At Tipalti, my team delivered thousands of creative assets per year for a rapidly evolving B2B SaaS company. This included full-funnel digital and omni-channel efforts serving Brand, Growth, and Product Marketing, such as: campaigns (growth & awareness, display, paid & organic social), video, emails, eBooks, event booths & collataral, sell sheets & datasheets, lifecycle & customer marketing, thought leadership, and lots of web creative.

My team redesigned the Tipalti Card (virtual & physical) rolling out to US and EU customers for tracking customized corporate spending.

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

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, and began a process of iterative collaboration & A/B testing with testing rigor

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 8,000+ elevated creative assets per year for hundreds of full-funnel 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).