I joined Salesforce to organize and lead the creative team for the company’s flagship product Sales Cloud. While on this team we grew from a small team of 4 rotating contract designers and copy writers to 6 full-time creative employees of varying levels within 8 months in support of content marketing, social, web, events and digital advertising.

A few of the high impact moments and projects that I’m proud of:

Ways of Working: Aside from hiring an all-star team, my first major line of work was to create a smarter, smoother working environment between the product marketing teams and the creative teams. To do this we began working together and more cross-functionally using a creative brief that included and aligned with project management, product marketing, content and our own team of creatives. Here’s an example. This helped create more empathy and awareness around all functions of the larger team, and allowed everyone to have accountability, and to be seen for their contributions to each project.

Inspiration a Plenty: To keep the teams moving, educated and inspired I advocated and created our bi-weekly team working sessions. Here we would bring what’s new to the table for discussion whether Salesforce related or otherwise. This simple effort helped educate the team on available tools, software, and kept us all abreast of our lines of work, impact, and what we’re all interested in from a work perspective as well as insight into what we’re all working on at a given time. Knowing what a team or individual is interested in and passionate about helped create some fantastic pieces of work where teams and people were excited to come into work everyday.

Social Matters: In an effort to increase engagement on social channels, and pump-up the strength of our campaign journeys I partnered closely with our social media director, a one person team at the time consisting of the amazing Katie Yeigh, and her agency of record. Here we educated each other on team shortcomings, brand updates, hierarchy and overall brand messaging, then moved into action with some UX style processes by creating A, B, and C testing posts across organic social which created a solid baseline set of data taken from over 1 month of posts. From these data sets we decided what’s working, then moved forward into larger paid advertising channels that were more thoughtfully placed into our larger campaign journeys. This helped promote the strength of social channels to other product teams who then leveraged our strategies. This also advocated for an increase in head count on the social content team and supported a new social media focus for Sales Cloud, thus creating a stronger consumer based community on social channels.

Sales Cloud North Star: Working with senior creative writer Boomer Cruz, we created a Sales Cloud north star for design, messaging and team briefing. A Sales Cloud first. View the example here. We created this to provide messaging proof points to executive leadership, and to create a one-stop-shop that’s easy to track updates for all involved, and to keep everything Sales Cloud, up to date.