What I'm working on: Content quality + impact at scale
Hi, I'm Zion. I work in B2B tech and healthcare marketing because 1) I get to learn and solve problems every day, and 2) complicated never has to be boring but so often is.
Even though these industries are transforming the world every day, trends and breakthroughs go from attention-grabbing to white noise virtually overnight. The solutions you promise – and the expertise and results you have to back it up – become meaningless and easy to ignore unless you have clear patterns and strong storytelling nudging your audience along their journey to success.
That's the never-ending problem I help B2B organizations solve – bringing content performance and creative and editorial insights under one, unified architecture. Thought leadership & messaging, brand standards, content strategy & operations, brand standards, information architecture, customer stories, sales enablement. To me, it's all part of a bigger picture, and once you figure out the foundation, it all falls into place for everyone who creates content for or with your brand.
Step one: Getting technical SMEs, business leaders, marketers, and sales teams on the same page, a page written in the customer's language. And now, with AI-powered and automated workflows, that unified architecture can power so much more. I've built organic content engines for SME-contributed content, scaled content customer and thought leader content programs, and amplified the impact of organic content across organic, paid, and account-based channels.
Across all those workstreams, the goals remain the same. Help brands break through the noise, establish their differentiated expertise and point of view, and drive product and sales-led growth. Check out my portfolio and LinkedIn to learn more about what I've done for global brands like Confluent, Red Hat, Medicx, and TruMed Systems.
Selected Work
Establishing POVs on Emerging Tech
Across companies like Confluent, Red Hat, Medcx Health, Digi International, and Scrum Ventures, I've worked closely with product marketing, technology & business strategists, and customers to define and refine the points of view that help B2B tech brands establish differentiated expertise. At Red Hat, for example, I worked closely with the portfolio marketing team and Office of the CTO to create the point-of-view messaging guides, persona messaging resources, campaign assets, and edge computing product naming strategy. From there, those materials became the basis of derivative content that helped drive significant demand and pipeline for the company's Red Hat Edge portfolio post-launch.
Connecting Thought Leadership and PipeGen for Medicx
I devised the thought leadership and content strategy for Medicx Health (now part of Optimize Rx) to help establish the differentiated value of its patented, HIPAA-compliant targeting technology for pharmaceutical and life sciences brands. After extensive interviews and research with the sales, product, marketing, and key customer advisors, I created messaging, sales enablement resources, and two pillar assets on the Medicx's differentiated POV on the looming "cookieless marketing" problem and its top use case, audience design. Once live, these ebooks generated leads among 20+ of the top pharmaceutical brands in Medicx's target account list within two week campaigns on LinkedIn.
LinkedIn Newsletter: Amplifying Thought Leaders & Customer Stories
In February 2026, I launched the.flow.state newsletter as part of organic demand generation and content amplification strategy, focused on engaging product owners, data platform leads, and executives. Using Notebook LM to source and repurpose stories from our successful Life Is But a Stream customer interviews, we were able to go from ideation to first launch in just a few weeks. And after the first edition, I adjusted our copy/tone and subject line, and we were able to increase CTRs and page views by 6x. In the first month, the newsletter gained 85k+ subscribers (>12% of corporate account followers, 2.5x benchmarks and with >75% within target audience).
From One to Many: Scaling & Streamlining Content Programs With Brand Standards + AI
Starting in 2023, I began ideating new ways to think about, document, and bridge user journeys at Confluent. Without a common language or opinionated approach, teams often created duplicative or inconsistent touchpoints and offers. In addition to creating the company's corporate style guide, customer story templates, agency onboarding resources, a AI-powered SEO/GEO content brief workflow, I also created a user journey model that allowed us to regularly audit content domains and systematically identify content gaps and opportunities for different personas. Altogether, this work allowed me to build a global taxonomy for Gemini to tag all marketing and sales enablement content and equip content creators and the AI tools they use to understand the full context of the brand, its target audience, and its current priorities and goals.
Organic Content Engine at Confluent
At Confluent, I defined the overarching content categories, pillar topics, and editorial themes shaping the brand's organic content strategy. Laying that foundation allowed me to lead a cross-functional team that could quickly extract valuable narratives in collaboration with technical SMEs and thought leaders; build a content engine that moved in continuous strategy > planning > execution > analysis loops each quarter; and produced dozens of pieces of content that became the basis for organic + paid derivative assets across LinkedIn, Reddit, paid search, newsletters, email nurtures, and more.
Full-Funnel Impact: SEO & GEO Content Strategy
Starting in 2025, I co-led an information architecture overhaul to address long-standing challenges that had been eroding Confluent's organic search visibility for years. Many of these challenges – poor URL and content structuring, thin or duplicative content, inconsistent topic coverage – were most apparent on the blog. Even with many technical changes yet to be implemented, within the first year, we were able to significantly increasing CTRs and influenced leads from technical blog posts and drive more product signups and net new accounts registered.
Tech Exec's Guide: Engaging & Converting a New Audience for Confluent
I created an ebook called “The Tech Exec’s Guide to the Data Streaming Ecosystem” which focused on not educating decision-makers and gatekeepers in the buying group on 1) the challenges data streaming solves in the enterprise tech stack and 2) the efficiency and innovation it can drive when adopted and implemented strategically. The ebook directly drove $3.6M in pipeline generation across expanding accounts in AMER and net new customers in APAC in a year. Its launch also helped us identify where to amplify and repurpose its visuals and narrative across email, organic social, newsletters, paid media, and sponsored articles to nurture and re-target users and accounts showing interest in our top priority use cases. The ebook’s resource page becoming one of our highest converting landing pages (~27% vs ~9% on average) and a resource that sales teams could share directly or pull excerpts from when needed.