FullStory is a Digital Experience Intelligence product that equips its users with the tools they need to elevate and perfect their digital experiences. FullStory allows users to gain insight and find opportunities to optimize their website, app, or software platform using powerful data.

At FullStory, I built and managed the first Brand Marketing and Creative team. This team covered a range of disciplines, including creative development, production, presentation design, UI/UX, motion graphics, front-end and back-end development, and website optimization. My primary goal was to propel FullStory's brand beyond its startup roots and equip it to compete for larger enterprise deals (<$1M).

The challenge was to transform FullStory's image while still preserving its core values of authenticity, empathy, and distinctiveness. This meant showcasing the power and sophistication of their best-in-class product while maintaining their unique and engaging brand personality.

Website
Grew the companies traffic for new users by +153% YoY, and achieved an increase in site conversions for demo requests by 57%, through A/B tests and site optimizations.

fullstory.com

Brand
Developed and evolved Brand Guidelines each year for internal design teams and third-party agencies. The brand strategy was designed for FullStory’s ideal customer profiles, Product Managers and Engineering teams in E-commerce and Retail industries. Developed customer-centric systems for FullStory’s first User conference, User Community, Customer Training and Certifications, as well as our Partner Ecosystem.

2023 Brand Guidelines

Events
Created FullStory’s event experience for user conferences. Partnering with Marketing and events teams to prioritize key touch points for before, during, and after event experiences. This included promotional emails, social media templates, landing pages, booths, main stage designs, presentations, activation experiences, post event mixers, and on demand content.

Spark 2022 Promotional Video
Spark 2023 Promotional Video
Connect 2023 Promotional Video

Campaigns
Developed static and dynamic visuals for Demand Generation, ABM Campaigns, and Product led campaigns.

FY24 Results
ABM Campaigns accounted for 62% of open opportunities, increased influenced pipeline from $13M to $25M, and the average deal cycle decreased by 40%.

Product-led campaigns created 4M in sourced pipeline and 108K in average sales price (ASP) leading to 1,409% ROI.

For FY25, the FullStory campaign strategy will be overhauled to shift from a multi pronged approach to a singular brand led campaign (big C) and focused campaigns (little c) running throughout the year.

Project Management and Process
Actively collaborate with and train project owners on best-in-class design and user experiences. This strategic effort aimed to ensure that the brand could seamlessly scale for global growth. I implemented and led workshops to enhance project efficiency and improve the time-to-value for delivering best-in-class deliverables on FullStory's website as well as demand and lead gen touchpoints.

Team
Manage and onboard freelancers, and global agencies that empower the internal teams to scale the brand globally.