Brand + Content Marketing
Behind every successful brand and content strategy is a foundation of audience understanding and clear messaging. The examples below showcase my ability to develop and deliver impactful content that resonates with target audiences, drives engagement, and aligns with critical business goals. Whether it’s supporting product launches, corporate announcements, or full-funnel marketing initiatives, every piece of content is designed to connect, educate, and inspire action.
Here are a few guiding principles that shape my approach to brand management and content creation:
Great Writing = Clear Thinking: Powerful content starts with clarity. A well-structured narrative transforms complex ideas into messaging that resonates and moves audiences.
Know Your Audience: The best content is created with the audience in mind. What do they love? What do they struggle with? Understanding these insights ensures every asset addresses their needs, helps them overcome barriers, and builds trust.
Research-Driven Content Wins: Original data, unique insights, and survey-driven research stand out in a crowded market. Research-backed content not only demonstrates authority but also delivers tangible value that earns attention.
Great Content Drives Action: The strongest content doesn’t just inform—it changes how people think, feel, and act. I focus on crafting stories that shift perspectives and create meaningful outcomes for the audience and the business.
Brand Management
The Crunchbase visual identity lacked consistency across platforms, making it difficult to stand out in the highly competitive sales intelligence market.
With a limited budget, I prioritized updating the most impactful elements of the brand guidelines and collaborated with an external design agency to elevate the illustration style.
Below are examples of projects I led to create a more cohesive, modern, and recognizable visual identity for Crunchbase.
Illustration Style
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Product Imagery
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Web Design
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Content Marketing
In a world of 'quick wins' and AI-generated noise, standout content is what sets brands apart and drives real engagement.
I’ve led content marketing across every stage of the funnel, building streamlined systems to produce high-quality, impactful content that aligns with brand identity. These systems ensure every piece connects with target audiences, supports key business objectives, and delivers measurable results.
Corporate Blogs
Product GTM Content
At Crunchbase, I served as the key content partner to the product marketing team, leading all product go-to-market (GTM) content initiatives. When I joined, no formal GTM process existed—I played a central role in building the GTM framework and creating content for every product launch from 2019 to 2023.
My role spanned messaging development, cross-functional project management, and producing content across multiple channels, including the Crunchbase blog, social media, email campaigns, and product PR.
All blogs for product GTMs during my time at Crunchbase can be read here.
Top-of-Funnel Traffic Content
A key focus of my work at Crunchbase was driving top-of-funnel awareness, particularly by educating sales and prospecting audiences on how to leverage Crunchbase data to discover fast-growing private companies.
Crunchbase News, the company’s editorial arm, needed new strategies to convert its readers into product users. My team developed six interactive landing pages designed to showcase Crunchbase’s leading private company data, spark user interest, and drive traffic to Crunchbase.com. Check them out:
Leveraging Crunchbase data to identify key trends, I developed a series of curated influencer lists for the Crunchbase blog. This strategy effectively drove top-of-funnel traffic by coordinating targeted cross-promotional campaigns with the featured companies and individuals.
Lead Generation Content
Research Reports: I led the creation of eight research reports during my first year and a half at Crunchbase. These reports progressed from a media engagement tool to lead generation as the business pivoted to target sales professionals. You can observe the evolution of the visual brand identity leading up to my final design style here.
ROI Calculator: An interactive tool developed to help salespeople quickly understand the number of accounts in their territories with buying power on Crunchbase. Try it out!
Sales Leader Playbook: E-book centered around 5 tips to help sales teams book successful discovery calls and close more deals.
2023 Sales Guide: E-book that harnesses Crunchbase’s deep knowledge of the startup landscape to offer salespeople 7 tips to recession-proof their sales process