DIGITAL EXPERIENCE & CONVERSION
A website should do more than look polished; it should help people understand, trust, and take action. I led development of a new digital experience focused on intuitive navigation, stronger storytelling, premium visual presentation, and clearer pathways to engagement, improving how prospects experienced the brand and moved through the buyer journey.
STORYTELLLING & HUMAN CONNECTION
Expertise becomes more valuable when it is visible. I built an in-house video capability to showcase employee knowledge, customer perspectives, and organizational insight in a more accessible and authentic way. The result was a scalable content system that strengthened credibility while making expertise easier to understand and share.
BRAND STORYTELLING & POSITIONING
The strongest brands feel human long before they feel promotional. I developed storytelling initiatives designed to bring expertise, personality, and culture closer to the audience. This helped customers better understand who the organization was, what it valued, and why it mattered. By featuring employees, ideas, and shared experiences, this work strengthened authenticity, reinforced trust, and created more meaningful engagement with the brand.
STRATEGIC ALIGNMENT
Strong marketing becomes more valuable when it informs business decisions. I developed quarterly reporting frameworks that translated marketing performance into actionable insights for executive leadership, improving visibility into campaign performance, audience behavior, and funnel health. These conversations helped refine targeting, strengthen alignment between marketing and sales, and support smarter growth decisions.
SALES ENABLEMENT & CUSTOMER PROOF
When developing a relationship with a prospective client it is always important to educate, inspire and reassure them about how your product and services will improve their life. I developed customer case studies that translated complex work into clear business outcomes, helping prospects visualize possibilities, strengthen confidence, and move through the buying process with greater clarity. These assets became an important part of sales conversations, competitive positioning, and long-term credibility building.
BRAND TRANSFORMATION
A brand transformation is never just visual, it is organizational. I led a comprehensive rebrand designed to elevate market perception, modernize messaging, and better reflect the company’s expertise and ambition. The work aligned identity, storytelling, digital experience, and internal culture around a clearer and more differentiated market position.
CUSTOMER INSIGHT & JOURNEY STRATEGY
The strongest marketing begins with understanding people. I developed customer personas and mapped buyer journeys to better understand motivations, challenges, decision-making patterns, and moments of friction across the customer experience. These insights helped create more relevant messaging, sharper targeting, and a stronger connection between brand storytelling, demand generation, and customer needs, ultimately improving how marketing supported engagement, conversion, and long-term growth.
INTEGRATED CAMPAIGN STRATEGY
These campaigns were built to support business growth by aligning brand strategy with measurable performance. Grounded in audience insight and informed by data, each initiative was designed to increase engagement, improve conversion, and strengthen brand equity across channels. Creative execution served a clear purpose: driving impact while reinforcing long-term brand value.
CUSTOMER EXPERIENCE
In the midst of the Co-VID 19 pandemic, Cima was developing and preparing to launch their first lighting products. At that time, in-person meetings could not happen, samples could not be sent to empty offices, we needed a different way to build confidence and connection. I helped lead development of an interactive virtual showroom experience to support a new product launch, translating a traditionally hands-on experience into a digital environment that felt engaging, informative, and memorable. My role focused on visual direction, styling, and user experience, ensuring the experience reflected the quality of the brand while making exploration intuitive and accessible.
PROPOSAL STRATEGY & COMPETITIVE POSITIONING
In competitive opportunities, clarity and confidence matter. I developed proposal presentations designed to communicate value in a way that felt thoughtful, persuasive, and easy to understand, translating complex capabilities into clear stories aligned to customer priorities. By combining strategic messaging, visual storytelling, and audience insight, these presentations strengthened positioning, improved buyer confidence, and helped the organization show up more effectively in high-stakes conversations.
THOUGHT LEADERSHIP & MARKET PERSPECTIVE
Periods of change create opportunities to lead conversations. During the pandemic, I collaborated on a webinar series exploring how shifting workplace behaviors, customer expectations, and digital experiences could reshape the future of the industry. The goal was simple: offer perspective, build trust, and help customers think more strategically about what came next.
AUDIENCE ENGAGEMENT & BRAND PRESENCE
Thoughtful content builds familiarity long before a sales conversation begins. I developed ongoing content programs designed to educate, build trust, and reinforce expertise. This created a consistent brand presence that kept customers, prospects, and employees connected to the organization’s story and value.
Stefanie Paszynin | Creative, Analytic, Strategic 