Case study · Campaign · AI · B2B · 2025–26
Lexi & Alma
Naming, positioning and launch for two AI products
- Year
- 2025–26
- Discipline
- Product GTM & brand
- Role
- GTM lead — naming, positioning, launch
Lexi is the jobseeker assistant. Alma is the AI labour-management assistant. Both started as capability and had to become something a human would actually want.
I led GTM for each from naming and positioning through launch, partnering with Product and Engineering to turn what the models could do into a clear customer promise — then built the multi-channel launch plans across CTV, digital audio, OOH, paid social, CRM and PR, with creative toolkits and defined KPIs.
The translation
Nobody buys a model. They buy the afternoon it gives back.
Results
- AI products taken to market
- 2
- Launch channels — CTV, audio, OOH, social, CRM, PR
- 6
- Dual-audience positioning
- B2B + B2C
How it was built
Name it like a colleague
Lexi and Alma are people-shaped names because the products do work a person used to do. The naming decision set the tone for everything downstream — assistant, not algorithm.
Build the toolkit, not just the launch
Each launch shipped with a creative toolkit so Product, Sales and regional teams could extend the positioning without diluting it.