Flagship Video + Story
Mercedes-Benz
Flagship video and story — the customer as hero, the product capability as the engine of their transformation. Featuring CSO. Distributed across launches, keynotes, and exec narratives.
01 — Story
I've spent my career at the intersection of brand and customer marketing — building the programs that turn customers into your most powerful growth engine.
The most resounding brand moments don't come from ad campaigns. They come from people who genuinely love your product — customers, employees, partners — and the systems you build to surface and amplify their stories at scale.
I've built those systems from the ground up across three organizations — starting with brand identity and rebranding, moving into integrated brand and customer marketing strategy, and ultimately building Atlassian's Strategic Advocacy Program from zero, driving $1.4M in closed/won revenue in a single half and placing CxO advocates from Fortune 500 companies on flagship stages globally. That program built on a foundation I helped lay earlier at Atlassian, co-designing the advocacy layer of the Customer Advisory Board and growing engaged participation 60%+ year-over-year — work that influenced $19M in pipeline through customer references and executive introductions.
My through-line is a simple belief: shining a light on people's stories is the most human thing you can do and the highest-leverage marketing move available to any company. I build the programs that make that possible.
My featured work is rooted in enterprise, but the fundamentals — earning trust, activating advocates, amplifying at scale — translate to any audience including solo entrepreneurs, startups, and small medium businesses.
Dec 2024 – Feb 2026
Atlassian
Brand Amplification Engine — 0 to Scale
Built the Strategic Advocacy Program from zero — identification, give/get infrastructure (Deeto), content production pipeline, RevOps attribution, and global agency management (Hotwire, Ogilvy). Partnered with Comms to secure press exclusives in Newsweek, Diginomica, Fast Company. CxO advocates from Stellantis, Honeywell, Daimler, Commonwealth Bank, Lloyds Bank on US and EMEA flagship stages. Achieved 175%+ annual speaker placement goals in one half, with 48% of speakers in executive-level roles. Customer "street interviews" became the best-performing social content in the organization's history. Drove $1.4M in closed/won revenue in a single half.
Jul 2022 – Dec 2024
Atlassian
Customer Advisory Board & Advocacy Foundation
Co-led a high-performing Customer Marketing team and co-designed the advocacy layer of Atlassian's Customer Advisory Board program — member nomination pipelines, advocate activation, and account-aligned storytelling. Grew engaged advocacy participation 60%+ year-over-year and influenced $19M in pipeline through customer references and executive introductions — the foundation the Strategic Advocacy Program was later built on.
Praecipio
Director of Marketing — Full Brand Ownership
Built the brand identity system, brand positioning, owned the full marketing function. Led a team of nine and two agencies. Executive-produced The Digital Transformation(ists) Podcast (5-star rated, Grammy award-winning co-host). Customer stories: HP, Ginkgo Bioworks, Castlight. Awards during tenure: Great Place to Work (2x), Atlassian Partner of the Year (4x), Austin Business Journal Fast 50 (2x).
Brikit
Company Rebrand — Mission to Visual Identity
Partnered with the Creative Director and Founder to lead a complete company rebrand — mission, vision, colors, typography, and full brand identity system from scratch. Led a team of six designers and information architects. Enterprise clients: Riot Games, KPMG, Pinterest.