Work / A record of structure moves

The work, not the pitch.

Businesses arrive with different symptoms. The work is finding what is actually in the way, then building the structure that changes it.

Positioning · Brand · Go-to-market · Digital · Operating designSelected work · 2017 to 2026

01 / Reputation, given a structure

Thirty years of reputation,
built into a brand that can grow.

Constraint: A reputation built entirely by referral, and no commercial structure to carry it into new markets.
Built: Positioning · brand · commercial model · go-to-market · digital · founder authority.
Now: A market-facing brand, a live site and a go-to-market across three regions. Watchtower · Mayfair, London.

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02 / From activity to system

Highest monthly sales and leads on record for the Vancouver franchise.

Constraint: Four campaigns run separately by whoever owned each budget.
Built: One commercial engine: positioning, channels, partnerships and sales rhythm connected.
Now: The record month, October 2017. Vancouver · premium retail · marketing lead.

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03 / From network to demand

Editorial first.
Then the room.
Then the sale.

Constraint: A private network of designers with no public platform and no pull.
Built: A five-gallery Mayfair series. A masterclass that sold out. Nine months, from zero.
Now: A visible cultural and commercial platform. Marylebone Design Collectif · marketing manager, the first key hire.

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04 / From product to category

A complex product.
A much bigger story.

Constraint: A securities-lending platform the market understood as a product, not a category.
Built: Rebrand chapter · Series-B communications · founder authority · events · film · US expansion.
Now: Credited by name in CōLab’s published case study. London · fintech · in-house.

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05 / Luxury real estate · West Vancouver

A $12.8M sale.
A brand built to match.

Constraint: A decade of luxury sales sitting behind an off-the-shelf realtor template, indistinguishable from every other agent in the market.
Built: Positioning · brand · a named entry offer, The Vision Review · a three-door structure of Sell, Buy and Relocate · editorial journal · private list · a trilingual site in English, French and Farsi.
Now: An independent practice under Royal Pacific Lions Gate Realty, with a $12.8M sale on the board. West Vancouver · North Shore · Vancouver.

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Outcomes

Record monthCalifornia Closets · highest monthly sales and leads on record for the Vancouver franchise, October 2017
Sold outMarylebone Design Collectif · the masterclass, filled from the audience the editorial had built
Series B rebrandSharegain · brand, communications and events through the $64M round
$12.8MBehnoush Malek · a $12.8M property sale, now showcased on the independent brand we built to replace her brokerage template
Global expansionWatchtower · a full rebrand and a go-to-market across three regions, for a firm with thirty years of private reputation. Open to introductions

Evidence

In the world

Strategy should eventually stop looking like strategy. Five pieces you can go and look at right now, at the source.

Watchtower · the live site Watchtower · the identity, in market Sharegain · the published case study Behnoush Malek · the live site and The Vision Review Marylebone · ART × INTERIORS, the finale

The record, in pictures

Six strands of work that sit behind the five chapters. Nothing here is hidden behind a click.

Coverage & platforms

Named press, design-world partners and recognition, with the pieces themselves linked to the source.

In the press

Elle · Fashion · Global News · Western Living · Vancouver Magazine · The Georgia Straight · North Shore Outlook · London Life · Mayfair Life · Kensington House

Design-world partners & platforms · Marylebone Design Collectif

HOFA Gallery · JD Malat Gallery · Pictorum Gallery · Gillian Jason Gallery · Kensington House · 1 Hotel Mayfair · Poggenpohl UK · Mayfair Design District · London Craft Week · Emilie Interior Design · Maison & Objet

Recognition · work led

Ambleside Dermedics, Best New Business 2013, West Vancouver Chamber of Commerce · Four consecutive Best of the City recognitions, Yaletown Laser Centre · Singapore Kindness Award

Sharegain · Money20/20

Ambleside Dermedics, in Do Vancouver like a Real Housewife.

To feature Michelle in an article, broadcast or podcast, get in touch.

