I've spent over a decade giving SaaS companies a real voice. That means campaign copy that converts, product messaging that makes complex things click, and brand voice that holds up across touchpoints. I do both the strategy and the writing. I'm especially good at the stuff that's hard to make interesting: technical products, complex features, and AI. I'm clear, human, and worth paying attention to. Led brand messaging and content strategy for an industry-leading SaaS platform across web, email, and customer-facing communications. Built and led a content and communications team, setting standards for voice, quality, and consistency. Turned stakeholder interviews and audience insights into clear, consistent messaging across digital channels. Developed lifecycle messaging across web, email, and product touchpoints to support acquisition, onboarding, and retention. Drove measurable results: 25% YoY lift and customer ratings from 3.9 to 4.6.

Carla Heatherly

I've spent over a decade giving SaaS companies a real voice. That means campaign copy that converts, product messaging that makes complex things click, and brand voice that holds up across touchpoints. I do both the strategy and the writing. I'm especially good at the stuff that's hard to make interesting: technical products, complex features, and AI. I'm clear, human, and worth paying attention to. Led brand messaging and content strategy for an industry-leading SaaS platform across web, email, and customer-facing communications. Built and led a content and communications team, setting standards for voice, quality, and consistency. Turned stakeholder interviews and audience insights into clear, consistent messaging across digital channels. Developed lifecycle messaging across web, email, and product touchpoints to support acquisition, onboarding, and retention. Drove measurable results: 25% YoY lift and customer ratings from 3.9 to 4.6.

Available to hire

I’ve spent over a decade giving SaaS companies a real voice. That means campaign copy that converts, product messaging that makes complex things click, and brand voice that holds up across touchpoints. I do both the strategy and the writing. I’m especially good at the stuff that’s hard to make interesting: technical products, complex features, and AI. I’m clear, human, and worth paying attention to.

Led brand messaging and content strategy for an industry-leading SaaS platform across web, email, and customer-facing communications. Built and led a content and communications team, setting standards for voice, quality, and consistency. Turned stakeholder interviews and audience insights into clear, consistent messaging across digital channels. Developed lifecycle messaging across web, email, and product touchpoints to support acquisition, onboarding, and retention. Drove measurable results: 25% YoY lift and customer ratings from 3.9 to 4.6.

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Work Experience

Director of Communications & Web Services at UNC Asheville
March 1, 2016 - April 1, 2025
Led communications and web services; directed brand messaging and content strategy.
Lead Brand & Content Strategist at Independent practice (Garden Web, est. 2015)
April 1, 2025 - January 31, 2026
Led brand messaging, product messaging, web & lifecycle content, and communications; built and led content team; established voice standards; translated stakeholder insights into messaging across digital channels.
Brand, Content & Communications Consultant at Independent practice (Garden Web, est. 2015)
January 1, 2026 - Present
Brand, content and communications consulting across campaigns and lifecycle content; ongoing practice.

Education

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Qualifications

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Industry Experience

Software & Internet, Professional Services, Media & Entertainment, Other