Hundreds of campaigns taught me to run strategy that sticks
Since 2019, I’ve worked with hundreds of businesses, gaining a rare perspective on different audiences and challenges. I’m genuinely curious about what makes people pay attention, shapes their decisions, and brings them back.
Featured Campaigns
A snapshot of marketing initiatives spanning go-to-market strategy, marketing operations, and demand generation.
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Go-To-Market Strategy
Brushd Beauty
$100K+
Revenue within the first eight months,
from launch to top-ten Amazon seller
View Case Study
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Marketing Operations
Big Brands
500+
Product catalog for national retail
accounts across Canada
View Case Study
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Demand Generation
Mortgage Brokerage
7 Channels
Paid, social, email, video, landing page,
print and in-person
View Case Study
End-to-End Strategy
I own the arc from positioning and briefs through creative direction and launch, so nothing gets lost in the handoff between strategy and delivery.
Campaign Strategy
Clear briefs, aligned priorities and coordinated execution, so your team moves faster and stays focused on business goals.
- Campaign architecture
- Audience segmentation
- Messaging frameworks
- Creative direction
- Channel planning
- Performance analysis
Content Strategy
A clearer content direction built around audience needs, business goals and search demand, so execution gets easier and more consistent.
- Editorial strategy
- Narrative and voice
- Content systems
- Brand positioning
- Content governance
- Search demand
SEO & Organic Growth
Stronger organic visibility from content built to be retrieved by search engines and AI answer engines.
- Search-led content
- SEO and AEO strategy
- Technical SEO
- Site architecture
- Intent mapping
- Marketplace optimization
16+ Industries
Technical products, regulated categories, and long buying cycles across financial services, healthcare, SaaS, e-commerce, CPG, B2B, and public-sector organizations.
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Financial Services
Content that clears compliance review and still converts. -
Real Estate
Listing-led demand in a market that resets every week. -
SaaS & Technology
Technical products explained without losing the detail. -
Healthcare
Regulated claims, cautious buyers, long approval chains. -
Beauty & Personal Care
Crowded shelves where the first three words decide it. -
E-Commerce
Listings, ads and lifecycle emails working together. -
Toys & Games
Gift-season timing and a buyer who isn't the player. -
Retail & Wholesale
Buyer-facing assets that survive a category review. -
Home Services
Local intent captured at the moment the need appears. -
Industrial & Manufacturing
Technical buyers, small audiences, very long cycles. -
Media & Advertising
Marketing to the people who market for a living. -
Indigenous & Public Sector
Community-first messaging on a procurement timeline. -
Food & Beverage
Everyday purchases driven by convenience and repeat buying. -
Sports & Recreation
Seasonal demand with a short window to capture it. -
Consumer Packaged Goods
Multi-SKU portfolios fighting for the same shelf space. -
Events & Experiences
A fixed date, a full room, and no second chance.
Measurable Results
See what the work delivered across five projects, from launching a new brand and generating revenue to improving product visibility and supporting sales. Explore each result and select a case study to see the strategy, execution, and decisions behind the numbers.
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$100K Launch revenueBrushd Beauty Launched a beauty brand from scratch, generating $100K in revenue within eight months. Read Case Study
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$10K Sales in 30 daysInspiration Play Simplified product messaging and optimized the listing to support stronger sales. Read Case Study
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500+ Product catalogueBig Brands Wholesale Built a marketing function and developed a 500+ product catalogue for national retail accounts. Read Case Study
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$5.9K Sales increaseLittle Jupiter Optimized Amazon listings and product visibility, contributing to a $5.9K sales increase in 30 days. Read Case Study
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1,500+ Product reviewsJaxon Lane Developed conversion-focused product copy across a men's skincare catalogue. Read Case Study
The Tools Behind the Work
From research and strategy to execution, analytics and optimization,
these are the platforms I use to move work from idea to launch.
Recent Articles
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What Analog Marketing Is and Why Budgets Are Shifting Toward It in 2027
As digital content becomes easier to produce and harder to trust, marketers are investing in physical experiences and human connections. Here's where budgets are shifting and which analog tactics are worth testing.
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How I Rebuilt My Website Content Strategy Without a Developer or Design Team
Rebuilding my own website meant connecting positioning, messaging, SEO, design, and AI-assisted development. Here's the seven-step process I used to bring it all together.
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How to Get Products Recommended by AI With Sharper Positioning
AI shopping assistants are good at answering specific questions and poor at guessing what a vague product is for. Sharper positioning is what gets a product named.
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What to Post on LinkedIn for B2B When Generic Content Stops Working
Nobody books a meeting from a new hire announcement. The posts that build pipeline for B2B teams do the opposite of what most LinkedIn advice tells you to do.
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6 Internal Communication Examples Leaders Get Wrong, With Rewrites
Most company emails leave readers trying to figure out what they actually meant. Six real examples of where leaders lose their teams, and the rewrites that land.
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How to Interpret Marketing Metrics Without Owning the Dashboard
The whole campaign launches on time and the numbers still refuse to tell you what worked. Reading marketing data when you do not own the reporting stack.
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How to Build a Content Marketing Workflow as a One-Person Team
When you own marketing alone, content creation gets pushed by every urgent ask that lands. The workflow that keeps planned content shipping anyway.
What Leaders Say
Christian Rodgers
CEO, Riverbend Consulting
“Christina was our go-to content writer at Riverbend Consulting. She has deep knowledge of the marketplace ecosystem and can turn dense, technical topics into clear, long-form content that sellers can actually understand and use. She also brings a strong grasp of current SEO and GEO best practices and is naturally curious about testing new approaches. I’m most impressed by how well she captures my voice when ghostwriting content on my behalf.”
Eric Riehle
Owner, Skunklabs
“Christina was a pleasure to work with and an excellent content strategist. She took the time to really understand each product before writing, delivered everything on time, and was extremely thorough throughout the process. Her Amazon product listing copy struck the right balance between smart keyword integration and natural, shopper-focused language that actually converts.”
Carley Bennett
Marketing Manager
“I had the pleasure of working with Christina Passmore and can confidently say she was an exceptional asset to our business. Christina was consistently easy to work with, professional, reliable, and highly collaborative in every project we shared. She is extremely organized and demonstrated a strong ability to manage workflows efficiently while meeting deadlines without sacrificing quality. Every piece of content she produced was clearly on-brand, strategically structured, and thoughtfully tailored to the target audience.”
Alex Penfold
Owner, Jaxon Lane
“Christina optimized our Amazon listing copy in the lead-up to the holiday season. The products optimized by Christina performed significantly better than forecasted, so we’re very impressed with her work. Christina separates herself from the competition by boosting organic rank with natural copy that does not read like keyword stuffing.”
Karyn Thomas
CEO and Co-Founder, Private Label Profit
“Christina is a very skilled and competent writer. She created the sales copy for a couple different Amazon product listings for me, and I was super impressed! She went over and above with the keyword research, SEO optimization, and the persuasive and compelling sales copy that she wrote! I would absolutely recommend working with Christina if you want to boost your Amazon product listing’s conversion rates!”
Trice Alford
CMO, Growth Strategist, Board Member, Podcast Host and Mentor
SEO Content Strategy
“Christina is great to work with. She is organized, diligent, and understands the value of what she does for an organization. I’d have no problem partnering with her again to develop content with my team in the future.”
Great Marketing Starts With Strategy
Most teams are drowning in content requests, dashboards, and new tools, with nobody setting the direction underneath any of it. More output doesn't fix the problem. The teams that break out hire someone who leads with strategy.