Marketing & Branding

Eybna is a biotechnology and R&D company operating at the intersection of AI and botanical wellness discovery. Through advanced computational modelling, Eybna decodes how plant molecules interact with human receptors to aid natural wellness and pioneering the science of terpenes for the wellness, cannabis and pharma markets.

My challenge as Brand & Content Marketing Specialist was to build a credible, compelling brand presence from near-zero, across a B2B audience spanning pharmaceutical companies, wellness brands, beverage creators and the cannabis industry. Over 2.5 years I owned everything from brand voice, campaigns, copy, creative directs, events, lead generation, Google Ads and more.

Eybna Technologies · 2023–2026
2.5 Year Impact
293%
Year-On-Year Increase
In Inbound Leads To Website
338
vs 86 in Year One
Inbound Leads To Website
In Year Two
1.6M+
Total LinkedIn Impressions
Across Two Years
105+
Campaigns Launched
Across Two Years
71
LinkedIn Posts
Published
41%
Peak Newsletter
Open Rate
117K
Website Active Users
In Year Two
55K+
Add-To-Cart Actions
On Site Year Two

Eybna Technologies

What I Built

2.5 years building a brand presence across content, campaigns, visual creation, photoshoot directing, copywriting, lead generation, and more.

Campaigns

Newsletters & Social

Owned Eybna's full content calendar across email and LinkedIn - planning, writing, designing, and sending all campaigns independently. Over 2.5 years, sent 105+ newsletters targeting B2B buyers across cannabis, pharma, flavour, and wellness - companies purchasing terpene ingredients to formulate their own products. Achieved a peak open rate of 41% and CTR of 22%, generating over 60 inbound leads directly from newsletters. Managed LinkedIn end-to-end - building 1.6M+ impressions across 71 posts.

Brand

Voice & Tone

Defined and built Eybna's brand voice from scratch - establishing a tone that made terpene science digestible without losing scientific credibility. Applied consistently across all external communications, client-facing content, and internal team newsletters throughout 2.5 years.

Paid Media

Google Ads

Planned, built, and tested Google Ads campaigns to drive targeted traffic to the Eybna website - iterating on messaging and audience targeting to maximise results within the constraints of an infrastructure still being developed.

Creative

Visual Identity

Planned and directed a professional photoshoot of Eybna's lab and office space - creating the visual foundation for the website and all content channels. Produced content visuals using Photoshop and AI tools including Sora, for social media, newsletters, and client-facing materials.

Digital

Website

Wrote and updated copy across the website - including the landing page, product descriptions, and About Us section. Led the Sample Page as a major project, collaborating with the designer on layout, UX, and design concepts to transform it into a commercial tool built to convert visits into sample requests.

Production

Video & Motion

Wrote scripts and provided creative direction for an AI videographer producing brand and product videos for client education and sales support. Responsible for messaging, narrative structure, scientific accuracy, and sign-off at each stage of production.

Events

Trade Shows & Events

Led marketing execution for trade show participation in Berlin and beyond - producing booth visuals, event posters, Typeforms integrated with Pipedrive, Eventbrite pages, and pre and post-show campaigns. Designed branded t-shirts and merchandise for trade show giveaways, contributing to the full brand experience on the ground.

Presentations

Decks & Webinars

Designed and produced presentations for webinars, client onboarding, and sales meetings - including the Japan market webinar developed with the commercial team. Responsible for structure, tone, and translating complex terpene science into clear narratives for non-specialist audiences.

Leads

Lead Generation & Outreach

Took personal initiative on outbound lead generation - directly contacting over 1,500 churned clients and newsletter engagers, resulting in 9 inbound leads in a single quarter. Built a targeted outreach list of 800+ industry and investor contacts, and restructured Eybna's Pipedrive database by industry to ensure the right content reached the right B2B buyers.

Eybna AI Brand Videos

Two examples from a series of explanatory videos I scripted, conceptualised, and produced with an AI videographer - built to communicate who Eybna are and explain their scientific research to a B2B audience in a clear, credible, and compelling way.

Trade Show & Event Execution

Contributed to Eybna's trade show presence across booth experience, branded wall design, and event content - designing the booth posters and originating the concept for the branded team t-shirt. Built a complex Typeform that guided visitors through their product preferences and recommended personalised terpene combinations, mixed live at the stand. Managed Eventbrite setup and ran coordinated pre and post-show campaigns to drive attendance and follow-up.

Newsletters & LinkedIn Campaigns

Over 2.5 years I planned, wrote, designed, and sent all of Eybna's email and LinkedIn content independently - writing all copy and creating visuals using Photoshop and AI tools. On email, I ran segmented campaigns targeting B2B buyers across cannabis, pharma, flavour, and wellness - achieving a peak open rate of 41% and generating over 60 direct inbound leads from newsletters alone. On LinkedIn, 71 posts generated 1.6M+ impressions, 8,304 reactions, and 1,080 comments - written to make complex terpene science engaging and accessible to a professional audience.

Directed & Planned Brand Photoshoot

I planned and directed Eybna's first professional photoshoot - developing shot concepts, directing the lab team, and working with the photographer on the day. These images became the visual foundation of the website and all content channels.

Company & Client Resources

An example of a client-facing resource I built alongside a designer - responsible for the concept, structure, and all copy, directing the visual execution to make the science land clearly for a non-specialist B2B audience.

Lead Growth & Pipeline Impact

Inbound lead data from Pipedrive showing quarterly growth from Q1 2024 through Q4 2025 - from 18 leads in Q1 2024 to 114 in Q4 2025, reflecting two years of compounding brand and content work.