Brand & Content Strategy for High-Trust Service Businesses

Most B2B firms are stuck in the same trap:

– Content ignored and ineffective
– Messaging that blends into the noise
– Pipelines that rely on referrals or outbound

It doesn’t have to be this way.

With the right positioning and a strategic content system, you stop chasing attention and start attracting it. Your message cuts through, your brand earns authority, and your pipeline fills with qualified conversations.

That’s where I come in.

I’m a marketing strategist and former CMO. Over the last decade, I’ve:

– Helped multi-million-dollar companies sharpen their positioning and win premium clients.

– Published 100+ articles to an audience of 20,000+, with readers at Google, Stripe, Deloitte, and others.

– Built content systems that generated $100K+ in revenue from scratch without ad spend.


📬 If you’re ready to stop blending in and become the obvious choice in your market, send me a message and let’s talk.

Omara Khaddaj

Most companies are chronically disappointed 
with their marketing results. They assume:

Their strategy is sound and that the issue 
lies in doing more or doing it better. 

So they add channels and increase output.

In reality, the problem is usually upstream.

There is no clear narrative or agreed positioning,
so everything they say sounds like everyone else. 

When you sound like everyone else, 
buyers categorise you as a commodity. 

Response rates fall, attention disappears, 
and budgets get wasted repeatedly.

A few questions to spot the gaps:

– What problem do buyers come to us for?
– How would a non-expert describe us?
– What category do we belong to?
– Who is our product really for?

If you can't answer these consistently, 
your marketing won't create demand.

Marketing Consultant | Building brand and content systems that win clients for B2B and service-based companies.

Third Bridge Group Limited

Supporting the Chief Growth Officer redefine Product Marketing at Third Bridge, showcase our product suite and help deliver a new product marketing strategy across our busy roadmap of products and enhancements. Providing the content and materials to enable our commercial teams to tell compelling stories of our product to new and existing customers.

Translating Product features into clear, enticing collateral, working closely with the wider marketing team to create new plans for campaigns and materials. Liaising between Product, Marketing, Content, and Demand Generation teams.

Using writing skills to elevate our product brand, influencing how we talk about our products internally and externally. Develop our value propositions and messaging, enhancing how Third Bridge products are represented publicly through our commercial teams, digital media and at events.

Product Marketing Manager

237 consulting

B2B customer marketing, product marketing and customer Advocacy focused consultancy focused on:

Customer Marketing
Product Marketing
Customer Stories
Customer Research
Competitive Intelligence
ABM and multi-channel initiatives
Customer Advisory Boards

Founder

Soldo

A B2B Product Marketing role, to drive the go-to-market (GTM) strategy for our products and communicate user value. The Product Marketing team at Soldo translates user insights into 
product opportunities, through compelling messaging of our products and their value, focused in the following areas: 

Discovering customer pain points, buyer behaviour, market opportunities and competitor activity. 

Achieved OKR target of +25% from top 1000 accounts (existing customers) per quarter, totaling +£OK7.8m in 2023 in cross-sell and upsell initiatives 

Defining use cases, value propositions, messaging and proof points 

Delivering the GTM strategy for our products and managing customer-focused product launches. 

Achieving OKR of product engagement and new acquisition following launch in first 30,60 and 90 on all 8 new feature launches in H1 2023 

Equipping sales, marketing and customer success teams with the necessary knowledge, assets and know-how to delight our customers. 

Launching a customer advocacy programme to tell our brand story through our customers, including the customer reference programme, which increased win/loss percentages by 8% - worth £800k. 

Cross-sell and upsell campaigns and initiatives to drive growth, loyalty and retention. 

Shaping and execution of the customer marketing strategy, with a primary focus on brand development, campaign management and dedicated events to our valued customers - working very closely and being the conduit between marketing and account management/customer success.

Customer Marketing Lead

Checkout.com

Leading on customer advocacy activities and telling our brand story, working with global marketing and commercial teams to drive campaigns through case studies, blog posts, webinars, podcasts, and more.  
Managing our customer references, developing a customer repository of case studies, references, logos, blog posts and quotes, helping to launch our network of customer advisory councils and more. Creating and developing our strategy and plan to show value of customer advocacy at Checkout.com. Also including: 

Own our Customer Advocacy programs including managing up to date case studies, blog posts, social media, references library and more. 

Launched the first Customer Advisory Board (CAB) with leading brands such as Deliveroo, Sainsburys and Netflix, helpiing to reduce churn of top 100 existing accounts by a further 20% - an additional £2m to the business 

Build high touch, consultative and strong relationships with our merchants through regular and open communications, including helping to recruit and launch customer events 

Establishing the right critical metrics to measure impact and understand the value of Customer Advocacy campaign initiatives. 

Launched a customer reference programme, increasing win/loss percentage by 12% across all accounts (SME) and worth £4.4m per annum in total to the organisation. 

