Marketing that drives action, not just attention.

Hi! I'm Charlotte, an AI-first product marketer. I'm passionate about figuring out what gets people to take the next step, then building the systems and campaigns that make it happen.

Selected work

Tools I use

About

I'm currently a product marketing specialist at a seed-stage AI tech startup, where I've worn a lot of hats. I'm experienced in positioning, messaging, launch GTM, content, and SEO/AEO.

I also have a passion for growth and lifecycle marketing, the kind with a clear, measurable line to what motivates users, whether that's driving activation, adoption, conversion, or retention.

Before I broke into the tech world, I worked as a Content Producer for a digital marketing agency. There, I lived and breathed social-first content, and refined my understanding of aesthetics and graphic design.

I'm excited by marketing efficiency: I genuinely enjoy building the machine that produces the marketing automations, the tracking dashboards, and the AI workflows behind the campaigns.

Marketing aside, I'm a huge nature and animal lover. After hours, you can probably find me either on the trail or walking my dog-daughter, Maya.

Lifecycle / Reactivation · Q2 2026 · Scribenote

Turning dormant users into Scribenote's first marketing-driven revenue

One four-week offer, a dozen behavioral segments, and a single goal: prove that marketing could put revenue on the board, directly.

Thousands

dormant & free-plan users reached

Dozens

of new paid customers, from a dormant base

5-figure

ARR recovered · a first for marketing

80%+

open rates on tightly targeted segments

Our full dormant & free base

Every dormant & active free-plan user who'd never upgraded.

100%

Reactivated
(opted into trial)

43%

Activated
(recorded a note)

27%

Used custom
templates

14%

Converted
to paid

Each stage shown as a share of reactivated trial users. Custom-template use was the strongest leading indicator of conversion, so the campaign was engineered to drive it.

Context

Marketing was filling the funnel, not closing it

At Scribenote, marketing was treated as a top-of-funnel function. It brought people in, but converting them to paid sat with product and sales. Meanwhile, thousands of veterinary professionals had signed up for the free plan and gone dormant. They already knew the product, but for whatever reason, it wasn't the right fit at the time, and they'd never had a reason to come back.

I wanted to prove something specific: that marketing could turn that dormant base into revenue, directly and measurably.

Role

I led this campaign end to end. I designed the strategy and the trial offer, built the behavioral segmentation and lifecycle flows, and wrote and designed every email. I ran the mid-trial research, partnered with our data and front-end engineers to instrument the funnel and build the in-app upgrade path, and turned the whole motion into a repeatable system the team can rerun each quarter.

Approach

One offer, two audiences, a dozen behavioral segments

I split the dormant base into two groups: users who signed up and never returned, and free-plan users who were active but had never upgraded. They both got the same offer: an extended four-week Pro trial, double our usual length.

Once we had our final list of trial reactivation opt-ins, I worked with our data engineer to track their every move in a Metabase dashboard, then built roughly a dozen behavioral sub-segments around what each person had or hadn't done in the product. From there, nobody got a generic email. Everyone got the next step for exactly where they were.

Activation email: Your Pro trial is live, time to get recording — **Activation.** Day-one email with a single job: record your first note.

Education email about custom templates — **Education.** Templates were the conversion driver, so we taught them early.

Running a mid-trial survey

Halfway through the trial, I surveyed users to learn what they liked, what they didn't, and what was quietly holding them back from upgrading. Their answers reshaped the back half of the campaign's content, and gave the whole team a sharper read on how trial users really think about the product.

Building the path to the upgrade email

When it came time to ask for the sale, the one-click path didn't exist: upgrading from an email meant hunting through the app. So I partnered with our front-end engineer to build a deep link straight to Scribenote's Stripe upgrade page. The final email could finally do its job, taking intent to paid in a single tap.

Win-back email: We know you saw our email — **Win-back.** A lighter, human nudge for the people who almost opted in to the extended trial.

A campaign that runs once isn't a growth lever

So I turned the entire content-creation process into a repeatable Claude skill, so the campaign can run every quarter without being rebuilt from scratch. Scribenote now has an automated reactivation motion it can trigger on a schedule, a durable growth lever, not a one-off.

