Hi, I’m Justin.
I run DUO, an independent B2B content practice.
DUO is for lean B2B teams that need senior content judgment without hiring it full-time. Strategy, message, production, and publishing stay connected. AI sits inside the production layer. The judgment stays human.
There are two ways to work with DUO: embedded content leadership for teams that need the function owned end-to-end, or Founder LinkedIn for leaders who want their thinking turned into a consistent market presence.
Justin DeMarchi · Toronto
The startup growth phase is when the story gets built.
I love this phase because the years when you are building the system are the pivotal ones. Most B2B companies treat content as something that comes after positioning. I work on both at once because they shape each other.
That is the work I’m drawn to: finding the message that makes people pay attention, understand the value, and trust the company behind it.
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.
AI makes production faster. It does not decide what is worth saying. That is where the work still lives: message, judgment, standards, and the decisions behind what actually ships.
What I bring is the editorial judgment behind those decisions. AI accelerates the rest.
How I got here.
Why I started DUO
What has stayed consistent through my career is the kind of person I like working with: founders and operators building something technical, useful, and hard to explain.
DUO gives me a way to sit close to that work, help shape the story as it develops, and bring what I learn from one company into the next.
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.