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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. (:
Asrah Natalie Mohammed crouching on a rock outcrop beside her dog Boone, with autumn woods and an open valley behind them
8+ Years in B2B marketing
3x Revenue at a Series A startup
3 Full marketing functions built
75% Cost reduction in marketing ops
7 Industries

Industries I've marketed in

  • Healthcare
  • Federal contracting
  • Travel & tourism
  • Generative AI
  • Adtech
  • Nonprofit (human rights)
  • Nonprofit (animal rescue)

Featured project Fractional Marketing Lead · BD4

Adventures in Series A marketing

Making assets for a product that never stops changing.

BD4 was in beta when I came on. I entered right as the team put the platform in front of real users. As anyone who has worked in software knows, that's basically an exercise in finding out how wrong we were about everything.

Features we were sure people would love turned out to be useless. Things nobody had thought much about became the center of the product. What we were confident was intuitive really, really wasn't.

That is the right way to build. It is a terrible way to make marketing materials. The interface changed drastically week over week, and every asset I made was out of date before I finished it.

By the time the product settled into something strong, I had nothing to show for it. No screenshots that matched, no visuals, nothing. And people don't understand or trust what they can't see.

So one late night I dug up an old Figma file, took plain screenshots of the UI on my account, and worked alongside Claude Design. Together, Claude & I built a complete visual suite in an evening. Device mockups, annotated feature explainers, and a set of interface components I could recombine into whatever we needed next.

I'm including this example because a) the visual assets are pretty slick and b) it pretty clearly reflects where my head is at with AI. It doesn't replace creativity, taste, or knowing what the thing should actually say. Used well, though, it collapses the distance between having an idea and having it exist.

BD4 network screen listing contacts with relationship tags and filters BD4 analyzing recent interactions to find a recommended next step BD4 onboarding asking who you want to build a relationship with

And a component set to build the next thing with

  • Prospect relationship tag: could become a client
  • High-fit tag: close match to your ideal client
  • Warm tag: recent, two-way engagement
  • Established tag: relationship with real history
  • Stat component showing 25 people in your network
  • Business signals component listing investor and operator attributes
  • Recommended action card suggesting a congratulatory outreach
  • Talking points component with two suggested conversation openers
  • Outreach strategy component advising a specific observation over a general pitch
See the full suite →

Selected work

Real work that drove real revenue.

Jump to a project
Waymark interactive product demo
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 →
Waymark Click to Edit product launch
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 →
Waymark LinkedIn FOMO campaign ad
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 →
Waymark blog and thought leadership
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
Waymark video series and AI demo reels
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 →
Waymark sales pitch deck cover
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

I've had a lot of practice being new.

I've lived in seven cities, and I'm probably not done yet. Some of them I chose; some chose me.

All of them taught me the same lesson (sometimes the hard way): that I don't get to assume the person on the other end thinks like I do. Reaching people is about genuine curiosity, learning what matters to them, and caring about that. After that, it gets...pretty easy!

Map of the Americas marking seven cities I have lived in Sherbrooke in Canada, Philadelphia and Washington DC and Carpinteria in the United States, Hamilton in Bermuda, Kingston in Jamaica, and Santiago in Chile, spanning 45 degrees north to 33 degrees south. Kingston, Jamaica is marked with the Jamaican flag and labelled as my hometown. Equator Sherbrooke Canada Philadelphia USA Washington DC USA Carpinteria USA Hamilton Bermuda Kingston Jamaica Santiago Chile (my hometown)

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
Paid Media

LinkedIn paid advertising

The full ABM suite targeting broadcast sales professionals. Each ad was designed around peer proof and competitor FOMO, with messaging tailored to an audience whose relationship to new technology can charitably be described as "cautious."

Waymark LinkedIn ABM ad: competitor FOMO messaging Waymark LinkedIn ABM ad: peer proof messaging Waymark LinkedIn ABM ad targeting broadcast sales teams Waymark LinkedIn ABM ad featuring competitor results Waymark LinkedIn ABM ad with precision audience targeting Waymark LinkedIn ABM ad from the FOMO campaign suite
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Brand & PR

PR & earned media

Every link below is organic earned coverage. No paid placements, no sponsored content. Journalists and editors chose to write about Waymark because the story was worth telling.

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Sales Enablement

Sales collateral & event design

Pitch decks, one-pagers, product overviews, service lists, etc. If something needed to exist, my job was to make it happen!

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Product Marketing

BD4: the visual suite

Device mockups, annotated feature explainers and a reusable component set, built in one evening from an old Figma file, plain screenshots and Claude Design.

Your network: contacts grouped with relationship tags and activity counts Contact intelligence: signals and talking points surfaced for one relationship Daily suggested actions on the home screen Adding contacts by QR code, bulk upload or mailbox import Contact addition flow annotated with its entry points Contact brief showing business signals and suggested next step Outreach drafting with talking points and strategy guidance Overview of the core product functions Network view with relationship strength tags BD4 network screen on a floating device render BD4 onboarding screen asking who you want to build a relationship with BD4 app in use, held in one hand BD4 outreach draft being reviewed on a phone BD4 app on a phone resting on a desk beside a notebook
← Back to the BD4 story
Brand & Social

Intara Talent Solutions: Social campaigns

Two concurrent campaign series for a healthcare talent solutions company. The "Always On" series built brand awareness, while the "Roles" series targeted specific healthcare professional segments.

Intara Always On social campaign spot Intara Always On social campaign spot Intara Always On social campaign spot Intara Always On social campaign spot Intara Always On social campaign spot Intara Roles social campaign spot targeting healthcare professionals Intara Roles social campaign spot targeting healthcare professionals Intara Roles social campaign spot targeting healthcare professionals Intara Roles social campaign spot targeting healthcare professionals Intara Roles social campaign spot targeting healthcare professionals Intara Roles social campaign spot targeting healthcare professionals
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