I lead creative that connects brand, digital, and story: a creative system that scales across campaigns, web, and product marketing, tied to business impact.
View the presentationI lead creative by defining the strategic narrative, building the creative system behind it, and setting a quality bar the team can reach on its own. I align product, marketing, sales, and agency partners around one creative direction, and I judge the work by creative effectiveness, not output alone.
The loop I run: listen to the customer and the business, align the people who need to move, deliver work that holds up as it scales, and inspire the team and partners to keep raising it.
I connect creative decisions to business impact: stronger positioning, higher conversion, and more qualified demand.
A creative system that made an enterprise brand look the part.
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A strategic narrative that gave the brand an edge, with scalable expression across campaigns.
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AI-powered utility that doubled as a demand-generation asset.
Explore case studyModernizing identity and digital presence to scale credibility and growth.
Situation: The issue was not only visual. The strategic narrative was fragmented, and an outdated site and inconsistent identity eroded trust with enterprise prospects and limited growth.
Task: Lead creative direction and execution of the rebrand and website relaunch, and modernize positioning for enterprise buyers without losing SMB adoption.
Action: I directed a unified identity and visual language and helped shape the strategic narrative so the brand felt more credible and differentiated. I drove cross-functional alignment across stakeholders and agency partners, rebuilt the enterprise site around usability, accessibility, and scale, and defined a creative system, a design system with templates and components, that moved the work from one-off execution to something consistent. It accelerated production and supported launches, including the AI Sales Script Generator.
Results: Elevated brand perception as an enterprise leader while keeping SMB adoption. +184% organic demos, +137% conversion rate, +28% engaged sessions, +19% organic sessions, +13% user growth. I treated these as performance signals to guide the next iteration and tie the creative to business impact.
I led the design of gestural UI screens for marketing.
Reframing product positioning through story and design.
Situation: Engagement was declining in a saturated market and the brand voice had gone conventional.
Action: I set the creative direction for the campaign platform and framed a strategic narrative the team could repeat across digital, campaigns, and motion. The messaging came from sales win/loss trends, support pain points, community language, and business data, and templates and recognizable motifs gave the team a creative system that kept the work coherent as it scaled across teams and formats: scalable expression, not a single campaign look.
Results: 208% return on ad spend and +329% engagement, and one voice across teams. We used performance signals to see which creative decisions were working, a practical case of creative effectiveness, not only creative output.
A character-led campaign that gave the brand a distinctive point of view. We built NoJuan Ever from real outbound pain points, so the humor carried a strategic narrative about compliance and productivity that sales leaders recognized. One persona, one voice, adapted across portrait, story, and square formats and executive-style social posts: a creative idea with scalable expression across channels.
Chief Executive Officer at Fine Print Solutions
NoJuan's Productivity Tip #1
Before making a call, ask yourself:
- Have I updated the CRM?
- Reviewed the spreadsheet?
- Checked three different dashboards?
- Attended the status meeting?
- Organized my desktop?
If you answered “yes” to all five…
It's probably time to call it a day.
Two Tips for Tuesday:
1. Never start a task without a meeting.
You'd be surprised how many mistakes can be avoided by spending 30–60 minutes discussing the work you could already be doing.
2. Never call a lead before researching them thoroughly.
Website. LinkedIn. CRM. Google. Old notes. Previous jobs.
If they haven't changed companies by the time you're finished, you're ready to dial.
Have a productive Tuesday… more
Had an interesting conversation between our Head of Marketing and Operations lead today.
Marketing wanted to sync leads directly into the CRM so reps could follow up in near real time.
Operations had another idea:
Manual list upload. Once a week.
I have to hand it to him.
That man understands job security.
Why let software do something automatically when someone can spend every… more
AI Sales Script Generator — personalizing sales at scale.
Situation: Generic scripts were about 15% of downloads and gave enterprise prospects little personalization.
Action: I led creative direction for an AI-powered scripting tool that adapts to sales objectives, audiences, and agent needs. I aligned product, data, and sales on the user logic and flow, then guided a responsive interface that balanced speed, accessibility, and brand expression, built on the design system from the rebrand.
Results: It became a proof point for innovation and a demand-generation asset, moving content conversion beyond static templates and raising engagement and adoption among enterprise accounts.
70% SMB (1–9 seats)
20% Mid-market (10–49 seats)
10% Enterprise (50–499 seats)
The seat-size data gave us a performance signal: 70% SMB, 20% mid-market, 10% enterprise; nearly all email conversions came from mid-market and enterprise; 41% of conversions came through direct traffic. That pointed to tailored enterprise flows and channel-specific templates as the next iteration.