Clarity in product messaging.
I help product marketing teams align internally and sharpen how their product is communicated externally.
For when messaging has to hold up.
I’m James Aviaz, founder of Modern English.
I’ve worked in-house at Uber and Spotify, navigating rapid growth, product change, and high visibility.
Today, I work with teams at high-growth, high-performing companies on positioning and narrative across launches and product shifts.
The result is something the business can align around and take to market with confidence.
Trusted for high-stakes work.
What clients say:
“James has played a key role in shaping how Heidi presents itself to the market as the product evolves. His work on our brand and the ‘AI Care Partner’ narrative helped clarify our position and how we talk about the product and category today.”
– Leah Mahtani, CMO, Heidi
Where I focus.
I’m typically brought in when teams are saying different things, or the message isn’t landing as it should.
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Define the story and key messages behind a product launch or major announcement.
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Define how a product is positioned in the market and what makes it meaningfully different.
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Build a messaging structure teams can use consistently across product, marketing, and sales.
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Define how a product fits within a category or helps reshape that category.