📋 Roles & Responsibilities

I was recruited to the Dreamship leadership team to improve the overall creative vision, create lean and scalable workflows, and implement process improvements. In my current role, I manage all creative decision-making and brand direction. I am responsible for implementing design theory, creating project strategies, and defining, tracking, and delivering work across our two teams (US and Vietnam). As the leader of my team, my main focus is the health of our creative and marketing initiatives. I am most often eliminating roadblocks so that our design and marketing team can stay focused on delivering high-quality and effective content for our partners and our customers. 

Unique Skills

• I am a bridge between the creative, product, and engineering teams.

• I can speak both languages (design & technical) and have the ability to play diplomat with multiple stakeholders and mindsets.

• I drive projects forward with structure, timelines, milestones, and most importantly encouragement to deliver the best customer experience.

• I have the ability to flex between big-picture strategic thinking and detail-oriented tactical thinking.

• I am a trained designer and can make proposals clear and easily digestible for executive teams to make decisions.

💎 Types of projects I manage

• Brand refresh & design guides

• Website overhaul

• Investor Pitch Decks

• 1-pagers

• InfoGraphics

• B2B/B2C campaign asset management

• Product Releases

• New Feature Releases

• Newsletters

• E-Commerce Booklets

🤝 Project Process & Outcomes

Project Highlight: Social Impact Deck

Process: I start by going on a listening tour of all stakeholders involved in the project. From there I put together a project proposal on what the needs, timeline, and milestones are. This is then put into our project management system. I have included screen captures from a brainstorming session to help you understand my ability to take very complex ideas (often scribbles on paper from our genius leadership team) and turn them into a simplified story through great design.

Outcome: Below is a 10 slide deck that I conceptualized, managed, and drove to completion. I was the bridge between the design team and the executive team. I oversaw all timelines, milestones, and edits and implemented project management and content management system. This is one of many decks I have managed and created for Dreamship.

Project Highlight: B2B Marketing Materials

Process: For these projects, I spent most of my time collaborating in cross-functional environments, across multiple teams and disciplines. Overseeing marketing collateral is all about communication. Here, I spent time understanding the needs of the Sales & Business Development teams so I could communicate needs with the Design and Content teams. I set realistic timelines and directed what happens when and why, what natural dependencies exist, and how to mitigate risks.

Outcome:

External Catalog - [In Progress]

Process: This website improvement project is still in motion. It involves stakeholders from 5 different teams and took time, trust, and effort to receive buy-in from all team leads. I have been an integral part of understanding the resources it will take to add an external e-commerce catalog to our site. I am currently steering teams through the design process, connecting people to the right answers, and helping them get the most out of the organization’s resources.

Site Wireframes:

Content Creation [Thought Leadership Articles, Product Releases, New Feature Releases]

Process: Each campaign takes planning, execution, and creative vision. Below I have taken you through the process of one thought leadership article. The first step is creating a Project Proposal. I then communicate the article needs to our agency and outline all the needed elements. I manage all editing and iterations of the article and make sure all stakeholders have what they need to deliver the project on time.

Outcome: The secret for success in a post-covid world: How to spark joy & cultivate community with branded gifts

📋 Description of the project

OOTB Solutions (formerly Out of the Box Productions) is a billing and payroll agency that allows big commercial advertising sets to stay compliant with complex employment laws. OOTB Solutions needed a site that could house a large amount of information about payroll while still appealing to its highly creative audience. In tandem with the site, OOTB Solutions also needed all the campaign material to launch the new site. I led both projects at one time.

My Role

I was the lead program manager on the rebuild of this site and for all branded marketing collateral. I sourced the design team. Conceptualized creative direction and drove all agency communication and project planning.

Expected results

• Set- up and optimize the design team’s framework and cross-functional workflows.

• The rebrand and final site would be unique, yet highly functional for two distinct target audiences (California employees [B2C] and employers [B2B])

• Work with creative vendors and agencies and identify opportunities to streamline all agency engagement.

• Work cross-functionally with leadership, legal, and sales teams to drive complex ideas forward.

• Advocate for design by ensuring the design team has time and space to apply sound design practices in the web design life cycle.

• Manage all prioritization and planning, resource management, program tracking, and budget management.

• Produce the following for the launch of the site: Logo, branded materials to use on all content, blog posts, email banners, social media campaign

🥅 Project strategy

• I knew going into this high-impact project that there would be many stakeholders involved. My intention from the beginning was to foster a positive environment for both the creatives and the leadership involved in this project.

• My primary role was to build the design process and work cross-functionally with the agencies, designers, and engineers.

• Building relationships was a key to this project. One of our designers was relocated to China during the pandemic. This meant managing multiple time zones and ensuring that all parties were kept in the loop about the status of the project.

💎 Outcome

The OOTB Solutions site launched on time and on budget. The leadership team was thoroughly impressed with the entire process. You can check out the full site here.

Screen captures of the new site

Branded Illustrations

📋 Description of the project

In 2018, our team began the creation of our sister company Out of the box Productions. OOTB addressed the changing CA employment laws. California has cracked down on individuals classified as 1099 contractors. This affected the talent that we represent at LuLu Artists Collective. The team decided to create a payroll solution for the industry. I was tasked with creating the brand and the website.

