Within the first 90 days, review the interim website messaging against buyer research and recommend what to keep or change

Deliver a top-down company narrative (company story, AI point of view, problems we solve, proof) approved by the CEO

Establish 15Five’s voice and tone direction

Build a portfolio framework that maps each AI product to the performance management and people management problems it solves, approved by the executive sponsor

Maintain one approved product narrative that Product, Sales, and Marketing all work from

Ensure every published product claim has passed accuracy review

Place each new AI product into the portfolio story as it reaches market

Test core messaging with buyers before broad rollout, and use the results to guide internal decision making 

Supply the narrative and content for product launches  and the related enablement

Deliver win/loss and competitive insights, battle cards, and objection handling, including price and objections

Establish baselines and report on messaging resonance using pipeline, win rate, and adoption at each scheduled positioning review

Set customer story criteria and the interview guide in partnership with content marketing and the marketing team. 

Provide market, buyer, and competitive input to pricing and packaging decisions 

Repositions an established brand without alienating current customers. Builds the story from the company level down before working on product-level messaging, and frames AI around the problems it solves for HR leaders and managers, never AI for its own sake.

Is obsessed with the unmet needs in performance management and people management. Grounds messaging in what buyers and customers actually experience.

Settles disagreements with buyer message testing, win/loss interviews, and call evidence. Does not treat internal opinion (including executive opinion) or AI-generated output as buyer evidence, and does not let research delay timely recommendations.

Leads the writing on a story many senior leaders have opinions about. Pulls the useful part out of conflicting views, presents a clear recommendation, and holds it under pressure without becoming defensive. Knows when to escalate and when to keep negotiating.

Understands AI well enough to translate capabilities accurately without overselling. Builds credibility with the CTO and Director of Product, cuts product detail without losing accuracy, and separates accuracy feedback from preferences about framing.

Exceptional writer with a strong sense of voice and tone. Sets the standard that others apply across web, campaigns, sales materials, and customer stories.

Carries strategy through to execution with demand generation, content, design, and Enablement. Earns sellers’ trust by joining real deals and turns Sales’ instincts into testable hypotheses. Builds on work in progress rather than starting over.

Assesses trade-offs and agrees on priorities before taking on new work. Uses AI to build frameworks and run research, competitive analysis, and buyer analysis quickly.