Navigating an era of exploding Marketing demand at Tipalti, I grew Creative team output over 650% YoY (2023 vs 2024) and another 30% YoY from 2024 to 2025. While unifying and modernizing the brand, I boosted production speed 6X via operational efficiency and design automation. In 2025 alone, I directed and delivered over 6,700 creative assets. These assets included large full-funnel global campaigns and initiatives for Brand Marketing, Growth Marketing, Product Marketing, and Customer Marketing — and served every channel and medium: Display Ads, Paid and Organic Social, Video, Motion Graphics Email, eBooks, Datasheets, Digital & Print Collateral, Thought Leadership, Event Booths and Experiential, and many more Digital and Web applications.

We envisioned, developed, and executed an evolution of our brand design system — phased in realtime — resulting in elevation & cohesion across thousands of assets. (full funnel, omni-channel 360°across Digital, Print, Brand, Growth, Demand, ABM, Events & Experiential)

We redesigned the new Tipalti Credit Card, allowing for customers to track customized corporate spending.

My team delivered hundreds of digital assets per month: full funnel, omni-channel, and across mediums.

Our Growth Marketing creative improvements drove +39% higher ROAS, +28% increase in Branded Search, +15% more Leads, +71% more Opps

…all within a data-driven process employing iterative collaboration with A/B testing

With video requests growing exponentially in volume & diversity, my team developed a Tier approach: high touch, branded stories, social proof, thought leadership…

...resulting in dozens of videos per quarter: different styles & sizes, for different channels & funnel moments.

Our redesigned corporate website resulted in 19.4% more conversions, 8.8% more engagement, 11.8% more High Intent Captures (+2.8% rate), 4.1% more visitors — via brand tone & visual layout, typography, photos, graphics, lllustrations, video, data viz, diagrams.

The 2024 “Illuminate” annual conference involved months of extensive planning and creative execution, resulting in delivery of a microsite, 18 videos, and 500 digital assets to engage a large audience of prospects both in-market and in-base.

…those 500 digital promotional assets for “Illuminate” resulted in healthy traffic to the event, increased brand awareness, and strong engagement resulting in cross-sell & up-sell opportunities.

…and lots and lots of “Illuminate” swag:

Meanwhile, our newly launched redesigned corporate website was driving +19.4% conversions, +8.8% engagement, +11.8% High Intent Captures (+2.8% rate), across +4.1% visitors

The site offered hundreds of opportunites to elevate the Tipalti brand: through tone of voice, visual layout, typography, photos, graphics, lllustrations, video, data viz, diagrams, and beautifully simplified animations

With video requests growing exponentially in volume & diversity, we developed a Tier approach: high touch, branded stories, social proof, thought leadership, resulting in dozens of videos per quarter: different styles, sizes, channels, and funnel moments

Envisioned & managed a phased evolution of our brand design system, in realtime, resulting in elevation & cohesion across hundreds of assets (full funnel, omni-channel 360° across Digital, Print, Brand, Growth, Demand, ABM, Events)

The best events happen when prospects actually attend, so even quick organic social invites were elevated:

We designed & delivered 20-30 event packages per year to Field Marketing, including booth designs, roll-up banners, on-site print collateral, promotion at the venue, sponsored venue graphics, demo station screensavers…

…and lots and lots of obligatory swag:

Throughout the year, we produced branded, high quality interactive Demo videos for Sales Enablement:

Creative Director at Tipalti (May 2024-present)

➜ Delivered over 6,000 assets per year for hundreds of elevated, full-funnel, omni-channel creative campaigns (brand, growth, product, field marketing), resulting in $29.8M in net new Marketing-sourced bookings, 540+ new deals (avg campaign ROI 10X-160X)

➜ Led and managed an agile team of 7-8 interdisciplinary creatives (Design, Video, Motion, Ops, freelancers) and established enterprise tools & process (e.g. Project Management software, Service Level Agreements (SLAs), Standard Operating Procedures (SOPs), Digital Asset Management platform, and Generative AI), resulting in 3X output YoY at 98% on-time delivery and under 90% of annual budget. Launch of Self-Serve Template Automation platform cut repetitive design workloads by 80%.

➜ Redesigned corporate website over 6 months, resulting in 19.4% more conversions, 8.8% more engagement, 11.8% more High Intent Captures (+2.8% rate), 4.1% more website visitors — via visual tone, layout, typography, diagrams, lllustrations, animation. Specifically, photographic art-direction and distinct graphic patterns enabled visual cohesion to scale across thousands of pages.

➜ Delivered 500 growth marketing assets per quarter, resulting in 39%+ ROAS, and 28%+ Branded Search, 15%+ Leads, 71% more Opps.

➜ 2024 “Illuminate” virtual user conference: Developed creative approach, planning, and delivery of all materials: microsite, 18 videos, and 800+ digital promotional assets — resulting in strong brand awareness, high traffic, and new opportunities from engaging with market & customer base.

➜ Envisioned & managed a brand design system evolution; employing a phased approach in realtime — resulting in elevation & cohesion across hundreds of assets. Specifically, photographic art-direction, distinct graphic patterns, and “motion-first” tactics enabled cohesion to scale across thousands of pages.

➜ Launched DAM Platform: saving thousands of hours per year in search time for Creative & Marketing via a centralized, single source of truth to organize, share, and leverage marketing assets & content — with a self-service design tool, resulting in 500% more production and 10x faster speed.

➜ Launched self-serve, web-based video platform to scale production, increasing video volume by 150% and 5x faster speed to market. Designed in-house video studio in only 6 weeks for under $20,000; enabling 20-30 Marketers to quickly produce hundreds of Tier-C videos per year (panels, webinars, podcasts, demos). Produced dozens of annual Tier A & B videos (ad concepts, branded stories, customer case stories, high-touch sizzle videos).