Expected results

• Create a site that makes payroll feel positive

• Create a company brand that reflects our knowledge of the commercial photo industry

• This site would be used as a placeholder until we had more budget and more resources to build a bigger site. Please see OOTB Solutions site rebrand to see where the site is today.

My Role

I built this site from start to finish. I oversaw all the copy, design, and development.

💎 Outcome

Site Screen shots

📋 Description of the project

LuLu Artists Collective is a management agency representing the West Coast’s finest production artists. As Marketing Director, I am responsible for marketing our talent to new markets as well as existing clients. To do this, I needed a way to showcase our offerings via email campaigns.

Expected results

• Have a unique and elevated marketing package to present the talents work to potential customers.

• Incorporate the new elevated brand throughout the deliverables.

• Increase customer engagement and acquire new brands to our list of growing customers.

• It was essential to create marketing packages that were very easy for my teammates to edit.

🥅 Project strategy

• These marketing packages are used daily and are constantly being edited on the fly. For this reason it was essential that I make the packages editable by my team. I explored many different tools. I landed on Canva to build these designs for a number of reasons:

  • There is a project management function on Canva that allowed me to communicate with my team by leaving instructions and comments.

  • I was able to create custom templates that were much simpler to edit than Indesign Files.

  • The exporting and filing systems were clean and functional.

• Packages were to be made for the following campaigns:

  • Individual talent pitches and (Comp Cards)

  • Multiple talent pitch (Lookbooks)

  • Specific company pitches (Targeted Lookbooks)

💎 Outcome

At the completion of this project I created over 40 comp cards and packages with our new brand. This is an ongoing project in which I have my team evolve each package to incorporate images that match the aesthetic of the company we are pitching to. Our CEO was extremely happy with the outcome of this campaign. The packages have helped acquire new brands and increase response to email campaigns.

Old comp card

new comp card

New Lookbook

📋 Description of the project

As Marketing Director, I work hand in hand with our companies CEO. Our goal with this project was an elevated re-brand but with the same 1960’s roots. This project was executed over the course of a three of months.

Expected results

• Have a unique and elevated logo for our website and branding materials

• Create a company brand that reflects our growing collective of artists

• Incorporate our new brand throughout the website

• Work on the usability of the site and improve flow.

My Role

My role was to walk my team through this project from start to finish. I partnered with the CEO to bring the concept of the logo to life and then executed the redesign. I also managed our content editor and digital asset manager to refresh all of the online portfolios.

🥅 Project Goals & Strategy

• Conduct numerous brainstorm and concepting sessions to bring design ideas to life first on paper

• Focus re-brand on key high impact pages and progressively update others as the project went on

• Always do an intensive benchmarking and reflexion before implementing changes

🚧 Road Blocks

• We initially hired an agency to do this job because there were many other projects going on at the office

• The work the agency presented to us was unusable

• I started the project from scratch and brought all designs to life

💎 Outcome

The new site and logo are now live. We have received inspired feedback from our customers and from our community of artists.

New Website: LuLuartistscollective.com

DEsign Program management & Marketing

📋 Description of the project

Octarine came to me when the company was still in stealth mode and asked me to design them a website that could present their platform to the public. The company was looking to launch the public website in under a month. Octarine offers a cloud-native security platform for the complete lifecycle of applications running on Kubernetes, helping customers to protect their cloud-native apps from build to runtime.

Expected results

• Have a professional and clear business site for investors, consumers, and businesses.

• Have a separate marketing managed site that does not rely on engineering resources.

• Create a company brand that is secure and forward-thinking.

MY ROLE AND RESPONSIBILITIES

As owner of Powers Design, I was in charge of all responsibilities for this project from client procurement to website launch. I oversaw the engineering, and design of the site as well as produced some design and marketing content. 

Project Highlight

Octarine was acquired by VMware in May of 2020. The website was an important part of this acquisition.

🚧 Project strategy

• Use a step by step process to ensure that all things are working.

• Focus on key high impact pages and progressively add others as the project goes on.

• Always do an intensive benchmarking and reflexion before implementing changes.

• Install analytics tools to measure changes and improvements.

💎 Outcome

We were able to release the new Business website on time. You'll find below the screenshots of the desktop versions for the most important pages:  

📋 Description of the project

Prior to this project the company did not have a Target Profile report or Matching report. Our Target Profile insights were available on the web but not has downloadable PDFs. Following customer feedback we decided to create  reports that our clients could easily download and customize. The main goals of this project were:

• Define the sections within the reports.

• Produce customized reports were customers are able to select which sections they want.

• Appealing UI.

• Produce exceptional marketing and psychometric content.

🤝 Team

This project could not have been completed without teamwork and constant collaboration. As it was an important task for the company every person was able to follow the progress of the project and give their feedback on WorkPlace and InVision. The following 5 people key to this project:

• Me - Marketing Manager. I was in charge of all content for the PDF reports which are based on science and machine learning. I interacted with Gabriel (Paris) to ensure the psychometric validity of my content. I also played an important role in the design of the PDFs working closely with Joy and Kevin to offer my feedback.

• Joy Han - Graphic/UI Designer. She was in charge of improving the UI of the reports and had daily interactions with Kevin and I.

