Stephen Covey:
Seek first to understand, then to be understood.
Seek first to understand, then to be understood.
Seek first to understand, then to be understood.
Available for freelance work
About me
I am actively exploring partnerships with individuals, small businesses, nonprofits and mission-driven collectives focused on sustainability and community engagement.
If you’re looking to build marketing foundations, refresh your brand, or just need a fresh perspective, let’s chat!
The profit-centredness behind any idea, project or action in the startup world as much as in the corporate context ends up replacing the project goal itself.
My approach is a blend of the most solid marketing concepts, the tech know-how and a strong commitment to prosocial accountability. I believe marketing should be a force for good, which means the goals I help my clients set and achieve go beyond just hitting revenue targets. Together, we aim for growth that’s not only measurable and lasting but also mindful of its impact on people and the planet.
I work side-by-side my clients to co-create a meaningful strategy and capture the brand essence. I follow a simple “win-win-win” standard: success for your business, real value for your clients and a positive outcome for society.
Clients describe me as a change-maker, mentor and a supportive partner who’s invested in their success. I am collaborative, practical and mindful about data (and its limits). I bring a growth mindset, lots of curiosity, and adaptability to every project, making marketing feel both powerful and principled.
#changingthebrief
{05} — FAQ
Got Questions?
Got Questions?
01/
How is ethical marketing different from just marketing we know to exist already?
Mainly by not putting revenue generation as the primary goal and not considering people as resources. It is about setting a sustainable goal and defining a marketing brief that is ethical* and follows a win-win-win principle : where all parties gain - the business, the client and the society. * An ethical action is a choice that aligns with moral principles, norms, and values, aiming to promote good, minimise harm, respect rights, and foster justice (fairness) for all stakeholders involved. Ethical actions are guided by core commitments to human worth, social well-being, and often involve a conscious effort to behave with honesty, fairness, and integrity within a given context. /Source: “A Framework for Thinking Ethically.” ETHICS 1, no. 2 (Winter 1988)/ In short - marketing with integrity.
02/
What does prosocial marketing even mean?
I admit, you might have never heard this term before. Neither had I, so I created it inspired by movements in other domains, like prosocial business practices and ethical tech. It follows a simple 'human-first', instead of revenue-first (the traditional) goal. Marketing with integrity, so me and my gran can be proud of what I do and what it means for the planet.
03/
Have you reinvented marketing, branding, advertising and comms?
Not entirely, but I apply a certain standard to analyse tools and methods based on principles explained in previous questions, and some tools and techniques (called growth hacks) I don't use. I mostly exclude methods and tools that are deceitful or only make sense in the revenue-centred model, like intrusive emailing or coercing people into sales by limiting choice or opting out from offers. There are many more, some basic marketing principles (psychological needs, biases, etc) that are widely used by big tech are fundamental to building advertising tools, tracking tools or data collection.
04/
But if you don't focus on revenue generation for an organisation, how do you measure the impact?
Some would say that marketing is useless unless it contributes to revenue. I would argue that in the era of 'too much' we need to reevaluate what we support putting our skills, time or money into its promotion. Some products/services companies create, solve problems we don't even have. And the revenue-first mindset doesn't encourage companies to build products that would solve a real need. Coming back to ethical business principles referred to in the first question, I do think, all business endeavour needs to be sustainable and if we come back to the question of measuring impact - the main indicator is the user (or client) vote: are they using it, are they promoting it.
05/
What marketing subdomains do you specialise in ?
I have a marketing generalist background which means I have a very strong understanding of the global marketing connection to the rest of the business and the fine line where the product meets the market. I have most impact when I lay the strategic marketing and branding foundations that all channel tactics and executional decisions are then built upon. Systems thinking allows me to see the operational setup (tools, people and processes) needed to succeed at implementing clear plans with tight budgets. I also master content production, CRM/emailing, partnerships, events and brand communications, digital partnerships and digital PR. From here it gets more complicated and I am happy to discuss detailed needs rooted in a specific context. I don't do all aspects of implementation, especially PPC, social distribution, technical SEO, video editing or design, but I provide support in finding expert talent with specific skillset and mindset to complete precise tasks. I consider myself similar to generalist doctor, not a useless one but a holistic one.
06/
I just need some social media posting services, are you available for such one-offs?
It would rather depend on the general state of the brief, but I my experience shows that starting with a social media strategy delays the most important work - clear, aligned and feasible strategic marketing foundations. It is like pulling on a thread and getting to a major tangle - the one rooted in shaky foundations, wrong data or wrong goals.
01/
How is ethical marketing different from just marketing we know to exist already?
Mainly by not putting revenue generation as the primary goal and not considering people as resources. It is about setting a sustainable goal and defining a marketing brief that is ethical* and follows a win-win-win principle : where all parties gain - the business, the client and the society. * An ethical action is a choice that aligns with moral principles, norms, and values, aiming to promote good, minimise harm, respect rights, and foster justice (fairness) for all stakeholders involved. Ethical actions are guided by core commitments to human worth, social well-being, and often involve a conscious effort to behave with honesty, fairness, and integrity within a given context. /Source: “A Framework for Thinking Ethically.” ETHICS 1, no. 2 (Winter 1988)/ In short - marketing with integrity.
02/
What does prosocial marketing even mean?
I admit, you might have never heard this term before. Neither had I, so I created it inspired by movements in other domains, like prosocial business practices and ethical tech. It follows a simple 'human-first', instead of revenue-first (the traditional) goal. Marketing with integrity, so me and my gran can be proud of what I do and what it means for the planet.
