What this industry taught me
Ed-tech marketing requires translating complex products into simple, emotional outcomes. I learned that decision-makers in education are overwhelmed by options and skeptical of hype. What breaks through is proof: real stories from real teachers and students showing measurable impact.
How I tackled it
I researched the ed-tech buyer journey, interviewed educators about their pain points, and studied how the most successful platforms positioned themselves. I asked what would make a school district actually switch tools, then built messaging around those specific friction points.
Why I love this work
Education is one of the few industries where better marketing can literally improve lives. When you help an ed-tech company reach more schools, you are helping more students learn. That purpose makes the work meaningful in a way few industries can match.
The most underrated play
Customer story video series is the most underrated format in ed-tech. Instead of product demos, create 60-second videos of teachers explaining one specific moment where the tool changed their classroom. Authentic, unscripted, filmed on an iPhone. These outperform polished brand videos because educators trust other educators, not marketing departments.
Selected work
Capabilities for this industry
The Ask
Let's build the ed-tech story.
From positioning to production to reporting — done by one operator.