• Ilya Siban - Front-End Developer. He was the one coding the changes.

• Gabriel Lasne - Psychology. Gabriel ensured all content was valid according to the American Psychological Association.

• Kevin Lanceplaine - Product/UX Designer. Kevin managed the project and wrote the specifications for the developers. He also helped implement Joy UI decisions in Sketch.

The importance of good team cohesion was even more crucial because while Kevin, Joy and I were located in San Francisco, Ilya ad Gabriel were located in Paris. Effective communication was possible despite a 9 hour time difference thanks to great collaborative tools such as InVision and GitHub.

Each person had their own role but this project pushed each team member to go above and beyond their scope. I for example, leveraging my previous experience as a freelance designer, was always in discussion with Joy and Kevin. Or Ilya, as one of the first employees of the company, plays more roles than just a developer and his feedback and knowledge of Talentoday was crucial. 

⚙️ Process

Here is the process we used for this project and that we are using for a lot of our projects at Talentoday:

• Step 1 - Draft product specifications:

  • Write a draft of the product specifications: What will each page of the report contain? What visualizations? Which content?

  • In this case, the product specifications are done following customer feedback. We consider feedback that we receive via multiple channels such as in-person meetings, Intercom discussions and emails.

  • Discuss with the developers and get a rough idea of what is possible to do and create a timeline based on their feedback. For example, the pagination number was too complicated to do with our current PDF generator configuration so we decided not to have it for the first release.

• Step 2 - Whiteboard mockups & Content:

  • Use whiteboards and InVision Freehand for each page.

  • Create general content sections so that we know what content we need and project if we can have this content complete with our current timeline.

  • Define the general UX.

• Step 3 - Sketch and InVision:

  • Define the UI using Sketch.

  • Allie to write all content and check with the psychologist that all information is in accordance with the American Psychological Association

  • Kevin synchronizes every page on InVision so the marketing team can add and discuss the content.

  • Import content via invision so that the whole team can see and read the content and make suggestions.

• Step 4 - Final design & content:

  • Ensure all content is final

  • Export the assets for the developers.

  • Write final product specifications.

💎 Project Outcome 

We delivered 2 fully customized reports. 

You'll find below an example of a Target Profile report and an example of a Matching report. Feel free to click on the pages to see the details.

📋 Description of the project

The purpose of of this project was to redo the "Talentoday business website", which is the part of the Talentoday website that contains the customer facing explanations of our B2C and B2B products.

HIGH LEVEL PROJECT SUMMARY:

Problems:

• The previous website did not fit the needs of potential customers and investors. There was a major confusion between B2B & B2C target markets. It used to be great but since the product evolved, it did not fit the vision of the company anymore. .

• Lack of flexibility to make marketing changes because corporate site is embedded with production site.

• Instead of a strong asset our website was a liability.

Proposed solution:

• Split and migrate the site so that it is owned and managed by the US marketing team.

• Improve clarity through the messaging and mapping of the site.

• Improve workflow and communication with the French engineering team.

Expected results:

• Have a professional and clear business site for investors, consumers and businesses.

• Have a separate marketing managed site that does not rely on engineering team.

MY ROLE AND RESPONSIBILITIES

I was project manager of the business website. I oversaw the engineering, and design of the site as well as produced and managed all content. 

🥅 Project goals

1. Have a dedicated website separate from production site that doesn’t require any actions from engineering

2. Quickly Improve the marketing content

   • General structure improvements

   • Clear message on the Home page for both B2B and B2C

   • Improvements related to the recent sales changes (targets, pricing….)

3. Set up and maintain analytics to support marketing decisions

🚧 Project strategy

• Use a step by step process to ensure that all things are working.

• Focus on key high impact pages and progressively add others as the project goes on.

• Always do an intensive benchmarking and reflexion before implementing changes.

• Install analytics tools to measure changes and improvements.

We decided to implement an iterative process where all the non-essential pages will be done in phase 2 and 3 during development sprints:

👨🏻‍💻  Program Management 

Team cohesion is one of our essential values at Talentoday. My management process was built around communication with the sales and customer success teams. Members of these teams sat both in San Francisco and Paris so to keep communication clear I structured a plan and prioritized which pages and content were crucial and which pages could wait for future releases. Below are a couple of slides from the project portfolio in which you can see the process I set out to create edits to the site and content. 

To keep things organized I used the project management platform Trello. This allowed seamless communication with the French team and also help me outline what needed to be done for each page and project. 

Once the content was created it was uploaded to Invision. We InVision on a daily basis to interact between the sales team, UX/UI and developers. This tool was an essential part of staying on track and establishing online communication. 

Translations 

Another component to this project was managing the translations. Talentoday is a global company so I knew it was essential to have a translation process that was turn key. I worked directly with the translators to ensure the content was appropriately translated in French, Portuguese, German, Spanish and Simplified Chinese. 

👥 Users and audience

One of the most challenging parts of this project was adapting the messaging of our product to each target market. I worked cross functionally with the sales team to dive deep and what was working and what needed to be polished. With the customer success team, I was able to see where our highest value was for our current customers and how I could present that on the website for future customers.

It was crucial to understand the value we bring to our customers before writing the content. Each business unit has a specific voice and message. 

