Synthesis
Director of Brand & Creative, 2024-
Marketing Creative Lead, 2022-2024
Creative Designer, 2021-2022
In 2021, I began working for a new edtech startup that built bespoke games to teach concepts like teamwork and critical thinking to kids. I joined as a generalist designer and over the past years have helped design and implement the core product, define the Synthesis brand identity and voice, and implement that design across landing pages, social media, paid ads, and email campaigns. I now oversee a creative team of designers and editors.
Founding design work
Led development of the brand through an initial modernist, aspirational early adopter phase...
Founding design work
...to a more mature, humanist early majority phase that could scale better in ads and social.
Ad design
As Synthesis transitioned to paid acquisition as the primary engine of growth, I led creative and built out a static ad pipeline. Through rapid, high-volume iteration on design and messaging, I drove our average CAC down from $400 to under $100, helping make Synthesis profitable.
Social media
I took control of our social accounts in June 2024 and grew our Instagram following by 150% in 6 months. By the end of the year, we had over 150K followers, exceptional engagement on posts, and a loyal following of parents who would convert. Managed a social media team.
UX/UI
Designed multiple landing pages, checkout flows, and portal designs, often moving quickly and working directly with an engineer, usually a cool guy named Christian.
Video editing
Managed a team of video directors and outside contractors to develop a content pipeline. Personally edited multiple founder videos to send to investors as company/product. updates