In this session, I’ll walk through how I led the strategic repositioning of a global B2B business following a £300M acquisition, all while navigating the rise of AI, legacy brand value, and a complex product portfolio (100+ products). I'll share a practical, 5-step playbook covering customer insight gathering, finding a USP in an AI-saturated market, mapping products to real customer pain points (solutions-led marketing and JTBD framework), and rethinking the entire web and brand experience around our buyer needs that is applicable to both B2B and B2C brands. A talk is for PMMs who want to prove their value not just through storytelling, but by solving real business complexity in high-stakes environments, and turning chaos into clarity.