BigCommerce

I started as the fourth person on the marketing team at BigCommerce, and left as one of 40. As Copy Manager, I was co-founder of the company's internal creative agency, which we transformed from a general copy/design service org to producing breakthrough creative for the most impactful areas of the business. Along the way, I wrote and concepted for everything from the company's first integrated marketing campaigns to UX copy in the product. 

BigCommerce Rebrand

We led an internal rebrand in 2016 to better align the brand with a recent shift upmarket. As part of the core team, I helped rebuild the brand identity from the ground up. The new identity — including logo, color palette, typography, voice and tone, and design language — is more modern and sophisticated. It was well received by the company, customers and prospects, especially those in the mid-market segment that was BigCommerce's focus. 

Campaign: Up and to the Right

Our brand campaign for 2016 was anchored by a full-page print ad and digital placements in Internet Retailer, a major mid-market trade publication. As the first campaign after the new brand launch, we were looking to do something splashy that would stand out in the publication. I developed the campaign line "Up and to the Right" as an attention-grabbing nod to business-y lingo. The campaign significantly outperformed Internet Retailer benchmarks and garnered both new mid-market leads and interest in the new brand.

Media: Print, display ads, landing page, email

Campaign: Design Awards

We helped the marketing and PR teams develop the BigCommerce Design Awards program in order to showcase the design capabilities of the platform by highlighting its best-designed sites. We also created the launch campaign, the centerpiece of which was a full-page ad in Inc. Magazine, plus the pages for submission and winner announcements. I developed the concept and wrote across the campaign. The first Design Awards received thousands of entries and has expanded every year since. 

Media: Print, social, landing pages, email

Site Redesign/Re-architecture

The creative team undertook a complete redesign of the company website to align with the new brand. I led a restructuring of the site user journey as part of that effort. The goal was to give prospects and existing customers a clear, progressive path through the site that allowed them to deep dive on information relevant to their business without being distracted by information they didn't need. I also restructured the pages to be more benefit-oriented and digestible. The results: increased conversion, decreased bounce rate and improved SEO.