Hello, I’m Cheryl and my noisy brain created most of what you’ll find on this site. I have over ten years of marketing experience most of which were spent decoding organic marketing for early-stage tech startups.
I help startup founders and GTM leaders turn messy early traction into a clear go-to-market strategy, sharp positioning and messaging, and a repeatable revenue engine.
Product marketing services for early-stage & growth startups
Product Marketing and Competitive Intelligence
Why should you or your product matter to anyone? No frills, no bullshit, just why they should choose you over all other available alternatives. At its very core, Product Marketing is about nailing this for your audience.
Growth Marketing and Demand Generation
Now that your audience has chosen you, how do you make them stick? Growing an audience is about consistently delivering value to your existing users while attracting others like them.
Community Building and Customer Lifecycle Marketing
Listen to your audience, talk to them, and motivate them to talk to each other. Because your users become your supporters, your supporters become your advocates, and your advocates become your tribe.
A simple, low-friction process built for busy founders and lean teams.
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Where are you today 🔍
We review your existing GTM: ICP, pitch, website, sales assets, pipeline and feedback. The goal is to quickly map where your product marketing is helping or holding back growth.
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Where do you want to go? 📍
Short, focused research: customer calls, win/loss snippets, product usage and team interviews. From there we design your positioning, category point-of-view and core narrative.
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How do we get there? 📝
We turn the narrative into practical assets: sales deck, battlecards, discovery questions, website copy, launch briefs and a simple GTM playbook your team can run.
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What defines success? 📈
Product marketing only works if it moves numbers. We look at win rates, deal velocity, pipeline quality and launch performance, and iterate until the GTM system feels repeatable.
What did this translate to in the real world?
Built a stronger narrative and designed the first GTM spine
Focused on shortening the time-to-value for every new user signing up for the product.
Accelerated top-of-funnel growth with rich, research-backed content
Combined industry insight, SEO strategy, and storytelling to expand reach among enterprise and government stakeholders
Designed a reactivation playbook to boost retention
Brought users back into the product by pairing seasonal insights with an insight-led reactivation plan.
Words From People I’ve Worked With
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We needed someone who could refine and redesign our value proposition to clearly highlight our strengths in cloud infrastructure, data management, and our near-100% client retention rate across industries. Cheryl helped us craft a compelling narrative while modernizing the look and feel of our website and sales assets. She quickly understood our needs and offered flexible engagement options that helped us achieve the best possible outcome within our time and resource constraints.
VP, Technology and IT services company
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Whether she was engaging users directly or running campaigns that reached over a million people, Cheryl had a remarkable ability to uncover creative themes that connected with and inspired our audience. She built impactful growth and loyalty programs, drove adoption through thoughtful feature testing and promotion, and seamlessly managed multiple releases across product verticals. Beyond the work itself, her instincts, empathy, and leadership made her an exceptional teammate and a tremendous asset to every team she collaborated with.
VP of Marketing, Series B–funded EdTech startup
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What made working with Cheryl so easy was the dedication and energy she brought from day one. She’s not just a great writer — her curiosity and ability to manage multiple workstreams at once made her an invaluable partner to the broader team, well beyond marketing and sales.
Founder, AI-driven solutions startup for retail and fashion
Hey👋, I’m Cheryl.
I enjoy digging into new products and my Gmail inbox can bear witness to this fact (my promotions tab is where many emails come to die). I like to understand products as a user first and a marketer later because to be a somewhat decent marketer you need to stop thinking like one.
This approach has served me well over the last decade. I’ve held multiple full-time and consulting roles doing exactly this for multiple technology companies and successfully taken a simple, honest message to users who are ultimately just regular people, like you and me.
If any of this sounds interesting and you’d like to know more, this is a great place to start. You can also find me on LinkedIn or get in touch with me right away!
If your startup is reaching the point where GTM needs to mature beyond founder instinct and ad-hoc selling, I help you build the structure and momentum to scale.
Looking for clearer positioning, a stronger narrative, and a repeatable go-to-market plan?
Let’s make that happen.
hello@cheryljoywrites.com
+49 1721311146
Berlin, Germany
In the early stage, you don’t win by out-modeling bigger companies. You win by out-listening them. Find out how human insight becomes your competitive edge in storytelling and positioning.