case study: securesplit (summer, 2025)

SecureSplit, a fintech SaaS startup, initially approached me to create an investor pitch deck to communicate its market opportunity, product vision, and competitive positioning. As the project progressed, it became clear that comprehensive market research and additional strategic assets were needed to prepare for launch. The engagement expanded into a multi-project initiative covering market analysis, brand identity, marketing collateral, expansion planning, and internal systems to support growth.

• Conduct in-depth market research to assess TAM, industry trends, and competitive landscape
• Design an investor-ready pitch deck 
• Establish brand guidelines for consistent identity
• Create sales and marketing enablement collateral 
• Build market models for TAM, churn, and revenue forecasting
• Develop B2B/B2C expansion and partnership strategies
• Organize and standardize marketing assets for team-wide efficiency

• Researched and analyzed market size, adoption trends, and competitor positioning
• Designed pitch deck and comprehensive brand guidelines in Canva 
• Produced brochures translating complex fintech concepts into clear, visually engaging content
• Modeled growth and retention scenarios in Excel, integrating visuals into Canva for easy updates 
• Created investor-grade decks outlining expansion strategies and partnership opportunities
• Developed a searchable Google Doc asset library with standardized naming, descriptions, and onboarding instructions

• Transformed an initial pitch deck into a full go-to-market and brand foundation backed by robust market research 
• Delivered professional, consistent assets across all marketing channels
• Improved alignment between sales, marketing, and product teams
• Equipped leadership with data-driven market insights and scalable strategies
• Established repeatable systems for asset creation, campaign execution, and data updates

• Initial investor pitch deck creation, expanding into a full B2B go-to-market buildout 
• In-depth market research and competitive analysis for the divorce-focused fintech SaaS market
• GTM strategy and positioning based on market insights and adoption trends 
• Brand guidelines and visual identity for consistent multi-channel presence
• Market sizing and growth modeling (TAM, churn, retention, revenue) with supporting research data
• Strategic partnership and regional expansion planning informed by market findings 
• Internal asset organization to support scaling sales and product teams

• Investor-ready pitch deck and editable brand guideline kit 
• 3 Ideal Customer Profiles (ICPs) and buyer personas targeting B2B segments, based on market research
• Strategic brochures and partner-facing decks aligned with enterprise sales cycles
• Comprehensive market analysis deck with forecasts, retention models, pipeline projections, and competitive mapping
• B2B expansion and partnership strategy presentations for investor and partner meetings 
• Searchable Google Doc marketing asset library with standardized templates and documented research sources