The context Sprout Social had a strong product story and a loyal customer base — but its brand presence hadn't kept pace with its ambition. As the company entered a period of significant evolution, the mandate was clear: differentiate in a crowded market, build brand equity, and connect more meaningfully with the people at the heart of it all — social media marketers who live and breathe culture every day.

The role Over four years and three director-level roles, I moved from leading Sprout's visual design discipline to shaping brand creative strategy and ultimately driving brand innovation and activation. I helped build frameworks, standards, and creative culture that raised what the team believed was possible — and led brand moments that brought Sprout's evolution to life in the world.

The impact Elevated Sprout's creative standards across the organization. Helped launched the company's first brand awareness campaign at a landmark cultural moment. Built activation work that centered community and culture — and set a new internal standard for how the brand shows up in the world.