Results

Tight segments, unusually high engagement

Reactivated · Template Library

Small

Batch

90%+

Opened

10%

Clicked

Behavioral batch · mid-trial nudge

Small

Batch

80%+

Opened

25%+

Clicked

Broad win-back · full segment

Broad

Send

85%+

Opened

Low

Clicked

The bottom line

5-figure

ARR recovered

1st

mktg revenue

Tightly targeted behavioral batches drove open rates in the 80–95% range; even the broad win-back held high engagement. Strong engagement on small, well-defined segments is what made the conversions efficient.

The offer didn't convert anyone on its own; the right next message, matched to where each user already was, did. Instrumenting the funnel and building a dozen behavioral segments turned one generic offer into a dozen relevant ones. It's the lever I'd reach for again, because behavior data is what makes a campaign feel personal at scale.

Marketing put 5-figure ARR on the board, and a system behind it

The campaign recovered 5-figure ARR from a dormant base, the first time marketing at Scribenote produced direct conversion revenue. It reframed the function from a cost center into a growth and revenue lever, and left behind a repeatable system the team can run every quarter.

Product marketing / Content · Scribenote

The template library that sent vets home sooner

Veterinarians can spend up to two hours after every shift writing notes. I built and marketed the library of ready-made templates that cut the busywork, and drove adoption of the paid feature behind our conversions.

20+

clinically-made note templates, built with our in-house clinical team

3,500+

template opens on web since launch

500+

templates saved into vets' own accounts

+10 pts

conversion lift since the library launched

Context

Two hours of notes after every shift

After a full day seeing patients, a veterinarian can spend up to two hours writing up their notes, often staying late to finish. Scribenote could already turn a recorded appointment into a finished note, but there was a catch: the standard SOAP format doesn't fit every visit. A dental procedure, emergency room rounds, a spay/neuter, a client callback: each one needs its own structure to effectively record the work done by the veterinarians.

Users could build their own custom templates, and the ones who did were far more likely to stick and convert. Custom templates were among our highest-value paid features. But for a non-technical veterinary user-base, building a template from scratch felt like too much of a heavy lift, especially given how busy they are. The friction of being presented a blank page kept our users from adopting one of our most valuable, time-saving features.

Role

I led the library's go-to-market end to end, working with our in-house clinical team on the content and our product manager on feeding customer feedback back into the product.

Approach

A ready-made library for every veterinary workflow

Working with our in-house clinical team, I helped turn their expertise into a library of 20+ note templates for the appointment types vets actually work: General Practice, General Illness, Canine Dental, ER, Puppy Discharge, Reviewing Results, and more. Together we worked out which would be most popular with our user-base.

Then I built the template-library landing page and graphics, wrote all the marketing copy, and promoted it across every channel we had (the Scribenote landing page, segmented email, Intercom in-app messages, social, and SEO use-case pages) to boost custom-template adoption.

The library did more than sit on a marketing page. Its templates became the presets inside a new Template Wizard, so instead of starting from a blank page, a vet could pick the closest ready-made template and customize from there, turning the fastest path to a fitting template into a couple of clicks.

Results

Vets kept opening and saving them

Since launching in December 2025, templates have been opened 3,500+ times and saved 500+ times on the web. Adoption built steadily and kept compounding rather than spiking once at release. And since the template library launched, conversion has increased by 10 percentage points.

Custom-template use was the strongest predictor of conversion we had, so the library existed to get more vets to that paid feature, and the conversions followed. Templates were our strongest conversion driver, and this work got far more vets actually using them.

Web opens and saves measured since launch, December 2025.

Product marketing / Launch · Scribenote

Relaunching Companion as one agent vets could trust

I led product marketing for Companion 2.0, the launch that took Scribenote's veterinary AI agent from beta to paid, unifying a set of separate specialist agents into one assistant with memory, context, and file uploads.

6×

revenue growth in Companion's launch week

200+

vets on the waitlist before launch

41–52%

open rates across the six case-study emails, no dropoff

Context

Powerful, but vets couldn't yet see the value

Companion is Scribenote's AI agent for veterinarians, like a veterinary assistant that vets can ask about their cases. It began as a set of separate, specialist AI agents, each built to address a different clinical workflow, and each in beta found real demand. But in beta, it was helpful in only a limited way.

