I build marketing that generates pipeline, before you have a marketing team.
Fractional marketing executive and positioning consultant. 15+ years across AI, fintech, SaaS, hiring tech, and healthtech. Toronto-built, Paris-based.
The numbers follow the narrative.
Positioning work sounds soft until you attach it to revenue. Here's what it looked like attached.
$103.9M
in mortgage originations after rebuilding Fraction's brand, site, and go-to-market around one clear story.
Fraction • Fintech
$13.1M
raised at Zoom.ai, including a $5.2M Series A, on the strength of narrative design and enterprise storytelling.
Zoom.ai • AI
48%
conversion rate after the rebrand, a ten-point lift in one quarter, plus a 750+ partner network worth $10M+ in pipeline.
Fraction • Fintech
Four ways in. One outcome: a marketing engine you own.
No. 1
Fractional marketing leadership
For funded startups without a marketing lead
Your part-time marketing executive, embedded in the leadership team. Strategy, positioning, GTM architecture, and the hiring or agency decisions that usually go wrong without one. Built to be handed over, not held hostage.
let's talk →No. 2
The positioning sprint
For teams whose product outgrew their story
A focused engagement to sharpen who you're for, what you're really selling, and the words that make complicated products feel obvious. You leave with messaging your sales team actually uses, and a market map you'll reference for years.
let's talk →No. 3
The thought leadership engine
For founders and executives with a real point of view
Voice guides, a content operating rhythm, ghostwritten long form, and if it fits, a podcast built like a media property. The system that turned Willo's executive bench into a pipeline channel, installed for yours.
let's talk →No. 4
Advisory & mentorship
For early-stage founders and accelerator programs
Ongoing advisory for founding teams: office hours, ICP and go-to-market reviews, and the strategic second opinion before big marketing decisions. The same work behind YSpace, ELLA, Elevate, and The Forum.
learn more →What it's like to work together.
"One of the most strategic and creative marketing leaders I've encountered. She combines exceptional brand storytelling with growth-focused thinking and genuine empathy."
Tanya van Soest • Founder, The Articulate Collective
"She's provided brilliant coaching and strategic input from a CMO perspective. Anyone would be lucky to work alongside Anita."
Rachel Thomson • CMO, Willo
"The energy she brings to work is second to none and she isn't afraid to take on any challenge. Really enjoyed working together."
Hayden James Poudrier • Co-founder & CEO, Fraction
"Her mentees always share how much they value her clarity, warmth, and ability to turn complex growth challenges into practical, actionable insights."
Alina Ali • Entrepreneurship Manager, YSpace
"One of the most strategic and creative marketing leaders I've encountered. She combines exceptional brand storytelling with growth-focused thinking and genuine empathy."
Tanya van Soest • Founder, The Articulate Collective
"She's provided brilliant coaching and strategic input from a CMO perspective. Anyone would be lucky to work alongside Anita."
Rachel Thomson • CMO, Willo
"The energy she brings to work is second to none and she isn't afraid to take on any challenge. Really enjoyed working together."
Hayden James Poudrier • Co-founder & CEO, Fraction
"Her mentees always share how much they value her clarity, warmth, and ability to turn complex growth challenges into practical, actionable insights."
Alina Ali • Entrepreneurship Manager, YSpace
The podcast
Looks Good on Paper
A hiring podcast built like a media property. Three seasons, live stage recordings at RecFest UK, and a Season 3 question worth sitting with: how confident should you actually be in how you hire?
Season 1
What's broken
Why hiring looks fine on paper and fails in practice.
Season 2
How to fix it
The practitioners actually rebuilding the process.
Season 3 • now playing
The Confidence Gap
What do you actually trust, examined guest by guest.
Live at RecFest UK, Knebworth: the show left the studio and set up on the festival ground, recording with talent leaders in front of thousands.
How it starts.
No. 1
A real conversation
Thirty minutes on where you are, what's stuck, and whether we're a fit. No deck, no pitch.
No. 2
A plan you keep
A clear proposal with scope, rhythm, and outcomes. If we don't work together, the thinking is still yours.
