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, conversion copy, and direct response ads.
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 conversion page built from ICP up — two distinct buyer personas, separate hero framings, pricing architecture with psychological anchoring, and testimonials matched to each segment. Written to convert, not just to describe.
Five LinkedIn and Meta ad concepts for Perennial — each built around a different angle, audience signal, or funnel stage. Includes hook, body, CTA, and a one-line rationale for why this angle was chosen. Written to demonstrate range across formats, tones, and buyer entry points.
A self-published backlist series. No launch campaign. No PR budget. Then BookTok discovered it — and it changed the landscape of the publishing industry. This piece opens with the Ice Planet Barbarians moment and uses it to make a strategic case for evergreen catalog marketing. Written to educate Perennial's ICP while demonstrating top-of-funnel content instincts.
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.
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.