Challenges: FASTR (formerly Zmags) was pre-rebrand and needed its new enterprise product, Fastr Frontend, positioned, launched, and selling; validated by behavioral data, not assumption. I was brought in to architect the Go-to-Market strategy from the ground up: designing a cohesive digital ecosystem, building a multi-channel sales enablement framework, and engineering a conversion pipeline rooted in user behavior that turned a legacy user base into qualified enterprise buyers.
Client: FASTR
Industry: Software-as-a-Service
Product Strategy and Marketing Management
Solutions Delivered:
Cornerstone Asset Strategy: Engineered the company's first original whitepaper (Composable Commerce: Progress, Challenges, and Possibilities) by synthesizing qualitative and quantitative insights from 300+ C-suite executives at enterprise brands. This asset became the highest-performing piece in the content strategy, equipping leadership with evidence-based insights that sharpened the value proposition, supported a corporate rebrand, and drove measurable conversion rate improvement across the funnel.
Product Marketing Framework: Translated beta customer insights into a full-funnel GTM messaging system as lead copywriter and content strategist across all sales and marketing touchpoints: building pitch decks, articles, web pages, case studies, and one-pagers in Figma; conducting keyword research and tracking organic performance via SEMrush and Google Search Console; and centralizing internal GTM documentation, competitive intelligence, and market research in Confluence to align cross-functional teams. Owned competitive positioning and served as the primary contact for market research for the Fastr Frontend launch — leading 3 company-wide marketing presentations to translate strategy into clear, actionable direction for diverse Product, Sales, and Engineering teams.
Digital Ecosystem Architecture: Architected and executed a full-scale digital infrastructure from the ground up — designing 15+ landing pages, sales assets, and web experiences (including interactive prototypes and sales deck templates), then building and deploying them in HubSpot with conversion-optimized CTAs, gated forms, and A/B tested page variants. Engineered automated email nurture workflows to move prospects through the funnel post-download, reducing time-to-publish and enabling the sales team to self-serve content independently. The resulting ecosystem drove measurable improvements in organic search visibility, landing page conversion rates, and paid ad performance — creating a direct, attributable contribution to the SQL pipeline from day one.
Impact
Lead Generation Velocity: Drove 380+ downloads of the composable commerce survey report among enterprise CMOs and CTOs within 6 months of launch — converting a single content asset into a pre-launch pipeline of Sales-Qualified Leads and validating the research-led GTM approach as a repeatable demand generation model.
Market Positioning: Accelerated post-acquisition integration and early client adoption following FASTR's acquisition of BeAPartOf (a BigCommerce merchants agency) by architecting creative strategy that reinforced category authority in composable commerce; through innovative thought leadership. This provided the combined brand a unified, compelling market identity at a moment of maximum competitive scrutiny.
GTM Execution: Delivered a 15+ asset digital ecosystem — on schedule, on budget — spanning HubSpot landing pages, Figma-designed sales collateral, and automated nurture workflows, giving the Fastr Frontend platform a credible, conversion-optimized presence at launch and creating immediate go-to-market momentum from day one.