No. 3
An embedded rhythm
Weekly momentum, systems built in your tools, and a team that gets stronger the whole way through.
Systems installed, not tasks completed.
Fifteen years across AI, fintech, SaaS, hiring tech, and healthtech, in-house and fractional. Every engagement below shipped a system the team still runs.
Featured case studies
01
Willo
Hiring technology
Brand and thought leadership partner. A three-person executive content bench, Willo Insights, and a podcast with a stage presence.
read →02
Fraction
Fintech lending
$103.9M in originations, a 48% conversion rate off a full rebrand, and a 750+ partner network generating $10M+ in pipeline.
read →03
Looks Good on Paper
Podcast • media property
Three seasons, sole host, a codified launch system per episode, and live recordings at the UK's largest talent festival.
read →04
ELLA / YSpace
York University • women founders
A full five-module marketing curriculum, 235+ slides, a workbook system, and the ELLA EXPRESS launch strategy.
read →05
Zoom.ai
AI • enterprise SaaS
Narrative design that helped raise $13.1M, plus co-marketing programs with Microsoft, Google, and Cisco.
read →06
Ghostwriting & long form
Executive voice
Bylines, thought leadership, and founder content written in someone else's voice so well nobody can tell.
read →More brands
The do-it-yourself shelf.
The same frameworks from client engagements, packaged so you can run them yourself. Workbooks download instantly; calls come with me in the room.
Messaging & positioning
Positioning Quick-Start Workbook
CA$9.99
The fastest way in: the core positioning questions, answered in an afternoon.
Buy nowMessaging & Positioning Workbook
CA$47.00
The full system: ICP mapping, value propositions, and message architecture, step by step.
Buy nowThe Positioning Perfecter Package
CA$47.00
The bundle: both positioning workbooks together, sequenced the way clients get them.
Buy nowThought leadership
Thought Leadership Quick-Start Workbook
CA$17.00
Your story is your strategy: find the point of view worth building content around.
Buy nowThought Leadership Workbook
CA$47.00
The full engine: voice, pillars, cadence, and the operating rhythm that compounds.
Buy nowThe Visibility Stack
CA$57.00
Positioning plus thought leadership, bundled: the complete founder visibility system.
Buy nowWorkbooks + a call with me
The Positioning Clarity Call
CA$197.00
The positioning workbooks plus a working session to pressure-test your answers together.
Buy nowThe Thought Leadership Clarity Call
CA$197.00
The thought leadership system plus a session to shape your voice and content plan live.
Buy nowThe Visibility Stack Plus Call
CA$297.00
Everything on this shelf, plus a strategy call: the closest thing to hiring me for an hour.
Buy nowWillo
Hiring technology • Brand & thought leadership partner
Willo came to InGoodCo with strong product truth and a quiet voice. The engagement built the machine that changed that: a thought leadership operating rhythm for a three-person executive bench, each targeting a distinct buyer, with weekly story extraction and a daily LinkedIn practice the team runs themselves.
Alongside it: the launch of Willo Insights, a codified voice guide per executive, byline placements in HR trade press, and Looks Good on Paper, the company's podcast, hosted by Anita and taken live on stage at RecFest UK.
"She's provided brilliant coaching and strategic input from a CMO perspective, giving me invaluable guidance. She's always bringing fresh ideas, asking the right questions. Anyone would be lucky to work alongside Anita."
Rachel Thomson • CMO, Willo
Fraction
Fintech lending • Director of Marketing • 2021 to 2023
$103.9M
in mortgage originations through integrated GTM
48%
conversion rate after the rebuild, a ten-point lift quarter over quarter
750+
partner network, generating $10M+ in pipeline
Fraction sells a genuinely complicated product: home equity without monthly payments. The work was narrative simplification at every layer: a full rebrand and website rebuild that explained the product to the everyday reader, US expansion across five-plus states with localized messaging, and a GTM architecture aligned to revenue goals that shortened sales cycles.
The PR program put Fraction in front of audiences across Canada and Washington state, including recognition as Canadian Lender of the Year.
