Woodland Studio by Ruth Wood
Positioning that makes everything click.
I help B2B tech companies build the framing and narrative that makes sales, inbound and investor conversations land.
Do less marketing, better.
Good marketing requires two things that rarely live in the same person: strong creative instincts, and the commercial rigour to know what actually moves the needle. I've spent a decade developing both, plus a firm belief that most companies need far less marketing than they think, done far better.
Hi, I'm Ruth. At Revolut Business, Gigs, and Beekeeper I built functions from scratch: nailing down positioning, sharpening product-market fit, and moulding craft-forward brands. Each time, I was embedded as a lean, high-agency operator in a small team.
I work with tight budgets, strong momentum and sharp instincts. I know what it takes to grow revenue with minimal spend, and I've proven that time and again across Swiss, UK and US (Y Combinator) venture cultures.
Strongly held opinions
Most marketing is a waste of money. Not because marketing doesn't work: because most companies build the function wrong. Too many specialists, too much ad spend, not enough clarity on their audience, channels and organic growth levers.
There are only two jobs in marketing. Reputation building: making people aware you exist and giving them reasons to trust you. Growth: turning that trust into pipeline and revenue. Both are equally important.
Create something of value. Then make it easy to access. Don't gate it. Produce small value-adding products as part of your marketing, and give them away for free.
Your main competitor isn't another product: it's your customer's status quo. If you can't explain why you're significantly better than what's already there, no amount of ad spend or outbound fixes that.
A/B testing is a waste of time before product-market fit. Before you know exactly who you're selling to and why they buy, you're optimising noise. Harness the wind before building engines.
Brand isn't design. It's your first impression, and it compounds with every touchpoint. The experience of your market-facing surfaces (outreach, socials, website, people) does the selling work before anyone clicks "contact". Great taste is a competitive advantage.
How I can help
The Positioning Sprint
- A focused two to four week engagement to find the positioning and narrative that makes your product click. I'll audit what you have, identify the opportunities, and build a messaging thesis and framework your team can use across every market touchpoint.
- Flat-fee project, scoped on request.
Fractional Marketing Leadership
- Senior marketing leadership, embedded in your team. I work alongside your founders or existing marketers to set strategy, own key deliverables and improve output quality. Flexible by design: the scope of the role adapts to what your company needs, whether that's product marketing, brand, or marketing leadership.
- Retainer-based, flexible by scope.
On-Call Consulting
- Have me on call. Access to senior marketing thinking when you need it: a sounding board for decisions, a second opinion on strategy, and a steady hand for marketing teams that are moving fast without senior direction.
- Retainer-based.
I also offer hourly conversations and coaching for marketers and early-stage founders. Get in touch to discuss.
Positioning diagnosis
Good products lose to better narratives every day. Here's how I can help.
Ready to scale
You've got early traction, but inbound feels slow. Leads come in, but conversion is inconsistent and your product feels like a nice-to-have. Usually the product itself is sound: instead, your problem is specificity. You haven't found your wedge yet, and without it, your messaging tries to appeal to everyone but compels no one.
Lost in the noise
You're in a crowded market and buyers aren't including you in the conversation. Competitors keep showing up in RFPs you never heard about. Every deal has a competitor in it, and they're winning the positioning battle. The problem likely isn't your product: it's that you don't yet have a memorable frame that makes your approach feel like the obvious choice.
Stuck at the threshold
You've done everything right and it still isn't taking off. The product is strong, early customers liked it, but growth has stalled. At this point, it's worth asking whether anyone in your market is generating urgency. If competitors are, it's a messaging problem. If they aren't, it's time to rethink your product strategy.
Ahead of the story
Your internal vision is miles ahead of what you're putting out into the world. The product thesis is sharp, the roadmap is exciting, the team knows exactly where this is going: but the website, the deck and the sales materials are making the company feel small. Your external presence needs to catch up.
Where I've worked
Let's work together
I'm open to advisory, coaching and embedded engagements. If you're building something ambitious but it's not quite landing yet, I'm right here.
- LinkedIn linkedin.com/in/woodruth
- Website woodlandstudio.ch
- Location Zürich, Switzerland
Rates & Case Studies
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