Check out some of the things I’ve done as a Head of Marketing, as well as as an independent copywriter. A lot of my projects have been done under an NDA – unfortunately, I can’t link to them here. But I’m happy to share relevant work samples with you privately.
Toucan was developing a complex blockchain infrastructure for more transparent carbon markets. Our solution targeted two very different audiences: On one side, carbon project developers, companies, and certifiers. On the other side, blockchain developers and users who had little knowledge about carbon markets.
As Head of Marketing (promoted from Head of Content & Community), I spent three years developing a clear brand language and content strategy that aimed at translating technical complexity and building trust with institutional partners. This included building media kits, developing thought leadership formats, creating sales materials, and executing our core product launch in collaboration with the certifier Puro.Earth.
Landing Page & Product Page
Agile and smart: With these principles in mind, I continuously updated our website according to new product developments. When we launched our „Biochar-Pool“ product, I developed a dedicated Product Landing Page.
Technical explainers
Good communication builds trust. A core pillar of my content strategy was timeless materials explaining our products and thinking, e.g., KYC for Blockchain Carbon Markets or Tokenization of carbon credits. To create these materials, I interviewed experts and conducted thorough research.
Trust building & Thought Leadership
I strategically leveraged events and collaborations with key industry players to demonstrate our values collaboration and open discourse. The result: a number of content series, e.g., event communication, founder spotlights, and expert interviews.
Ela joined Toucan as one of the earliest members and quickly became an anchor within the team. She is incredibly reliable and independent, making her a joy to work with. What I value most as a founder and CEO is her courage to speak her mind during challenging times, always aiming to drive positive change for the team and the company.
Raphael Haupt, CEO & Founder, Toucan
In the age of AI, cultural and technical nuances become key advantages for international expansions. Netherlands-based security tech company Nedap branched out into the DACH area and needed their company values, customer stories, and explainer articles presented in native-level German.
I began working with Rafaela when I needed some help with SEO-oriented content. She’d been producing industry-specific copy for one of my colleagues for a few months, and we were very happy with her work. Rafaela really understands how to create content and copy shaped around the audience, and she more than meets our quality standards. As well as Nedap, her clients include SMEs and larger companies in Europe and the USA, and she applies this great breadth of experience to her work with us. I wouldn’t hesitate to recommend Rafaela for marketing copy that really resonates with the target audience to get results.
Roos van Groenewoud, Marketing, Nedap
Over the span of multiple years, I created and transcreated technical content and case studies for the German-speaking market. Often, my work included interviewing team members of Nedap and translating their expert knowledge into audience-oriented content pieces and sales enablement materials.
A specific challenge was the preservation of technical accuracy as well as a context-sensitive approach to anglicisms, which I either translated or maintained in their original language.
A strong brand consists of more than a few well-written pieces of copy. It needs clarity and consistency – especially after Google’s EEAT updates in 2025. Many founders have strong values and great ideas, but they struggle with communicating those clearly. That’s why I start projects with defining positioning, mission, and target audience. Based on this information, I create copy that sounds like you and feels authentic.
Website rework (German)
The existing website predominantly consisted of blog posts with key messages that conveyed Michis personality. But it lacked a UX focus. While reworking the website, I kept key elements, sharpened messages, and added new content. Openness, inclusion, and the founder's personality are central across the website.
About Page (German)
The client has already tried multiple versions of an About page, but didn't feel like any sounded like her. We reduced copy to cover only key aspects, added strong images, and reworked the site design. The result: A concise site capturing the client's spirit and personality, stripped of unnecessary marketing fluff.
Long-term collaboration (German)
Reduction of environmental harm and a focus on the client is central for this event planner in Hamburg. When reworking their website, I focused on conveying these values, while maintaining formal language. Our collaboration spans multiple years, during which I provided copy for additional subpages and campaigns.
Founded a climate tech startup? Are you an entrepreneur who wants to make the planet a bit better? Or a business without resources (yet) for a dedicated marketing team?
We can collaborate on a project-by-project basis, or I can support you as a fractional marketer.