 B2B

Talentoday has both B2B and B2C customers. One of the first steps of the project for me was to define the different customer segments we have at Talentoday.

Types of BtoB customers:

• Staffers & Recruiters

• Managers

• Career counselors

• Government & Public health

B2C

Many individuals who visit Talentoday.com are BtoC users. There are 2 main categories of people: Candidates who have been invited to take the personality assessment and other people such as students who are interested in data on their soft skills. In both cases it was important that they easily identify how to sign up and take the free assessment on the website. This posed a challenge for me as I worked hard to find a way our homepage could appeal to both candidates, investors and potential customers. 

INVESTORS

One of the major reason why our CEO wanted to update the business website was to update the vision of the company. Indeed the vision of the company changed over time and it was important to have a website up-to-date before starting to raise funds our Series B.

📸 Photo shoot

Our release contained simple screenshots from our app, some basic illustrations and CC0 pictures from Unsplash. In the next releases we wanted to make the website more personal so we organized a photo shoot. 

You'll find below some instructions that we sent to the photographer along with few pictures. It was really important for us to make sure that she understood our needs prior to the photos so we only need to photo shoot once.

And a few examples from the shoot: 

💎 Outcome

We were able to release the new Business website on time. You'll find below the screenshots of the desktop versions for the most important pages:  If you would like to view the whole site you can visit Talentoday.com 

📋 Description of the project

This project was similar to the Target Profile report. The purpose was to produce a PDF for the personality traits and motivations of Talentoday users. All the details of my work and process can be found on the Target Profile report project.

👨🏻‍💻  Design & Content Management

For this project, I was in charge of all content and communications between the teams. I wrote all content and checked with the psychologist that all information is in accordance with the American Psychological Association. Once approved I discussed with Kevin and Joy where and how we would implement the content so that it fit with the design and company brand. 

⚙️ Process

Here is the process we used for this project and that we are using for a lot of our projects at Talentoday:

• Step 1 - Draft product specifications:

  • Write a draft of the product specifications: What will each page of the report contain? What visualizations? Which content?

  • In this case, the product specifications are done following customer feedback. We consider feedback that we receive via multiple channels such as in-person meetings, Intercom discussions, and emails.

  • Discuss with the developers and get a rough idea of what is possible to do and create a timeline based on their feedback. For example, the pagination number was too complicated to do with our current PDF generator configuration so we decided not to have it for the first release.

• Step 2 - Whiteboard mockups & Content:

  • Use whiteboards and InVision Freehand for each page.

  • Create general content sections so that we know what content we need and project if we can have this content complete with our current timeline.

  • Define the general UX.

• Step 3 - Sketch and InVision:

  • Define the UI using Sketch.

  • Allie to write all content and check with the psychologist that all information is in accordance with the American Psychological Association

  • Kevin synchronizes every page on InVision so the marketing team can add and discuss the content.

  • Import content via invision so that the whole team can see and read the content and make suggestions.

• Step 4 - Final design & content:

  • Ensure all content is final

  • Export the assets for the developers.

  • Write final product specifications.

💎 Outcome

We delivered a fully customizable personality and motivations report that our clients use to recruit, onboard and motivate their employees. 

You'll find below an example of a Personality & Motivations report. Feel free to click on the pages to see the details.

📋 Description of the project

Over the course of my two years at Talentoday I have managed and created all sales collateral for my team. These specific sales brochures and powerpoint presentations were used daily by our sales team to reach their goals. I managed all design and content for this collateral and worked closely with the the sales and graphic design teams. 

HIGH LEVEL PROJECT SUMMARY:

Problems:

• The previous collateral leveraged by the sales team was outdated and not fit to the current US market.

• Because most of our team is in France our content was not adapted to the US market making it difficult for our sales team to provide accurate KPIs.

• Instead of a strong asset our sales collateral was a liability.

Proposed solution:

• Establish the different business units with the sales team and collect the needed information for each sales team and adapt each brochure and presentation to each unique market.

• Improve sales through clear and concise content that is relevant and unique to each target market.

Implementation:

• Map and concept 5 brochures for each of our business units (B2B: Enterprise, Staffing Recruiting, University, Consulting) (B2C: Students)

• Create multiple slide decks for our BDR team (General presentation, elevator pitch slides, sales pitch slides, data privacy slides)

• Work directly with Joy Han (Graphic Designer)

• Write clear content with messaging and brand in mind.

Expected results:

• Equip sales team with solid collateral to increase sales

• Improve brand with consistent messaging built with feedback from the sales team and from current customers.

🤝 Team

• Me - Content Marketing Manager & Project Manager. I was in charge of mapping the project out, setting deadlines, benchmarking our competitors and best practices, and managing all people involved in the project. I also wrote all content for each brochure

• Joy - Graphic Designer. Joy made each brochure come to life and added her brilliant touch to each brochure and presentation.

• Peter - Director of Sales. Peter worked closely with me on all content. Ensuring that all messaging fit with the customers his team goes after. Content was constantly changing and shifting based on his feedback.

🥅 Project goals

1. Have a library of resources for our sales and marketing team

2. Quickly improve the quality of our marketing content

   • General presentation

   • Clear message for both B2B business units and B2C individuals

   • Improvements related to the recent sales changes (targets, KPIs, pricing….)

