Simon Kirrane
20+ years leading content growth, digital transformation, and brand narrative across high-growth B2C, B2B SaaS and global publishing. I build structured content systems that convert by connecting to people through their needs and passions.
Templates Convert (Kolekti)
Situation: To drive acquisition, combat AIO and increase conversion, I created a joint content/product strand aimed at Confluence templates. (User search for ‘X Template’ cannot be replicated by AIO and the intent behind the search is unambiguous).
Outcome:
- Became the highest-converting asset category on the site, directly shaping product naming and positioning.
- Tapped into developer culture using a Stranger Things / D&D character sheet hook, creating a lightweight, high-engagement acquisition loop. (View Character Sheet →)
- Partnered with Agile Manifesto signatory Jon Kern to launch The Agile Framework, yielding the best-attended GTM webinar in Kolekti's history. (View LinkedIn Event → | Explore Framework →)
Advntures in Web Success (Future Plc)
Situation: When a deadline for Advnture.com’s launch was brought forward I led the concept-to-market launch in six weeks while simultaneously managing a 100+ person editorial division. I hired the staff, set the brand, TOV and editorial pipeline.
Outcome:
- Started gaining revenue by the third live month through Amazon Onsite Publishing.
- Scaled the platform to 8.4 million quarterly visits within 24 months.
- Outperformed all four simultaneous corporate sibling launches, establishing Advnture as the sole breakout success of the cohort. (Go to website →)
W42ST — Heaven in Hell's Kitchen
Situation: Charged with building a hyper-local print and digital brand from scratch in NYC ("Bath Life for Hell's Kitchen") with a lean team of three.
Outcome:
- Delivered a 100-page, 20,000 monthly print run magazine to market in just three months. (W42ST Issue 1 →)
- Outpaced long-established legacy NYC print incumbents (such as The Village Voice) on Facebook engagement shortly after launch.
Focus on Use Cases (Canon)
Situation: Delivered a high-profile content strategy for the Canon EMEA Ambassador launch, coordinating globally mobile creators and remote studio workflows. Worked within the brand and content guidelines and created news ways of working for the team.
Outcome: Delivered visual-first creator profiles that doubled as high-converting, evergreen product use-case overviews. Canon's Ambassador program continues to grow. (Explore Profiles →)
AI Work: GEO, Playbooks & Technical Workarounds
Situation: Researched, built, and delivered cutting-edge AI and GEO strategies and overturned the accepted widom surrounding an AI agent.
Outcome:
- In the last month I've researched and written a piece on ranking for LLMs by creating a semantic strategy that is led by Schema. (Read Schema Guide →)
- At Kolekti I authored a guide to enterprise AI adoption, which I have now reworked for my own site as a guide to AI for Content Marketing (Read Schema Guide →)
- Also at Kolekti I developed a custom technical AI prompt solution that overrides Rovo's default settings, enabling it to read content within any Confluence macro, a capability initially considered impossible.
"I've been impressed with Simon's eagerness to go above and beyond to help solve certain technical challenges we've been facing recently. In particular, he's been (arguably the most!) proactive at digging into solving a critical problem that Rovo cannot read certain Mosaic macros. Not being phased by this being a technical problem, Simon's testing and subsequent findings, have laid the foundation for the engineering team's ongoing investigations and have given us hope there is a solution. We've also recently shared his findings with Atlassian to see if a more permanent solution could be explored for Rovo, helping not just Mosaic but any app vendor using this type of macro. Further highlighting the impact Simon has had beyond his day to day work."