am  best known for Play Bigger, Category Pirates and being a Godfather of Category Design.
🏴‍☠️

I help startup founders, CEOs, marketers, creators, and ambitious professionals category design legendary markets and careers in a post-AI world.

**Why Category Design & Creator Capitalism?**

Category designers create markets, not competition, capturing **76% of the value** in the spaces they pioneer. 

Creator Capitalists unlock their different **superpower**—that unique edge only they bring—to build wealth and impact in an AI-driven economy. 

Whether you’re launching a company or redefining your career, I’ll show you how to own your niche and thrive.

**What I Do:**

With my partners at Category Pirates 🏴‍☠️ I empower you to:

*Design & dominate new markets through writing, courses, and community.

*Discover your superpower to become a Creator Capitalist, mastering your career in the AI era.

*Build legendary businesses & careers with strategies from our #1 Amazon-charting books.

Join us at **www.categorypirates.com** to start pirating.

**My Track Record:**

*Author: Co-authored 14 #1 bestsellers, including *Play Bigger* (the first book on category design), *Niche Down*, and *Snow Leopard*.

*Podcaster: Host of Follow Your Different* (“Best Business Podcast” – Podcast Magazine) and Lochhead on Marketing (#1 charting).

*Newsletter: Run Category Pirates 🏴‍☠️ Substack (top 0.5% paid business newsletter).

*Career: Former 3X Silicon Valley public company CMO, advisor, and VC limited partner.

**What People Say:**

*Play Bigger is required reading for entrepreneurs altering the landscape.” *Marc Benioff, CEO, Salesforce
*“A quasar of energy and ideas.” – Bill Walton, NBA Legend
*“Off-putting to some, but undeniably brilliant.” – The Economist

*The Future Needs You

If you’re ready to category design a market or unleash your superpower? 

Connect with me or visit **www.categorypirates.com**. 

Let’s build something legendary—together. 
🏴‍☠️

Christopher Lochhead🏴‍☠️

My brother Tushar Atre was murdered 2,228 days ago. Today, we head back to court. This is the third of four trials for the men who killed him.

Christopher Lochhead 🇺🇸🇮🇱🏴‍☠️

“A quasar, a godfather of category design” Bill Walton | “Off-putting to some” The Economist | 15X #1 author Play Bigger & Category Pirates 🏴‍☠️| #1 Charting Apple Business Podcast

My friend brother Tushar Atre was killed 2,228 days ago. Today, we head back to court. This is the third of four trials for the men who murdered him. 

Open article: Walking Through Fire: 2,228 Days Since My Brother’s Murder by Christopher Lochhead 🇺🇸🇮🇱🏴‍☠️ • 4 min read

Walking Through Fire: 2,228 Days Since My Brother’s Murder

Today is Al Ries Day. Yeah, I’m celebrating. And you should too. Because the man earns his own damn holiday. If you care about marketing, entrepreneurship, category design, business strategy, or frankly winning, then you owe Al Ries more than a polite nod. You owe him a standing ovation.

Today is Al Ries Day. Yeah, I’m celebrating. And you should too. Because the man earns his own damn holiday. If you care about marketing, entrepreneur

Open article: Happy Al Ries Day by Christopher Lochhead 🇺🇸🇮🇱🏴‍☠️ • 3 min read

I always love it when people (donkeys) say, “category design is hard”… to which I respond. 

As compared to what?

Building a legendary company. Hard. 

Building a legendary product. Hard. 

Category designing a new market. Hard. 

If you don’t like to do hard legendary things. 

Get a job at the DMV.

Thank you for risking your lives, to save our lives.

No alternative text description for this image

Black Friday Is Stupid. Here’s Why: Every November, companies reenact the same clown show 🤡

•Slash prices. 
•Torch margins.
•Fight for existing demand.

Call it “strategy.”
It’s not strategy.
It’s surrender.

Black Friday is when a business publicly announces:
“We have no real category, no real POV, and no real value… so here’s 40% off.”

If you want to see how this movie ends, just look at Groupon. 
The company that turned Black Friday into a business model.

At IPO, Groupon was worth around $13B.
Today it’s limping along under $1B.

A 95% vaporization of value.
All because it trained customers to only show up when prices were in the basement.

That’s what happens when you live by discounting:

•You become a commodity.
•You teach your buyers to wait you out.
•And you die slowly, on sale.

Every business running Black Friday is doing a Mini-Groupon.

•A little hit of the same drug.
•A little erosion of brand, belief, and pricing power.
•A little “race to the bottom” disguised as “a busy weekend.”

Legendary category designers don’t bribe people to buy.
•They create value.
•They create demand.
•They create word of mouth.
So yeah.

Black Friday is stupid.
And to celebrate the stupidity?

Our new #1 bestselling Lightning Strike Marketing book is $100.
A middle finger to the publishing industry. 🖕
And to the Black Friday discount death cult. 🖕

Be legendary or be discounted.
Pick one.
🏴‍☠️

Most people. Accept the premise. If you want a legendary career, you gotta stop playing by inherited rules. 🏴‍☠️

Most people. Accept the premise. If you want a legendary career, you gotta stop playing by inherited rules. The fastest way to stay average is to acce

Open article: Reject the Premise by Christopher Lochhead 🇺🇸🇮🇱🏴‍☠️ • 3 min read

Most people have no idea how to value their value. And most companies? Even worse. 

They spend 51 weeks out of the year trying to convince the world they’re of value.

Only to torch their own brand. 
In one glorious, annual, self-inflicted ritual of value destruction: 
Black Friday.
🤡

Next week, you will witness the single greatest mass devaluation event in modern commerce.

A global orgy of:
“Please, please, PLEASE buy from us...we’ll do ANYTHING!”
The sad part?

None of the companies doing this actually need to.
They’re just trapped in the herd.

Following the script someone else wrote.
(Like the sad-uniformed donkey's they are)

Here’s the uncomfortable truth no one in marketing wants to admit:
The easiest way to crush yourself is to make your category worthless.

And nothing makes your category worthless faster than telling the world:
“Hey! Remember everything we said about being:

•scarce
•quality
•crafted
•curated
•premium
•advanced
•meaningful
•purpose-built 
•and category-defining?

Yeah. 
Forget all that. 
"Today we’re cheap.”

Once you burn belief. 
It doesn’t (just) grow back.

Legends don’t participate in the annual race to the bottom.
•They reject the premise.
•They set their value.
•Their own rules.
•Their own POV.

And the market comes them.
So please (with whiskey on top) value your value.
🙏

Stop teaching people to expect less.
Stop training your customers to wait for discounts.
Stop telling the world your product isn’t worth what you say it is.

Because if you don’t value your value…
No one else will.
(Read this three times)

And next week, while everyone else is lighting their brand equity on fire for sport?

You’ll be building yours.
Strengthening your category.
And proving what legends already know:

Price isn’t a number.
Price is belief.

And belief, once broken, is hell to rebuild.
Hold the line.

Protect the premium.
And for the love of all things holy.
Don’t Black Friday your future.
🏴‍☠️

Ps. Our new Lightning Strike Marketing book, is the first $100 book to hit #1 on the Amazon Global Marketing Chart.

It will not be on sale next week.
Hit the l!nk in comments to pick up yours.
The book also makes a legendary (not-discounted) gift.
😎

taplio

The Battle

diego pineda

Christopher Lochhead🏴‍☠️

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The Battle

diego pineda

Christopher Lochhead🏴‍☠️

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