Who's behind this
I don't care if you post more.
I care if every post means something.
Mae Social is a content strategy studio for brands with something real to say — and no interest in sounding like the last five brands they scrolled past.
The short version
Strategy comes before the content does.
Nearly every "we need to post more" conversation is really a positioning conversation with the wrong label on it. The message is unclear, the offer isn't sharp, the pillars shift every quarter — and the content pays for it.
I work across audience, offer, positioning, voice, messaging, pillars, distribution, and the conversion path. Because none of it holds up in isolation, and pretending otherwise is how you end up with a Notion full of half-good posts.
The manifesto (yes, really)
Things I won't shut up about.
Clear beats clever. Every time.
Repetition is a feature. Say the important thing until you're sick of it — then say it again.
A brand voice isn't a list of adjectives. It's the words you refuse to use.
Content serves the business. Not the ego. Not the algorithm.
Most 'content ideas' don't deserve to become posts. Kill more than you publish.
Strategy makes creation lighter. If yours makes it heavier, it's not strategy.
Being recognizable beats being everywhere. Consistency compounds; ubiquity forgets you.
01
Before Mae Social
Nine years bouncing between agencies, in-house teams, and the platform side of the fence. Wrote for SaaS, cybersecurity, AI, hospitality, healthcare — the works. Watched smart brands with no clear point of view get louder every quarter and less memorable every year.
02
The pattern that wouldn't quit
The content problem was almost never a content problem. It was fuzzy positioning, a message that shifted whenever a new head of marketing joined, and a calendar being run by whoever had time on Thursday.
03
Why strategy became the whole job
Because strategy is the thing that makes every downstream decision easier. Fewer meetings. Sharper drafts. Nobody arguing about caption tone at 11pm on a Sunday.
04
What Mae Social is now
A small studio. Content strategy, brand messaging, and the systems that make publishing feel obvious instead of exhausting. One person. Real work. Priced honestly.
05
What you should leave with
A clearer message. A repeatable system. A point of view you can defend in a boardroom without opening a slide deck.
Working style
What working together actually feels like.
Clear
No jargon. If a decision doesn't make sense in one sentence, we rework it until it does.
Collaborative
The good strategy comes from real conversations with founders and teams, not an intake form.
Honest
I'll tell you when a post isn't the answer. When the offer needs work first. When you're the bottleneck. Sorry in advance.
Structured
Frameworks, calendars, and documented systems your team can actually run without me looking over their shoulder.
On the record
“Posting more isn't the answer. Being clearer is. It always was.”
Off the clock
Life outside the Notion doc.
Content people are also just people. A few honest lines in place of a LinkedIn bio.
- Currently reading
- The Copywriter's Handbook (again)
- On loop
- Whatever's cutting through the algorithm this week
- Coffee order
- Flat white. Two shots. No sugar, don't ask.
- Based between
- Toronto ↔ Mumbai
