Overview

Magnifi is an AI-powered sports technology platform operating across global markets including Americas, EMEA, APAC, MENA, SEA, and DACH.

As the company expanded internationally, communication challenges became increasingly complex. Messaging around AI, automation, and sports production workflows varied significantly across regions, while marketing communication lacked measurable commercial contribution despite heavy event-driven GTM activity.

I was brought in to lead and restructure the communication layer across campaigns, product messaging, event communication, thought leadership, PR, and multi-market GTM initiatives.

Challenge

The business faced three core challenges:

• Marketing communication was generating little measurable pipeline contribution despite significant event investment
• Product messaging around AI and automation lacked regional nuance and audience-specific positioning
• A lean communication team needed to support multiple international markets, launches, campaigns, and stakeholders simultaneously

The broader objective was to build scalable communication systems that could support enterprise GTM efforts while improving audience relevance, recall, and conversion.

Approach

I rebuilt the communication strategy around audience psychology, regional behavior, and commercially relevant product storytelling.

This included:

• restructuring campaign messaging into concise, persona-focused communication
• aligning product narratives with operational pain points instead of feature-heavy positioning
• developing regional communication playbooks and messaging guidelines
• creating market-specific vocabulary systems around AI and automation
• collaborating closely with product, sales, regional leadership, and demand generation teams to align communication with GTM priorities