ASHBY • PRINCIPAL PMM, BRAND NARRATIVE & KEYNOTE
Narrative Strategy
The narrative should not be invented. It should be discovered.
I synthesize research, technical reality, audience needs, and changing constraints into a durable through-line that can travel across audiences without changing the facts.
64 → 57
intelligence reports converted into realistic wartime training devices
One evidence spine
audience-specific outputs without factual drift
Two-document reframe
mission story separated from technical validation
CASE 01
Broad mission → coherent narrative system
Moonroot began as a broad mission spanning conservation, retreat, education, community, and operating concepts. Research and constraints were translated into clearer audiences, phased offerings, decision criteria, and a narrative connecting mission to practical value.
CASE 02
Audience-fit failure → communication architecture
A financing package exposed a mismatch between mission narrative and technical underwriting needs. I separated mission/alignment from technical/financial validation and reused a common evidence base for institution-specific packages with different asks and risk framing.
CASE 03
Technical evidence → human action
Converted 64 intelligence reports into 57 realistic wartime training devices used across 24 operations for 34 personnel; separately audited 88 pages of operating instructions to correct outdated references and ambiguous language.
CASE 04
Writing and executive communication
Selected early in my career to brief the Eleventh Air Force Commander and wing leadership on technical capabilities; later translated technical, readiness, resource, and risk information for senior leaders, federal partners, allied organizations, and operational teams.
Supporting evidence
- AI-assisted synthesis with source controls and human editorial authority.
- Direct conservation-easement stakeholder discovery.
- 85-task / 57-deficiency validation as evidence-discipline support.
How I would approach Ashby’s narrative work
Build from recurring customer jobs, anxieties, language, product differentiation, market movement, and company direction; maintain durable narrative pillars with evidence and audience-specific expressions beneath them.
Treat a keynote as decision architecture: audience tension → market/customer reality → point of view → product evidence → implications → memorable close.
Scope & boundaries
I have not held a formal SaaS Product Marketing title, owned company-wide SaaS messaging architecture, or led a corporate product keynote. The portfolio demonstrates research, synthesis, audience translation, senior communication, and narrative architecture directly.
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