When the business changes faster than the story,
everything gets harder.
Fractional communications leadership for B2B companies in motion — AI rollouts, funding, restructuring, rebrands, and category shifts.
One credible story, across employees, executives, customers, investors, and press.
Most companies navigating change don't have a communications problem. They have an ownership problem.
There's usually no shortage of help — an agency, a contractor, a marketing team, a founder who writes well. What's missing is a single senior person accountable for whether the story holds together: whether the all-hands, the customer email, the investor update, the press response, and the manager talking points are all telling the same truth in the right language.
Hi - I’m Shetha
I believe united teams win, in business and in life. Strategic communications aligns organizations, creates cohesive brand narratives, and positions leaders as trusted voices.
I've spent more than a decade doing this inside companies in motion — as product communications lead at Marqeta during the biggest launch in its history, as chief of staff to the CEO of a 500-person consulting firm, and as the person Gopuff trusted to choose and launch a $5M internal communications platform. Now I do it as an independent partner, for a small number of clients at a time.
Based in Seattle. When I'm not working, you'll find me on the Salish Sea, sailing our beautiful coastline.
Align Your Team — Mobilizing teams requires consistency. Internal communications builds a compelling narrative and the systems needed to achieve that consistency, so your team doesn't miss a beat.
Strengthen Your Brand — PR and thought leadership that reflect your business now and share a compelling vision of the future with your priority audiences.
Amplify Your Leaders — Equip your business leaders with the messaging, systems, and thought leadership opportunities they need to maximize their impact.
My Work
Two recent projects. Happy to answer any questions.
Building category authority in embedded finance — How a fintech defining embedded capital access turned a technical category into an executive platform.
READ —>
Repositioning a learning platform for the AI era — A media strategy and a the AI-enabled systems to execute it. Created for a learning platform in a category that reprices every quarter.
READ —>
Navigating a shift in your business?
A 30-minute conversation is usually enough to tell whether I'm the right person to help. If I'm not, I'll say so and point you towards other great options.