Constant Contact

Brand Transformation:

At Constant Contact, I led a brand transformation rooted in a clear business reality: years of under-investment in brand had started to impact growth.

The company had come to market like a dated B2B enterprise platform, but our audience was small business owners who shop, decide, and build loyalty in far more consumer-minded ways. We had become overly focused on features and short-term conversion, losing sight of how our customers actually behave and what motivates them.

I elevated the creative to feel more modern and human, adding emotional resonance and a clear sense of “this is for people like me.” At the same time, I reframed our feature story so it was intuitive and relevant, translating product complexity into language and moments that made sense for real small businesses, not procurement teams.