Hi, I’m Justin.
I run DUO, an independent B2B content practice.
DUO is for lean B2B teams that want senior editorial judgment without hiring it full-time. AI sits inside the production layer. The editorial judgment stays human.
Two ways to engage. Embedded, where I run your content end-to-end. Or Founder LinkedIn, a productized system for founder voice.
Justin DeMarchi · Toronto
The startup growth phase is when the story gets built.
I love this phase because the years when you’re building the system are the pivotal ones. Most B2B companies invest in content after positioning is built. I work on both at once because they shape each other.
I gravitate toward figuring out how to draw people in, make them care, and do it in a genuine, authentic way.
The hard part isn’t the writing.
Most content work fails before anything gets written. The decisions upfront are the hard ones: what’s worth saying, why it matters, who needs to hear it, and where it should land. Three years of government and political communications taught me to spend the time there.
The production part is easier now that AI exists. The thinking is where the time goes.
What I bring is the editorial judgment behind those decisions. AI accelerates the rest.
How I got here.
Why I started DUO
What stands out to me through my career in communications and marketing are the people. The leaders who are highly driven innovators, looking to do things differently and challenge the status quo. That, along with the desire to work on my own, led me to found DUO.
I love being able to work with different founders and companies and bring the learning from one to the other. Keeping me fresh, keeping me learning, keeping my perspective challenged. That’s something I value, and I think it’s a strength.
The path here
Classroom teaching in Toronto, then three years in government and political communications where I helped manage a politician’s personal brand. From there into eight years of B2B startup marketing across SaaS, IoT, ed-tech, and AI. Some of it in-house, the rest working with founders across Canada, Europe, and the United States.
DUO’s roots
The name DUO Strategy & Design was created by my mom, Nora Camps, 25 years ago. She worked with hospitals and universities across Ontario, building brand and communications programs when the industry looked completely different. Print-led, slower, more deliberate.
When I asked her to revive the brand and make it my own, it was a special moment. The core thesis was always there: great work starts with senior judgment. I’m applying it to a new generation of B2B founders, with AI as the production layer behind the same editorial standard.