AI can produce content. It can't produce conviction. That's what I build.
I've spent two decades building the narrative functions that make complex organizations impossible to ignore -- most recently inside a company whose core product AI was supposed to replace. We grew 75%.
Naveli Thomas
Two decades of building conviction for complex organizations.
The throughline.
From building PwC Canada's first editorial function to scaling product marketing through a $150M growth chapter at Info-Tech Research Group, I've spent two decades on one problem: how do complex organizations develop a voice that cuts through? I've attacked that problem from every angle -- agency, Big Four, founder, enterprise SaaS -- and along the way, influenced over $100M in enterprise revenue and built marketing functions that didn't exist before I walked in.
Track record.
PwC — Info-Tech Research Group — The Conference Board of Canada — Nyox — and Samsung, Emirates, Tetra Pak as agency clients
Built the go-to-market engine behind 75% revenue growth
When I joined, there was no product marketing function. I built it -- and then rebuilt our entire go-to-market narrative as generative AI reshaped the advisory market. Our clients were asking why they needed a research firm when they could ask ChatGPT. We answered that question in every product launch, every content touchpoint, and every competitive conversation. Revenue grew from $200M to $350M.
Created an enterprise content function that didn't exist before
Recruited as PwC Canada's first Editorial Chief to build firmwide editorial capability -- the first of its kind in the firm's history.
Four years building a consultancy from a blank page
Founded an executive consultancy helping leadership teams sharpen their market narratives and positioning. Built a full roster of repeat clients.
Turned complex policy research into market-relevant narratives
Led enterprise content strategy, increasing engagement by 22% through bolder narratives and creative content assets.
Point of view.
Most content strategies are production plans disguised as strategy.
Real content strategy starts with a point of view the market doesn't yet hold. It's the discipline of deciding what your organization believes before deciding what it publishes. Volume is the last thing that matters.
AI didn't change my job. It made it urgent.
When your company's core product is expertise, and AI can approximate expertise, the positioning challenge becomes existential. I've lived through that repositioning at Info-Tech. We grew 75% during it.
If your company's content could have been written by anyone — or anything — you don't have a content problem. You have a positioning problem.
The fix is never more content. It's a sharper point of view. Everything else -- the campaigns, the decks, the launches -- follows from that.
The arc.
Info-Tech Research Group, AVP -- Head of Product & Content Marketing
Built the product marketing and content functions that powered growth from $200M to $350M. President's Club winner, 2024.
The Conference Board of Canada, Associate Director & Head of Content Strategy
Led enterprise content strategy and increased engagement by 22%.
Nyox, Founder & Executive Consultant
Founded and ran an executive consultancy helping leadership teams sharpen their market narratives.
PwC Canada, Editorial Chief -- Content Strategy
Created PwC Canada's first editorial function -- the first of its kind in the firm's history.
Ivey Business School, MBA
Western University -- case-method program.
PwC India, Manager -- Brand & Communications
Led brand and communications strategy across the India practice.
TUV SUD, South Asia Leader -- Marketing Communications
Led marketing communications across South Asia.
The most interesting problems right now live at the intersection of AI and institutional voice. I'm always interested in how organizations are rethinking what it means to sound like themselves. If you're working on one of those problems, I'd welcome the conversation.
Recent and upcoming topics
- "Your Expertise Product Just Became a Commodity -- Now What?"
- "Stop Building Content Engines. Start Building Narrative Moats."
- "From $200M to $350M During an Existential Threat: A Product Marketing War Story"
For speaking inquiries, advisory conversations, or the occasional debate about whether brand still matters -- navelithomas@gmail.com