"Anita is highly professional and diligent in her work and addition to any team. The energy she brings to work is second to none and she isn't afraid to take on any challenge. Really enjoyed working together and hope we get to collaborate in the future again."
Hayden James Poudrier • Co-founder & CEO, Fraction
Looks Good on Paper
Podcast • Media property, powered by Willo • Sole host
A podcast built like a product: three seasons with a deliberate arc, a codified launch-asset system for every episode, guest packages with embedded social copy, and live pop-up recordings at RecFest UK in front of thousands of talent leaders. Season 3 explores The Confidence Gap.
ELLA / YSpace
York University • Course creator & program advisor
5
modules in a full marketing curriculum for women founders
235+
slides, with a companion workbook system, strategy to assessment
4
part video series: Marketing Foundations, produced by YSpace
Course creator and fractional CMO for York University's women founders programs. The work spans the ELLA Ascend digital marketing curriculum, the on-camera Marketing Foundations series, one-on-one growth mentorship across the YSpace tech portfolio, and launch strategy for ELLA EXPRESS.
"Anita brings a combination of strategic depth and hands-on execution. She has consistently helped founders refine their customer segments, identify high-value opportunities, and develop go-to-market strategies that drive measurable growth and revenue."
Alina Ali • Entrepreneurship Manager, YSpace
Zoom.ai
AI • Head of Marketing • 2017 to 2019
$13.1M
raised through narrative design and enterprise storytelling
$5.2M
Series A within that raise
3
co-marketing programs: Microsoft, Google, and Cisco
Head of Marketing during the company's fundraising years. The narrative and enterprise storytelling work directly supported $13.1M in funding, while partnership co-marketing with Microsoft, Google, and Cisco built the credibility an AI startup needs to sell into the enterprise.
"Collaborative, an active listener, a wealth of knowledge in all the areas of marketing. Her management style is filled with compassion and she's always open to hearing suggestions which drive revenue and results."
Jess Joyce • Client, Zoom.ai era
Ghostwriting & long form
Executive voice • Ongoing
Bylines in trade press, founder thought leadership, LinkedIn operating rhythms, and long-form content written in an executive's voice so faithfully that their own team can't tell the difference. Voice guides are built per person: sentence length, register, evidence style, the things they'd never say.
Axonify
Frontline enablement • Formerly Nudge, acquired
Marketing and content work with the frontline training and communications platform through its Nudge era, a company that went on to be acquired by Axonify.
Spinach
Meeting productivity SaaS • Formerly Hypercontext
Marketing and content work with the meeting productivity platform through its Hypercontext era.
Oomple
On-demand talent marketplace
Marketing and positioning work with the on-demand professional talent platform.
Crescendo
DEI technology • Director of Marketing • 2019 to 2021
Built Crescendo's core messaging and content strategy and developed an early community engine that expanded reach among HR and DEI leaders: a more human-centric brand, the company's first product marketing campaign, and marketing automation with an inbound funnel.
"An absolute force when it comes to growth marketing and PR. She was an early advisor at Crescendo and helped establish us as a market leader in the Diversity and Inclusion space."
Daniel D'Souza • Head of Growth, Consensus
Eirene
End-of-life services • Head of Marketing • 2019 to 2021
Marketing leadership in one of the highest-trust, most sensitive, most regulated categories there is. Built customer education systems that grew referrals by earning credibility first, proof that the positioning-first method works even where trust is everything.
Campsi
Early-stage startup • Marketing strategy
Marketing strategy from vision through execution for an early-stage founder: a strategic foundation built to grow with the company.
"She understood our vision from the start and provided a strong strategic foundation that we're excited to build on. Anita is sharp, enthusiastic, and brings a lot of experience helping early stage startups."
Karlie Rosenberg • Founder, Campsi
Medbox RX
Healthtech
Marketing and positioning for a healthtech innovator. Case study coming soon.
Looks Good on Paper
Season 3: The Confidence Gap. The distance between how confident companies think they are in their hiring, and how confident they should actually be.
Season 1
What's broken
Why hiring looks fine on paper and fails in practice.
Season 2
How to fix it
The practitioners actually rebuilding the process.
