Sybrillo took a programmable action-camera system to 52 countries

The product had to make a technical proposition instantly understandable: smooth footage, remote mounts, remote control and no narrow use case. Product design, the companion app and brand communication needed to tell one clear story.

The product was distinctive, but distinction alone would not create demand. We needed an audience that understood the problem it solved, enough launch momentum to fund the next stage, and a commercial rhythm that could keep interest alive after paid acquisition slowed.

I owned branding, positioning, messaging, the Kickstarter campaign and investor relations. As founder and CMO, I brought product marketing, ecommerce, crowdfunding and the commercial narrative into one launch plan.

Built launch demand

I built a 13,000-person newsletter and used social media to create anticipation before the campaign launched.

Orchestrated the campaign

I designed the Kickstarter launch, coordinated the email sequence and activated paid advertising after funding.

Extended momentum

When paid acquisition plateaued, I shifted emphasis to PR appearances to refresh attention and improve advertising performance again.

Sybrillo reached customers in 52 countries with a 12-person team. The public Kickstarter page is intentionally not linked here because the product was not shipped.

Founding the company taught me to connect the story, audience and financial runway from the beginning. Every marketing decision had to serve both demand creation and the next operational decision.