People Systems · Messaging · B2B Startups

People systems that
support scale.

I help B2B startups clarify their positioning and build the people systems that support it — because teams can’t consistently execute a message they don’t understand.

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13 years of HR & buyer psychology
within companies like
FanDuel
Processes & Workflows
Insomniac
People Systems & New Units
EVmo
Built HR from Ground Up
EA
Visceral Games / Full HR
About

Hey, I'm Tatiana.
I've been your buyer.

For 13 years as an HR Business Partner inside tech companies, gaming studios, and scaling startups, I sat in the rooms where buying decisions are made. I know exactly what makes an operations buyer, IT buyer, supply chain buyer, and marketing buyer actually say yes — because I was them.

Over the last four years, I've been embedded inside marketing teams at companies like Insomniac and FanDuel — which gave me deep fluency in positioning, messaging, and how buyer psychology translates into organizational strategy.

Now I combine both: I help scaling B2B startups refine their messaging based on real buyer insight, then build the people systems — hiring, onboarding, role design, performance, compliance — that let your team actually execute on it.

20%
Improvement in employee retention through aligned leadership coaching at Insomniac
15%
Reduction in time-to-fill by redesigning hiring processes at FanDuel
20→70
Employees scaled at EVmo across 6 states — built the entire people function from scratch
100+
Roles filled across newly acquired business units while maintaining compliance and culture
Sound Familiar?

The signs your startup needs this

Founders don't always know what's broken — they just know something isn't working.

01
"Everyone pitches us differently"
Your team describes the company in five different ways. New hires take months to get up to speed because there's no consistent message to hand them.
02
"I'm still in every decision"
You're the bottleneck. Your team can't act autonomously because they don't have clear roles, clear ownership, or clear direction — and neither does your messaging.
03
"We're losing good people"
High turnover. Unclear expectations. No performance system. People leave because they don't know what success looks like — and you can't afford to keep rebuilding.
04
"Our website doesn't convert"
Your homepage could swap logos with three competitors and no one would notice. Buyers visit and leave confused about what you actually do and why it matters to them.
05
"Hiring is taking too long"
Every open role is a bottleneck. You're spending 20 hours a week sourcing and interviewing — time pulled directly from customers and product. The process is broken.
06
"We're scaling but it's chaos"
No handbook. No job levels. No compliance guardrails. People are wearing too many hats and you're one bad situation away from a serious HR problem.

Two practices.
One coherent offering.

Most consultants do one or the other. I do both — because your messaging and your people systems are not separate problems. They're the same problem.

Service 01
Messaging & Positioning Audit
I audit your messaging through the lens of your actual B2B buyer — not best practices, but what the person on the other side of your sales call actually responds to. Based on 13 years of being that person.
Website headline and copy review
Sales call talking points by buyer persona
Outbound email and sequence review
Sales deck and pitch refinement
ICP and buyer persona mapping
Service 02
People Systems Build
I build the HR infrastructure that lets your team actually execute — from scratch for startups, or for new business units inside growing organizations. Built to support your buyer strategy, not fight it.
Role definition and job descriptions
Hiring process design and bottleneck removal
Onboarding workflows and culture frameworks
Performance management systems
Compliance audit and HR policy foundation
Practical Outcomes

What changes after working together

Clearer positioning is only useful when the team can actually execute it. This is where messaging becomes structure, accountability, and operational momentum.

Company positioning clarified
Communication gaps identified and reduced
Teams scaled successfully while maintaining hiring alignment
Accountability and team performance enhanced
Leadership vision translated into team operations
GTM and marketing efforts supported by people systems
Process

How an engagement works

Project-based or fractional. Structured from diagnosis to implementation.

Working at desk
01
Discovery
I learn your org, your team, your buyer, and your current people systems. Where are the bottlenecks? What's fuzzy?
02
Dual Audit
I audit both your messaging and your people infrastructure simultaneously — because they're connected.
03
Build & Refine
I deliver refined messaging, revised copy, and the people systems your team needs to execute on it.
04
Ongoing Support
Fractional or advisory. I can stay on to oversee implementation or hand off clean systems your team owns.
Who I Work With

The founder who's ready for this

I work best with B2B startups that have revenue and some runway — founders who know their product works but feel their team and messaging aren't keeping pace with their ambition.

You don't need to know exactly what's broken. You just need to know that something is.

Let's Talk
→
You have 10–60 people and things are getting chaotic — everyone's wearing too many hats
→
You're still in every decision and want to build a team that can operate without you
→
Your messaging feels generic — your team describes the company differently in every meeting
→
You're hiring but the people you bring in take too long to ramp or don't fit
→
You have no HR infrastructure and you know that's a ticking clock for compliance
→
You sell to ops, IT, supply chain, or marketing buyers — and your team doesn't really know how they think

Ready to build systems that actually work?

Start with a discovery conversation. I'll ask about your team, your buyer, and your biggest bottlenecks — and you'll leave with clarity on what to tackle first, whether we work together or not.

Book a Discovery Call