Scaling a B2B SaaS Brand Across Europe

Creative & Brand Lead at Productsup

Creative Director with strong hands-on art direction and design craft expertise

Brand: Productsup | Role: Creative & Brand Lead | Industry: B2B SaaS | Scope: Europe & Global | Date: 2021–Present

Overview

Productsup is a B2B SaaS platform enabling brands and retailers to manage and distribute product data across 2,500+ channels.

As Creative & Brand Lead, I owned the brand strategy and led its transformation from fragmented execution to a unified, scalable brand system across regions.

Context & Challenge

• Highly competitive B2B SaaS landscape with limited differentiation
• Complex product offering requiring clear communication
• Fragmented brand expression across regions and touchpoints
• Growth across European and international markets

My Role

• Owned brand strategy and positioning
• Led the in-house creative team and set direction
• Defined and scaled the brand identity and design system
• Directed integrated campaigns, content, and brand experiences
• Maintained a strong hands-on role in art direction and key design work
• Contributed directly to high-impact design execution across brand and campaigns
• Partnered with product, marketing, and leadership
• Managed agencies and external vendors

Brand Strategy

Defined a differentiated brand positioning to improve clarity and strengthen market presence.

Grounded in competitive analysis and audience insights, the strategy focused on simplifying complex product value and ensuring consistent expression across markets.

Brand System & Identity

• Built a scalable brand identity system across digital, product, and marketing
• Created a cohesive visual language (color, typography, imagery, graphic system)
• Developed modular components to enable scalability and speed
• Delivered brand guidelines and toolkits for internal teams

Campaigns & Brand Activation

• Led integrated campaigns across digital, content, and events
• Directed motion, video, and performance marketing creatives
• Oversaw brand presence across global events and activations
• Ensured alignment with brand strategy and demand generation goals

Creative Direction & Craft

Maintained hands-on art direction to ensure high craft quality across all outputs.

• Directed visual execution across campaigns, motion, and digital design
• Refined visual language, typography, and design systems
• Provided clear creative feedback to elevate team output

International Rollout

Scaled the brand across key markets while maintaining a consistent core identity and enabling local adaptation:

• Germany
• France
• Spain
• United Kingdom
• United States

Leadership & Alignment

Aligned diverse stakeholder perspectives into a cohesive brand direction, balancing strategic goals with creative excellence.

Led decision-making with senior leadership to ensure alignment across brand, product, and business priorities.

Impact

• +15–20% increase in brand recognition
• +25–40% growth in qualified leads
• +15–25% improvement in conversion rates
• +20–30% increase in creative efficiency through AI workflows