Tradeshift
My role was to build a global brand and drive customer affinity while filling the needs of the sales organization through customer acquisition. The goal was to build a brand that was easily recognizable and disruptive within the enterprise software world.
Drove branding across all channels, established and led a global design team, led creation and development of global and regionalized websites, directed global campaigns and events; and managed creative agencies.
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A love letter to Silicon Valley about going back to its roots and original mission—to save the world. The message is for tech companies to stop being self-serving assholes and to get back to creating products and technologies that actually improve our lives.
Website focused on demand generation and education. I led branding, supported storytelling and drove UX/UI design of the global and 6 regional websites. The website is friendly and easy to use while standing out against competitors like SAP and Coupa. Tradeshift has a unique voice in this space and the design and narrative of the website reinforced that to new and returning visitors.
Brief description of the Tradeshift products. These tiles link to full product pages where users can learn more.
Being a content marketing driven company we created a content hub. It serves as a single landing page where users can access our blog, eBooks, white papers, and thought leadership. We also wanted to encourage people to subscribe to the blog by providing them with easy to consume thought provoking articles and original content.
Being a data-driven company we conducted A/B testing, ran heat maps and did user testing to continually improve the web experience.
Just as important as testing are the analytics of the web properties. We used the data to drive improvements across the site and to increase form-fills and subscriptions.
Created a brand book to drive adoption and adherence of the Tradeshift brand and ethos.
Since this is an internally facing book, we took some liberties with pushing the edges.
