SELECTED WORK
Brand - B2B
CSG Brand Evolution
Before
After
The brand was corporate. The company wasn’t.
THE CHALLENGE
Feedback said CSG’s agency-led brand felt heavy, rigid, and too corporate- nothing like the modern, approachable SaaS company behind it. Employees worked around it, and our marketing wasn’t showing who we really were.
MY ROLE
I led my team in evolving it: gradients to convey light, more saturated color, modern iconography, active imagery, reduced banding, tech overlays, and a new typeface. Then we made it easy to use, with style guides, video guidelines, templates, shared asset libraries, and teach-ins.
RESULTS
56%+ increase in cross-functional intake requests and increased brand satisfaction.
Shifted brand perception from “templated” to “light and sophisticated” · Executive sponsorship · Dream Maker Award nomination · Spotlight on Excellence recognition.
“I was WOWED! … This is the best piece of work I have seen come out of CSG since I’ve been here (20+ years).”
— Liz Bauer, EVP & Chief Experience Officer
Campaign Strategy
THOUGHT LEADERSHIP CAMPAIGN · STATE OF THE CUSTOMER EXPERIENCE
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The theme was overwhelm. The creative had to cut through it.
THE CHALLENGE
CSG wanted to own the customer experience conversation. Our research showed customers are buried in so many messages that the important ones get lost, so the question became how brands reach people at the right moment and actually get noticed.
MY ROLE
Working with cross-functional teams, we shaped a strategy around that question. My team then brought it to life across the State of the Customer Experience report, landing page, ebook, videos, webinar and social campaign, with creative built around one idea: clarity wins when everything else is noise.
RESULTS
1,600+ leads in 60 days
Positioned CSG as a CX thought leader across report, video, webinar and social.
ABM CAMPAIGN · MAJOR SATELLITE PROVIDER
We didn’t borrow their brand. We earned their attention.
THE CHALLENGE
To win a major satellite provider, the plan was an ABM campaign built on the prospect’s own branding, with a hard-sell message along the lines of “You need our billing platform.” It risked copyright trouble and, worse, the wrong reaction from the people we wanted to impress.
MY ROLE
I diplomatically made the case for a different approach: capture the essence of their brand while keeping ours, and trade the hard sell for a message they’d actually want to answer. My team created original creative that echoed their visual language while staying distinctly CSG’s, led by “Let entertainment take center stage with billing magic.”
RESULTS
Within 7 days the prospect reached out
Protected CSG’s brand and the relationship · Turned a hard sell into a conversation
Creative Operations & Strategy
CSG In-House Creative Services
Built and scaled CSG's video & design team, turning production into a core capability.
THE CHALLENGE
CSG relied on agencies for video at $10K–$15K+ a piece; we needed faster turnaround, more volume, and cost savings.
MY ROLE
I recognized the opportunity, built the business case, and produced 50 original videos in the first year. Then I secured executive buy-in to build a full-service in-house video and design agency responsible for everything from strategy and shoots to motion graphics, editing, and VO, with enterprise-approved AI workflows that expand capacity without sacrificing quality or compliance. To accommodate increasing volume and scale, I built relationships with freelancers and agencies for overflow.
RESULTS
200+ enterprise video and 2000+ design projects produced annually. $500K production budget. Estimated $7.5-9 million savings over 8 years. AI built into all stages of production.
AI - CSG
Internal - CSG
Global Events
MWC BARCELONA 2026
In a hall full of tech specs, we led with personality.
THE CHALLENGE
MWC is telecom’s biggest, most important stage, and most booths just shout features. We wanted CSG to show up as what we actually are: innovative, a little bold, and refreshingly easy to work with.
MY ROLE
I helped shape the event strategy, then my team built the full event identity from concept to show floor: booth, signage, branded vans, swag, landing page, decks and videos, plus six customer executive presentations. On site, I embedded as our social and video lead, shooting interviews and delivering video to the team in the US to edit daily social updates.
RESULTS
$27M influenced pipeline from the event
6 customer executive presentations · Daily on-site video and social · One identity from concept to show floor
Additional Work
Freelance, volunteer, and targeted projects beyond the case studies above.