Season 3 • now playing
The Confidence Gap
What do you actually trust, examined guest by guest.
Season 3 guests
Have a strong take on hiring?
The show looks for practitioners with first-party evidence and a point of view they can defend.
A decade of rooms, 2015 to now.
Keynotes, panels, workshops, and live podcast activations, on inclusive marketing, founder-led content, and startup growth.
2026
RecFest UK, Knebworth
Live podcast activations and lead capture at the UK's largest talent festival. Pop-up recordings of Looks Good on Paper with talent leaders on site.
2024, 2025, 2026
Elevate Festival
Three consecutive years speaking at one of Canada's largest tech festivals, on inclusive marketing and startup growth.
Ongoing
Marketing Foundations
A four-part workshop series produced by YSpace, York University, giving startup founders a real grounding in marketing.
Ongoing
ELLA Ascend workshop
Hands-on digital marketing curriculum: modern tools (Lovable, Cursor, Figma, custom GPTs), AI pitfalls and trust failures, built for service providers as much as product builders.
2016
Dx3
Canada's conference for digital marketing, retail, and technology.
2015
TechToronto
Where it started: speaking to Toronto's tech community.
Founders leave with clarity, not homework.
Mentorship through Canada's leading accelerators, and advisory for founding teams who want a strategic second opinion on standby.
Role
Program Advisor
YSpace / ELLA, York University. ELLA and ELLA EXPRESS, programs for women founders.
Role
Growth Mentor
YSpace technology portfolio, one-on-one mentorship across go-to-market and growth.
Role
Mentor & instructor
Elevate and The Forum, workshops on digital marketing, GTM, founder-led content, and sales enablement.
Advisory services
A strategic second opinion, on standby.
For founding teams past the accelerator stage: monthly advisory, office hours, ICP and go-to-market reviews, and the gut-check before big marketing decisions. The same thinking behind the case studies, at advisory scale.
From the people who run the programs
"Her mentees always share how much they value her clarity, warmth, and ability to turn complex growth challenges into practical, actionable insights."
Alina Ali • Entrepreneurship Manager, YSpace
"An incredible mentor and community builder who brings loads of energy, empathy, and expertise to everything she does. An invaluable part of the Canadian ecosystem."
Nafis Ahmed • Associate Director, YSpace
From founders
"Over 3-4 months, with Anita's guidance and introductions, I was able to build strong relationships with key people in the restaurant industry and association space. These connections have been instrumental in moving our company forward."
Apostolos Topsis • Eros Influencer Marketing
"She helped us map out our ICPs across different segments. This work was pivotal, it directly influenced our shift to a B2B approach. Every session ended with actionable materials we could apply to the business right away."
Agbonlahor • Founder, Anutio
"Anita helped us clarify our value proposition, tighten our brand positioning, and map a strategic market path. Thoughtful, collaborative, and insight-driven."
Sochukwuma Aham-neze • CEO, Kweeq Technology
"As a founder, I constantly felt like I was guessing when it came to marketing. Anita focused on what was actually achievable and sustainable, not just what sounds good in theory."
Anash Parayil • Co-Founder, HaleTale
Toronto built the toolkit. Paris sharpened the point of view.
Fifteen-plus years in marketing: from early influencer work in restaurants and foodservice, through head-of-marketing roles at venture-backed startups (Zoom.ai, Fraction, Crescendo, Eirene), to InGoodCo, a fractional practice serving AI, fintech, SaaS, hiring tech, and healthtech companies. Based in Paris, working across North America and Europe.
The through-line: positioning first. When the point of view is sharp, content compounds, sales conversations shorten, and marketing stops feeling like guesswork. Complex products become clear, simple narratives that accelerate understanding, adoption, and reach.
Also: a University of Toronto grad (History and Political Science, with PR and crisis communications after), a personal essayist, and someone who genuinely believes marketing should be fun to make and fun to receive.
"Any organization would be fortunate to have Anita leading their marketing efforts. She has my highest recommendation."
Tanya van Soest • Founder, The Articulate Collective
One call. Real clarity.
Here about client work, speaking, advisory, or the podcast? Say which in your booking note and we'll make the time count.