3. Efficiently supply all material on schedule (this was achieved!)

🚧 Project strategy

• Use collaboration tools (Invision & Workplace) to ensure communication is seamless.

• Focus on key high impact business units first

• Always do an intensive benchmarking and reflexion before implementing changes.

• Ensure all content is checked with the sales team

We used collaboratives tools such as InVision a lot to interact between the marketing, UX/UI and sales:

💎 Outcome

Thanks good communication we were able to deliver our content on time. You'll find below the brochures for each business unit as well as a sample of the presentations we created.   

📋 Description of the project

One of my objectives as marketing manager was to build lasting relationships with our customers. Customer success stories were in high demand from our potential clients so I began this project to help the sales team close deals. A second goal for this project was lead generation. This content and these stories were used in campaigns to find companies of similar size who had similar offerings.  

HIGH LEVEL PROJECT SUMMARY:

Problems:

• Talentoday had no clear process of understanding their value to existing customers.

• The customer success team had great relationships with our customers and the team wanted to use this as an asset.

• Customers were requesting success stories from our current customers.

• There was no customer information on our website.

Proposed solution:

• Leverage the strong relationships both sales and CSM has with our customers to build stories.

• Ensure we had a success story for each different target market.

Implementation:

• Define a list of questions to ask each customer ambassador.

• Create a list of customers from each business unit.

• Create a slide deck that would tell these stories that could be easily edited and shared with customers. Work directly with Joy Han (Graphic Designer)

Expected results:

• Equip sales team with customer success materials to convert leads into sales.

• Show case this content on the business website.

🤝 Team

• Me - Content Marketing Manager & Project Manager. I was in charge of mapping the project out, setting deadlines, creating the list of customers, and managing all people involved in the project.

• Joy - Graphic Designer. Joy made each success story come to life and ensured all presentations were on brand and easily editable by the sales team.

• Jocelyne - Customer Success Manager. Jocelyne leveraged her strong relationships to obtain the customer information we needed for each story. She worked closely with me on all content.

🚧 Project strategy

• Use collaboration tools (Invision & Workplace) to ensure communication is seamless.

• Focus on key existing customers that are within our highest impact business units.

• Ensure the customer story is accurately depicted.

• Focus on KPIs for each business unit and ensure that customer interviews are directed to obtain all the needed information.

• Ensure all countries customers are considered and that a global customer presence is achieved.

💎 Outcome

Below is an example of 4 of the stories I captured with this project. These slides are used by are sales team and are also showcased on our website. 

📋 Description of the project

Before I started my role as Marketing Manager of Talentoday our blog was not kept up and the team rarely posted. As a start up it is essential to have a steady flow of relevant content for our customers, investors and potential customers. My first goal with the blog was to post consistently and humanize our brand. After benchmarking other blogs, the team and I decided on Medium as out blog platform. 

🥅 Project goals

1. Improve Talentoday's search engine traffic

2. Increase conversion rates and generate new leads for the sales team

3. Build a sense of authority for Talentoday in the HR industry

4. Humanize and shape the Talentoday Brand

5. Provide an outlet for the product team to release updates and keep our customers informed of changes

🚧 Blog strategy

• Each month I laid out a schedule and plan for the content. I consulted with management and advisors to find relevant topics for the month.

• Going into this project we had almost no budget for freelance writers. I set aside time each week to write articles.

• Once a topic was selected I created a list of key words to use in the articles to help improve SEO and increase our rank for long-tail search queries.

• Following all relevant HR blogs was en essential part of this process. I was able to stay up to date and create content while also wearing many other marketing hats at the startup.

• All articles were posted to our social media channels and some were translated to French to be used for the French market.

💎 Outcome

Please visit the Talentoday blog to get a full picture of my work. Below are a couple of articles I have highlighted. 

📋 Overview

WHAT IS TALENTODAY?

Talentoday is a startup which improves career success by delivering personal insights based on psychometrics and predictive analytics. The online social career guidance solution provides a free personality assessment for individuals and a SaaS for HR managers and staffing agencies. Talentoday is based in San Francisco and Paris with 25 team members.

KEY GOAL

The project was to add a pricing page to our business website. Success was defined by the following conditions:

• Design easy to understand content; people looking at the page should find all the answers they need.

• Ensure that the design would be fast and easy to code. A front-end developer should be able to code the page under 2 days in pure HTML and SCSS. No JavaScript should be required.

MY ROLE AND RESPONSIBILITIES

I was in charge of benchmarking the best practices of pricing pages. I was also responsible for setting the pricing with the Sales team as well as defining what attributes went into each tier of Talentoday: Professional, Premium & Enterprise. 

TIMELINE

The project needed to be delivered within two weeks or 10 days of work. I was project manager of this page and together, with my colleague Kevin, to use the first five days to design the page. This included talking to the sales team about the product definition, benchmarking the different options, white boarding the first drafts, and ultimately doing the UX and UI using Sketch. The second week was used to finalize the marketing content, code the page, and push it to production.

🤔 Problem statement

There were multiple issues to address in order to design the page:

• First, from a product perspective we needed to work with the sales team in order to simplify the pricing, or at least decide which part of the pricing we should display. The current pricing was an Excel file with multiple tabs and was very hard to understand so it was essential to have a fully functional pricing model.

