B2B Marketing · High Growth Operator · Firm believer in being excellent to each other

Asrah Natalie Mohammed

I build marketing functions that punch above their weight. It's kind of my thing.

I've spent 8+ years marketing and building full-stack B2B marketing functions. I've reduced costs by 75% for a consulting firm, helped triple revenue for a Series A startup, and created content for everything from indie interior design stores to enterprise companies like HubSpot.

My specialty is taking technical products and services and weaving them into the kind of compelling, human-first content that people actually read. My philosophy is that the best work happens when we are, above all, incredibly kind to each other.

See my work Say hi. (:

8+ Years in B2B marketing

3x Revenue at a Series A startup

3 Full marketing functions built

75% Cost reduction in marketing ops

5 Industries

Selected work

Real work that drove real revenue.

Demand Generation

Interactive product demo

Waymark's product ran on expensive GPU compute, which meant every "free trial" cost actual money. The solution: interactive demos that gave prospects the full hands-on experience without the execs losing sleep over budget. 62K people tried them. 130 became leads.

62K+ Views

64% Engagement

130 Leads

Try the demo →

Product Marketing

Product launch webinar

A major feature launch that needed to land with customers, prospects, and internal teams simultaneously. I wrote the script, ran rehearsals, produced the live event, built every email in the campaign, and designed the collateral. 910 people registered. 692 of them became qualified pipeline. One person did all of it. (Hi.)

910 Registrants

692 SQLs Reached

Check out the webinar →

Paid Media

LinkedIn paid advertising

The target audience was broadcast sales professionals. This is a group whose relationship to new technology can charitably be described as "cautious." The play was peer proof and precision targeting: show them their competitors' results, put it where they actually scroll, and let FOMO do what FOMO does. Industry benchmark CTR sits around 0.44%. We hit 1.4%.

1.4% CTR

$1.93 CPC

2,592 Visits

See the campaign →

Press coverage: Adweek, Variety, Forbes, MIT Technology Review, Financial Times, Inc., AdAge, OpenAI, The Drum, Fast Company

Brand & PR

PR & earned media

Waymark was a 30-person startup trying to establish credibility in a product category that didn't exist yet. There was no brand awareness to lean on. So, we built it: a PR strategy that turned customer stories and product milestones into earned coverage across major publications. Not paid placements, or sponsored content. The kind of work where journalists chose to write about us.

See the coverage →

Spectrum Reach performance case study cover

Customer Marketing

Client case study & ROI showcase

The broadcast industry had heard AI pitches before. What they hadn't seen was proof it could make them money. We worked with one of our partners to clearly position Waymark's platform: not "creative tool," but revenue infrastructure. This flagship case study became the proof point, and opened doors to trade show presentations, banner press placements, prospects raising their hands, and dormant conversations reigniting.

Waymark × Spectrum Reach Enterprise Partner Story

Download the case study →

Content Strategy

Blog & thought leadership

B2B content has a reputation problem, mostly because so much of it reads like it was generated by a committee that met once, agreed on nothing, and published anyway. I wrote pieces that used cultural moments and real human interests as the entry point for technical education.

Cultural Commentary + Industry Education Content Approach

Video Production

Video series & AI demo reels

A video first world means adopting video comms. Lots and lots of video comms. Web series, testimonial snippets, training reels, sizzle reels, and, of course, ads. I'm not a professional video producer, but I know enough to get what most startups need done, and done well. I did that at Waymark every week.

Full Production Ownership Outreach → Script → Edit → Distribute

See video work →

Sales Enablement

Sales collateral & event design

Sales enablement at a startup means you're the strategist and the print shop, sometimes simultaneously. My work ranged from polished board-level presentations to tradeshow booth design to a 4×4 cardstock card specifically designed to get picked up off a conference table. Both kinds close deals.

Pitch Decks • One-Pagers • Event Cards Collateral Suite

See the work →

Additional work

Before Waymark, I built brands and marketing programs across healthcare and government.

Intara Talent social campaign - Get here faster

Intara Talent social campaign - Defending healthcare

Intara Talent social campaign - Healthcare hiring

Intara Talent social campaign - Patient advocates

Brand & Social

Intara Talent Solutions: Social campaigns

Built the brand identity and social media presence for a healthcare talent solutions company. Designed and launched two concurrent campaign series targeting healthcare professionals and hiring managers, each with distinct creative direction and messaging strategy.

Always On Campaign + Roles Campaign Two Concurrent Series

See the campaigns →

GLYDE statistical analysis application by IntegrityM

B2B Marketing

Integrity Management Services: Compliance marketing

Led marketing and communications for a healthcare compliance firm specializing in grants management, auditing, and fraud prevention. Developed collateral, sales enablement materials, and product marketing for GLYDE, their proprietary compliance platform.

Collateral • Product Marketing • Brand Communications Healthcare Compliance

About

I keep ending up as the entire marketing department at companies that are growing faster than their headcount. No complaints here.

My most recent chapter was at Waymark, a Series A generative AI company where I built the marketing function from zero. Demand gen, content, PR, sales enablement, product marketing, customer advocacy, RevOps infrastructure. Three years, 100%+ YOY revenue growth within my first year, marketing headcount of exactly one. My approach isn't anything special: be strategic about what matters, relentless about execution, and honest about what doesn't work.

Before Waymark, I led marketing and communications at Integrity Management Services (healthcare compliance) and learned about B2B communications at Brand USA, the official destination marketing organization for the United States.

Different industries, same playbook: figure out what the audience actually needs to hear, say it better than anyone else, and measure everything.

I have an MA in International Affairs from American University and a BA in Psychology from UPenn; which has turned out to be an excellent foundation for understanding why people click on things.

Outside of work, I like my dog Boone, making every excuse to go to the shoreline, and buying just one more plant.

What I Do

Demand Generation Product Marketing Content Strategy Content Creation Sales Enablement PR & Earned Media Pipeline Attribution Go-to-Market Marketing Optimization AI Overview Optimization

Tools I Use

HubSpot Webflow WordPress GA4 LinkedIn Ads Canva PandaDoc Descript Claude

Awards

Wombat of the Year Waymark

30 Under 30 Destinations International

Don't be shy. I LOVE mail.

If your company is at the stage where someone says "we really need to get our content together" at least once a week, that's my cue.

asrah.mohammed@gmail.com (202) 425-2668 LinkedIn