Hum is a Customer Data Platform for the Scholarly publishing industry. I joined the team in the idea phase, to validate markets and feature sets with market research and brand strategy development. I was then brought in as their head of marketing to launch the brand, position the product, and guide the go-to-market strategy as Hum found product market fit. I developed Hum’s first content-driven marketing funnel, designed to educate and nurture prospects with omnichannel messaging. Given the brand’s strong foundation in customer research, I was quickly able to right-size the messaging, delivering ~50 right-fit marketing qualified leads per month. My efforts helped Hum earn their first $2M in ARR during their first year in business, and set the company on a strong course to finding product-market fit with AI-powered offerings in 2023.