Case study: Openhouse
Role: Head of Brand Marketing (Current)
Scope: Brand Strategy · Graphic Design · Creative & Art Direction · Social · Email · Editorial · Campaign Strategy · UX/UI · Site Merchandising · AI Product Visualization · Sales Enablement · Merchandise Design (Enterprise) · Product Development
I work across brand, creative, growth, and sales, leading the brand system across visual identity, product imagery, social, email, web, UX, and sales materials. The goal is bigger than making Openhouse look better - it’s making the company easier to discover, understand, trust, and buy from.
The challenge
Openhouse operates in a crowded B2B merchandise market where suppliers often look and sell alike. The opportunity was to differentiate through stronger product authority, clearer storytelling, and a cohesive experience across brand, growth, and sales.
6-month impact
80k+ social impressions · 5k+ organic site visits · +40% subscriber growth · $50k+ attributed revenue · 17.5k tagged site sessions · Pinterest impressions +2,540% · 10k+ organic blog visits. Shortened enterprise sales cycles through tailored product proposals for brands including Ritz-Carlton, Hyatt, St. Regis, Flickr, ZocDoc, and Magnolia Bakery.
Content, brand authority
I created The Dispatch, Openhouse’s editorial platform, to build authority around product, design, and brand culture.
10k article views · 12k+ impressions · 1k subscribers
Building brand system
I built and oversee Openhouse’s visual identity, voice, art direction, campaigns, product storytelling, and sales creative.
I also developed an AI-assisted visualization system that turns product concepts into elevated imagery - helping buyers see products before they exist while strengthening brand consistency.
Creative as sales enablement
I create tailored product collections and art direction decks that turn brand-specific ideas into tangible concepts, giving sales a stronger way to start and advance conversations.
Conversion improvement
I regularly audit Openhouse’s UX/UI to identify friction across navigation, product configuration, and purchasing, while continually improving site merchandising to better showcase current work and capabilities.
The result
The work connects the full B2B buyer journey:
Discovery through social and editorial
Consideration through product storytelling and visual identity
Nurture through email and repeat content exposure
Conversion through merchandising and UX
Sales Enablement through tailored creative concepts
