At Symplr, I oversaw creative for brand, marketing, corporate, growth: awareness campaigns, OOH, digital growth campaigns, videos, paid & organic social (omni-channel), emails, eBooks, events, lifecycle & partnerships, thought leadership, and occasional web inititives.
Our homepage redesigns highlighted value propositions and visualized thought leadership breadth and depth.
Our 2023 brand campaign recognized true moments of nursing excellence in order to visualize the benefits of optimized time.
Our 2022 marketing goals were brand awareness: unifying dozens of point products into a “one symplr” message.
Our homepage designs highlighted value propositions and celebrated real people in order to visualize tangible human impact.
Our homepage design updates combined isolated product screenshots with real people to create rich and dynamic visual narratives.
At symplr, we delivered over 1,000 projects per year by leveraging dozens of templates and design systems across all mediums and channels — social, digital, print, reports, eBooks, various thought leadership pieces — that we could use in hundreds of weeklong sprints throughout the year.
We evolved symplr’s design language and deployed it in a new template library, first prioritizing performance & outbound media (digital, social, paid, agile).
We launched the library on a new self-serve, on-demand Ad Builder tool for non-Creatives.
In longer sprints, we stretched these templates into rich 3D/event design in order to maximize Symplr’s floor presence at numerous annual trade shows and events:
We evolved the design templates for long-form design and thought leadership approaches:
This elevated our creative across eBooks, thought leadership pieces, & various reports.
In 2022, we fulfilled over 1,900 projects — web, organic/paid social, email, digital/print ads, sales collateral, video & event creative.
2002-2023 (2 Years)
➜ Joined 50-person Marketing team at B2B SaaS company in rapid growth phase; grew projects 10x YoY to ~2,000 per year, omni-channel & medium
➜ Managed interdisciplinary team of 4-5 (design, video, motion, ops, freelancers) resulting in lean, efficient, and impactful resourcing
➜ Used engaging web design to grow performance ~50% (engagement, conversions) and booth design to grow event traffic ~4x at 10 shows
➜ Developed first full-funnel, cross-channel creative vision and strategy spanning across digital advertising, paid & organic social, brand awareness, video, and events — immediately resulting in improved advertising performance by 300% (engagement, CTR, conversions, CAC)
➜ Combined agile + strategic processes to deliver brand & growth creative, resulting in a 360° brand campaign in a 6-week design sprint (2022), and a refreshed homepage launch in another 6-week design sprint (2022)
➜ Coupled Marketing KPIs to creative prioritization, institutionalized intake coordination, managed constantly changing budget, and leveraged operational resources and tools — resulting in 10x YoY growth in annual deliverables, delivered on-time and under budget
➜ Procured and launched Digital Asset Manager (DAM) platform: web-based, self-serve centralized platform, enabling marketers to browse, search, organize, share, retrieve, and download creative assets — and even produce many, in realtime — resulting in greatly increased production volume and faster time to market
➜ Defined and built custom asset libraries of branded animations, branded copy headlines and branded templates —resulting in rich templates to rapidly deploy into high-volume, high-speed assets serving growth, product & brand marketing
