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Campaign systems that turn products into clear, compelling stories. This work spans launch assets and go-to-market moments across web and content, balancing strong visual expression with strategic intent, speed, and consistency at scale.

#ProductMarketing #CampaignDesign #GTM

Valentine’s Campaign | SRS × Roofr

Partnership-led campaign system → multi-channel engagement

Led creative direction and end-to-end execution for partner marketing campaigns at Roofr, building scalable campaign systems with measurable revenue impact.

Across multi-partner initiatives, influenced $233K+ in GMV (14.6× per $1 spent), delivered 92.7% ROI, supported 70+ net-new customers, and enabled 360+ partner-led events through reusable design systems.

#PartnershipMarketing
#CampaignSystems
#B2BGrowth

The Ultimate Roofing Marketing Guide | Roofr

End-to-end creative ownership → actionable lead-gen enablement

I led the complete creative direction and execution of this marketing handbook, independently owning the project from concept to launch. I transformed raw copy into a branded, feedback-ready Figma draft, then delivered a polished, lightweight InDesign PDF designed for practical use by roofers. The playbook covers lead generation, local branding, SEO, social, email, and a 30-day action plan, supported by a full set of launch assets—from Instagram Stories to LinkedIn placements and SEO preview tags—to drive adoption and engagement.

#B2BMarketing
#ContentSystems
#LeadGeneration

State of the Industry Report | Roofr

Rapid systemization → clear, scalable long-form insight

With a one-week turnaround, I led the design of Roofr’s State of the Industry Report, transforming a rough, text-heavy PowerPoint into a clear, engaging editorial publication. I focused on layout hierarchy, data visualization, and modular components that could scale across pages and formats, enabling fast production while maintaining consistency, clarity, and strong brand alignment.

The campaign generated 3,519 website views, 377 report downloads, 8 new subscriptions, and 33 subscription upgrades or expansions, turning a long-form content asset into measurable engagement and revenue impact.

#EditorialDesign
#ContentSystems
#DataVisualization

Product Marketing Ebook | Design Process & System Thinking

A behind-the-scenes look at how I design product marketing ebooks for SaaS: translating complex software features into clear narratives, consistent UI, and scalable visuals. This piece highlights my design thinking, system-first approach, and the tools I use (including AI) to move fast without sacrificing craft.

#ProductMarketing
#DesignSystems
#SaaSDesign

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