• The design of the page should be easily adapted to add online purchase capabilities (This was to be added in the second phase of the project).

• We also considered where to place the pricing link on our website. Should it be highlighted or hidden?

👥 Users and audience

This web page was designed for professional users who were interested in the Talentoday Manager solution.

🎭 Roles and responsibilities

This project was mainly the result of the collaboration between five people. I was project manager of the project and was also in charge of all marketing. Kevin managed the UX design and front-end development.  Peter and Claire-Marie were the sales managers for the Americas and Europe, respectively. And finally Eric, the USA general manager, was responsible for approving the drafts and the final design.

💎 6. Outcome and lessons

We were able to deliver an easy to read page and quickly implement it on the website. Kevin and I took less than the 10 days of work initially planned, but the project was released one week late. The time it took to simplify the sales pricing sheet was underestimated and because this was such an important step in the process it was essential that it was not rushed. To check out our full pricing page you can visit talentoday.com/en/pricing

📋 Overview

WHAT IS TALENTODAY?

Talentoday is a startup which improves career success by delivering personal insights based on psychometrics and predictive analytics. The online social career guidance solution provides a free personality assessment for individuals and a SaaS for HR managers and staffing agencies. Talentoday is based in San Francisco and Paris with 25 team members.

KEY GOAL

The project goal was to launch a new product feature for our customers.  This included writing all content and establishing the UX and UI of the new Talentoday career recommendations feature. For this project, a version of the module was already done by the data science team on a private environment  in order to test the matching algorithms. 

MY ROLE AND RESPONSIBILITIES

I was in charge of all content while Kevin Lanceplaine was in charge of the user experience and user interface of the new feature.

 TIMELINE

This project was to be completed in 2 weeks before the engineers run started.

🤔 Problem statement

Prior to this project two of our data scientists ran an alpha version on a private environment in order to validate the algorithms. The main difficulty from a UX/content perspective was to design an interface that was intuitive to the user and at the same time close enough to the original alpha version in order to limit the development time.

👥 Users and audience

Talentoday has both B2C and B2B users. The strategy for this feature was to have a new offering for our B2C following. If successful with B2C the product was to be extended to our professional users

👨🏻‍💻 Process and work

1. COLLABORATION ON THE PRODUCT SPECIFICATIONS

Kevin worked in collaboration with the product team to define the specifications of the careers feature. I worked closely with Kevin on the content and often helped with the UX/UI. 

2. IDENTIFY CURRENT ISSUES

After showing the alpha UX/UI to a panel of people, here are the different issues we noted from a UX/content point of view:

• The filter section was taking a lot of space on desktop. In response to this issue we tried various layouts.

• The UI wasn’t easy to understand for new users. In order to fix that we added multiple on-boarding screens.

• Some part of the UI were visually not great. But this comment was normal since it was an alpha project.

3. EARLY DRAFTS

As mentioned before multiple variations of layouts were designed. We wanted to have user feedback on these various layouts so I produced the content and Kevin laid them out in sketch. 

4. SKETCH MOCKUPS

Kevin did multiple iterations of pixel-perfect mockups using Sketch and I added the content to clarify and bring the experience full circle. Most of the feedback on the content and UI details were done using the prototyping tool InVision. 

5. EXPORT FOR THE DEVELOPERS

Once the project completed from a design and content perspective all the assets were exported for our front-end developer.

💎 Outcome and lessons

As planned the UX and UI was designed in time for the developers to work on it. In order to release the first iteration even faster it was decided to release the beta without the on-boarding process.

📋 Description of the project

Fluid Wellbeing is one of my freelance clients. It is a yoga and meditation company led by Gunnar Emery who wanted to share his knowledge online so that his clients could easily access it. You can check out the full site fluidwellbing.com. All web design and branding was done by me. 

PROJECT SUMMARY:

Goals:

• Create Gunnar's personal brand in alignment with his style and beliefs.  

• Construct a clean and user friendly site for his audience. 

• Share Fluid Wellbeing's online meditation course.

• Establish a way to retain client information.  

• Set up a newsletter and blog that the company can post to weekly.

Implementation:

• Establish the above goals with the owner and ensure both of our visions are aligned. 

• Send out customer intake so that I can better understand what the customer expects in terms of look and feel.

• Mock up the sites layout and design. 

• Work on content clarity and messaging.

Results:

• Have a professional and unique business site for Fluid Wellbeing 

• Implement the companies latest Campaign "The Path of the Heart" 

• Empower the client to easily post content on their new site. 

🚧 Project strategy

• Work with Gunnar on the appropriate content for each page. 

• Design and implement site and ensure the brand and content is consistent and clear. 

• Showcase Gunnar's knowledge: yoga, nutrition, meditation and deep listening. 

💎 Outcome

Below are screenshots of fluidwellbeing.com. Each page was a collaboration and an evolving process. If you would like to see the site live visit fluidwellbeing.com. 

📋 Description of the project

Field of Change is another of my freelance clients. They came to me wanting to get themselves online. The company had a website in the past but it was outdated and no longer online. They had very specific needs for their site and were a big part of the collaboration process. We worked together on all content and through my close relationship to the owners I was able to create a brand that was in line with their worldly mission. You can check out the full site at fieldofchange.com

PROJECT SUMMARY:

Goals:

• Create the Field Of Change brand as a healing and wellness community.   

