Exodigo
Director of Marketing at Exodigo, a B2B & B2G AI-powered subsurface imaging technology company. Built the full marketing function — brand, product marketing, demand generation, events, and PR. Launched a new website from scratch in five months. Grew LinkedIn from under 1,000 to 9,000+ followers in 14 months. Achieved a 25–33% conference speaking acceptance rate (11 slots from 53 submissions in 2023). Led press, website, social, and partner communications for Exodigo's $105M Series A announcement.
What needed to change
When I joined, Exodigo's messaging led with specific use cases during the construction phase of capital projects: utility strike prevention and excavation safety. This was accurate, but limiting; the technology could do far more, and the company's ambitions were bigger than any single application. I shifted focus to position Exodigo as a crucial component of infrastructure design that "solves the underground" for multiple verticals. That gave the brand room to grow with the product and made a stronger case to government agency and enterprise buyers and investors alike.
EXODIGO.COM · NEW SITE, BUILT IN 5 MONTHS
PRE-LAUNCH POSITIONING → AT-LAUNCH NARRATIVE
TRIFOLD CONFERENCE BROCHURE
INDUSTRY COLLATERAL — DISTRIBUTED AT TRADE SHOWS & EVENTS
Strategy & Execution
I joined at Seed round when Exodigo had no marketing function and very little brand presence outside of its home base in Israel. Seventeen months later, the company announced a $105M Series A into a global market that knew exactly who they were. That gap is what I was there to close. The first thing I built was the narrative. I shifted the positioning from specific use cases to the platform story — Exodigo as the intelligence layer for anything underground — and developed the messaging, website, and sales collateral around it. The site launched five months after I joined. The brand went from early-stage to Series A-ready. Conference presence in this industry is earned slowly. I built a submission workflow focused on matching abstracts to what each program's audience was actually thinking about, and in 2023 it yielded 11 accepted slots from 53 submissions. I spoke at ENR FutureTech myself: "Going Deeper With Advanced Underground Mapping." The sales enablement work that moved the needle most was a co-created ROI model with our largest utility customer. We quantified the value of their pilot in their own terms, which gave them what they needed to make the internal case for expansion — and gave us a proof point that traveled well with other accounts. The $105M Series A announcement went out across press, social, partner channels, and internal communications. It landed the way it did because the groundwork was already there.