ADCELLERANT
I spearheaded a comprehensive rebranding effort for AdCellerant, transforming the company from a marketing services provider to a technology powerhouse. This initiative involved conceptualising a new visual identity and messaging strategy, which I executed across all online and offline assets. My leadership in this project redefined the firm's market presence and enhanced brand recognition and alignment with its tech-centric mission.
Strategic Content Development & Go-To-Market Strategy
I collaborated in developing a proactive content strategy to maximise the value delivered to internal and external stakeholders. This strategy involved creating high-impact marketing collateral, ensuring consistent messaging, and enhancing engagement with partners and clients. By driving this initiative, I contributed to a more dynamic and effective communication approach that supported our growth objectives.
Additionally, I supported the Product, Engineering, Sales, and Operations teams to launch digital products, developing go-to-market strategies, customer-centric messaging, and sales enablement materials. I created targeted content — landing pages, email campaigns, sales decks, whitepapers, and rate cards — to drive adoption and engagement. By aligning product marketing with business objectives, I helped bridge the gap between product development and market needs for successful launches and sustained growth.
Visual identity pre-rebrand in April 2022
Marketing Operations & Process Improvement
I streamlined lead generation processes by leveraging automation and email nurture streams in Salesforce, increasing lead volume and significantly reducing the lead-to-customer time by nearly half. This was achieved through segmentation of existing customers to understand their jobs to be done, allowing for tailored messaging and collateral that resonated with each segment. By refining the lead qualification process and optimising engagement touchpoints, I helped convert more SQLs into MQLs, driving greater efficiency and business impact.
I also played a key role in enhancing team processes and cross-functional efficiency by championing the adoption of technology tools, such as monday.com for work management and Confluence for a company wiki. By implementing automation and streamlined workflows, I ensured high project quality and timely completion. This initiative improved team productivity and facilitated better project tracking and collaboration across departments. It enabled me to complete around 60 requests in one of the last months I worked at AdCellerant.
Community Engagement & Workplace Culture
As an active member of the AdCellerant Gives program, I helped plan and engage the wider company in activities for community service, environmental sustainability, and charitable contributions. My involvement helped foster a sense of purpose and community within the company, reinforcing their commitment to social responsibility and environmental stewardship. In February 2024, AdCellerant attained B-Corp certification.
I was also a key driver in shaping workplace culture and brand advocacy among employees. My positive energy contributed to team dynamics and fostered stronger connections with remote employees hired during or after the COVID-19 pandemic.
