Product Marketing and Creative Content
Product marketing and hands-on content creation for a Git-backed CMS, spanning strategy, publishing, video, writing, events, community and analytics.
Audience snapshot
While I oversaw the marketing, the strongest growth came from channels built around useful product education, ongoing community contact and repeat publishing. These figures compare the final snapshot from 12 March 2025 with the supplied 2024 baselines.
YouTube subscribers
891
+25%
From 711 on 30 May 2024
Discord members
2,416
+25%
From 1,938 on 18 June 2024
Newsletter contacts
13,891
+27%
From 10,898 on 18 June 2024
LinkedIn followers
652
+15%
From 567 on 30 May 2024
Channel totals as at 12 March 2025, compared with the stated 2024 baselines. Growth reflects the work of the TinaCMS and SSW teams and wider community, not a single-person attribution.
My role
The project
After SSW acquired TinaCMS, I moved from leading SSW TV into a marketing role for a Git-backed content management system. I was responsible for clarifying the product story, creating and reviewing content, reinforcing key messages and publishing across channels for developers and content editors.
The approach
The work combined communication strategy with daily production. I filmed and edited video, created image assets, wrote articles and campaign copy, reviewed material from the wider team, managed newsletters and social publishing, and used Google Analytics, Microsoft Clarity, Mailchimp and channel data to understand what audiences responded to.
What remained
By 12 March 2025, YouTube subscribers, Discord members, newsletter contacts and LinkedIn followers had grown against their 2024 baselines. Not every channel rose: X followers fell 3%, and annual blog views fell from 43,000 to 12,000. The figures are a transparent snapshot of channel movement during my time with Tina and reflect the work of the wider team and community.
Strategy
Tina had strong technology and an active developer community, but its positioning, campaigns and performance tracking needed a clearer system. I helped define who the product was speaking to, what each audience needed to understand and how Tina could communicate its value without sounding like generic software marketing.
Content
I turned technical subjects into channel-specific content for the website, blog, newsletter, YouTube and social platforms. That meant moving between writing, filming, editing, graphics and publishing, while reviewing other material for accuracy, tone, consistency and alignment with the key message.
Evidence
I tracked channel performance and used Google Analytics, Microsoft Clarity, Mailchimp and platform insights to test assumptions. Heatmaps and user behaviour exposed where our intended website journeys differed from reality, helping us restructure content around what people actually did rather than what we expected them to do.
Community
I helped deliver Tina's presence across eight developer conferences in Denmark, Portugal, Norway, the United Kingdom and Australia, as well as TinaCon. The events created direct feedback loops with users, while the llama mascot, alpaca-wool plushies and playful merchandise gave the brand a memorable physical identity.
Commercial
My role also reached into pricing and go-to-market work. I reviewed competitors, modelled scenarios and connected pricing to user value, treating the commercial offer as another expression of trust and clear communication.
Published work
Examples of content I produced and published to explain the product, support campaigns and engage Tina's audiences.
Next project
White Flag
