I help brands turn what they ask for into what they actually need; diagnosing the real problem, presenting options with context, and building web experiences that scale.
LeaseCrunch had expanded beyond lease accounting through acquisitions (Strongbox, CashFlowTool) and needed a brand that reflected their full product ecosystem. They came in with a new name, Crunchafi, and a strategic question: branded house or house of brands? Marketwake projects team was brought in to answer that question and execute the full transformation: new brand identity, new website, and a go-to-market launch strategy.
Coordinated brand and messaging workshops, visual identity development, and design of 50+ modular HubSpot pages. Managed a phased design-to-dev handoff mid-project to protect the launch deadline: core pages first, then templates, specialty pages post-launch. Ensured the "Crunchafi" brand tone (approachable humor in a conservative industry) landed consistently.
Visit Crunchafi →Venture Atlanta (Southeast's leading startup conference) had outgrown its single-track schedule layout. With multiple simultaneous tracks, the existing page couldn't help attendees find sessions quickly. The internal team managed all session content in Airtable, requiring manual handoffs to the web team for every change.
Designed and delivered a new schedule page in 8 weeks: multi-track layout, filtering by day/session type/location, real-time Airtable sync (VA team controls live content without touching the website), and an auto-updating downloadable PDF. Simultaneously managed refreshes of the Pitch, Attend, and Home pages for UX clarity and conversion.
Average time on page, before vs. after redesign
| Page | Before | After |
|---|---|---|
| Home | 19s | 47s |
| Pitch | 24s | 39s |
| Attend | 24s | 43s |
Home page's +147% gain compares to a site-wide average of +15% engagement over the same period.
Senior PM and TPM with 8+ years building web products, leading digital delivery, and managing the teams that make it happen.
Based in Georgia · Working with teams everywhere.