My benchmark is a 91-year-old named Normie.

He has five Facebook accounts because every time he forgets his password, he makes a new one.

He's also my test for clarity. If Normie can explain the product, your buyer can explain it to their boss.

Work with me See the work ↓

Where I've worked

I make complicated products simple.

Infrastructure, platforms, software. The stuff that lets people make cool things. More than 10 years of it, from selling Macs to leading product marketing at Deel. Some of the cool things I've worked on:

  • Wrote the keynote for Unity's CEO at AWE
  • Co-launched multiple products with Google
  • Turned Deel's free HRIS into a multi-million-dollar business
  • Grew Unity's XR revenue 20–30% a year, three years running
  • Launched Unity support for Meta Quest, Apple Vision Pro, PlayStation VR2, and Magic Leap
  • Once sat in a room with Chance the Rapper

I'm obsessive. I want to know why a product was built before I write a word about it. I read sociology and psychology to understand why people buy. I lurk in Reddit threads, talk to customers, and show up at their events until I sound like them. I'll also argue about your homepage at 11pm on a Tuesday.

Work I've done.

Unity Mars product page hero

Unity · 2021

Redefining success.

Unity Mars was an AR tool tracking at 40% of plan, and customers didn't understand it. We fixed the story and churn dropped. Then we bundled it and usage jumped 300%.

  • 30% lower churn
  • $250K → $0 ad spend cut
  • 300% more usage after bundling
Get the details
  • Problem. Mars was sold as its own product, but it was an add-on. Customers were confused. Did they even need it?
  • Approach. We talked to users, lost customers, and sales. Same answer every time. Mars made hard AR work faster by cutting testing time and giving devs simulated environments.
  • ICP. Agencies that lose money on testing time. Pro developers who know the pain of debugging an AR app.
  • Fix. New positioning, messaging, sales deck, and product page. Tested new pricing and win-backs. I stopped paid ads, cancelled an agency rebrand, and sold to Unity customers already building AR.
  • Bundle. Then we stopped selling Mars as an add-on and bundled it with Unity Pro. Conversion and retention of our key SKU went up with our ICP.

Sometimes the right move is saying no and rethinking how the product is sold. The product was good. The market fit needed a rethink.

Deel HRIS product visual

Deel · 2025

Free was the problem.

Nobody wants to sell free. Nobody trusts buying it either. We put a price on Deel's HRIS, and it became a 7-figure business in 3 months.

  • Free → paid at $5 PEPM
  • 7 figures in 3 months
  • 100%+ of SQO target, every month
Get the details
  • Research. Customer interviews, pricing studies, competitor teardowns, and sales call reviews.
  • Testing. We launched at $5 PEPM in one market first.
  • Packaging. Three reasons to buy. It works in every country. It connects to the rest of Deel. Employees like using it.
  • Campaign. A full launch: new web pages, new sales collateral, and work with our web team to show up in AI search answers.
  • Pipeline. We've beaten our SQO target every month since launch. The funnel is full, and cross-sell is up.
  • What's next. Customers said pricing was too complex. We cut it to three simple bundles, priced below the competition. Results soon.

Deel · 2024

27 products, one story.

Deel's 300-person sales team sold 27 products one at a time. We changed the pitch from products to outcomes.

  • +40% platform attach rate
  • Hundreds of multi-product SQOs
  • +15% book-a-demo from the hero video
Get the details
  • Launch. A homepage video, a platform page, and a sales deck with talk tracks and discovery questions.
  • Sales. I sat down with our best salespeople and built a pitch any AE could copy with confidence, one that set us apart from the competition.
  • Impact. Within a month, sales talked about the platform differently. Pipeline followed.

Unity · 2022

Developers trust developers.

Your customers tell your story better than you do. I found a visionary studio building something cool, fresh off a big Series A from a16z, and put them everywhere.

  • ~250 SQOs
  • 30% close-won rate
  • ~$2.5M ARR attributed
Get the details
  • Insight. Buyers trust people like them, and they want to see something cool.
  • Proof. RamenVR was building the first VR MMO with Unity's cutting-edge tech, on the Quest 2, a low-powered piece of VR hardware.
  • Campaign. A 4-minute customer video (with cuts for social and paid), a technical deep dive, blog posts, a case study, events, ads, and quotes on our website. We put our marketing dollars and channels behind our customer: how they used Unity, and how they solved the hard problems of building complex VR games.
LANDR logo

LANDR · 2017

The first 10 days.

New users who don't activate in 10 days don't come back. So we built a high-velocity experiment process to get users to their aha moment.

  • 25% of new revenue, driven directly
  • 50% of total revenue impacted
  • +30% activation rate
Get the details
  • Onboarding by type. Hobbyists found a mastered track in their library on day one, so they could hear the difference. Pros got tips for using LANDR with their music software.
  • Right email, right time. Customers got emails based on what they were doing, or what they didn't do. Tips and next steps, personalized to genre and acquisition channel. Then we enriched the data and went further: demographics changed our tone, and estimated income changed which plan we pushed.
  • Long tail. We didn't give up on cold users. We kept them engaged with music-making content and well-timed, aggressive promotions. Every long-tail dollar moved our LTV up and our CAC down.
  • Increase engagement. When the album's done, why come back? Challenges and prizes, like a session with a real producer.
  • What we built. A small team testing fast. Over 1,000 automated emails and in-app messages, 1.5M users, seven languages.

Three ways we can work together.

Positioning & Messaging

One story, from your homepage to your sales deck. Positioning, messaging, web copy, and sales collateral.

$4,500 USD

Start a project

Fractional

Hands-on help for a launch, a pricing change, or a busy team.

$75 USD / hour

Book some hours

Full-time

Senior or lead PMM. AI, developer tools, enterprise software, hardware. Remote or Montréal.

Hiring now?

Tell me about the role

“Does not shy away from asking the hard questions.”

Dan · Sr. Engineer

“Jase has been a large part of my success.”

Geoff · Head of Marketing

“Jase is an incredibly strong marketer.”

Victoria · Sr. Relationship Manager

Free thinking.

LENS

Positioning, in focus.

When everyone has the same features and the same reviews, buyers stop comparing features. They pick the safest choice. LENS helps you become that choice for the right people, in four steps.

Read the framework Skill coming soon

  1. Listen

    Talk to your best customers. Who are they, how do they describe you, and why did they buy?

  2. Exclude

    Cut aggressively (unless you're Salesforce). Anyone who isn't a clear yes for you is a no.

  3. Name

    What can you do for your best customer that no one else can? List every angle.

  4. Sold at

    Distribution is an advantage. Get your price right, and show up where your customer already shops.

Product Copy Editor

Copy, designed.

Apple's Design Awards write-ups might be the best product copy on the internet, because they don't read like marketing. They're written by someone who cares about the small details, and isn't afraid to use a little Gen Z slang or make a self-deprecating joke.

Read the framework
Skill coming soon

Map the room

Buy-in, without the title.

PMMs don't own the roadmap, the quota, or the budget. You still need everyone moving together. Start with what each person needs. Then ask for what you need, in their words.

Read the framework
Skill coming soon

Tell me what you're working on.

Want to hire me? Have questions about product marketing, or marketing in general? Let's chat.

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