Narrative, Positioning & GTM Strategy
I work with brands and founders to get clear on what they’re building — and how it moves into the world.
For brands, founders, and leaders who want positioning, product, and messaging to move in alignment.
What I Do
The work scales to the moment.
From positioning and messaging systems to go-to-market strategy and launch direction, I help brands create clarity across what they say, how they grow, and how they move into market.
A Reset Clarifying positioning, messaging, and market direction before the next chapter begins.
An Ongoing Partnership Embedded strategic support as narrative moves across product, brand, launches, and key moments of growth.
Targeted Support Focused work across positioning, messaging frameworks, go-to-market strategy, audience alignment, and creative direction.
Engagements range from focused positioning resets to longer-term strategic partnership.
The structure adjusts. The throughline doesn’t.
Selected Areas of Focus
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Defining what makes a brand distinct — who it’s for, what problem it solves, and how it should be understood in the market.
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Building scalable messaging systems: value propositions, audience strategy, key pillars, and narrative structures that create consistency across teams and campaigns.
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Shaping how brands, products, and ideas enter the market — from audience sequencing and launch messaging to cross-functional alignment and market direction.
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Organizing products, platforms, and portfolios into clear, cohesive structures — including naming systems aligned with strategy and growth.
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Translating strategic direction into clear creative frameworks and briefs that guide execution across campaigns, content, and design.
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Helping teams bring strategy into execution through campaign direction, launch planning, creative alignment, and narrative cohesion across touchpoints.
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Embedded support for brands navigating growth, launches, repositioning, or evolution — helping strategy stay aligned as the business moves.
Experience spanning luxury, editorial, enterprise, and emerging technology.
DOCUMENT JOURNAL
RALPH LAUREN
Narrative
Positioning
GTM Strategy
Narrative Positioning GTM Strategy
The Method
Clarity doesn’t happen by accident. It needs structure.
The work unfolds in four phases:
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Audit
What’s being said — and how it’s being understood.
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Align
Clarifying what’s true, what’s changing, and what comes next.
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Architect
The structure that keeps everything aligned.
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Activate
How it travels — across teams, conversations, and the outside world.
Why this perspective
Positioning carries weight — and the room it’s in changes everything.
In some environments, taste shapes influence. In others, trust determines what moves forward. My background across luxury, editorial, enterprise, and emerging technology has shaped how I approach the work.
I pay close attention to the gap between what something is and how it’s being understood. Most friction starts there.
I’m often brought in when a brand, product, or organization has evolved — but the language around it hasn’t caught up yet.
In Practice
The work takes shape across different kinds of environments — enterprise technology, founder-led brands, leadership teams, and evolving platforms.
Different pressures. Different audiences. Different stakes.
The context changes. The thinking doesn’t.
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An internal AI platform preparing to launch inside a regulated enterprise.
The technology was strong.
The positioning wasn’t.Some teams saw innovation.
Others saw risk.
Many didn’t see its role at all.We clarified what it was — and what it wasn’t.
Not a side initiative. Infrastructure.Built a positioning thesis leadership could stand behind.
Framed rollout language around credibility, not hype.The result: clarity that held under scrutiny.
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A founder-led brand entering an emotionally saturated category.
The space was crowded.
Differentiation risked becoming noise.We clarified the thesis:
Hair objects of care and creativity.Not trend. Not novelty. Intention.
Built a voice that felt elevated but grounded.
Launched with coherence instead of cliché. -
A founder whose company was well known, but whose personal narrative wasn’t.
The mission was clear.
The positioning wasn’t.We clarified how the founder should be understood — beyond the brand itself.
Built authority pillars.
Aligned how the founder showed up publicly.The presence matched the ambition.
About
I’m Sarah Gentillon — a narrative, positioning, and go-to-market strategist working across brand, product, and organizational strategy.
My background spans luxury, editorial, enterprise technology, and emerging AI platforms — environments where perception, trust, and clarity carry different kinds of weight.
I’m particularly interested in the space between what something is and how it’s understood: helping brands and leadership teams create alignment across positioning, messaging, launches, and moments of growth or transition.
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Sarah Gentillon is a narrative, positioning, and go-to-market strategist with 15 years of experience building the systems that help brands and organizations become more clearly understood.
She began in editorial — working across publications including Vogue, GQ, and Rolling Stone — where she learned that the strongest stories aren’t just well written, they’re structurally sound.
At Ralph Lauren, she worked across campaign and category storytelling for a global brand operating across 40+ markets — helping maintain consistency across regions, teams, and cultural moments.
At JPMorgan Chase, she led narrative strategy across global technology platforms — translating complex systems into language people could understand, trust, and move forward with.
Across every environment, the focus has remained the same: bringing clarity, structure, and alignment to ideas as they grow, evolve, and move into the world.
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Nike
Ralph Lauren
Amazon
Zegna
YSL Beauty
Neiman Marcus
Vogue
GQ
Vanity Fair
Essence
Let’s Work Together
