Funnel

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.

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.

What I Led

Creative Platform Rollout
Executed the brand platform Make Data Dance, to a variety of tactical extensions. I gave every campaign (from ad copy to explainer videos) a sense of artistry and attitude.

Brand Messaging & Voice Guidelines
Developed the manifesto and GPT that united Funnel’s internal teams and external partners around a shared creative identity. Formalized a tone of voice that was confident, intelligent and refreshingly un-SaaS.

Campaigns & Content
Wrote and concepted the brand’s global campaigns, including:

  • 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

Impact

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.

  • 100-Wattaren Award for Marketing Effectiveness — recognized in 2025 as one of the most prestigious honors in the field

  • 672% increase in minutes watched on YouTube

  • 318% more content engagement

  • 91% increase in organic blog traffic

  • 50% reduction in lead acquisition costs

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