Kit

Kit is a creator marketing platform for online entrepreneurs who are serious about scaling beyond the algorithm.

The company has a fully remote, 90+ person team, aiming to scale to $100 million in ARR. Customers include James Clear, Tim Ferriss, and Ali Abdaal.

Working with Claire Beveridge Consulting

Jan 2025 - June 2025: Strategic growth and leadership

Kit hired Claire as a senior content and growth leader to audit, stabilize, and scale Kit’s content and marketing strategy following a company-wide rebrand.

Sitting at the intersection of strategy, execution, and operational recovery, Claire’s work focused on identifying high-leverage growth opportunities, revenue optimization, and driving alignment across content, brand, lifecycle, and product marketing to position Kit for growth.

Over three and a half years, Kit scaled from $30M to $45M ARR with Claire’s support.

Key contributions:

Growth recovery, performance analysis, and CRO

• Authored a detailed performance report quantifying the impact of the rebrand, including a 16% drop in homepage sign-ups (4,700 fewer accounts in one quarter), a collapse of 87% on the /features page, and an estimated $733K in unrealized LTV revenue in Q4 alone.

• Designed 10 impactful CRO experiments and messaging improvements to reduce friction and optimize user flows. Kit has since begun testing many of these recommendations, further validating the analysis and ensuring long-term impact.

• Proposed and scoped strategic campaigns to drive qualified leads and strengthen brand positioning through creator migration.

Content-led growth

• Built and implemented new editorial formats — including Alternatives articles and a Strategy Sessions series — to support user education, activation, and funnel movement, including the highest-converting piece of the quarter.

• Wrote product launch posts and quick-reaction thought-leadership that drove best-in-month social engagement and CTR.

Sales enablement

• Acted as a de facto product marketing partner, collaborating closely with the sales team to support objection handling, competitive positioning, and bottom-of-funnel alignment.

• Led a case study overhaul, introducing a buyer-psychology informed framework to improve conversions.

• Delivered assets that reinforced differentiation and supported prospect decision-making.

Leadership and operations

• Initiated and led cross-functional growth syncs to increase strategic clarity and collaboration between content, lifecycle, and product marketing.

• Built SOPS for research, customer interviews, and optimization workflows to enable scalable, consistent delivery.

Jan 2022 - Dec 2024: Lead editor and content strategist

Partnered with Kit’s marketing, growth, product, and sales teams as the lead editorial strategist, overseeing content production across the blog, case studies, and creator profiles to support acquisition, engagement, and thought leadership in the creator economy.

Key contributions:

• Directed end-to-end editorial operations — from ideation and brief creation to publication — managing global stakeholders and tight production timelines.

• Mentored and managed freelance writers, providing editorial direction and upskilling support to ensure clarity, consistency, and resonance with Kit’s evolving brand voice.

• Collaborated cross-functionally with SEO, product, and brand teams to align content with strategic priorities and performance goals.

• Developed and maintained editorial style guides to uphold brand consistency and streamline onboarding for new contributors.

• Played a key role in evolving Kit’s content formats and tone of voice, adapting strategy to meet changing market dynamics and audience expectations.