Head of Product Marketing
VFX Software
Head of Product Marketing at a successful, fast growing Visual Effects software company.
Cutting-edge software used worldwide in film production, gaming and more.
My duties and responsibilities included:
Create design for various marketing materials with our INSYDIUM Fused tools.
Work with the VFX team to complete projects.
Create project briefs and oversee commercials and promotional VFX content.
Understanding the Computer Graphics market and its customers, keeping up with all the latest innovations.
Find new ways to inform existing customers of product development in the industry of Computer Graphics and find ways to target new customers.
Expert on our target buyer and their purchasing journey.
Liaise with the Design team on marketing design projects.
Shape the perception of our products.
Market and customer research – the go-to person for product teams to better understand the market, to know what matters across the profession, and form a view on possible changes.
Communicating regularly and providing quarterly presentations to company directors.
Tools:
Notion for project management and oversight of the VFX
KanBan
Office Tools
Adobe Creative Cloud
Cinema 4D
INSYDIUM Fused VFX plugins
VFX Tutorials
The team put together VFX tutorials for various parts of the project, a behind the scenes look at how to create different effects.
Christmas 2022 Promotion
My responsibilities:
Wrote the brief for the VFX team.
Ideation and concept creation for the promotion, tutorials and making of video.
Analysing key elements for the tutorials to highlight that would help benefit VFX artists and customers.
Managing the project in Notion to hit our marketing deadline and release schedule.
Providing oversight and regular feedback as the VFX progressed.
“The Making of”
“The Making Of” is a behind the scenes video showcasing key elements of the Christmas promotion.
Spring Sale 2022
My responsibilities:
• Wrote the brief for the VFX team.
• Ideation and concept creation for the sale video.
• Managing the project in Notion to hit our marketing deadline and release schedule.
• Providing oversight and regular feedback as the VFX progressed.
“The Making of”
“The Making Of” is a behind the scenes video showcasing key elements of the Black Friday promotion.
Black Friday Campaign
My responsibilities:
Wrote the brief for the VFX team.
Ideation and concept creation for the promotion and “Making Of” video.
Analysing key elements for the “Making Of” video to highlight what would help benefit VFX artists and customers.
Managing the project in Notion to hit our marketing deadline and release schedule.
Providing oversight and regular feedback as the VFX progressed.
INSYDIUM Fused Awareness Campaign
My responsibilities:
Concepting and story-boarding the project
Analysing key VFX and design elements that benefit our customers to showcase in the video.
Working with the VFX team to create the best visual representations of each element showcased.
Managing the project in Notion to hit our marketing deadline and release schedule.
By designing this in-software marketing popup, I helped our company to stay connected with our users and to promote our latest developments and offerings. The result was increased click-through engagement and upgrades from trial users, helping to strengthen our brand and our position in the marketplace.
In-software Marketing
I have a strong understanding of how to engage with VFX artists and keep them up-to-date on the latest developments. One example of this is when I designed the in-software marketing popup for our trial users. The popup provided information on our latest developments, such as the Black Friday sale, all our plugins, technical support, realistic materials, 360 skies, and prompted users to upgrade from their trial to the full version of the software, giving them a countdown reminder of how much is left of their current trial.
The popup was designed to be engaging and visually appealing, using a curved design, our box art and clear messaging to convey key information to users. Strategically placed within the software and appearing weekly, ensuring that users would see it and be prompted to take action.
Screensaver example for FUSED users who are idle after a period of time showcasing our wallpapers
Community Competition
As a creative professional, I am passionate about helping others in my field to develop their skills and showcase their talents. One of the ways I have accomplished this is by organizing a community competition for motion graphics artists who use INSYDIUM Fused.
In this project, I played a pivotal role in developing the competition plan, including determining the prizes and reaching out to industry contacts to secure these, competition rules, categories, and work within a defined budget. I also helped feedback to facilitate a professional and engaging web page to promote the event, along with social media content and branding materials. Additionally, I worked with sponsors to secure their support and involvement in the competition.
The result of these efforts was a successful and well-received competition that brought together a community of talented motion graphics artists. I am proud to have been a part of this project and to have helped support the development of this community.
Competition places & prizes
Competition branding
Promotional video showcasing example entries based on our specifications.
The design team put together elements as I made suggestions and oversaw the project.
Branding Guidelines
I have a strong understanding of the importance of consistent branding across all marketing channels. One example of my expertise in this area is when I created a comprehensive branding guidelines document for INSYDIUM. This document covered all key aspects of the brand, including logos, font, website, social media, videos, VFX, branding, official colours, and other marketing fundamentals.
Regarding the logo, the document outlined the correct usage, placement, and sizing of the logo across various applications. The font guidelines provided details on the recommended font styles for different types of content, ensuring a consistent look and feel across all materials. In addition, the website and social media guidelines outlined the recommended content and visual elements to be used to maintain a consistent brand identity across all online platforms.
For video and VFX design, the guidelines provided instructions on the recommended styles and visual elements to be used to maintain a cohesive brand identity across all video content. The branding guidelines also covered other marketing fundamentals, including recommendations on the use of imagery, photography, and other visual elements.
The guidelines also included a detailed breakdown of the recommended brand colours and how they should be used across different materials ensuring consistency.
By creating this comprehensive branding guidelines document, I helped INSYDIUM maintain a consistent brand identity across all marketing channels, ensuring a strong and memorable presence in the marketplace.
Redesigns
I revamped the appearance of various designs such as a license manager pop-up, resulting in a sleek and contemporary design. The new design provides a modernized user experience and improves the overall aesthetic appeal.