At Alfresco, I ran a small team through a full brand evolution, repositioning content and process management software as genuinely empowering rather than just functional. Small team, real stakes: every rebrand decision, every hire, every mentoring conversation mattered more when there were four of us instead of twelve.
3x
Engagement growth in one year, by meeting buyers where they are in their journey and building around what they actually need
Key areas
Brand Evolution & Narrative — crafted a new visual identity and brand story that repositioned the company in a crowded content-management category.
Team Building & Mentorship — built and mentored a small design team, the early version of the human-first approach I still lead with today: people do their best work when they’re trusted, not managed line by line.
Website & Persona-Driven Experience — led a website redesign and persona-driven digital experiences that tripled engagement and strengthened pipeline conversion.
Executive Visual Partnership — partnered with UX/UI teams at the executive level to keep product and brand experience aligned.
