Navigating two exploding Marketing demand years (↑650% requests in 2024), I scaled our critical creative operations while unifying & modernizing all brand & campaign visuals. This huge lift in creative efficiency, quality, and performance was a key contributor toward growing our customer base 30% YoY and passing $200M in recurring revenue.
From 2024-2026, I was in everyday, constant collaboration with 50 partner-stakeholders across the rapidly growing Marketing dept:
Demand Gen, Product, Brand, Growth, ABM, Field/Events, Customer & Partner, Web, Social.
In 2025, we completed 604 new projects — 50+ per month — delivering 6,700 assets.
This included global, full-funnel campaigns & initiatives for every channel and medium.
Display Ads, Paid and Organic Social, Emails, eBooks, Videos and Animation, Datasheets, Print Collateral, Experiential, and hundreds of digital and web assets.
In 2024, I envisioned and developed an evolution of our brand design system to modernize, elevate, and unify thousands of full funnel, omni-channel assets: Digital, Video, Print, Experiential.
Executed in realtime phases, this evolution lifted campaign performance and measurably grew Brand Recall.
We even designed the new Tipalti credit card, engaging new or existing customers to track and integrate customized corporate spending.
We delivered hundreds of assets per month: full-funnel, omni-channel, every medium.
Our Performance creative grew ROAS by 39%, increased Branded Search +28%, drove 15% more Leads, +71% more Opps for Growth Marketing… all within a data-driven process of A/B testing and iterative collaboration.
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), and 4.1% more visitors — via brand tone, layout, typography, photos, graphics, lllustrations & diagrams, video & animation, and data visualization.
Our 2024 “Illuminate” annual conference involved months of extensive planning and creative execution, resulting in delivery of a microsite, 18 videos, and 800+ digital assets which engaged a large audience of prospects: both in market (GTM) and in base (GTB).
…those digital promotional assets for “Illuminate” resulted in healthy traffic to the event, increased brand awareness, and strong engagement — resulting in strong opportunities to cross-sell/up-sell (GTB) as well as new opportunities (GTM).
…and of course, lots of “Illuminate” swag.
Meanwhile, our newly launched redesigned corporate website was driving uplift in every category: +19.4% Conversions, +8.8% Engagement, +11.8% High Intent Captures (+2.8% rate), across +4.1% rise in visitors.
The new site offered us hundreds of opportunites to engage our visitors and elevate the Tipalti brand: tone of voice, visual layout, typography, photos, graphics, lllustrations, video, data visualization, diagrams, and beautifully simple 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.
We 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).
Even quick organic social invites were elevated, because the best events are the ones prospects actually attend.
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 other experiential assets…
…and lots of obligatory celebratory swag.
Throughout the year, we partnered with Product Marketing to produce branded, high quality interactive Demo videos for Sales:
→ 2024: Grew output +650% YoY to 5,000+ assets per year (full-funnel, cross-channel) across 500+ annual campaigns by establishing SOPs, modular templates, enhanced software/tools; influencing $29M net-new bookings to help Tipalti meet $200M revenue.
→ Awarded 'Marketer of the Month' twice (Dec 2024 + Aug 2025)
→ 2024: Led Brand Refresh over 6 months; applying a modern design system to 35+ asset types.
→ 2025: Scaled output +35% YoY vs 2024 with same resources & budget, 95% on-time delivery, by leveraging design automation & AI tools.
→ 2024: Website Redesign; resulted in +19.4% Web Conversions, +11.8% High-Intent Captures
→ 2024: “Illuminate” Annual User Conference: Led a 3-month effort: creative strategy, producing 18 videos, event video microsite, and 800+ promotional assets — resulting in brand engagement and visibility.
→ 2025: Launched Enterprise DAM platform; adding 13K tagged & catalogued assets, yielding 1.8X ROI in first 6 months ($147K saved per year)
→ 2025: Launched enterprise Automated Design platform with 150 self-serve design templates
→ 2025: Rebuilt Project Management & Process, resulting in +40% intake clarity, +200% faster mobilization, +30% deliverables managed, enabling +650% Marketing output YoY. Adopted asynchronous flow, identified bottlenecks, embraced agile workflow, established SLAs & SOPs, tiered projects, KPI prioritization, and revised Asana infrastructure: intake forms, AI, 36 project templates (for different deliverables)
→ 2024: Launched self-serve, in-house video studio + editing platform, growing video production speed +2X and volume +5X
→ Managed dynamic roster of 20 (designers, animators, project managers), and in constant collaboration with 50 Marketers and partners (e.g. content and web teams)
→ Unlocked $1M+ in topline opportunity by identifying key inefficiency: legacy Web animation format wasting 6 weeks/year on zero-impact effort
