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: who was out there, what they were offering, and where Lehoa could carve out space that was genuinely its own. Then we moved into the audience: what they valued, how they talked, what moved them.
Instead of pushing messages at people, we decided to listen first. We built a community around the brand before relaunching the product — through regular meetings, real conversations, and honest feedback loops. That community became the foundation for everything that came next: Lehoa's identity, language, and focus all shifted based on what we heard.
MY ROLE
I led marketing at a strategic and executional level, working across brand, content, and growth. The work included:
Market and audience research, user interviews, and beta tester management
Defining Lehoa's value proposition and narrative direction
Leading the rebrand end-to-end
Building out the communications layer: messaging, social voice, content ops
Producing and distributing content across social, email, blog, and video
WHAT I BUILT
Brand strategy, visual identity, and verbal identity
Website copy and page architecture
Email sequences
Educational blog posts (SEO-optimised)
LinkedIn and Instagram content (carousels, short-form scripts, editing)
Paid campaigns on Meta and Google
E-books and customer-facing resources
Pitch decks for partnerships and leads
Lead lists and email outreach strategy
Team trips and production visits across Brazil, including the Amazon, Brasília, and Curitiba
Planning and direction for content trips and partner interviews
OUTCOME
A clear brand position, with a narrative that actually matched the product
Instagram: 0 → 800 followers organically in 4 months
Built a content engine that kept Lehoa shipping consistently, without the usual creative bottlenecks
Library of branded assets built from scratch
Selected for incubation at Google's Digital Atelier in Brussels (2023)
Community of 50+ entrepreneurs meeting biweekly for input and co-creation
CONTENT SAMPLES
Carousels for Instagram ↓
Ebook ↓
