head of brand & global brand studio
![[digital project] image of past client project in a magazine (ai developer tools)](https://cdn.prod.website-files.com/67f6e4685fe75e5149678b75/67f7398a29be37044a151597_PB%20Stickers%201.png)
As the Director of Brand and Global Brand Studio, my core responsibilities centered on the strategic development and management of the Productboard brand. I designed and
owned brand systems and led a multidisciplinary creative team spanning
design, content, and experiential. Balanced high-level brand thinking with
executional design work across multiple touch points.
Establishing a Design Studio Framework
Brand planning documents, brand design systems, website technical strategies, and project/team management.
Lead and scale a design team of 10, including 3 visual designers, 1 web designer, 2 developers, 1 program manager, 1 copywriter, 1 video producer, and 1 product designer.
Expanded the design team from 1 to 10 in just 8 months, significantly increasing production velocity to meet go-to-market (GTM) revenue goals. 75% increase in assets produced while workload increased by 5x.
Directed all brand touch points across multiple market segments while fostering the growth and development of a high-performing design team.
As Director of Brand and Global Brand Studio, I spearheaded the strategic development and management of the Productboard brand. My responsibilities included crafting and executing comprehensive marketing strategies, designing impactful collateral, and fostering close collaboration across teams. These efforts were focused on amplifying brand recognition, driving revenue growth, and expanding market presence.
Key to this initiative was ensuring alignment across departments and creating a cohesive brand experience. By developing a structured framework for brand planning and execution, I enabled the team to deliver high-quality work at scale while maintaining consistency and innovation.
This initiative not only enhanced the brand’s visual identity but also set a solid foundation for sustained growth and cross-functional alignment, empowering Productboard to achieve its strategic objectives.
Multi-channel brand and product campaigns
Branded paid and organic social media assets, ABM (Account-Based Marketing) and Google Ads, plus an out-of-home (OOH) campaign in major cities.
Increase brand awareness among key demographics, generate leads, and grow share of voice in the market.
Digital campaigns achieved 1.42M impressions with a 0.13% CTR, resulting in 278k unique site visits. The OOH campaign generated multiple sales leads and earned press mentions in key industry publications.
Directed external strategy agencies and designed individual campaign assets for OOH and digital advertising.
For Productboard's largest OOH campaign, “Strikethrough,” I collaborated with an external agency to develop the creative strategy. Once the initial concept was approved by marketing and leadership stakeholders, I expanded the agency’s sketches into a fully realized campaign. This included digital billboards, static screens in airports during key industry conferences, and online paid advertisements.
The “Strikethrough” campaign served as a bold visual statement, capturing attention across multiple touch points and reinforcing the brand’s market presence.
In parallel, I led the creation of evergreen “product knowledge” campaigns for paid and organic channels. These campaigns focused on educating the audience, driving traffic to targeted landing pages, and capturing qualified leads for sales.
By balancing strategic collaboration with hands-on execution, I ensured that all campaigns maintained consistency, creativity, and measurable impact, aligning with broader business goals.
Product Makers Summit event series
A three-part event series, each tailored to a distinct target persona: current users, net-new customers, and the broader product community.
Drive marketing and sales leads by generating thought leadership content through in-person and pre-recorded events, repurposing this content as evergreen brand assets throughout the year.
Directed the multi-million-dollar Product Makers Summit series, delivering three persona-focused events that boosted brand authority, generated a 45% increase in Marketing Qualified sales Leads, and maximized ROI through evergreen creative.
Creative Director, Video/Film Director, Brand System Creator, and Campaign Strategist.
As Director of Brand and Global Brand Studio, I conceptualized, led, and produced the Product Makers Summit event series. This included:
- Product Teams Summit: A 100-person in-person event in San Francisco.
- Product Makers Summit: A pre-recorded, faux-live event filmed on a sound stage in Los Angeles.
- Product Excellence Summit: A 200-person live event in San Francisco.
Each event required working with teams of varying sizes and budgets, ranging from $10K to $10M. I expanded, refined, and standardized the brand’s design systems to ensure consistency and quality across all assets.
My team created event-specific materials while also developing evergreen content to support ongoing campaigns throughout the year. This approach ensured a consistent brand presence and maximized ROI from each event.
Each successive event elevated the brand’s quality and cohesion, while also fostering engagement across key audiences. These initiatives positioned the brand as a leader in the product space, directly contributing to marketing and sales goals.