03/
Have you reinvented marketing, branding, advertising and comms?
Not entirely, but I apply a certain standard to analyse tools and methods based on principles explained in previous questions, and some tools and techniques (called growth hacks) I don't use. I mostly exclude methods and tools that are deceitful or only make sense in the revenue-centred model, like intrusive emailing or coercing people into sales by limiting choice or opting out from offers. There are many more, some basic marketing principles (psychological needs, biases, etc) that are widely used by big tech are fundamental to building advertising tools, tracking tools or data collection.
04/
But if you don't focus on revenue generation for an organisation, how do you measure the impact?
Some would say that marketing is useless unless it contributes to revenue. I would argue that in the era of 'too much' we need to reevaluate what we support putting our skills, time or money into its promotion. Some products/services companies create, solve problems we don't even have. And the revenue-first mindset doesn't encourage companies to build products that would solve a real need. Coming back to ethical business principles referred to in the first question, I do think, all business endeavour needs to be sustainable and if we come back to the question of measuring impact - the main indicator is the user (or client) vote: are they using it, are they promoting it.
05/
What marketing subdomains do you specialise in ?
I have a marketing generalist background which means I have a very strong understanding of the global marketing connection to the rest of the business and the fine line where the product meets the market. I have most impact when I lay the strategic marketing and branding foundations that all channel tactics and executional decisions are then built upon. Systems thinking allows me to see the operational setup (tools, people and processes) needed to succeed at implementing clear plans with tight budgets. I also master content production, CRM/emailing, partnerships, events and brand communications, digital partnerships and digital PR. From here it gets more complicated and I am happy to discuss detailed needs rooted in a specific context. I don't do all aspects of implementation, especially PPC, social distribution, technical SEO, video editing or design, but I provide support in finding expert talent with specific skillset and mindset to complete precise tasks. I consider myself similar to generalist doctor, not a useless one but a holistic one.
06/
I just need some social media posting services, are you available for such one-offs?
It would rather depend on the general state of the brief, but I my experience shows that starting with a social media strategy delays the most important work - clear, aligned and feasible strategic marketing foundations. It is like pulling on a thread and getting to a major tangle - the one rooted in shaky foundations, wrong data or wrong goals.
01/
How is ethical marketing different from just marketing we know to exist already?
Mainly by not putting revenue generation as the primary goal and not considering people as resources. It is about setting a sustainable goal and defining a marketing brief that is ethical* and follows a win-win-win principle : where all parties gain - the business, the client and the society. * An ethical action is a choice that aligns with moral principles, norms, and values, aiming to promote good, minimise harm, respect rights, and foster justice (fairness) for all stakeholders involved. Ethical actions are guided by core commitments to human worth, social well-being, and often involve a conscious effort to behave with honesty, fairness, and integrity within a given context. /Source: “A Framework for Thinking Ethically.” ETHICS 1, no. 2 (Winter 1988)/ In short - marketing with integrity.
02/
What does prosocial marketing even mean?
I admit, you might have never heard this term before. Neither had I, so I created it inspired by movements in other domains, like prosocial business practices and ethical tech. It follows a simple 'human-first', instead of revenue-first (the traditional) goal. Marketing with integrity, so me and my gran can be proud of what I do and what it means for the planet.
03/
Have you reinvented marketing, branding, advertising and comms?
Not entirely, but I apply a certain standard to analyse tools and methods based on principles explained in previous questions, and some tools and techniques (called growth hacks) I don't use. I mostly exclude methods and tools that are deceitful or only make sense in the revenue-centred model, like intrusive emailing or coercing people into sales by limiting choice or opting out from offers. There are many more, some basic marketing principles (psychological needs, biases, etc) that are widely used by big tech are fundamental to building advertising tools, tracking tools or data collection.
04/
But if you don't focus on revenue generation for an organisation, how do you measure the impact?
Some would say that marketing is useless unless it contributes to revenue. I would argue that in the era of 'too much' we need to reevaluate what we support putting our skills, time or money into its promotion. Some products/services companies create, solve problems we don't even have. And the revenue-first mindset doesn't encourage companies to build products that would solve a real need. Coming back to ethical business principles referred to in the first question, I do think, all business endeavour needs to be sustainable and if we come back to the question of measuring impact - the main indicator is the user (or client) vote: are they using it, are they promoting it.
05/
What marketing subdomains do you specialise in ?
I have a marketing generalist background which means I have a very strong understanding of the global marketing connection to the rest of the business and the fine line where the product meets the market. I have most impact when I lay the strategic marketing and branding foundations that all channel tactics and executional decisions are then built upon. Systems thinking allows me to see the operational setup (tools, people and processes) needed to succeed at implementing clear plans with tight budgets. I also master content production, CRM/emailing, partnerships, events and brand communications, digital partnerships and digital PR. From here it gets more complicated and I am happy to discuss detailed needs rooted in a specific context. I don't do all aspects of implementation, especially PPC, social distribution, technical SEO, video editing or design, but I provide support in finding expert talent with specific skillset and mindset to complete precise tasks. I consider myself similar to generalist doctor, not a useless one but a holistic one.
06/
I just need some social media posting services, are you available for such one-offs?
It would rather depend on the general state of the brief, but I my experience shows that starting with a social media strategy delays the most important work - clear, aligned and feasible strategic marketing foundations. It is like pulling on a thread and getting to a major tangle - the one rooted in shaky foundations, wrong data or wrong goals.