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.

During Claire's three-year engagement, Kit grew from $30M to $45M ARR.

Jan 2025 - June 2025: Strategic growth and leadership

Challenge

Following a company-wide rebrand, Kit needed senior strategic leadership to assess the commercial impact, identify recovery opportunities, and drive alignment across content, brand, lifecycle, and product marketing quickly due to hemorrhaging organic acquisition, growth, and retention.

Work

Claire was brought in as a senior content and growth leader, sitting at the intersection of strategy, execution, and operational recovery. She audited performance across the entire marketing site, designed CRO experiments, built new editorial formats, supported sales enablement, and led cross-functional growth syncs to restore momentum and position Kit for sustainable growth.

Results

  • Authored a comprehensive performance report quantifying the full commercial impact of the rebrand across the homepage, pricing page, and all feature pages

  • Identified a 16% drop in homepage sign-ups and an estimated $700K+ in unrealized LTV revenue in Q4 alone — with $2.93M+ at risk over 12-15 months without intervention

  • Diagnosed the /features page collapse — an 87% drop in free sign-ups and 85% drop in paid upgrades — as the single largest conversion failure across the marketing site

  • Validated through paid search testing that "The Creator Marketing Platform" generated substantially higher CTR than the rebrand's "Email-First Operating System" tagline — a finding Kit later acted on, updating the homepage messaging after Claire's departure

  • Identified the /deliverability page as a high-converting outlier with an 18% conversion rate and recommended targeted promotion as a growth lever

  • Designed 10 CRO experiments to reduce friction and optimize user flows across key acquisition pages

  • Introduced new editorial formats, including the highest-converting piece of the quarter

  • Drove best-in-month social engagement and CTR through product launch and thought leadership content

  • Led case study overhaul using a buyer-psychology informed framework to improve conversions

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

Jan 2022 - Dec 2024: Editorial strategy and content leadership

Challenge

Kit needed a senior editorial partner to lead content production across their blog, case studies, and creator profiles — someone who could manage global stakeholders, maintain brand consistency, and align content with SEO, product, and growth priorities across a fast-moving publishing calendar.

Work

Claire served as lead editorial strategist, directing end-to-end content operations from ideation and brief creation through to publication. She mentored and managed freelance writers, developed and maintained editorial style guides, and collaborated cross-functionally with SEO, product, and brand teams to keep content aligned with strategic priorities.

Results

  • Maintained editorial quality and consistency across a high-volume publishing program spanning three years

  • Evolved Kit's content formats and tone of voice to reflect changing market dynamics

  • Built contributor onboarding infrastructure that scaled the team without sacrificing standards

  • Developed and executed a content pruning strategy, personally editing pruned content to preserve quality and SEO value

  • Supported a full site migration with zero loss in traffic or rankings

“I can’t imagine our blog running without Claire’s leadership” - Dani Stewart, Content Manager, Kit

Work with Claire
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