I build marketing systems that run on AI.
I am Gerda Werba, a freelance B2B marketer based in Finland. For 8+ years I have built content, SEO/GEO, CRM and reporting systems for SaaS, tech and cybersecurity companies. Today I build them to run on AI, so output grows while the team stays small.
Where I started, where I am now.
Eleven years in the industry, +8 years in B2B marketing, from one hardware launch to marketing systems that run on AI.
- Where I started2015 – 2016
Launch
Head of Marketing
My marketing teacher connected me to a hardware startup for a short project, and it turned into running their global marketing. I led a crowdfunding campaign past its goal, used guerrilla tactics to get noticed, then launched a second one.
Campaign launches · Crowdfunding · Guerrilla marketing
- 2017 – 2020
Growth
Head of Growth
Graduated knowing growth was my thing, so I became a growth consultant, helping scaleups and corporates adopt startup-style tactics that moved the numbers. I ran SEO, SEM and CRO experiments, built websites, content, events and analytics, and found the marketer I wanted to be.
SEO and SEM · CRO · Dashboards
- 2021 – 2023
Go-to-market
Head of Marketing
Stepped up to lead marketing across the EU, US, Canada and parts of Asia, with ICP-led positioning, product launches and a strong organic engine. I kept the experiment mindset, rebuilt websites, and owned CAC, LTV and the numbers management cares about, lifting conversions along the way.
Positioning · Go-to-market · Product launches
- 2024 – 2026
Systems
Growth Marketing Specialist
Grew into a senior growth role just as AI arrived, and went AI-native from the first days: messaging, websites, SEO, GEO and AEO, workflows, landing pages and email funnels. The payoff was email traffic and qualified leads up several times over.
Lifecycle · Reporting · CRM workflows
- Where I am nowToday
AI-native
AI-Native B2B Growth Marketer
Everything above, built to run on AI. Content, SEO/GEO, CRM and reporting as systems that keep working, with me reviewing every piece.
AI workflows · GEO · Automation
- SEO
- GEO and AEO
- Content strategy
- Copywriting
- Thought leadership
- Demand generation
- Paid media
- Email and lifecycle
- Conversion optimisation
- Landing pages and websites
- ICP and positioning
- Messaging
- Go-to-market
- Product launches
- Sales enablement
- CRM workflows
- Reporting and ROI
- Growth experiments
- Marketing automation
- AI workflows
Three principles.
Pipeline, not vanity metrics
I report on what moves pipeline and improve that, not on traffic for its own sake.
Systems, not one-offs
Work is built to keep running after the project, so output grows without more headcount.
A human in the loop
AI drafts and speeds things up. I review and approve every piece before it goes out.
About me.
How do you work with clients day to day?
It varies from client to client, because every team works differently. I prefer short, direct messages in the channel you already use over long meetings, so the time goes into work you can act on. I still take a call when it is the quickest way to decide something.
What size of company do you work with?
Any size. Most of my experience is with startups, scaleups and SMEs, and I have also consulted for large companies and worked with international brands. For large companies I prefer specific projects that one person can own. For enterprise-level projects I can bring in freelancers I trust.
Do you work with startups?
Yes. Special rates for startups are coming soon. Until then, get in touch and tell me about your project.
Can you work with my in-house team or other agencies?
Yes. I work alongside in-house teams and other agencies, and I am happy to fit into the tools and routines you already have.
Which languages do you work in?
I work in English.
How quickly can you start?
It depends on my availability at the time. I usually find time for a first meeting within a week, and we agree the start date after that.
Where are you based, and which time zones do you work in?
I am based in Finland and work remotely with global teams, mostly European companies and some American ones. My time zone is Eastern European Time (UTC+2, UTC+3 in summer), so I overlap fully with Europe and in the afternoons with the US East Coast.
Are you open to full-time roles?
Yes, for the right team. Freelance work is my main focus, and I am open to a full-time role if it is a good fit.
Do you use AI to do the work?
Yes. I am an AI-native marketer. I build workflows and automate what can be automated, and I stay in the loop for quality control: I check the facts, add real experience and approve every piece before it goes out.