BRAND & CREATIVE LEADERSHIP, STRATEGY TO RESULTS
ZERO Brand Evolution at Scale
Leading brand and creative for a leading national prostate cancer organization, I built the systems for consistency at scale – a visual identity refresh, brand and messaging guidelines, and structured intake and governance processes – while creative directing original content from concept through delivery, including ZERO's first documentary short (ZERO Peaks Challenge, in film festival submission) and a multi-video series with NBCA at NBA Summer League.
The result: a more dynamic, cohesive brand; more efficient creative operations; and engagement that's exceeded targets across channels.
Work: Visual Identity Refresh, Brand & Messaging Guidelines, Web UX, Owned/Organic Marketing, Content Development, Creative Operations & Governance, Film & Video Marketing, AI Creative Ops System
Key Results: Exceeded social engagement goal (10.6M vs. 10.2M target); exceeded digital engagement and audience growth targets
Xactly Rebrand & Relaunch
Building on insights, I led a rebrand and relaunch repositioning Xactly as the key to transforming Sales Ops from a bottleneck to a powerhouse of productivity and growth. We infused the new brand with the company's differentiators, including its human touch and data-driven advantage, ensuring bold, consistent communication across their audience, from C-Suite decision-makers to end users.
The new brand and content set Xactly apart and ahead – resonating with customers, energizing teams, generating a 300% increase in qualified leads, and transforming Xactly from market follower into differentiated leader.
Work: Audit, Brand Workshop, Positioning & Strategy, Messaging Framework, Customer & Advisory Panels, Identity Development & Style Guide, Website, Integrated Campaigns, Content, Sales Enablement, Brand System & Governance
Team: M. Kwolek, Director of Insights / K. Broussard, Producer / C. Clusman, Designer / P. Kinskey, Videographer & Editor
Key Results: 34% increase in web sessions;
300% more qualified leads. Ongoing brand consistency, differentiation, and stewardship.
“So awesome and powerful! Very excited.”
“Really great. Our partner at Forrester...loved every piece. She said, ‘Nailed it!’”
Video Script: Let them wait (aka Why Now?)
Let them wait.
Let your competition idle in the uncertainty and invest in the fear.
Let them cave to indecision.
While you – you move forward, investing in the right strategies, data, and people.
Finding opportunity in adversity and turning uncertainty into performance.
At Xactly, that’s what we’ve been helping companies do for more than 15 years.
We move businesses through complexity to think differently about how they sell and to achieve greater organizational agility.
With the industry’s most comprehensive data set and a team that’s passionately focused on our clients’ success, we give them everything they need to unleash their true Sales Power – and put them on the best path to achieving their business goals.
So let the others wait. Let them put their feet up and merely hope for a better tomorrow…
While you make strides today.
Xactly
Charlotte's Web Relaunch
I led an agency team to complete CW's rebrand and successfully relaunch it across channels – to build equity, drive e-commerce sales, expand their retail opportunity, and sustain their advantage.
Guided by key insights, we positioned CW in contrast to Big Pharma, focusing on trust and hope. We developed educational content to clarify CBD misconceptions and launched campaigns that empowered users to share their transformation stories. The work set CW apart, significantly increased visibility and engagement, drove record sales, and ignited their next phase of growth.
Work: Strategy, Platform & Messaging, Integrated Campaigns, UX/UI, Content, Education & Customer Advocacy
Team: M. Kwolek, Director of Insights / K. Broussard, Producer / C. Clusman, Designer / B. Garcia, Motion Designer / K. Casey, Videographer & Editor
Key Results: QoQ: 15% increase in revenue, 25% increase in web sessions, 30% increase in conversion, 2M complete video views.
Teaser
Brand Video
Needs sound
“I frickin’ love it. ”
Brand Narrative
In 2011 Charlotte Figi stole our hearts and changed our lives. Medicine and pharma had failed her; her family was out of options. Helping Charlotte feel better – helping her live better – became our mission. It’s still our mission.
Charlotte fueled our passion in the power of botanicals, drove us to set the highest standards in the industry for quality and consistency, and empowered us to seek a New Truth.
With the help of CBD, Charlotte is now a thriving third-grader who gets to enjoy being a kid.
Her story from struggle to hope compels us to challenge the status quo every day. To push our limits so others can push theirs. To provide access to whole-plant benefits to as many people as we can reach. To insist on transparency and rigor every step of the way.
Charlotte’s story is entirely unique and surprisingly universal. It’s our story. And it’s yours too.
We can’t talk about these stories because of pharma-backed regulatory policy. But the stories are too important not to tell.
Because Charlotte’s story is the truth. And the truth is Charlotte.
Education Center
“Feels so authentic. It’s legit.” “So much good stuff here.” “Excited and relieved.” “I’m ecstatic.”
Samsung Lead Generation
Samsung needed to generate leads for 'specialty' good Prismview LED screens – low frequency purchases with a high-price point. However, they did not have a ‘specialty’ budget.
We designed and executed targeted, multi-pronged campaigns informed by subject matter experts and audience insights. Each was deliberately created with its own look and feel, and each was a success, with results ranging from 64 - 87% net new qualified leads and 30% conversions.
Work: SME-Informed B2B Lead-gen Campaigns (email, web, video, display, gated content)
Team: C. Clusman, Designer / T. Kruger, Designer / P. Kinskey, Videographer & Editor / B. Walker, Motion Designer
Key Results: 64-87% net new leads
“She’s unbelievably talented and always delivers. Her work is smart, thoughtful and on point. She’s also very down to earth. She’s the best I’ve worked with.”
BRYTER Brand-Building & Creative Optimization
When I began working with BRYTER it was a high-growth startup with a brand and creative marketing that felt chaotic and unclear. “Fast, easy, powerful” wasn’t coming through. A full rebrand wasn’t an option, so I refined the creative and storytelling wherever possible. Engagement, consistency, and impact quickly improved across channels.
I also built systems and processes to support rapid growth, boosting efficiency and collaboration while positioning BRYTER to scale.
Work: Brand & creative strategy, . Demand generation. Brand systems & governance. Operational modernization.
Team: B. Bozic, Designer / N. Price, Motion Design / J. Miners, 3D Artist
Key Results: Elevated messaging and creative. Increased newsletter engagement 260%. Exceeded MQL goals of key acquisition initiative with strategy, messaging, product design, and optimization. Improved event presence.
Event - LED Booth, Coaster, and "Info" Kiosk
“Elizabeth has a keen eye for design and is a terrific writer. She understands how to get results. I thoroughly enjoyed working with her.” —CEO, BRYTER
Superhero Sizzle
More fun with sound