Lehoa
OVERVIEW
Lehoa brought me in while they were reshaping their main product and trying to figure out where it fit in the market. They needed a marketing brain and spine.
We started by mapping the market landscape: who was out there, what was being offered, and where we could stand apart. Then, we moved to understand our target audience in depth: what they valued, how they talked, what moved them.
Instead of just pushing messages at people, we decided to actually listen to them. We built community around the brand before relaunching the product. We did this through regular meetings, real conversations, feedback loops, and genuine connections. That community became the foundation for everything — helping us reshape Lehoa’s identity, language, and focus.
MY ROLE
I led marketing at a strategic and executional level, working across brand, content, and growth. My work included:
Market and audience research, user interviews, and managing beta testers.
Defining Lehoa’s value proposition and narrative direction
Leading an end-to-end rebrand
Building a solid communications layer: messaging, social voice, content OPs
Creating and distributing (social, email, blog, video)
WHAT I BUILT
Brand strategy, visual and verbal identity
Website copy and page architecture
Email sequences
Educational blog posts (SEO-optimised)
Linkedin and Instagram content (carousels, short-form video scripts, editing)
Ad campaigns (Meta and Google)
E-books and resources for our customers
Pitch decks tailored for partnerships and leads
Lead lists and email outreach strategy
Organising team trips and production visits across Brazil, including the Amazon, Brasília, and Curitiba
Planning and direction for content trips and interviews with partners
OUTCOME
Clearer positioning and a coherent brand narrative.
Instagram growth from 0 to 800 organically in a 4 months.
Built a content engine that scaled brand storytelling without bottlenecks
Created a library of branded assets
Selected for incubation at Google’s Digital Atelier in Brussels (2023).
Built a 50+ entrepreneur circle that met biweekly for input and co-creation
CONTENT SAMPLES
Carousels for Instagram ↓
Ebook ↓
