About Catherine
I help health and wellness practitioners and brands make complex work clear. I shape brand positioning, messaging, and copy so the right people understand what you do and why it matters.
With 10+ years of experience across health and wellness, EdTech, SaaS, and consumer goods, I work at the intersection of brand strategy and communication. My focus is on turning deep expertise into language that lands, without losing the nuance that makes the work credible.
My background is in consumer psychology and education, which means I understand both how people make decisions and how they take in new information. Before I write a word, I work out where the communication is breaking down and why. I'm drawn to working with practitioners and brands who genuinely believe in what they offer but haven't yet found the language to convince others. If that's you, I can help.
I'm often brought in when the work itself is strong, but the way it's explained or positioned isn't doing it justice yet.
What I do
- Brand & positioning strategy: clarify what you do, who it's for, and how it should be understood
- Website copy: homepage, about, services, programmes
- Messaging frameworks and brand voice guidelines
- Content strategy and content pillars
Sample Work
- Nervous system training specialist: full brand positioning, messaging framework, website copy, and content system. Built from scratch, handed over as a complete, self-running system.
- SaaS startup (EdTech): designed onboarding and training systems for 500+ learners per term, reducing ramp-up time by 30%.
- Global skincare rebrand: built blended training for EU rollout; improved consultant confidence and customer engagement.
- Creator platform (Maven): supported 60+ experts in transforming their expertise into structured, interactive programmes.
English
Native or bilingual
Remote only
Primarily works remotely
Experience
- NeuroSoma
On Malt
Nervous System Training Specialist | B2C + B2B PositioningDecember 2025 - January 2026 (1 month)I developed a complete brand and content system for a nervous system training practice. A niche service that doesn't fit traditional categories (not therapy, medical treatment, or coaching).The Challenge:Position biofeedback-based nervous system training for high performers who've tried everything but still feel stuck. The service is unfamiliar to most people and requires education without overwhelming potential clients with jargon or medical claims.What I Delivered:Brand Positioning DocumentDefined who the practice serves, what makes it different, clear scope boundaries, and core messaging that translates complex psychophysiology into accessible language.Website Copy (4 Full Pages)Homepage, How It Works, Working With Me, and Programmes—all SEO-optimised with proper heading structure, meta descriptions, and keyword strategy. The copy speaks directly to people doing everything right but noticing patterns they can't explain.Content Pillar FrameworkBuilt a sustainable content system with 4 strategic pillars, 31 content concepts, a distribution strategy, and platform-specific guidance for Instagram, LinkedIn, video, and email.Implementation GuideDecision trees, content batching workflows, red flags to avoid, briefing templates for collaborators, and a 30-day content starter plan—ensuring the strategy actually gets executed.Email SequenceWelcome sequence for newsletter signup tied to the content framework.The Result:A complete, usable brand system the client can operate independently—clear positioning, conversion-focused website copy, and sustainable content strategy. - Client: Leading Australian Skincare Brand | Remote / EuropeProgram Manager – Learning Design & Enablement (Rebrand Training Initiative)EDUCATION AND E-LEARNINGMarch 2025 - October 2025 (7 months)
- Led the end-to-end design and delivery of a multi-market training program supporting a major brand repositioning — from standalone products to targeted skin-concern protocols (e.g., rosacea, adult acne).
- Built a blended learning ecosystem combining live cohort training (consultant-led) with asynchronous microlearning modules, interactive games, and SCORM-compliant LMS content.
- Developed full learning assets suite: training decks, onboarding flows, assessment activities, and edited video tutorials aligned to brand narrative and product outcomes.
- Partnered cross-functionally with Marketing, Product, Design, and Clinical SMEs to translate scientific insights into engaging, customer-ready stories.
- Extended enablement beyond internal teams, embedding education in customer-facing digital flows to improve buyer confidence and conversion.
- Program now powering the European market rollout, driving early adoption and visibility across distributors and sales channels.
- SynthesisCustomer Experience ManagerEDUCATION AND E-LEARNINGApril 2022 - December 2024 (2 years and 8 months)• Designed AI-assisted onboarding workflows for 300+ families per term, reducing support queries by 25% and cutting response times from days to hours.• Built a searchable knowledge base with automated tagging, improving parent satisfaction scores by +15%.• Coached and supported 20+ teachers with AI-enabled feedback loops, improving delivery consistency and raising re-enrolment rates +10%.
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Education
- Diploma in CoachingIrish Lifecoach Institute2017Diploma in Coaching
- PGCEHibernia College2008PGCE