• Construct a clean and user friendly site for their audience. 

• Showcase their offerings: counseling, bodywork, nutritional counseling, whole being wellness perspective, supplements and online store. 

• Establish clear and effective communication with the client and ensure all deadlines are met.  

Implementation:

• Establish the above goals with the owner and ensure both of our visions are aligned. 

• Send out customer intake so that I can better understand what the customer expects in terms of look and feel.

• Mock up the sites layout and design and collect all content from the client. We had to create all content from scratch so I worked closely with them to concisely put their thoughts online. 

• Work on content clarity and messaging.

• The pictures from the old site were outdated so I planned a photoshoot. 

Results:

• Have a professional and unique business site for Field of Change 

• Clearly organize all content and make sure that it is clear to the user. 

• Empower the client to easily post content on their new site. 

🚧 Project strategy

• Work with owners on the appropriate content and visuals for each page. 

• Design and implement site and ensure the brand and content is consistent and clear. 

• Focus on showcasing the breadth of knowledge and wisdom that Field of Change has to offer. 

• Work to condense the extensive content they had for the site and only present what is relevant for their clients and customers. 

📸 Photo shoot

Field of Change lacked the design elements needed to create a brand and beautiful site. I set up a photoshoot with the photographer I user Karolina Zapolska. I shared my goals of the site with her and we were able to get all the shots we needed in one shoot. 

💎 Outcome

Below are screenshots of fieldofchange.com. Each page was a collaboration and an evolving process. If you would like to see the site live visit fieldofchange.com. 

📋 Description of the project

Jill is one of my freelance clients. She came to me upon completing her novel, looking to get her information online in a unique way. We worked together on all content. Jill provided all the beautiful photos for her sight as in a addition to an author she is also a Talentoday photographer. You can check out her full site jillfordyce.com. 

PROJECT SUMMARY:

Goals:

• Create Jill's personal brand that is in alignment with her style and her new book.  

• Construct a clean and user friendly site for her audience. 

• Showcase her writing and photos throughout the site.

• Establish clear and effective communication with the client and ensure all deadlines are met.  

Implementation:

• Benchmark other emerging authors to understand what they have online and how they present their information. 

• Mock up the sites layout and design. 

• Work on content clarity and messaging.

Results:

• Have a professional and unique business site for Jill's book launch 

• Create a site that is easy to edit and empower Jill to make simple changes to her site. 

🚧 Project strategy

• Work with Jill on the appropriate content for each page. 

• Design and implement site and ensure the brand and content is consistent and clear. 

• Showcase Jills work: writing, photos & music 

💎 Outcome

Below are screenshots of jillfordyce.com. Each page was a collaboration and an evolving process. If you would like to see the site live visit jillfordyce.com 

📋 Overview

Over the course of my two years at Adobe I played a big part on the Field Marketing team . Our team was responsible for the Digital Media Business unit and we fostered close relationships with our sales reps as well as our top customers. As Field Marketing Specialist I was given a variety of responsibilities that includes managing quarterly budget, planning and overseeing customer engagement events, running webinars, purchasing lead lists and, of course, deeply understanding success metrics and analytics. 

Customer Engagement: field events

Responsibilities:

• Receive budget for the quarter and allocate to different events.

• Plan nationwide events from start to finish for our top customers.

• Work with caterers, event space managers and onsite managers to ensure all details of each event are executed with precision.

• Foster a close relationship with each Adobe sales executive. Understand what events they need to close deals and make decisions based on deal size and lead information.

• Engage in some sales activities, interact with customers and understand their needs and expectations from Adobe.

Expected results:

• Equip sales team with events to close deals and continue customer engagement

• Improve attendance rates with interesting events and marketing collateral

• Management of all event details

• Collect event analytics and present the outcome of each event based on feedback from sales as well as data.

Types of events: 

• Managed the Giants suite in San Francisco for our top Bay Area customers

• Put on 'Lunch and Learns' for customers to come in and learn about our products

• Hosted webinars to gain new leads and maintain current customers

• Adobe MAX

• Various nationwide onsite visits for customers

• Managed the Adobe Suite at Americas Cup

• Various Concerts

• Managed the suite at Levi's Stadium

• Customer Success- half day with our valued partners and customers where they share their Adobe story

Budget Management

Responsibilities:

• Keep track and manage the teams budget for each quarter. Worked with my manager to allocate the budget and keep track of all expenses and spends for each of the field marketing leads.

• Ensure budget was being allocated to the right events with the highest potential to close deals.

• Keep track of our spend and build a report on where our money is being used.

Success METRICS 

Responsibilities:

• Built and maintained multiple reports on excel to manage the success of our events.

• Became an expert at our reporting database.

• Keep attendance at all events and collect data from sales team to report on the success of each event. Present these findings in a clear way for our team and for our director.

Expected results:

• Improve the success of our events over time through analyzing data and understanding how to improve our events.

• Keep track of data and build reports that are clear and accessible to the team.

• Create quarterly summery reports on our data.

Webinars & Lead gen 

Responsibilities:

• Maintain our database of leads.