Companion 2.0 took the product from beta to launch in April 2026, and from free to paid. It unified those separate agents into a single AI agent, and with new memory, context, and file uploads, its capabilities expanded greatly. But that created the deeper problem: vets were still using the newly-improved Companion the way they always had, because they didn't know what it could now do. And it was a big ask for skeptical doctors to hand even a sliver of their clinical judgment to an AI, now one they had to pay for. It had to feel worth paying for, not just worth trying.

Role

I was the product marketing lead for the launch. I owned the positioning and messaging, the customer-education campaign, and the launch and lifecycle emails, and I shaped the pricing story and the sales enablement that equipped the team selling it. I also built askcompanion.com myself in Claude Code, writing and shipping the copy across the site using GitHub.

Approach

Show vets what to ask

The fastest way to fix a value problem is to make the value impossible to miss. So I built an education campaign around the exact questions vets were already asking themselves. Working together with our in-house veterinary team to turn real clinical scenarios into a series of case-study emails: here's a situation you know, here's how you'd ask Companion, and here's what it gives you back. I sent out six clinical use-case emails in all, each pairing a real scenario with a walkthrough filmed by a member of our in-house clinical team.

Around that campaign, I owned product marketing for the launch end to end. I built pre-launch anticipation with a waitlist that drew 200+ vets before go-live, and owned the positioning and messaging, the launch emails, the blog timed to go-live, and one-page sales sheets to equip the team selling it.

Then, I created askcompanion.com using Claude Code, refining the copy across each page and shipping each change as a pull request to GitHub, then promoting it through staging into production. The guiding rule throughout, which the team kept for the remaining content, was to lead with the clinical question the vet is already asking, not the feature we want to announce.

Results

6x revenue growth in week one

In its first week live, Companion's revenue grew 6x. The relaunch did what it set out to do: it turned a beta vets weren't sure what to do with into a paid product they reached for, and it showed up on the revenue line almost immediately.

The education campaign carried it. The six case-study emails held a 41 to 52% open rate across all sends with no dropoff, which is rare for a multi-week campaign. But the clearest signal wasn't just in the numbers. I knew we had succeeded when our users started asking Companion the exact questions from our case studies, word for word.

Conversion / Content · Scribenote

Turning the marketing site into a conversion engine

While the Scribenote website was doing a great job explaining the product, it wasn't doing as much heavy lifting as it could have on the conversion front. So I reworked it to boost demo bookings, rank for the questions vets actually ask, and turn readers into users.

8×

lift in demo bookings (Oct–Dec 2025)

5.8×

growth in SEO-sourced conversions, year over year

Site-wide

book-a-demo CTAs I placed across the marketing site

Context

A website that informed, but didn't convert

Scribenote's marketing site did a good job explaining the product. What it didn't do was turn that interest into action. There was no obvious next step for a vet who was ready to talk to us, and the content wasn't pulling its weight in search. For a growth function, a site that informs but doesn't convert is a leak.

Role

I owned the conversion side of the site. I set the demo-CTA strategy and placement, wrote the conversion-focused copy, and produced the blog and search content that brought the right vets in. I built the landing and use-case pages and analyzed the inbound conversion data to keep doubling down on what worked.

Approach

Make every page ask for the next step

I added clear "book a demo" calls to action across the marketing site, so the path from interested to in-conversation was never more than a click away, wherever a vet happened to land.

I also wrote blog posts and page content aimed at the questions vets actually search, the kind of useful, findable content that brings the right people in and gives them a reason to convert once they arrive. One post I wrote on Widget Mode, a feature that lets veterinary professionals import their notes into their practice management system, is still one of our best-performing blogs to date.

The biggest wins didn't come from more visitors. They came from the people already on the page who, until then, had no obvious next step to take. Once every page made that step easy to find, more of them took it.

Results

More demos, more inbound conversions

Placing demo CTAs site-wide drove an 8x increase in demo bookings from October to December 2025 alone. And the website and content work helped grow conversions from SEO referral sources 5.8x year over year. Two different levers, both pointed at turning a passive site into a source of qualified pipeline.