Creative Director | Roots AI | New York City | Hybrid
Jan 2025 – Present

Led the complete rebrand of Roots AI, positioning the company as a B2B SaaS platform in AI-driven insurance technology. Directed creative strategy across brand, web, advertising, product marketing, and sales enablement while also contributing hands-on design and production. Partnered with executive leadership (CMO, Head of Product, Head of Demand Generation, Product Manager) to align all creative efforts with business objectives and growth targets.

• Directed brand identity transformation, including logo system, color palette, and design standards to strengthen market positioning.

• Oversaw and contributed to a full enterprise website overhaul, redesigning UX, navigation, and content strategy to improve SEO, conversions, and demand generation.

• Developed a cadence of weekly on-demand campaigns, producing digital ads, ABM programs, and multi-channel assets to drive lead generation and pipeline growth.

• Created sales enablement tools including pitch decks, datasheets, and interactive demos to accelerate buyer decisions.

• Directed and contributed to product marketing initiatives, including explainer videos, educational content, and interactive product tours to increase adoption and customer engagement.

• Designed conference branding and environmental graphics to extend the brand experience at live events.

• Integrated AI-driven workflows into the creative process, generating campaign variations, automating testing, and personalizing content for targeted audiences.

• Built, managed, and mentored a multidisciplinary creative team (design, video, digital, copywriting) while actively contributing to projects.

  
  Impact: Amplified Roots AI's brand visibility, boosted demand generation, and increased lead acquisition within six months, positioning the company as a forward-thinking B2B SaaS platform.