Results

Our work.

It's not what we think that matters. It's what they say that counts.

Market

United States, Series A cybersecurity

Role

GTM & Sales Enablement

Series A security company with a strong product and a story the market could not place.

01The situation

Ridge Security is one of the leading Agentic AI security providers globally, with automated penetration testing technology, real technical credibility and a US enterprise buyer who could not easily categorise it. Product and marketing were running from separate plans, and the positioning described features rather than the problem a security team was trying to solve.

02What we did

We took product and marketing together rather than separately: rebuilt the positioning around the buyer problem, aligned the roadmap to the segments that could actually be won, and set a go-to-market motion the team could run without an external agency translating between functions. We developed the value proposition for a new product launch, reframed the portfolio and connected the product suite into a unified message framework: Find. Prove. Fix. This became the new term and explanation for communicating its lead products, RidgeBot and RidgeGen.

03What changed

A single coherent story across product, marketing and sales, and a roadmap sequenced against commercial priority rather than internal enthusiasm.

"Darren is an exceptional talent who brings together deep expertise in both product and marketing, with the ability to strategize and execute at the high level. His firm is the ideal partner for a Series A startup."Lydia Zhang, Co-founder, Ridge Security (USA)

Market

Start-up, global product ambitions

Role

Fractional CMO

A start-up with a product to sell and no brand, proposition or marketing function to sell it with.

01The situation

Exaba was early. There was a product and a founding team, but no defined brand, no articulated value proposition, and none of the marketing or go-to-market machinery a company needs before it can take a product to a global audience.

02What we did

Defined the brand persona and the value proposition, then built the foundation for marketing and go-to-market capability behind it. The brand was deliberately unique and bright, to create significant differentiation from a market that largely looks the same. The work extended into designing the website and building the outreach programmes that put the proposition in front of buyers.

03What changed

A distinctive brand in market, a proposition the leadership team can use, and the marketing foundation to scale from.

"Darren has played a critical role at a foundational period in Exaba's journey. He is the mastermind behind the creation of our brand identity, as well as the initial go-to-market motion. Darren's able to transition from high-level strategic development through to ground floor execution. A valuable asset for any company looking to grow"AJ Tills, President, US, Exaba

Market

New Zealand, property technology

Role

Fractional CMO

A growing portfolio of property products, and no single strategy connecting them.

01The situation

Realtor.co.nz was building a platform of connected products across the New Zealand property market, from listings and valuations to buyer and builder guides. The products were arriving faster than the marketing strategy that had to carry them, and the roadmap was not yet anchored to the people it was being built for.

02What we did

Set the marketing strategy and built out the go-to-market approach for the product portfolio, then aligned the product roadmap to the key personas across the market: buyers, sellers, agents, developers and advisors. Each product got a defined proposition and a place in the wider platform story rather than a launch of its own.

03What changed

One strategy across all products, a roadmap sequenced against real personas, and a platform narrative the leadership team and the market can both follow.

"We had a strategy when Darren came on board. We needed someone to execute it. He asked the right questions early. In under a year he's built our go-to-market from scratch, sorted out our positioning and grown our audience. He moves fast, holds a high bar under pressure, and does what he says he'll do. He's a very good marketer and a trustworthy member of the team."James Graham, CEO, Realtor.co.nz

Market

New Zealand, consumer and trade

Role

Brand and value proposition

An identity that had outgrown its brand.

01The situation

FLSSH needed its brand and value propositions to catch up with what the business had become, and needed it done quickly and to a standard that would hold for years rather than months.

02What we did

Customer and commercial discovery first, then a refreshed brand identity and a set of value propositions built on what customers actually said, not what the internal team assumed they said.

03What changed

A refreshed brand identity and value proposition set delivered quickly, with the commercial team able to use the language immediately.

"When I needed help bringing our brand to life, I knew Darren was the right person to call. His ability to rapidly understand and connect with our business and customers meant we were able to deliver our refreshed brand identity and value propositions quickly with very high quality."Mike Boyens, GM Commercial, FLSSH

Market

New Zealand, infrastructure

Role

Go-to-market and commercial strategy

Turning technical capability into a commercial proposition.

01The situation

A capital-intensive infrastructure business with genuine technical differentiation needed that differentiation translated into a proposition that customers, partners and the market could understand and act on.

02What we did

Supported a small team with hands on Marketing support. Assisting in GTM execution and providing the CEO with senior experience when he needed it.

03What changed

Knowledge that GTM strategy was available immediately and could assist with anything from the tactical delivery to the strategic oversight.

"A rare talent. Darren combines a genuine interest for solving real customer problems with an inherent commercial and strategic brain. Having worked with Darren for many years I know I’ll get high quality work every time."Ross Delaney, CEO, Datacentre220

Market

Australia, AI data centre infrastructure

Role

Go-to-market

Defining who a start-up AI data centre business should sell to first.

01The situation

AG Squared Consulting was working with a client, ReadyDC, and brought BabylonSixty in to provide strategic insight and experience in defining the target ICP and the approach to market. ReadyDC was also in the process of defining its brand and overall identity.

02What we did

Assisted in defining the ICPs and persona fit for a start-up AI data centre business, then shaped a brand persona that reflected ReadyDC's ambition and the opportunity in front of it.

03What changed

A clearly defined ICP and priority target customer, and a refreshed brand identity.

"Working with Darren was a pleasure. With his extensive expertise he was able to rapidly get to the root of the problem my client and I needed his help with. As a result my client has a tighter value proposition, setting them up for future success."Andrew Green, Founder, AG Squared Consulting

Work samples