CDXP Repositioning

Overview

When I joined Cinch, the platform was often described in terms of what it did — email, SMS, loyalty, automation — rather than what it meant for a business. The category was crowded, the messaging was feature-first, and the narrative wasn't giving Sales or Marketing a clear, differentiated story to tell.

I led the strategic repositioning of Cinch as a Customer Data Experience Platform — a category we defined ourselves — shifting the conversation from tool capabilities to business outcomes and making Cinch the only platform that unified customer data, marketing automation, and loyalty in a single system built for multi-location B2C brands.

Challenge

Repositioning a SaaS platform mid-market isn't just a messaging exercise — it requires every team to tell the same story, at every touchpoint, with enough consistency that the market eventually repeats it back to you. The challenge was building a messaging architecture that was specific enough to be credible, flexible enough to work across verticals and funnel stages, and clear enough that a Sales rep could use it in the first 60 seconds of a cold call.

Approach

• Architected the unified CDXP messaging framework — brand pillars, positioning statement, ICP narrative, and persona-specific value propositions — deployed consistently from website through late-stage sales conversations

• Strategized, wrote, and launched Cinch's 100+ page website, including information architecture, SEO strategy, and messaging hierarchy

• Led messaging for paid and ABM campaigns, authoring vertical- and feature-first ad copy and landing page narratives across priority industries

• Developed single-feature campaign frameworks that surfaced messaging insights feeding directly into product roadmap emphasis and GTM prioritization

• Trained Jasper AI on approved brand voice, personas, and messaging to scale content production without sacrificing narrative integrity

• Served as the connective tissue between executive leadership, product, sales, customer success, and data teams — unifying storytelling across website, campaigns, events, and sales conversations

Result

• 418% increase in inbound demo requests (Q4 2025), with inbound becoming the highest-converting marketing channel at 48% Sales Qualified

• Website conversion rate more than doubled (1.23% → 2.55%)

• Content and storytelling supported 206 event-driven deals and $883K+ in Q4 pipeline

Explore the Work

Click here to explore the Cinch website.