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Work
Product Strategy & Marketing
I design and execute product marketing strategies that connect insight to action—enabling teams to compete beyond price. My work spans furniture design and industrial B2B focusing on GTM, positioning, and market intelligence.
Case Study: Go-To-Market & Sales Enablement at SES
Superior Edge Software (SES) is an internal product team built within two construction companies—Great Lakes Superior Walls and Ron Miedema Concrete Contractors. The product was designed to manage complex field operations, but its value wasn’t clearly communicated beyond internal use.
SES was facing pressure on margins and growth. Product value was under-communicated, stakeholders lacked clear confidence in differentiation, sales conversations were inconsistent and unclear, and there was no defined ideal customer profile (ICP) for expansion.
In a commoditized, low-trust construction software market, this made it difficult to scale beyond internal use.
Our objective was to clarify product value and translate it into a focused go-to-market strategy that sales teams could use.
I worked directly with the founder, product manager, software engineer, and IT administrator to understand the origin of the product—why it was built, what problems it solved, and where it created real value.
From there, I translated that into a structured product marketing foundation: defined a focused SMB concrete contractor ICP, built a credibility narrative rooted in real-world use (“construction-native”), clarified positioning around flexibility and operational complexity, developed brand architecture and messaging aligned with customer reality.
Through this, we translated customer insight into clear sales messaging, created positioning that sales could confidently communicate, and aligned product value with real customer workflows and pain points. This work directly feeds into sales conversations, product decisions, and future expansion strategy. The outcomes? Stronger clarity in product value and differentiation, improved sales confidence and messaging consistency, clear foundation for customer acquisition and expansion
While SES remains primarily internal today, the business now has a repeatable GTM framework to support future growth and external sales.
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