Understanding our products, services, and partner networks thoroughly to demonstrate as needed to meet our merchants’ needs. 

Collaborate with various teams across the company to ensure a first-class merchant experience. 

Share ideas and feedback on local trends including competitor insights, customer needs, sales, product, and marketing information

Senior Manager, Product Marketing

Responsible for planning, executing and tracking multichannel demand generation programs to engage existing customers, increase retention and drive upsell / cross sell. Achieving quarterly targets of £150k MRR from existing customers 

Inbound marketing management of website customer content for SEO, SEM and google Adwords optimization.  

Launched a customer reference programme, improving win/loss percentage of 4% (£400k pa) 

Design and delivery of customer communications and engagement plans to increase customer satisfaction, advocacy and meet growth targets. 

Achieved cross sell and upsell EMEA revenue targets in FY 2019 and 2020 of +25% (£4.8m) and +28% (£5.6m) respectively 

Increased CLV of total EMEA customer base from £13.k to £16.8k per annum. 

Ownership of overall campaign plans to existing customers, with a single view of all campaign activities. 

Improvement of NPS Quarterly surveys from -5 to +20 due to data, content and execution improvements. 

Collaborating cross functionally with marketing, customer success and account management teams to develop campaign and communications narratives, messaging and tactics. 

Developing, maintaining and managing campaign schedules, ensuring campaigns are executed on time, accurately and successfully. 

Ensuring all marketing activity and results are tracked and measured to allow dynamic investment based on analysis of current and past performance, with consistent A/B testing. 

Using market intelligence and customer insight and analysis to increase understanding of our audiences and the effectiveness of campaigns.

Customer Marketing Manager

Intuit

This is a data-driven, customer focused and manage the life cycle touchpoints particularly around onboarding, engagement, upsell and win back for QuickBooks Small Business and QuickBooks Self Employed.

Responsibilities included:

•	Driving customer growth by delivering targeted, relevant and timely in life marketing campaigns across QuickBooks Small Business and QuickBooks Self Employed. 
•	Measure the impact of marketing activities on retention, lifetime value and ROI. Directly responsible for decreased overall customer churn from 5% to 3%.
•	Continually testing and learning new ways of driving efficiency and effectiveness of marketing through A/B testing, detailed customer research and feedback, to drive marketing and business decisions. Set up the 'QuickBooks Council', which was the platform for customer feedback, research, advocacy and testimonials.
•	Effectively partnering with a broad array of cross-functional teams and the US-based central marketing team to drive successful project execution.
•	Measuring performance and orchestrating contingencies when required to deliver on quarterly targets, delivering the forecast by KPIs and prioritizing to ensure execution of the 'critical few'.

The Marketing’s team job is to Lead the strategic marketing & GTM plans, proposition & pricing plans, and acquisition plans for the HBB business unit.  Key achievements included decreasing the cost per acquisition of the January campaign by 15%.

Responsibilities included:

•	Direct Mail, email and SMS Campaign activity to the mobile base to drive traffic to ee.co.uk/home and BBSA (inbound telesales)
•	Work with Commercial Marketing & Sales to create an effective EE cross-sell structural plan
•	Support lead generation for Outbound Telesales
•	Define and manage Marketing Budget (SAC & ATL/BTL) for Home & TV
•	New BB & TV Propositions including the enhancement of the EE TV service
•	Lead insights generation to inform proposition development and drive the innovation agenda – with a focus on driving customer volumes and additional margin
•	Go-to-market execution, training & upsell planning with Sales Channels 

The role is responsible for implementing and monitoring our trading offers for Home & TV. working closely with the Acquisition Marketing Manager and Head of Marketing for BB & TV and other managers

Senior Acquisition Marketing Executive

A key supporting role in reducing churn of Home BB customers and drive customer loyalty and engagement. Key achievements included decreasing churn by 2% across a home broadband base of > 1 million by implementing pro-active campaigns.

Responsibilities included:

•	To work with key contacts within internal and outsourced inbound call centres to help support and drive the loyalty and retention programmes.
•	To track and manage the performance of inbound retentions centre through effective monitoring and reporting on key metrics such as cancellation rate and cost per save.
•	To help drive performance by researching and understanding other offers within the external market, translating into a simple and straight forward format that will be shared with the team leader population.
•	To support the creation and briefing of material that would feed into the training of our contact centre colleagues.
•	To help support the product comms in multiple channels and assist L&R Campaigns Manager with larger in-life DM campaigns.
•	Loyalty and Retention pro-active campaign management to decrease churn and increase customer loyalty.
•	Assist L&R Senior manager with churn analysis and insight.

