portfolio

Selected Work & Brand Thinking

Jessica Vaillancourt helps brands define their voice, strengthen their positioning, and turn insight into language people deeply feel.

Most brands do great work. But they just haven’t put the right words to their unique value. What I do is upstream of content: defining the voice, structure, and messaging that the entire business runs from.


This is a selection of work across brand voice, messaging systems, and content direction.

Outcome

  • Stronger clarity in how ideas are communicated — less over-explaining, more resonance.
  • Content that feels like the founder, but works beyond them.

01

Content Strategy & Messaging Direction

Founders & service-based brands (health, wellness, agencies)

Worked closely with founders to translate complex, often intuitive expertise into clear, structured messaging that can actually be used across content and marketing.

• Content strategy aligned to positioning
• Messaging refinement across platforms (web, LinkedIn, email)
• Voice shaping through long-form and editorial content
• Founder voice → scalable brand language

Selected work spans functional medicine and wellness brands (Core Flex Wellness, Bodyholic), mental health platforms (BetterHelp, Kaya Care), and founder-led practitioners in specialized care (Karen Gordon Hair, Caroline Niederman).

Woman using hair spray in front of a mirror, enjoying a beauty routine in natural daylight.

02

Content & Inbound Funnel Strategy

Nonprofit digital agency (Antarctic)

Led ongoing content strategy and messaging across blog, email, and LinkedIn to support fundraising-focused services.

• Content strategy tied to service positioning
• Messaging refinement across campaigns
• Long-form editorial + email development

Outcome

Clearer articulation of value → stronger engagement across campaigns and more alignment between marketing and sales narratives.

Outcome

  • Drove a 35× increase in organic traffic within 10 months through consistent, strategically structured SEO content. All while preserving brand voice and readability.

03

SEO + Conversion-Focused Content

Ecommerce / home design brand (iCabinetry Direct)

Produced high-performing SEO content designed to rank while still sounding like a human wrote it.

• Long-form blog content
• Internal linking strategy
• Conversion-aware structure