Funnel

Brand platform, voice & campaign system — 100-Wattaren award for marketing effectiveness

01
CHALLENGE

Funnel had a strong product and an impressive user base, but no brand story to match. As the company scaled globally, it needed more than a functional website or clever copy. It needed a creative point of view and a voice.

02
MY ROLE

Brought in as the first brand writer, I helped architect the foundation of Funnel's tonality. Over time, I evolved into the creative lead behind the company's core messaging, overseeing a shift in tone, voice and creative ambition that repositioned Funnel from a functional data tool into a marketing intelligence platform with a genuine point of view.

03 
WHAT I LED

Executed the brand platform "Make Data Dance" across a variety of tactical extensions — every campaign, from ad copy to explainer videos, carried a sense of artistry and attitude.

Voice & Guidelines

Developed the manifesto that united Funnel's internal teams and external partners around a shared creative identity: confident, intelligent, refreshingly un-SaaS.

Campaign & Content

  • Product launch messaging for new platform features

  • Video content showcasing our creative POV through humor and insight

  • Cheeky seasonal performance campaigns for Black Friday and more

  • Crafted the story for the brand's annual white papers

Creative Platform

04
IMPACT

672%

Increase in minutes watched on YouTube

Within 12 months, we launched a new website, a repositioning campaign and a series of brand initiatives that increased awareness, inspired sales and caught the eye of competitors. I turned "just get the copy out" briefs into moments of storytelling, often partnering with design and video to push the work further than expected.

50%

91%

318%

reduction in  acquisition costs
increase in organic traffic
more content engagement

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