Work

Selected contexts where the work had to hold up.

High-context engagements across growth-stage and enterprise-adjacent B2B software, focused on clarity and operating credibility.

FullStory

Making digital experience intelligence legible

Situation
A sophisticated product category where buyers needed clearer language for value, proof, and differentiation amid crowded analytics and DX narratives.
Justin’s role
Marketing leadership and narrative development in a high-growth B2B SaaS environment.
Work completed
Tightened positioning inputs, evidence-backed messaging, and go-to-market storytelling that could travel across product, sales, and content.
Result / significance
Stronger internal agreement on what the company could credibly claim, plus a sharper buyer-facing narrative under competitive pressure.

Mural

From collaboration tool to enterprise narrative

Situation
A visually loved product that still needed sharper enterprise positioning, proof points, and a marketing system that scaled beyond early adopter energy.
Justin’s role
Marketing leadership contributing to positioning, content, and GTM clarity.
Work completed
Evidence gathering from customer and sales contexts; messaging architecture; and enablement that helped teams tell one coherent story.
Result / significance
Reduced narrative drift between product excitement and enterprise buying requirements.

Canopy

Credibility for a complex buyer path

Situation
A technical B2B offering where trust and proof had to carry the load ahead of volume top-of-funnel content.
Justin’s role
Hands-on marketing leadership focused on narrative and operating priorities.
Work completed
Claim/evidence discipline, content priorities tied to buyer questions, and a practical cadence for what to ship next.
Result / significance
A defensible story and a sharper system for deciding marketing work under constraint.

Google & digital media roots

Operator instincts formed at scale

Situation
Earlier career chapters across editorial publishing, digital media, and large-platform environments where audience clarity and signal quality mattered ahead of volume noise.
Justin’s role
Builder and operator across content, media, and marketing systems.
Work completed
Years of shipping narratives, measuring what resonates, and learning how institutions actually decide.
Result / significance
The foundation for NTEXT’s evidence-first approach to B2B marketing leadership.

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