Business Strategy | Customer Research | Emotional Positioning | ⬆️ Growth, ⬇️ CAC, and ⬆️ Revenue

Most companies don’t struggle because their product is weak, they struggle because they’re talking to the wrong customers, at the wrong time, with the wrong message.

I began my career solving that problem through user research and customer discovery, helping founders identify their best buyers, validate ideas, and bring offerings to market with clarity and speed. My work centered on helping teams stop guessing and start acting on evidence.

In May 2024, I expanded that work into a broader commercial function.
I realized the same analytical skills that uncover customer insights can also be used to build predictable, qualified demand for companies that already have strong delivery but inconsistent pipelines.

Today, I design and operate The Demand System:
a structured, signal-driven pipeline engine that identifies companies entering buying windows, qualifies them with rigor, and creates high-fit commercial conversations every month.

It’s user research applied to revenue that's systematized.

My work combines:
• buying-signal and market intelligence
• structured qualification frameworks
• context-aware personalization
• AI-enabled workflow automation
• weekly reporting for leadership visibility

The result is a demand engine that gives teams consistent, qualified conversations without relying on broad, inefficient outbound.

I work with agencies and B2B service companies that want a more disciplined, data-informed, and predictable approach to generating demand.

If your team needs clearer customer insight, better qualification, or a system that creates demand you can count on, I’m always open to a conversation.

🤪 Abeiene N.

Nicole Klug

Hypotenuse Labs

President

VP of Finance and Operations 

Director of Finance and Operations

Self Employed

Fractional Operations Leader

Freelance

Clients including:
• Canadian Medical Association
• Campari Canada
• MOD
• Ogilvy Canada
• Ogilvy Health 
• OpenGravity

Operations Consultant

Agencies including:
• FCB/SIX 
• John St
• Gravity Partners
• KBS+ 
• Media Logic
• MMK
• Ogilvy
• Public Inc.
• Theo
• Traffik Group
• Zulu Alpha Kilo

Brands including:
• AVIVA
• Boston Pizza
• Bioré
• Corby
• Field Trip Health
• Five Star
• Hilroy
• Intel
• Invest in Canada
• John Frieda
• KFC
• Kimberly-Clark
• Koodo
• MVP Healthcare
• Ontario Power Generation
• Paccar
• TD
• TELUS
• Tim Horton's
• RBC
• Rogers
• Sleeman
• Sobey's
• Tangerine
• Tim Hortons
• Toyota

Senior Project Manager

Idea Rebel

Managed the creation and delivery of the new, responsive web designed keurig.ca under strict time constraints with a small team of resources in Vancouver, Toronto, and Montreal. Presented and supported positive updates to project intake and workflow that would enable clarity, transparency, and alleviate bottlenecks in the PMO pipeline. Championed fair and ethical leadership within all levels of the business.

Tasks included:
- Managing day to day budget, timeline, resources, reporting, and overall delivery of keurig.ca.
- Oversight on all projects under the program.
- Team leadership and day to day management of the PMO.

Program Manager

Mosaic Sales Solutions

Researched, curated, scoped, managed, and launched innovative internal projects to enhance company profit growth, employee satisfaction, and retention. Evangelized and communicated project vision and capabilities to internal and external customers at all levels. Defined go-to-market strategies and execution of project launches. 

Tasks included:
- Market and competitive analysis and leveraging existing data to identify opportunities. 
- Translating opportunities into product strategy and tactical roadmaps. 
- Concept development of scalable products and solutions that delivered on key business and revenue objectives. 
- Managing roadmaps working with stakeholders to understand, prioritize, and define requirements.
- Partnering with developers and business partners to ensure timely and high quality delivery of products that support our overall business strategy and goals. 
- Drive, monitor, and report KPI's and other metrics for all innovation projects.

taplio

The Battle

🤪 Abeiene N.

Nicole Klug

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