Industry: Consumer Tech

Context:
A startup had reached product-market fit but was now scaling aggressively. Marketing was producing campaigns, sales was customizing pitch decks, and design was pushing out brand assets but none of it matched. Every touchpoint diluted the brand and confused users and partners.

Problem:
The core issue was brand inconsistency, which created inefficiency and mistrust. Each team interpreted the brand differently. There was no system or framework for scaling communication in a cohesive way.

My Role:
Brought in as Brand Strategist & Systems Builder under a project led by a Fractional CMO and overseen by the Founding Team.

What I Did:

• Conducted a diagnostic audit of brand touchpoints, internal tools, and stakeholder communication

• Designed a Modular Brand System — messaging pillars, tone calibration toolkits, and plug-and-play storytelling frameworks

• Created a Brand Architecture Playbook for sub-products, white-label adaptations, and local market tweaks

• Implemented async documentation + Notion-based brand center used by all departments

• Trained 2 marketing leads and 1 sales enablement lead to operationalize the brand system in daily work

Team Involved:
Fractional CMO, Head of Design, Product Marketing Lead, Copywriter, Founding Team Member

Results:

• Cut down campaign development time by 37%

• Enabled internal consistency without killing creativity

• Gave leadership confidence to expand into new verticals with a scalable identity in place