The rooms

Mayfair and the design world. Where introductions happen: founder evenings, private views, the exhibitions that keep the eye trained. Now in Vancouver: Anteroom, in the room.

Hay Hill Mayfair · founder events Hay Hill · the room, mid-evening 1 Hotel Mayfair · art gallery and interior design, a sold-out evening JD Malat Gallery · private view with the Collectif Gabrielle Chanel, Fashion Manifesto · V&A, London London Tech Week 2024 · Corporate Innovation Stage, Olympia

Masterclasses

Teaching in London.

Unlocking Leads · 1 Mayfair Place, London

Unlocking Leads. Two runs at 1 Mayfair Place on winning HNW and UHNW clients. Registration for the second filled from the audience the editorial had built, and it sold out.

A masterclass for your team

On film

Six Sharegain films from my time on the marketing team, made with the team and its production partners.

Film · Sharegain

Life at Sharegain

The employer-brand film for a capital-markets fintech, made in-house during the rebrand and Series-B chapter.

Watch on YouTube → Film · Sharegain

Securities lending, explained

The proposition film, a complex capital-markets product made legible to the people who buy it.

Watch on YouTube → Film · Sharegain

Two founders on the future of capital markets

Boaz Yaari in conversation with Scott C. Ganeles, putting the founder in the room with the industry.

Watch on YouTube → Film · Sharegain

The new revenue engine

The wealth-manager proposition, animated, five product truths made simple enough to repeat.

Watch on YouTube → Film · Sharegain

Unlocking hidden value

Securities lending for wealth managers, the commercial case, made by the people who run it.

Watch on YouTube → Film · Sharegain

The evolving regulatory landscape

The hardest part of the category explained on camera, regulation as reassurance rather than small print.

Watch on YouTube →

Also in the record

Launches, clinics and a runway. Earlier work in Vancouver, details on request.

Launch · DREAMGRIP

A camera-rig startup, taken to CES

Positioning and launch for a smartphone filmmaking rig. Covered by cinema5D and shown at CES in Las Vegas.

Recognition · West Vancouver

Best New Business 2013, Ambleside Dermedics

I was Marketing Manager at Ambleside Dermedics when the West Vancouver Chamber of Commerce voted it Best New Business 2013.

Premium clinics · Vancouver

Yaletown Laser Centre

Premium clinic marketing, recognised with four consecutive Best of the City awards.

Fashion · Vancouver Fashion Week

A sponsored billboard, on the runway

My billboard featured on the runway and on screen, in collaboration with Vancouver Fashion Week.

Private work

Some of the strongest work never becomes content.

A number of engagements in AI, security and private advisory sit under NDA. Discretion is not a limitation of the work. It is part of the standard.

The next build

What has your business outgrown?

Begin with a Structure Review Or tell me what is changing

The work, not the pitch.

Thirty years of reputation,built into a brand that can grow.

Highest monthly sales and leads on record for the Vancouver franchise.

Editorial first.Then the room.Then the sale.

A complex product.A much bigger story.

A $12.8M sale.A brand built to match.

In the world

The record, in pictures

Securities lending, explained, the film.

Securities Lending 3.0, the interview.

Leadership in capital markets.

MDC at MAISON&OBJET.

The HOFA gallery series, Mayfair.

A private preview.

Tapestry of design, Salone del Mobile.

Top 8 restaurant interiors.

West Vancouver Chamber Business Awards.

Ambleside Dermedics, in Do Vancouver like a Real Housewife.

Life at Sharegain

Securities lending, explained

Two founders on the future of capital markets

The new revenue engine

Unlocking hidden value

The evolving regulatory landscape

A camera-rig startup, taken to CES

Best New Business 2013, Ambleside Dermedics

Yaletown Laser Centre

A sponsored billboard, on the runway

Some of the strongest work never becomes content.

What has your business outgrown?

Thirty years of reputation,
built into a brand that can grow.

Editorial first.
Then the room.
Then the sale.

A complex product.
A much bigger story.

A $12.8M sale.
A brand built to match.