Complicating is easy.
Simplifying is hard.

I help founders turn “it’s hard to explain” into positioning that clicks.

When your value is obvious, messaging sticks; with investors, customers, and your own team.

Hi, I’m S-J.

I was a founder for a decade and took a company from a two-person startup to IPO.
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Now, I help founders and CEOs get clear on what they do, why they’re the best at it, and how to stand out.

I work from strategy through to execution, so your story lands in the market and inside your business.

I'm here as a trusted strategist and advisor — to offer the support I wish I'd had during tough moments of scaling.

MORE ABOUT ME

Simplicity is a strategy, not a shortcut.

As your business grows, so does the story you need to tell. New features, new markets, new stakeholders; and slowly, complexity creeps in.

Suddenly, what used to feel clear is hard to explain. That’s Complexity Creep and it’s one of the biggest reasons great companies get stuck.

I help you connect the dots across your expanding business, then craft a story that’s simple, memorable, and easy to rally around.

Step 1

Product Positioning

The start point is clarifying why you're different and better than the alternatives. It's the way to rebuild strong foundations.

Step 2

Core Messaging

Then I'll create messaging that demonstrates your value to your ideal customers and bring your brand story to life on your website.

Step 3

GTM Strategy

The final step is embedding your new positioning and messaging into your roadmap and sales & marketing funnel.

Happy clients

I love to work with leaders who are committed to making a real impact; those who aren’t just looking to succeed but are committed to transforming their industries and leaving a lasting mark on the world.

I’ve worked with leadership teams funded by Airtree, Alberts Impact Ventures, SEEK and other top VCs.

"S-J nailed in a few days what we'd been trying to get to for 3 years. We're already seeing results in terms of the positioning and messaging resonating with clients, and I know it's going to pay dividends long-term as we embed it in our product and services.
S-J was so easy to work with, was very transparent at every step and gained the support and trust across the business through her collaborative and no-fuss way of getting stuff done."

Clinton Milroy, CMO,
Edrolo

"S-J has an exceptional ability to cut through complexity and get to the heart of what matters.
I’ve been fortunate to call on S-J’s expertise at two organisations and the impact has been immediate.
She gets to the core of the value proposition quickly, challenges weak assumptions, and turns ambiguity into clear, defensible positioning that customers, GTM teams, and leaders can all align behind.
What differentiates S-J is that she doesn’t stop at strategy. She translates positioning into practical messaging that moves the needle.
She’s a trusted strategic partner who materially improves focus, execution, and growth.
I would not hesitate to work with her for a third time."

Neil Clark, Marketing Director
Great Place To Work

"Sarah-Jane Kurtini is a superstar ⭐️
Her support with our brand is inspiring and I find myself 100 times a day telling people ‘S-J just gets it’.
Feels like she understands our business perfectly and is an honorary member of our team.”

Ruth Neech, Head of Growth
Bilue

"S-J was amazing to work with on our positioning and messaging.
She really helped us get clear on how to talk about what we do, and now we’re connecting with our audience in a much more meaningful way.
Her insights made a huge difference for us!"

Jodi Geddes, Cofounder
Well™ and Circle In

"S-J is one of the most talented product marketers and committed customer advocates I've ever worked with in my career.
Working with S-J is a transformative experience because of her curious nature, energy, intelligence, and ability to bring out the best in people."

Caitlin Iles, MD,
EM Advisory

"S-J is a dream board advisor and trusted business confidant.
Her commitment to the product and customers first - always - is something I learn from every day.
Her positive attitude and no nonsense approach makes her a delight to work with."

Meggie Palmer, CEO,
PepTalkHer

Let's chat

We’ll discuss your biggest challenges, some approaches you could take and how I might be able to help.

Get in touch

Complicating is easy. Simplifying is hard.

I help founders turn “it’s hard to explain” into positioning that clicks.When your value is obvious, messaging sticks; with investors, customers, and your own team.