XEMELGO SOFTWARE
2022-2023
Helping Manufacturers Adopt Smarter Software
I led cross-functional B2B marketing initiatives that made Xemelgo’s complex IoT software easier for manufacturing buyers to understand—from brand and sales enablement to social, video, and events.
CONTRIBUTION
Marketing strategy, creative direction, product storytelling, sales enablement, and UX design
COLLABORATORS
Sales, Product, Customer Success, Engineering, leadership, and business partners
TIMELINE
3 Months
THE CHALLENGE
After securing seed funding, Xemelgo needed a consistent way to stand out in an emerging market. Manufacturing buyers needed to understand how the software could support their operations. Sales needed clear, reusable materials to guide a longer buying process.
I organized the work around three needs:
Create a consistent product story across customer touchpoints.
Make complex software easier for manufacturing buyers to understand.
Give Sales and customer-facing teams useful, reusable tools.
Trade Shows & Conferences
Worked closely with the sales team and our business partners to design and ship artwork and graphical assets — from the booth banner on the show floor to the large Xemelgo video covering 4 wall sides.
BIG NRF Retail 2023 in NYC — 35,000 attendees
Promat Show 2023 — 45,000 attendees
Magazine Ads
Designed and shipped the advertisement to bring awareness of Xemelgo to aerospace manufacturing businesses.
500
Avg. daily readers
10K
Direct distribution
15K
Online readers
Sales enablement & employee onboarding with collateral
I developed a sales enablement toolkit adopted by Sales, Customer Success, and leadership. It became a shared source for customer-facing messaging and was reused across the website, demos, presentations, and events.
The toolkit also supported onboarding for new sales hires and reduced reliance on fragmented materials.
Used to onboard 100% of new sales hires and ensure consistent product knowledge.
Served as the single source of truth for customer-facing messaging across teams.
Repurposed across the company website, trade shows, customer demos, and sales presentations to deliver a consistent brand and product story.
Reduced reliance on fragmented, ad hoc training and marketing materials.
~ 3 days
Decreased time to customer
— 1 week
Decreased sales onboarding time
$3M+
Supported in partnership opportunities
App Store & Google Play Store Photos
Led the end-to-end redesign of App Store preview assets, translating the product experience into compelling visual storytelling. Optimized how key features and workflows were presented to improve discoverability, drive user acquisition, and increase conversion from store visitors to app users.
Explainer videos
Led the creative direction, editing, and production of product marketing videos that translated complex software capabilities into clear, compelling narratives. Designed to increase engagement, strengthen product understanding, and drive customer acquisition by communicating value in a way that resonated with manufacturing decision-makers.
B2B Socials (LinkedIn & YouTube)
Led B2B social strategy & execution across LinkedIn and YouTube, partnering with product, customer success & the executive team.
+456%
LinkedIn B2B Followers growth
+1,900%
YouTube video views
+1,567%
LinkedIn likes
Email Marketing & Customer Success
Partnered with Product and Engineering to improve the customer experience during planned maintenance by designing clear, on-brand communications that set expectations and built customer trust.
Email Marketing & Customer Success
Brand Identity & Visual Systems
Security whitepapers & API documentation
Worked closely with the customer success & the engineering team to establish trust by showcasing the brand’s commitment to security. Enabled developers, partners, and third-party integrators to understand the functionalities, capabilities, and limitations of the API — enhancing user experience and strengthening brand reputation.
Executive Presentations & Communication
Asset Tracking solution in Zebra’s world-class executive briefing center in Lincolnshire.
Infographics
Event Marketing (Tradeshows & Conferences)
PNW Aerospace Event 2023 — Coordinated the booth setup