Making complex ideas
impossible to ignore.

Software-native AI (ChatGPT, Midjourney) markets itself through experience — you try it, it sells itself. Physical AI — weather models, robotics, industrial sensors — has no such shortcut. The product is invisible until it works. This makes brand and narrative more important, not less, and it's a problem I find genuinely fascinating.

Most deep-tech companies try to win existing categories. The smarter move is to design a new one — own the vocabulary, the comparison set, the success metrics. At Escentina, I did this instinctively: we didn't position against fragrance houses, we created the 'natural B2B fragrance' category. I want to apply this at scale.

The future of a lean marketing team isn't doing less — it's multiplying output through AI workflows. I'm actively building fluency in prompt engineering, AI-assisted design (Midjourney, Adobe Firefly), automated video (CapCut AI), and content repurposing pipelines — not as a curiosity but as a core operational capability.

Joining a company as the first dedicated marketer is structurally different from any other role: no playbook, no brand guidelines, no approved audiences. You are simultaneously the strategist, the copywriter, the analyst, and the agency briefer. I've done this once. I want to do it again — at a company where the mission actually matters.

Most B2B content is either too technical to earn attention or too generic to earn trust. The sweet spot is content that demonstrates genuine expertise — the kind that makes a potential buyer think 'these people actually understand our problem', before any sales conversation begins. This is where I focused at Escentina; it's where I want to operate at scale.