The Letter Em Overview

I help B2B SaaS startups stop guessing and start growing by transforming their marketing into a predictable, scalable engine. Instead of chasing random tactics, I guide teams to focus on what truly moves the needle: deep customer understanding, clear positioning, and structured marketing execution.

Services:
Customer Discovery: Discover exactly who your ideal customers are and how to reach them effectively using the Jobs-to-be-done framework. Then, position your business in a way that truly resonates with your target audience

Fractional CMO: A part-time, fully integrated marketing leader who works directly with you and your team to drive growth.

Marketing Advisory: A personalized mentorship designed to help you elevate your marketing strategy and achieve your business goals.

I believe in constant small iterations and continuous learning with laser-focused efforts. I’ll help you say no more often, so you can say yes to the right things.

How The Letter Em is Different

I don’t believe in generic marketing playbooks. I focus on real customer insights and strategies that actually fit your business. Here’s what that means:

Customer Discovery Done Right: I use Jobs-to-be-Done interviews to truly understand what drives (or stops) your customers, then translate that into clear messaging and positioning.

Implementation Beyond the Strategy Deck: I support your team through implementation and, most importantly, iteration. Marketing isn’t about big one-time launches, it’s about constant learning and refining.

Laser-Focused Growth Approach: I help teams stop chasing shiny objects and focus on what actually drives scalable, repeatable growth. Saying no to distractions means saying yes to meaningful progress.

Embedded, Not External: Whether as a Fractional CMO or Advisor, I work as an extension of your team, ensuring strategy turns into results.

The Letter Em Client Journey

No two startups are the same, but the road to predictable growth isn’t a mystery. It comes down to a few key steps done right. Here’s what working with me will look like:

In-depth Assessment: Analysis of your current marketing results

Customer Discovery: Through customer interviews, gain a deep understanding of your ideal customer

Strategic Planning: Develop a tailored marketing plan, including budget, roadmap and internal processes.

Scalable Success: Build a repeatable process for generating high-quality leads and achieving your business goals.

Ongoing Advisory & Growth Optimization: I help refine, optimize, and scale your marketing efforts with a continuous learning mindset.

The goal isn’t just to create a strategy, it’s to build a marketing system that grows and evolves with your business. And have fun doing it!

The Letter Em Profile

Hey, I’m Em. I’ve spent the last ten years in startup marketing, leading teams, figuring out what works (and what doesn’t), and navigating the highs and lows of growth. I’ve been through two successful acquisitions, built marketing engines from scratch, and helped companies scale.

But here’s the thing: in tech, the only constant is change. After years of adapting to new leadership and shifting priorities, I realized I wanted something different. I didn’t want to keep changing bosses—I wanted to keep making an impact.

That’s why I started The Letter Em. Now, I get to work with ambitious founders and marketing teams, helping them build sustainable, scalable marketing without all the guesswork. I bring an outsider’s perspective, but I’m close enough to roll up my sleeves and make a real impact.

Cheers,

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The Letter Em Facts

Client Size: Small Business, Medium Business

Year Founded: 2022

Languages: English, French

Industries:

Modified: February 18, 2025

The Letter Em

Expert Services:

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The Letter Em Overview

How The Letter Em is Different

The Letter Em Client Journey

The Letter Em Profile

Social Profiles

The Letter Em Facts

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Author: EmilieCarignan