Perennial is a backlist marketing platform for independent authors and publishers. This portfolio demonstrates end-to-end product marketing thinking — from positioning and GTM strategy to long-form content and conversion copy.
Each piece is designed to demonstrate a specific set of skills while staying true to Perennial's voice, positioning, and ICP. Together they show the range a growth-stage SaaS team actually needs.
Full landing page built from positioning strategy — hero, problem framing, feature architecture, testimonials, and pricing. Written to convert two distinct ICPs: indie authors and small publishers.
Full go-to-market strategy for the Evergreen Campaign Builder feature launch — ICP definitions, messaging framework, competitive positioning, two-phase launch timeline, KPIs, and sales enablement.
Long-form thought leadership piece anchored by the Ruby Dixon / Ice Planet Barbarians BookTok moment. Makes the strategic case for evergreen backlist marketing while driving organic discovery for Perennial.
Each piece is designed to fill specific gaps that publishing, creator economy, and B2B SaaS hiring managers look for in senior PMM and content candidates.
Perennial is a fictional SaaS company built from the ground up as a portfolio piece — not a template dressed up with placeholder copy, but a product with real positioning, a real ICP, and a real strategic narrative.
The brief was simple: use what I know about the publishing industry, backlist economics, and reader communities to build the kind of marketing that would actually move the needle for a company like this. Every piece is grounded in real industry dynamics and real PMM methodology.
The background behind it: 15+ years in marketing and communications across publishing, nonprofits, higher education, and the creator economy — including three years managing 40+ annual campaigns at Sourcebooks, where I built and scaled an ambassador program to 2,900% growth with a 33.7% engagement rate.