From Presentation Shop to $25M Product Marketing Powerhouse

The agency had a strong niche but limited scope—clients only saw them as presentation vendors with no credibility in broader strategic or creative services

Agency leaders believed that that reputation alone would unlock more work.

Four years of being stuck in a narrow service lane. There were occasional expansion attempts, but without structured offers or new positioning.

There was real risk of client churn, stagnant growth, and missed market opportunities.

Actions

Audited client lifecycle and unmet needs
Developed sellable services beyond events: product messaging, partner marketing, training content, and more
Operationalized delivery systems, introduced scalable creative processes
Led remote, interdisciplinary team building
Integrated HCD mindset across the agency
Built MVP brand sprint process for startups
Fostered a low-attrition, high-ownership culture

By the numbers, in 7 years

Revenue grew from $500K to $25M over six years
Team scaled from 5 to 50, spanning 5 cities and multiple countries
We delivered work across enterprise sales, B2B product marketing, and startup branding, helping clients clarify value propositions and accelerate go-to-market
Attrition remained near zero, even ten years in—a testament to the culture and systems we built
Our MVP brand sprint process allowed startups to differentiate without traditional slowdowns
We helped break silos between sales and marketing in enterprise clients through integrated messaging and experiential strategy

Seeing the Risk, Mapping the Gaps

When I joined Article Group, the agency had steady work creating keynote presentations for tech executives, but it was trapped in a narrow lane. Buyers saw us as valuable—but only for a sliver of the product journey. There was no structured offer beyond events, no scalable creative process, and no plan for long-term growth. The risk? Plateauing as a boutique shop or getting passed over entirely as tech clients evolved.

I was brought on as the first full-time creative director, with a unique ability to cross disciplines—event, brand, digital, narrative—and lead strategic change. I started by re-examining the client lifecycle and mapping unmet needs that aligned with our credibility.

FROM

Presentation design

Deck builds for CEOs

Speech writing

Ghost writing and narrative planning

Stunty one-off ideas

Shot in the dark “big ideas”

TO

Narrative Strategy

Establish the foundation for storytelling and systems.

Narrative frameworks
Positioning & messaging
Brand strategy
Playbooks
GTM strategy
Workshops & training
Journey mapping & Persona development

Keynotes, Events & Sales

Build foundational assets that get your story and strategy into the market.

Mainstage design
Senior executive messaging
Event strategy, concepts & creative
Sales collateral
Narrative consultation

Content Programs

Deepen audience relationships by choosing and owning the right conversation.

Editorial strategy
Content audits
Channel strategy
Thought leadership programming & execution
Copywriting 🔁
Social strategy & campaigns

Design Systems

Translate elusive jargon into beautiful, useful visuals.

Brand design
Design principles & style guides
Campaign execution
Brand alignment
Performance testing

Partner Marketing

Enhance strategic collaboration to drive partner growth and market reach.

Community engagement
Campaign planning & execution
Sales enablement
Market analysis

Video Production

Leverage the power of video at the right time and scale.

Strategy & Creative
Directing & pre-production
Scriptwriting & storyboarding
Location-based production
Studio production
Post-production services

Turning What We Knew Into What We Sold

Main Stage Keynotes

Sales Materials

Content Strategy & Engagement

We used our position in the room with executives to expand into strategic messaging, brand narrative, digital product marketing, sales enablement, partner marketing, training content, and startup MVP brand development.

This transformation wasn’t about chasing trends—it was about operationalizing client pain points into sellable services and building delivery systems that scaled.

Democracatic organizers

Labor rights activists

Election observation

Focus group participants

Creative Process, Not Creative Chaos

I formalized our creative processes, built an interdisciplinary team across U.S. hubs, and introduced human-centered design thinking across departments. We were early adopters of remote collaboration, prototyping, and iterative feedback, which positioned us well for pandemic-era shifts.

Ten years on, the agency is still thriving on the foundation I helped build—offering the same creative systems, leadership principles, and client-facing structures that powered our original growth.