Most marketing generates activity. The discipline of narrative generates belief. That's what I build.
I've spent two decades building the narrative functions that make complex organizations impossible to ignore.
Naveli Thomas
Two decades of building conviction for complex organizations.
The throughline.
From building PwC Canada's first editorial function to leading the full marketing stack -- brand, content strategy, product marketing, and go-to-market -- through a 75% growth chapter at Info-Tech Research Group, I've spent two decades on one question: how do complex organizations develop a voice that can't be ignored? I've built marketing functions that didn't exist before I walked in, led teams through major market shifts, and used AI to help those teams produce sharper, more nuanced work at every level. The discipline is always the same: find the narrative, then build everything around it.
Track record.
PwC — Info-Tech Research Group — The Conference Board of Canada — Nyox — and Samsung, Emirates, Tetra Pak as agency clients
Built the go-to-market engine behind 75% revenue growth
When I joined, there was no product marketing function. I built it -- and then rebuilt the full marketing engine: brand voice, go-to-market narrative, content strategy, and sales enablement, all connected by a single defensible position. I also introduced AI into how the team worked, using it to pressure-test arguments, sharpen briefs, and produce more nuanced thinking at pace. The result was a marketing organization that could out-position, out-argue, and out-publish its competitors. Revenue continued to grow, outpacing all of them.
Created an enterprise content function that didn't exist before
Recruited as PwC Canada's first Editorial Chief to build firmwide editorial capability -- the first of its kind in the firm's history.
Four years building a consultancy from a blank page
Founded an executive consultancy helping leadership teams sharpen their market narratives and positioning. Built a full roster of repeat clients.
Turned complex policy research into market-relevant narratives
Led enterprise content strategy, increasing engagement by 22% through bolder narratives and creative content assets.
Point of view.
Most content strategies are production plans disguised as strategy.
Real content strategy starts with a point of view the market doesn't yet hold. It's the discipline of deciding what your organization believes before deciding what it publishes. Volume is the last thing that matters.
The best teams I've built use AI to think more rigorously -- not just move faster.
AI raises the bar for marketing. When content becomes effortless to produce, the organizations that win are the ones with sharper thinking underneath it. I've used AI to help marketing teams pressure-test their positioning, find the gaps in their arguments, and produce work that's more layered and defensible. It's a force multiplier for good thinking. It doesn't replace the thinking.
If your company's content could have been written by anyone — or anything — you don't have a content problem. You have a positioning problem.
The fix is never more content. It's a sharper point of view. Everything else -- the campaigns, the decks, the launches -- follows from that.
The arc.
Info-Tech Research Group, AVP -- Head of Product & Content Marketing
Built the marketing functions -- product marketing, brand narrative, content strategy, and go-to-market -- that powered 75% revenue growth. President's Club winner, 2024.
The Conference Board of Canada, Associate Director & Head of Content Strategy
Led enterprise content strategy and increased engagement by 22%.
Nyox, Founder & Executive Consultant
Founded and ran an executive consultancy helping leadership teams sharpen their market narratives.
PwC Canada, Editorial Chief -- Content Strategy
Created PwC Canada's first editorial function -- the first of its kind in the firm's history.
Ivey Business School, MBA
Western University -- case-method program.
PwC India, Manager -- Brand & Communications
Led brand and communications strategy across the India practice.
TUV SUD, South Asia Leader -- Marketing Communications
Led marketing communications across South Asia.
The most interesting problems right now live at the intersection of marketing leadership, narrative strategy, and how AI is changing what great marketing teams can actually produce. I'm always interested in how organizations are rethinking what it means to build a marketing function that moves markets. If you're working on one of those problems, I'd welcome the conversation.
Recent and upcoming topics
- "Your Expertise Product Just Became a Commodity -- Now What?"
- "Stop Building Content Engines. Start Building Narrative Moats."
- "How AI Raises the Bar for Marketing Teams -- and What It Takes to Clear It"
For speaking inquiries, advisory conversations, or the occasional debate about whether brand still matters -- [email protected]