Macrobond Global Brand Transformation
Helping transform how a global B2B SaaS company showed up in the market.
Agency Partner
www.supergood.agency
Market
U.S. • EMEA • APAC
Role
Director of Marketing & Strategic partner to the Head of Marketing
The Challenge
Macrobond had a sophisticated product and a strong reputation with financial professionals, but the way the company presented itself needed to evolve. The opportunity was bigger than a visual refresh. We needed a more modern, unified expression of the business, clearer product storytelling and a digital experience that could better communicate Macrobond’s value across global markets.
What I owned
As the Head of Marketing’s #2, I co-led the transformation from the initial kickoff through launch and ongoing activation. I was the internal partner connecting leadership, our hand-picked agency Supergood, our team members and the people across Macrobond who ultimately needed the new brand to work in the real world.
The work began with an in-person kickoff in San Francisco with Supergood. I partnered closely with their strategy and creative teams as we worked through positioning, voice, logo direction, typography, color and the experience we wanted customers to have when they encountered the brand.
We completely gutted the existing website. I worked directly with Supergood and our developer on page architecture, content and the overall digital experience, and I stayed hands-on in Webflow across webinars, thought leadership, publications and ongoing site content.
I also led customer testimonial and executive/board productions in New York and London, from venue and vendor selection through stakeholder scheduling, production coordination, editing support and final creative.
The Broader Business
At the same time, I led global demand generation across North America, EMEA/UK and APAC. I helped shape target markets and segments, budget and channel allocation, product launch priorities and executive recommendations, while managing a lean $1M+ annual investment, resulting in over $19M in pipeline generation.
Working directly alongside the Head of Marketing, I helped translate business priorities into actionable plans across global markets. My role extended beyond marketing execution to investment planning, resource allocation, performance reporting and executive decision support. I partnered across Marketing, Sales, Customer Success, Product, Revenue Operations and Finance to align priorities, improve visibility into performance and keep strategic initiatives moving forward.
I built and scaled the Macro Series content engine, including Macro Charts weekly, Macro Trends bi-weekly and Macro Moves monthly, growing the audience to more than 1,000 subscribers. Other work included primary market research, VIP events in New York and London and the five-part Straight from the Force webinar series.
I also worked with Revenue Operations and Finance on an AI-powered reporting initiative designed to centralize performance data and improve visibility for leadership. Across my work, I use AI and automation to support research, analysis, planning and more efficient business processes.
Impact
The rebrand and new digital experience were followed by a 175% increase in website demo requests. Together with broader growth initiatives I led, these efforts helped grow marketing-sourced pipeline contribution from 0% to 40%, generating more than $19M in pipeline.