Impact
at Beautiful.ai

Replatformed Beautiful.ai's marketing site and built the design system behind it. The Relume → Figma → Webflow workflow took page production from about a week to roughly two days. It's now the company standard.

• Marketing website 2025 replatform: owner and internal evangelist, driving the change across leadership and outside partners (Webflow build, SEO and AEO, performance creative agencies and freelancers).
• Beautiful.ai Marketing DS, referenced in onboarding for new marketing hires.
• CRO and homepage testing: built variants and self-serve components so marketers could run and optimize their own experiments.
• Stood up new production workways for the team: Figma, Frame.io, Relume, Jitter, plus Asana and Slack automations and Claude Cowork.

Grew the creative function from one person to six, scaled to meet the work. Creative output rose 46% in two quarters, from 56 projects in Q4 to 82 in Q1, across brand, PMM, growth, content, and in-product.

• Hires across the disciplines the org needed: creative PM, performance art director, designers, and external partners.
• Standardized the creative-brief format, used org-wide across product, performance, and brand work.
• Operational continuity systems: coverage plans, return catch-up doc, team onboarding docs.

Led campaign creative through Beautiful.ai's positioning pivots and its evergreen performers. Every campaign carried a strategic job for the brand.

• "For Finishers" brand campaign: claims the finish. Two-track brief, four messaging directions, aligned with executive leadership.
• Identified and ran evergreen creative that kept earning its place: "No More Blank Slides" and "Presentations 10x faster."
• Properties panel launch, creatively led end-to-end: positioned Beautiful.ai as a current, modern platform. Hero Rive video, landing page, email, blog, social, demo and sales decks.
• "Spring Ahead" and "Q4": seasonal beats in the ongoing conversation with customers.

Drove creative strategy for Beautiful.ai's AI visual layer. Partnered with Product to build consistency across every AI surface, an ongoing collaboration I helped operationalize.

• AI symbology brief: the strategic case for a clear, conversation-leading symbol for AI in the product.
• App loader system: production-ready motion assets.
• PLG onboarding: iconography, UX writing, and onboarding video, tied to funnel completion and feature discovery.

Built the brand system end-to-end, from identity through expression. It now runs marketing and product creative.

• Brand sprint and synthesis for the positioning foundation.
• Beautiful.ai brand guidelines, authored and shipped.
• Ongoing sonic identity, VO voice design, photography and motion guides.

Directed launch and announcement creative for Beautiful.ai's $45M Series B. Made it a moment for the brand and the business. Anchored the broader 3.0 launch narrative.

• $45M Series B announcement (General Catalyst): visual direction across script, shoot, edit, and motion for the public-facing launch video.
• Funding announcement press release and Beautiful.ai narrative, contributed in lockstep with comms team.
• YouTube tutorial and demo content for the 3.0 launch: strategic content that drove users into high-conversion flows.