Most teams are surrounded by dashboards and metrics, yet still unsure why performance shifts, what customers actually care about, or which opportunities are worth prioritizing.

That’s where I come in.

I translate data, market signals, and customer behavior into insights you can act on with confidence.

I help teams understand the story behind their numbers by looking at:

• customer behavior and intent

• market trends and external forces

• competitive positioning

• performance patterns and gaps

• data quality issues that skew decision-making

Whether you’re a hiring manager looking for someone who can bring a research mindset to your insights team—or you need short-term help diagnosing a performance issue—I focus on making complex information feel clear and actionable.

How I Work

I focus on helping teams answer three practical questions:

1. What’s driving this performance?

2. Who is the audience we’re actually reaching?

3. What should we do next based on what the data shows?

To get there, I combine:

• behavioral data

• market and industry context

• customer language and intent

• competitive signals

Then I turn the findings into clear, concise recommendations that help teams make decisions with confidence.

No jargon.  Just clarity you can act on.

Here are a few recent examples:

• Identified demographic, geographic, and competitive factors driving performance differences across 12+ self-storage clients.

• Flagged audience-language misalignment before launch, preventing wasted spend

• Diagnosed data quality issues affecting attribution and decision confidence

• Connected external trend signals to emerging opportunities

• Provided market-language recommendations that aligned with actual customer intent.

Thorough researcher & clear communicator:

Caitlin's skills in producing targeted copy are exemplary. She takes the time to research the subject matter in order to effectively communicate the concept. I highly recommend working with her on any copy need.  -Jill LoCascio ISC(2)

Dependable & trusted partner:

When I assign an editing project to Caitlin, I always know it’s in good hands. In fact, I had such a great experience with Caitlin that I've referred her to other clients! -Beth Chernes, SEO Consultant

Strategic & aligned with business goals:

Her ability to deeply understand a company's tone of voice, goals and solution is second to none. Caitlin has helped our team publish valuable content that engages with real prospects and customers. Not to mention her dedication to meeting deadlines is fantastic. -Madie Brookens, Ozmo

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