Loyalty and Retention Executive

RSVP (Media Response) Ltd

This is a B2C role across many subscription campaigns, reporting directly to the Head of Outbound Sales. Delivering a clear and concise overview of the team’s success whilst analysing and suggesting areas for improvement on existing campaigns. Training, supporting and motivating new and existing sales teams whilst working towards strict KPI's and targets.

Responsibilities included:

•	Management, leadership and driving my team towards client-specific targets.
•	Monitoring and maintaining KPIs and working towards team and individual targets.
•	Prediction, analysis and monitor potential sales success or failure.
•	Show clear intentions on areas on improvement whilst communicating efficiently and effectively.
•	Inspire, influence and motivate a large sales team.
•	Implementing training and sustaining continued development of my team.

Outbound Team Leader

Club Med

Managing the contact centre for Club Med UK - selling to customers and travel agents premium / luxury all inclusive holidays, with an FTE of 30. Improvement of overall conversion rate of 9.1% to 10.2%,  increased overall revenue from £19.5m to £21m and mystery shopper results from 54% to 60%.

Responsibilities included:

•	Recruitment of sales staff ( recruitment partners and significant improvements to process )
•	Selling to clients and trade – B2C and B2B
•	Managing targeted outbound campaigns ( minimum of 1% conversion rate achieved )
•	Revenue Target focused and a 10% conversion rate
•	Working towards and exceeding key SLA's and KPI's ( minimum  answer rate of 95%, 10% conversion rate, 20% upsell rate and monthly seasonal revenue targets )
•	Implementation of new commission, bonus and incentive structures.
•	Call coaching, development and compliance ( implementation of mystery shopping and critical fails in call coaching ).
•	Construction of training format, content and delivery.
•	Handling high level complaints – pre and post departure
•	Management of key client relationships ( gold members ) and travel agents

Sales and Customer Service Centre Manager (UK and Scandanavia)

Rosetta Stone

Managing a B2C team of multilingual agents handling inbound and outbound calls generated from website visits, email campaigns, TV advertisements from potential customers who would like to buy Rosetta Stone products. Annual revenue target of £2.1m exceeded with £2.4m, largely due to the introduction of outbound activity and increased the conversion rate from 9% to 12% of TV calls.

Responsibilities included:
 
•	Recruitment of sales staff (recruitment partners and significant improvements to process)
•	Exceeding key SLA's and KPI's (95% answer rate, 20% conversion of web calls, 10% of TV and 5% of demo CD callbacks).
•	Management of two external overflow call centres and delivery of key KPI’s and SLA’s
•	Departmental analysis and implementation of new revenue streams – outbound (cold and warm calls)
•	Call coaching, development and compliance (implementation of critical fails in call coaching).
•	Handling escalated calls and mangemnet of complaints
ets for inbound / outbound and call compliance. Managing our two outsource contact centres to ensure standards are maintained , visiting our global offices for advertisement, sales and marketing strategy.

Daily, weekly and monthly reporting to other departments, highlighting successes and challenges faced. Formulating agent call plans, shift plans, monthly agent reviews, call forecasts and agent targets.

Ad hoc on the department, including holiday planning, sickness, training, hiring, disciplinary procedures, mentoring and handling escalated calls where necessary.

Call Centre Sales Supervisor

A product and customer marketing leader helping B2B SaaS organizations launch customer advocacy programmes and customer advisory boards to support product roadmap initiatives, customer research, messaging and positioning through compelling storytelling from the voice of the customer. 

My goal is to create value for our customers and our company by delivering innovative and impactful product marketing while delivering ROI and commercial growth.

About Me:

Over the last decade, I've served brands such as Checkout.com, Intuit 8x8, QuickBooks, Soldo and Third Bridge across start-up, scale-up ups and enterprise organizations by delivering content, messaging and sales enablement.

My three core areas of expertise for B2B organisations are:

Product marketing
Customer marketing
Content marketing

By focusing on:

Messaging and value proposition
Customer advocacy
Customer Research Including customer advisory boards

I have also conducted public speaking events and discussed my expertise at events such as Ignite (by B2B marketing), Strategy Insights and Customer Marketing Alliance.

Testimonials:

"Dean is a hardworking marketer that always goes above and beyond to consistently deliver the best customer experience. He has a great mix of being creative and analytical with strong customer empathy to deliver against the business goals. His professionalism, ability to work well with others, calm nature and general demeanour is what makes Dean a great team player. He takes direction extremely well and is able to adapt very quickly to changes."

"Dean is incredibly hard working, results-driven, and constantly looking for new ways to challenge the status quo through making time for self-learning and keeping up with marketing trends. His marketing approach ensures the customer is central to all content and messaging, as well as being relevant and clear."

taplio

The Battle

Omara Khaddaj

Dean Lindsay

Followers

Posts

Engagements

Likes

Performance ScoreOmara Khaddaj's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Omara Khaddaj

Dean Lindsay

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Omara Khaddaj's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreOmara Khaddaj's LinkedIn Performance