Storyteller · Full Stack Marketer · Brand Builder · #AIpragmatist
I help early-stage B2B startups find their voice, build their brand, and grow from zero to one by turning highly technical products into clear, compelling propositions through strategy, storytelling, and execution.
From dental 3D printing to NFT marketplaces to fintech platforms backed by Mastercard and Temasek. Thirteen years building brands from scratch across some of the most technical, niche industries imaginable. Multiple times as the first and only marketing hire.
No inherited brand guidelines. No existing playbook. Just a blank canvas, a technical product most people don't immediately understand, and the expectation that marketing will drive real commercial outcomes.
Jonathan's edge is the translation layer. Taking what engineers and founders know intimately and turning it into brand identities, narratives, and campaigns that make the right audience stop, lean in, and believe.
On LinkedIn, Jonathan Lim writes the #AIpragmatist series. An honest, grounded take on AI in marketing. Not sceptic, not convert. Just someone who uses it hard and knows exactly where it runs out of road.
Read the series on LinkedIn ↗
Companies & Industries
Campaigns, content, and earned media across deep tech, Web3, and fintech. From product launches to national press coverage.
A high-energy brand campaign challenging dental labs to ditch outdated workflows. Structo's most-viewed video, driving top-of-funnel awareness globally.
Launch video for Structo's EZrelease hardware product. Clear, benefit-led storytelling for a technical B2B dental audience.
Thought leadership piece featuring a Key Opinion Leader from a leading European dental group, showcasing real-world workflow transformation.
Case study with Glidewell Laboratories, one of the world's largest dental labs validating Structo's technology in a high-volume production environment.
On ground coverage from IDS Cologne, the world's largest dental trade show. Product demos, customer conversations, and brand storytelling on the ground.
AI Rewards Craft. Exposes The Lack of.
I write a LinkedIn content series on AI in marketing. It is an honest, grounded take on what AI can do and where it runs out of road. Not sceptic, not convert. Just someone who uses it hard and knows exactly where human judgement is not optional.
How to spot unedited AI content on LinkedIn. Includes a gated cheat sheet for writing in a human voice.
The craft argument made concrete. Expertise is not optional when AI is in the loop.
The people building AI still need great writers. Do as they do, not as they say.
Unsupervised AI does not waste your money. Absence of oversight does.
AI gave everyone access to words. It did not give everyone access to judgment. The difference is everything.
The foundational flag-planting post. Establishes the #AIpragmatist position and what it actually means to use AI with craft.
The craft vs no craft argument made specific through website building. The AI did its job perfectly. That was the problem.
When I am not building brands, I am on track competing in the Singapore Sodi World Series, a grassroots rental kart racing series at a competitive level across the region.
Racing karts has a way of sharpening your instincts. You learn quickly that the fastest drivers are not always the ones who brake the latest. Sometimes the winning move is patience, reading conditions, finding the line, and committing only when the gap is real.
You need...
Early-stage B2B startup. No playbook yet. Executes without hand-holding.
Strategic direction and results without the full-time commitment.
A launch. A rebrand. A campaign. Get it right the first time.
Founder, fellow marketer, or just curious? Always up for a good conversation.
Whether you are building something from scratch, rethinking your positioning, or just want to think out loud with someone who has done it before. Drop a message and Jonathan will get back to you.