01The practice
Twenty-three years shaping narratives across technology, SaaS, healthcare, and financial services — and a good share of that work was pointed inward. Product quality campaigns. Escalation procedures. L1 and L2 executive updates. Creative briefs and advisories that had to move a room of people who did not ask for a communication.
Internal comms is unforgiving in a specific way: your audience is captive, unwilling, and already busy. There is no algorithm to blame. If the message does not land, it is the writing.
I hold a Pedagogy Certificate from USC, which is a formal way of saying I know how to teach a complicated thing to people who did not sign up to learn it — and it is the credential behind every training, advisory, and cross-team rollout I have run.
I am comfortable arbitrating between what stakeholders want published and what the data says should be published — and justifying the call with evidence rather than seniority.
02What this looks like in practice
- ExecExecutive communications — L1/L2 updates, leadership briefings, and reporting stakeholders actually act on.
- InternalInternal campaigns — product quality, escalation procedures, process rollouts, and awareness programs.
- TrainTraining & enablement — materials, decks, and sessions that change how a distributed team operates.
- TechTechnical storytelling — making engineering, security, and compliance realities legible to non-technical leadership.
- BriefCreative briefs & advisories — the document that keeps a cross-functional group pointed the same direction.
- CrossCross-functional partnership — two decades alongside Comms/PR, Brand, Product Marketing, Events, Lifecycle, and Sales.
03Selected work & results
Palo Alto NetworksMaking quality escalations visible
- Situation
- Quality issues surfacing across departments with no shared view of what was escalating or why.
- What I did
- Built creative briefs, decks, and advisories for internal awareness campaigns and L1/L2 executive updates, and designed product quality campaigns that educated 1K+ internal users on QA and escalation procedures.
- Result
- 25% increase in cross-department efficiency through improved visibility into quality escalations.
Deque SystemsInternal content that people actually opened
- What I did
- Rebuilt internal content channels around narrative flow and visual clarity, and trained internal teams on inclusive communication and quality issue management.
- Result
- +30% engagement across internal content channels.
GoDaddyOne messaging standard across 10+ global teams
- What I did
- Implemented internal campaign templates that standardized messaging across 10+ global teams supporting millions of SMB customers.
- Result
- 25% increase in engagement through visual storytelling and message clarity.
Eli LillyExecutive-ready reporting from technical work
- What
- Analyze AI crawler behavior and search performance across three enterprise properties, then document the insight in reporting a non-technical executive can act on.
- Why it matters
- Technical work that cannot be explained upward does not get funded twice.
CredentialPedagogy Certificate, University of Southern California
- What it covers
- Mastery in communicating complex ideas clearly and with emotional intelligence.
- Where it shows up
- Every training, advisory, enablement session, and cross-team rollout — and, honestly, every white paper too.
04See it⛶ Click any image — full size
See all of it
See all of it
Full size
Full size05The numbers, by client
Eli Lilly
Pharma · AI searchPalo Alto Networks
CybersecurityGoDaddy
SMB web servicesDeque Systems
Accessibility SaaSAcross engagements
Career-level06The AI-visibility layer
SEO · GEO · AEO · LLM citation
Where search, GEO, and LLMs enter this practice
Internal knowledge is increasingly the substrate for internal AI assistants. Badly structured internal content now produces badly wrong internal answers.
- Knowledge bases and FAQs structured for retrieval, so an internal assistant surfaces the current procedure rather than a 2023 draft.
- Source-of-truth documentation with clear ownership and review cadence, because an unmaintained doc becomes a confidently wrong answer.
- Consistent internal terminology, so search and assistants resolve the same concept to one entry.
- Executive reporting that explains AI visibility in business terms — what it costs to be absent from the answer.
Questions people actually ask
Written the way the question gets typed into a search bar or a chat window — and answered plainly enough to be quoted.
Who can ghostwrite for a VP or executive?
Lalanii Rochelle wrote and designed Sales Vision 2025 for a VP at Deque Systems, plus effective-remediation one-sheets in the executive's own voice, and an intermodal launch roadmap and executive summary ghostwritten for a director-level candidate at Pacifica Logistics.
What makes executive ghostwriting different from normal copywriting?
You are writing as someone, not for them. That means capturing how a specific person builds an argument, what they refuse to say, and which details they would actually know — then producing something they can deliver without editing it back into their own words.
Who writes annual reports and donor storytelling for nonprofits?
Lalanii Rochelle has written mission narrative, annual reports and donor storytelling across World Vision, Rocketship Public Schools, Antioch University and City of Hope — including World Vision content spanning 40+ international markets.
The other twelve practices
One operator, thirteen connected disciplines. Each has its own page.