• Grow this data base through list purchasing and through event attendance.

• Host webinars based on relevant topics provided by the Digital Media Sales team.

• Find speakers for webinars and events that are thought leaders on webinar topics and experts at Adobe products.

Expected results:

• Increase lead generation through targeted webinars and events.

• Create easy wins for the sales team.

• Keep track of attendance and results.

📋 Description of the project

Leaders @ Adobe is a project that stemmed from a lack of social presence of Adobe's leadership team. I conducted an extensive benchmark of other CEO's and leaders at top companies in order to get a better idea on where we were and where we need to be. 

HIGH LEVEL PROJECT SUMMARY:

Problems:

• Lack of social media presence for the executive team at Adobe

• Too many social channels too little time. Execs are already pressed for time. Which channels make the most sense for each individual based on their current presence and their personality?

Proposed solution & Implementation:

• Benchmark top companies in the industry to understand where our competitors are at and what is expected of top industry leaders.

• Understand how social presence is making an impact on followers, customers, investors and potential customers.

• Propose a solution: Executive Profiles for each of the VPs at Adobe. These profiles show where they have been in the media, their social channels and a bit about them outside the office.

• Create a presentation to present to the Corporate Communications team that expresses the need for Executive Profiles.

Expected results:

• Improve social media presence of Adobe's leaders

• Create Executive Profiles for each executive that humanizes them and presents their thoughts and leadership to followers.

💎 Outcome

The Leaders @ Adobe project was well received and as suggested executive profiles would go on to be created for each executive. You can check out the outcome at Adobe.com. I have chosen a couple profiles to highlight below. I have also included the slide deck I used present the benchmark and pitch the idea to the team. 

📋 Description of the project

Cerebellum was born from a collaboration between Adobe Systems, XMPie, and the GrC Department at Cal Poly San Luis Obipso. Instructed to create a fictitious campaign, which exemplified the various capabilities of Variable Data Printing and personalized communication, we created the fake music festival, Cerebellum. Cerebellum’s campaign consists of a mailed booklet and personalized poster.

We used the latest versions of Adobe InDesign and XMPie software to create the project. Within the booklet, many key aspects change in according to specific customer preference, such as favorite band, food, or concert ticket type. We created all “customer preferences”, and GrC professors generated a large, experimental database. Overall, the project serves as a strong example for the many capabilities of PDF/VT and XMPie collaboration. The goals of the project: 

• Create a complex campaign to test the tool for various bugs.

• Fully understand the product and its functionalities.

• Provide feedback and suggestions based on data collection.

• Design & produce a fully functional marketing campaign that could be shared as a success story with clients

What Is PDF-VT? 

PDF-VT is a form of PDF optimized for variable and transactional printing. Built on top of PDF/X-4, it is the first variable-data printing  format which uses encapsulated groups of graphic objects to support optimized efficient processing for repeating text, graphic or image content. The technology enables reliable and dynamic management of pages for High Volume Transactional Output (HVTO) print data, like targeted marketing campaigns, record selection or postage optimization based on metadata. Watch the video below for an in depth look at PDF-VT. 

🤝 Team

This project was conceptualized, designed, tested and completed by my 4 teammates and I. We worked with Adobe leader Dov Isacs to understand and test the product. This project acted as my senior project for Cal Poly University. 

⚙️ Process

Project Goal: To export fully customized PDFs using PDF-VT based on the recipients answers to our questionnaire. Cerebellum Music Festival created and distributed this booklet and poster to customers to create a more personalized and intimate buyer experience, and maintain a loyal customer base.  Here is the process we used for this project 

• Step 1 - Draft product specifications:

  • Write a draft of the product specifications: What criteria needed to be included in our marketing campaign? How many variable data pieces? How will we test each specification?

  • Define Data Base Assumptions

  • Define roles and responsibilities

• Step 2 - Mockups & Content:

  • After brainstorming we decided to create a music festival, Cerebellum.

  • Target Audience: This was an important piece of the project as we needed to appeal to multiple markets in order to test the VDP qualities of the product. We chose individuals who are into 6 genres of music between the ages 16-35.

  • Aggregate hundreds of options of band names, restaurants, and hotels.

  • Define the theme and design.

• Step 3 - Testing and research paper:

  • Use Indesign/XMPie to bring the design to life and establish the VDP variables on the PDF.

  • Allie to write all content and ensure all variables are unique.

  • Extensive bug testing and data collection to be done by group.

  • Produce a 30 page research paper of our findings, process, successes, bugs and suggestions.

• Step 4 - Final design & presentation:

  • Ensure all content is final and that PDF is fully customizable bases on client questionnaire.

  • Export for PDF with no issues

  • Final presentiation to Adobe systems.

💎 Project Outcome

You'll find below our final presentation of Cerebellum and a look at our design collateral. Feel free to click on the pages to see the details.

📋 Description of the project

Method Magazine was a content and layout design class I took. We were asked to create a magazine and appeal to a specific audience. I chose world travelers on a budget. I was responsible for creating a cover page, table of contents, 2 editorial pages, 1 featured story page and 3 advertisement pages. All content and layout was done by me. 

💎 Outcome

I produced a 15 page magazine that would go on to be published with other magazine created by my classmates. Below is a quick glance at some of those pages: