Challenge

Haus’s buying committee spans different roles—from growth marketers deciding ad spend to data science teams validating experiment credibility to finance teams scrutinizing ROI. Building awareness meant making a technical, category-defining concept resonate across all of them without diluting the message for any single audience.

Strategic Approach

Each month I executed a new creative brief, developing copy for downloadable ebooks, demo-focused offers, general awareness trays, and vertical-specific pushes that made the case for incrementality as a marketing essential. I provided creative direction to our designers throughout and incorporated client feedback to keep messaging sharp and on-brand.

Key Innovation

Rather than writing one generic messaging, I tailored the angle and proof points to each persona's stake in the outcome while keeping a consistent brand voice across every tray.

Business Impact

Monthly creative output kept Haus’s awareness campaigns fresh and audience-specific, giving each of the target personas messaging built around what they actually care about rather than a one-size-fits-all pitch.