BetterUp Rebrand
In my role leading brand initiatives across both B2B and D2C sectors, I conceptualized and executed comprehensive creative assets, including marketing collateral, multi-channel campaigns, brand guidelines, and web designs. Utilizing Figma as a primary design tool, I specialized in translating complex market research and data analytics into compelling, user-centric creative solutions. My leadership approach emphasized transparent communication and cross-functional collaboration, ensuring alignment across teams to consistently drive organizational success.
A major milestone of my tenure was leading a comprehensive web overhaul and rebranding initiative across the business unit experience. By introducing updated brand messaging tailored specifically for the D2C audience, I successfully drove a massive 160% month-over-month subscriber growth and ultimately generated over $8 million per month in site conversions. Additionally, I established the core foundational elements of the corporate identity by crafting the official Brand Book, the company manifesto, core corporate values, and anthem video scripts.
On the strategic front, I developed and executed creative strategies for both brand and performance marketing that resulted in significant growth during FY22 Q1. I also engineered high-performing content strategies tailored for demand generation and growth marketing across various social media channels. Through these combined efforts, I bridged the gap between high-level brand storytelling and performance-driven results.
Want to make something that grows? For creative leadership, a copy lead, or why the Oxford comma just makes sense, say hi at cassese1@gmail.com.
The Oxford comma, in fact, makes a lot of sense.
