Systems Strategy to Unify Experiences Across Product Ecosystem
Snapshot
Directed Brand & Creative Systems Strategy to Unify Customer Experiences Across Product Ecosystem as the Company Scaled: Building Cohesive Journeys Across Digital, SaaS, Web3, and In-Person Platforms Through Revamps and New Launches to Create Holistic Brand Identity, Personalization, and Influence Across the Industry.
My Role & Leadership
I led the strategy, branding, and execution of 1871’s expansion into digital, SaaS, and virtual platforms, ensuring a seamless, premium user experience across multiple ecosystems. My leadership spanned:
Brand Strategy & Digital Experience: Developed messaging, UX, and creative execution for Hivebrite (member portal), NovoEd (LMS), Hopin (event platform), and 1871 VX (VR Campus).
Cross-Functional Leadership: Aligned product, marketing, experience, and tech teams to unify brand presence across all platforms.
SaaS & Product Marketing: Built branded landing pages, sign-up flows, and content hubs to optimize onboarding and engagement.
Marketing & Community Engagement: Developed launch campaigns, onboarding strategies, and segmented messaging to encourage adoption.
Corporate & Partner Integration: Designed digital sponsorship opportunities within the platforms to enhance partner visibility and monetization.
Data & Insights Optimization: Implemented analytics tracking to inform content strategy, engagement tactics, and product decisions.
Key Results & Impact
📈 Successfully migrated and branded multiple platforms to create a seamless omnichannel experience
📈 Grew digital engagement across Hivebrite, NovoEd, Hopin, and 1871 VX (VR Campus)
📈 Increased event visibility, membership engagement, and content consumption
📈 Developed branding, UX, messaging, and creative execution to unify all platforms under the 1871 ecosystem
📈 Captured new user insights, enabling data-driven decisions for program, community, and product strategy
Challenge
❌ Scaling member engagement beyond in-person experiences required a strong digital-first approach.
❌ Event sign-ups were fragmented, requiring a more integrated registration and participation flow.
❌ Hybrid & virtual programming lacked a centralized platform for networking and education.
❌ The VR space had to feel authentic, maintaining 1871’s brand consistency while being immersive.
❌ Sponsorships lacked digital integration, limiting partner visibility across virtual platforms.
❌ User behavior insights were scattered, making it difficult to measure community engagement.
Approach & Execution
✅ Unified 1871’s digital presence across member portal, LMS, event platform, and VR campus.
✅ Redesigned UX & messaging to ensure brand consistency across all digital products.
✅ Built scalable engagement strategies to increase member interaction and platform adoption.
✅ Developed integrated sponsorship opportunities for partners to gain brand visibility.
✅ Implemented analytics tracking to provide data-driven insights on user behavior.
Growth & Iteration
Phase 1: Migrated member portal → Improved event registrations and networking experience
Phase 2: Optimized virtual events → Integrated Hopin, improving digital engagement
Phase 3: Expanded into LMS & VR → Created 1871 VX (VR Campus) for networking & learning
