Lead designer and project coordinator for a persona-led B2B growth marketing initiative, owning end-to-end design and cross-functional coordination across CEO, Sales, RevOps, Engineering, and Legal.
THE CHALLENGE
Entering a Market That Did Not Know Us
Avenue One was expanding into homebuilder finance, a nascent market segment requiring a fundamentally different go-to-market approach than its residential roots. The goal was to build relevance and trust with an audience that didn't yet know the brand.
THE APPROACH
Turned Data Into a Strategic Foundation
Translated a proprietary 7,500+ homebuilder database into a 2×2 segmentation matrix, mapping builders by inventory turnover and project cycle time. Developed four behavioral personas — Price Optimizer, Market Master, Methodical Builder, and Quality Leader — to anchor a persona-led campaign across landing page, email, and LinkedIn.
Built an interactive scatter plot visualizing the full builder dataset using AI-assisted workflows. Designed four illustrated persona profiles with distinct visual identities, configured a HubSpot-integrated CTA flow for persona self-identification and lead capture, and created LinkedIn content to drive landing page traffic.
THE IMPACT
Proof of Concept. Reusable Foundation. Ready to Scale.
Launched a data-driven segmentation framework for Avenue One's homebuilder expansion, piloted with a select builder group and designed for full activation as the sales motion matures. Delivered a scalable campaign foundation and strengthened cross-functional collaboration across six teams from concept to deployment.
