As Creative Director at Tablz, I led a comprehensive digital transformation that repositioned our brand and dramatically increased lead generation. My work spanned brand strategy, web development, and innovative marketing solutions that directly impacted the company's bottom line.

Brand Strategy & Development

I orchestrated a strategic pivot from a mixed B2C/B2B approach to a focused B2B lead-generation model. This transformation began with defining "Guest Fulfillment" as our new product category, creating a unified brand message that resonated with our target audience of restaurant GMs and owners.

Website Redesign & Development

I spearheaded the complete redesign and development of Tablz.com, delivering the project three months ahead of schedule with exceptional performance metrics:

• Achieved 100% SEO score on desktop and 98% on mobile
• Increased qualified lead generation from 0-2 to 12-15 per month
• Designed the entire site architecture in Figma, giving stakeholders across departments visibility into the development process
• Personally implemented the design in Webflow with custom code solutions for advanced functionality such as CMS libraries, advanced analytics, A/B testing and more.

Digital Marketing & Analytics Infrastructure

I built a robust analytics ecosystem that transformed our marketing approach:

• Implemented Google Analytics 4, Google Search Console, and Microsoft Clarity to create a comprehensive view of user behavior
• Managed a $3,000 monthly Google Ads budget, optimizing campaigns that doubled website traffic
• Created custom Mixpanel dashboards for real-time performance monitoring
• Established A/B testing protocols that increased conversion rates by 11% and improved checkout flow speed by 24%

Content Strategy & Production

I developed and executed a content strategy that established our thought leadership:

• Produced and launched three defining videos on "Guest Fulfillment" that aligned with our go-to-market strategy
• Published 12 strategic blog posts that reinforced our new category positioning
• Created an innovative AI solution that reduced content creation time for restaurant table descriptions by over 90%

Internal Systems & Team Leadership

Beyond customer-facing initiatives, I enhanced our internal operations:

• Designed and maintained a comprehensive company wiki in Notion
• Implemented Monday.com workflows for creative requests, significantly reducing turnaround times
• Created the Showcase portal, an internal website utilizing multiple CMS collections to organize restaurant partner information for the sales team

This comprehensive approach to brand, digital, and operational transformation directly contributed to Tablz's growth, establishing us as leaders in the Guest Fulfillment category while providing measurable business results.

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ROLE

Leadership, Management, Graphic Designer, Web Designer, and Video Editor

SCOPE

Branding and Marketing

CLIENT

Tablz