2024-Present | Art Direction | Brand Marketing | Communications
Blink Device Company
As the Marketing and Brand Manager for the med tech startup Blink Device Company, I…
Advanced the TwitchView2 Brand: I led a company-wide rebranding campaign effort using modern and flexible design systems to shape our brand identity across all mediums (website, print collateral, scrubs, etc.)
Advanced Product UI/UX Design: I conducted market research in a competitive landscape and worked closely with the engineering department to create a design system for our product GUI.
Created All Marketing Assets: I collaborated with our sales and clinical teams to design a range of static and dynamic creative assets including digital ads, social media graphics, email templates, tutorial videos, and event materials for them to use for prospecting and lead generation.
Defined the Design Process: I turned an inherited smattering of desktop folders into an advanced internal SharePoint asset management system, accessible across marketing, sales, clinical, and leadership teams.
Developed a centralized collateral library system so our field teams could order uniform, branded print collateral from headquarters
Developed template systems for our brand asset library while maintaining design standards as part of an overall branding strategy
Managed Trade Shows: I developed a system for managing the 15-20 regional and nationwide trade shows our field team attends every year.
Created Custom Kits: Along with a flow chart and internal system for event management, I interviewed our field team to understand pain points with trade shows. From this, I created custom trade show kits that addressed each pain point (read more below).
Synthesized Market Research: I coordinated with leadership on market research, user experience, customer feedback, and delivery of reports that directed our marketing campaign strategy for 2025.
Maintained Company Website: I used HubSpot to redesign the entire website within my first 5 months of employment, as well as manage our contact list of over 30k subscribers.
Leveraged AI to Manage Translations: Using HubSpot’s Breeze AI tool, I translated the website into 10 languages and worked with distributors to make specific copy edits.
Created Gated Content: I collaborated with product experts to create gated content that led to a 30% increase in form submissions via our website.
Led Creative Direction: I worked cross-functionally to drive our creative vision and explore new opportunities for storytelling.
Hard Skills: Adobe Creative Suite · Keyshot · Figma/XD · Web Design · UI/UX · Event Management · Branding · Market Research · Project Management · Data Visualization · Print Production · Data Visualization · Presentation Design · Advertising · Graphic Design · Animation · AI · Content Generation · Digital Marketing · Microsoft 365 Suite · Social Media Management ·
Soft Skills: Emotional Intelligence · Solution Driven · Effective Communication · Strategy · Collaboration · Leadership · Ideation · Adaptability
TwitchView2
Brand Evolution
Leveraging assets from the company’s brand introduction in 2018, I modernized the look to create a contemporary and energetic feel for the launch of our second-generation product.
BEFORE
AFTER
Event Design
I designed a new look and feel for our 20x20 booth at the most important trade show of the year: The American Society of Anesthesiologists. In a sea of medical blues, the glow of our orange gradients could be seen from every corner of the exhibit floor.
Giant Product Kiosk
I came up with the idea to display a giant version of our product at the front of our booth. I worked with the printer to create the product frame (generated and shipped a high-resolution 3D render using KeyShot), and sourced an interactive kiosk to use as the monitor “window”.
I then created three different animations highlighting real cases where TwitchView was utilized. I chose these cases because they highlighted specific use cases where our product was crucial to the decision-making process of anesthesiologists and increased patient safety.
This was the most utilized and talked about aspect of our booth.
Social Media Posts
I also managed social media communications before and during the ASA trade show. This included multiple social media posts and email blasts promoting our booth location and our promo event, which was free professional headshots.
Other Animations
Centralized Collateral Library
The Problem: Our field teams didn’t have one location to source the most up-to-date marketing collateral.
The Solution: I created a centralized collateral library where our field teams could source all available marketing collateral, as well as order print collateral from HQ. This ensured that all our public-facing collateral follows brand standards and current messaging.
Instruction Sheets
I created instruction sheets for our newest product offering: the TwitchArm mounting solution. I worked with the Director of Engineering to determine what instructions were required and how we could best visualize and communicate them.
