ProductsUp

Productsup — Creative Direction & Scaling Go-To-Market Communication for a B2B Brand Across Europe.

Role: Creative Lead | Brand & Campaign Strategy | Go-To-Market Communication

Responsible for translating strategic brand direction into a cohesive visual system and leading the design and execution across all campaign and brand touchpoints.

Context

Productsup is a B2B SaaS platform that helps retailers and brands manage and distribute product data across multiple marketplaces efficiently, reducing complexity and manual work.

Operating across global markets, including Germany, France, UK, USA, and Australia, the platform serves enterprise-level e-commerce and marketing teams.

Challenge

• Messaging was overly technical and fragmented
• The brand lacked clarity and consistency across channels
• Customers struggled to understand the platform’s value
• Conversion and engagement were below potential

The goal was to simplify the narrative, strengthen positioning, and improve lead generation and conversion performance.

Audience

• Head of E-commerce
• Marketing Directors
• Senior decision-makers in enterprise retail and brand organizations

Key pain points included managing complex product data across marketplaces, high manual effort, and difficulty scaling across regions, languages, and currencies.

Approach

• Translated complex product capabilities into clear business value
• Broke down the platform into modular solutions for flexible go-to-market strategies
• Aligned brand, messaging, and campaign execution across teams
• Established consistency across global campaigns and touchpoints

Positioning & Messaging

Productsup was positioned around four key value drivers:

• Simplicity — reducing complexity in commerce operations
• Control — enabling full visibility and management of product data
• Scalability — supporting growth across markets and channels
• Performance — improving efficiency and business outcomes

Messaging evolved from technical, feature-driven communication to clear, benefit-driven storytelling aligned with customer needs.

Execution

• Translated brand strategy into a cohesive visual identity across all touchpoints
• Led design and creative execution across campaigns, digital, and brand assets
• Developed global campaign concepts (quarterly and ongoing)
• Created digital campaigns and performance marketing assets
• Designed landing pages and conversion-focused experiences
• Built product visual identity and scalable brand systems
• Delivered event and marketing collateral across regions

Impact

• Contributed to campaigns and go-to-market initiatives that increased qualified leads by 25–40%
• Improved conversion rates by 15–25% through clearer messaging and campaign concepts
• Strengthened brand recognition and consistency across global markets
• Improved team efficiency and production workflows

Timeframe: 9–12 months

Collaboration

• Marketing and Product Marketing teams
• Digital and performance marketing
• Product and design teams
• Senior leadership

Key Learning

Aligning product complexity with clear, customer-centric messaging is critical. Creative direction plays a key role not only in brand perception but also in driving measurable business impact.