Jami Zakem
Out of the boutique agency box and into a leadership coaching brand of her own
Known for one thing, building toward another
When Jami first came to me, she was already running a coaching and consulting practice. She had expertise, proof and credibility, but the market had her in one box, and she was wanting something more personal, yet bigger than the existing container would hold.
Jami had spent years as the go‑to expert on Customer Success. That reputation had built her career. It brought her clients, opportunities, and a network of people who knew her by name. By the time we started working together, though, she was ready for something different — a leadership coaching practice where she was the brand and product and could support leaders in any function, not just Customer Support.
The problem was her website still read like a Customer Success consultancy. The leaders she was excited to work with — ambitious people in roles beyond their experience — had no easy way to find her, and no obvious reason to assume she was for them.
What we did in 2023
We worked together for most of 2023 in a sequence designed to build on itself: get the audience clarity right first, build a content strategy to increase visibility second, and rebuild the site content around what we had learned to support her new practice third. Each phase fed the next. By the time we touched the website, the positioning had already been pressure‑tested in the wild.
1 Mapped the audience she wanted to attract
Before writing any new copy, we ran a research phase. I dug into who Jami’s broader audience actually was, not just the people who knew her from CS, but the leaders who fit her new profile. We looked at her sphere of influence, who her work was naturally landing with, who else those people followed, what language they used to describe what they were navigating, and where the gaps were in how coaches in her tier were showing up online.
The research surfaced a more specific picture than the one she had been operating from. It named the audience tier in clear language and gave us the inputs we needed to write content that wouldn’t just be good. It would be precise.
2 Built a content strategy to increase visibility
We used LinkedIn and email as the proving ground for the new positioning. We wrote articles, LinkedIn posts, and email campaigns aimed squarely at the leaders the research had surfaced. The content deliberately let go of CS‑specific framing and leaned into the broader coaching territory — leadership, capacity, well‑being at work, the psychological texture of high‑stakes roles. That gave us signals on which themes pulled engagement and which ones didn’t. It also gave Jami a feed of evidence that the new direction had real audience demand behind it, well before the site reflected any of it.
3 Rebuilt the website content to support her new practice
With audience clarity and content insights in hand, we rebuilt the site. I led the content strategy and produced the copy — a sharper articulation of who Jami works with, what shifts for them, and what the experience of working with her actually looks like. The site moved from reading “Customer Success consultant who also coaches” to reading “leadership coach with a deep operating background that informs the work.”
We also designed a launch plan around the new site — a coordinated wave across her network and audience, meant to introduce the broader practice in a single, deliberate moment rather than letting the change diffuse quietly. The launch did the work it was designed to do: hundreds of engagements, real inbound interest, and a clear signal that the new positioning was landing with the people she had built it for.
A brand that says all of what she does
Jami is no longer a Customer Success expert with a coaching practice on the side. She is a leadership coach. The CS expertise didn’t disappear — it became context, the operator background that gives her work its calibre, rather than the headline that boxed her in. The brand finally says all of what she does, and the audience she most wanted to reach now has an obvious place to find her.