Product Marketing & Launches

Positioning, launches, material for the sales team, and customer stories for business-to-business software, AI and retail tech, including taking a software-as-a-service (SaaS) product to launch.

Currently: publisher monetization launch at Bidease.

AI Copilot launch

Momos · 2025 · APAC, US

Context

Momos AI Copilot is an AI-powered suite of "co-workers" that automates service, insights and marketing for multi-location brands.

What I did

Led the launch: homepage update, dedicated product page and new material for the sales team.

Result (Momos, 2025)

5x growth in the sales pipeline across APAC.

Customer Marketing Solution ("Activate") launch

Momos · 2024–2025

Context

Activate is Momos's AI-powered customer marketing solution for multi-location brands.

What I did

Launched the solution and produced its one-pager.

Result (Momos, 2024–2025)

$700K in annual recurring revenue within two quarters.

Website relaunch and positioning

Momos · Q1 2025

What I did

Redefined the platform's positioning.
Produced 31 new product and differentiator pages with a two-designer team.

Material for the sales team: master deck and one-pagers

Momos · 2024–2025

What I did

Built a master sales deck to unify positioning and customer-impact storytelling.
Produced one-pagers for all four solutions.

Redacted deck (PDF)

"Eyes in the Store": FBIF 2019 narrative and event deck

Trax · April 2019 · APAC/China

Context

Trax is a computer-vision platform that turns shelf images into insights for CPG brands and retailers.

What I did

Wrote the product narrative in three stages: build a single source of shelf truth; win at the shelf and in stores; fuel growth with shelf data.
Created the content and set the design direction for the FBIF 2019 presentation.

Full deck (redacted PDF)

Trax content: AWS webinar, Innovation Day London and Sanofi

Trax · 2019

AWS Retail Webinar Series

Created the Trax content for the session "Where Physical Meets Digital".

Content created by Bessie; presented by AWS and Trax speakers.

Session deck (AWS)

Trax Innovation Day London

Led the core messaging showcased at Trax Innovation Day London on 20 June 2019.

Trax Innovation Day London, June 2019.

Sanofi customer testimonial

Ran the Sanofi testimonial (South Africa, Malaysia, Singapore) from scripting and storyboarding through production, editing and promotion.

Glowork: launching a SaaS work platform for Glohow's clients

Glohow · 2023–2024

Context

Glowork is Glohow's SaaS tool: a cross-border work platform ("Connect & Manage") that Glohow's clients use to manage talent, projects, requests and invoices.

What I did

In a commercial role, led the build and launch of the tool with a 25+ person cross-functional team across product, engineering, localization and sales development (Glohow, 2023–2024).
Wrote the platform positioning and plan: market analysis, positioning ("Matching global talents with buyers going global"), a phased rollout from business-to-business (B2B), to business-to-consumer (B2C), to consumer-to-consumer (C2C), the feature map and business-model options.

Product demo

From the Freelancer Platform Positioning & Plan deck.

Glohow account growth

Glohow · 2023–2024

What I did

Account planning and growth for Glohow's core business.

Result (Glohow, 2023–2024)

Average account grew from ~$10K to ~$200K in annual recurring revenue.

China Android app-usage metrics launch

App Annie · 2017

What I did

Led the launch and announcement of Android app-usage metrics for China.

Result (App Annie, 2017)

Opened a new market opportunity.

Press release

Also on: Communications

Earlier

Mobile games product marketing at NHN Entertainment (2012–2014) and LINE (2014–2015): launch strategy for four mobile games that reached top ranks on Google Play and iOS; revived an aging LINE title (+110% new users and revenue in one month, LINE, 2014–2015).