Hi, I'm Grace. I help companies tell their biggest stories.
An almost-journalist working at the intersection of brand, GTM, and product. For a decade I've helped some of the most-watched companies in software figure out what they're really trying to say — then say it so people remember. Currently Head of Integrated Marketing at Webflow.
Turning an AEO product launch into a season of FlowTV
At Webflow I led the narrative for our AEO product launch: telling the market what Answer Engine Optimization is, and why it matters, as one big story. We reimagined FlowTV as the vehicle for it, with a prestige TV-style brand video, an AI Guy video series, and a run of virtual events and live Q&As, all part of one integrated campaign.
Repositioning content from a service desk to a revenue driver
When I got to GitLab, content was treated as a production service. I led the global content team and turned it into a strategic function tied to pipeline and revenue, with the measurement to prove it. We ran the content behind GitLab 17 and 18, the company's biggest releases and virtual events, launched The Source as its editorial hub for the future of software development, and led the annual Global DevSecOps Report.
Brand storytelling for the company behind the modern web
Vercel, the company behind Next.js, was scaling fast, and the brand had to keep up. I led brand and content strategy in close partnership with leadership, connecting the company's story to real growth: the narratives behind product launches and the Vercel Ship event, and the storytelling for marquee customers like SZA and MrBeast.
Turning content into a growth engine through a Microsoft acquisition
I joined GitHub when it was still a startup and left it part of Microsoft. As Director of Content Strategy and Ops, I turned content into a leading editorial, acquisition, and retention channel, and held the brand voice steady through one of the biggest acquisitions in tech. Launching The ReadME Project was a highlight along the way.
I trained as a journalist and then took a left turn into tech, where the job turned out to be mostly the same: find the true story, and tell it clearly enough that people care.
I care about the big narrative and the sentence-level craft in equal measure: the strategy that decides what a company is really about, and the word choice that makes it land. Lately I'm tinkering with content agent workflows and how AI reshapes what a content team can be. Also, getting through life by petting as many dogs as possible.