Landing Pages
Katherine Porter: Brilliance of Spontaneity Untamed
Client: LewAllen Galleries
Katherine Porter (b. 1941) stands as one of the great women of American Abstract Painting.
March 8 – April 6, 2024
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Minol Araki: Digital Catalog
Digital Catalogs
Maurice Golubov: Digital Catalog
Digital Catalogs
List & Win
Emails & Campaigns
Seth Tane: The Painted City
Landing Pages
Landing Pages
Seth Tane: The Painted City
Client: LewAllen Galleries
Seth Tane brilliantly paints the pulse of a city moment in his hyper-realist tableaus that surely qualify him as one of the finest contemporary painters of the American city verité.
22 March – 20 April, 2024
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Ship Local: Chicago
Emails & Campaigns
Reverb.com Selling Hub
Landing Pages
Help Center
Knowledge Base
Knowledge Base
Help Center
Client: Reverb.com (Etsy)
Background: Reverb.com (part of the Etsy House of Brands) is the world’s largest oneline marketplace for buying and selling musical instruments.
I led the development, management, and maintenance of an extensive knowledge base comprising over 200 articles in 5 languages, catering to a global user base in the millions. This resource not only served the worldwide user community but also played a pivotal role in empowering the Customer Support and Operations teams through internal and external self-service.
Beyond creating a comprehensive knowledge base, I formulated a strategic self-service framework to enhance support for Reverb’s users and agents. This involved restructuring the library, integrating intelligent search functionality, building article recommendations within the Reverb product, collaborating across Product and Marketing departments placing relevant articles in high-intent and frequented user touchpoints, and partnering with the appX team to develop and launch the Help Center in the native iOS & Android Reverb apps.
This transformative project resulted in a 200% surge in Reverb’s self-service score, significantly elevating the overall customer support and product experience for the user base across the globe. This achievement proved instrumental in facilitating the seamless expansion of the Reverb team during a high-profile acquisition by Etsy.
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Seller Newsletter
Emails & Campaigns
How to Ship a Guitar
Blogs
Reverb.com Shipping Resources
Landing Pages
Minol Araki: Where Beauty Dwells
Landing Pages
Landing Pages
Minol Araki: Where Beauty Dwells
Client: LewAllen Galleries
The Japanese artist Minol Araki (1928-2010) was a very successful industrial designer and an accomplished Japanese ink painter in the ancient literati tradition who was renowned for masterfully blending East Asian brush painting traditions.
23 February – 23 March, 2024
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Seth Tane: The Painted City – Digital Catalog
Digital Catalogs
Collections Rewind
Emails & Campaigns
My Collection
Go-To-Market
Go-To-Market
My Collection
Client:
Reverb.com (Etsy)
Background:
Reverb.com (part of the Etsy House of Brands) is the world’s largest online marketplace for buying and selling musical instruments.
I spearheaded the product marketing and go-to-market rebranding of the “My Collection” feature on Reverb.
Starting with a revitalized creative vision, I delved into the notion of “musical DNA” and harnessed a distinctive color palette to accentuate it. I led a comprehensive go-to-market strategy, breathing new life into the product, resulting in a massive 2x feature growth within just 6 months.
Executions ranged from in-product educational resources, targeted email and push campaigns, improved audience segmentation, retargeting campaigns, engaging giveaways, videos, blog content, and influencer marketing campaigns.
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Favorites
Go-To-Market
Go-To-Market
Favorites
Client:
Reverb.com (Etsy)
Background:
Reverb.com (part of the Etsy House of Brands) is the world’s largest online marketplace for buying and selling musical instruments.
I led Reverb on the go-to-market integrated marketing plan and execution for the newest feature, Favorites.
I oversaw the creative direction, audience positioning, messaging, communication channel strategy, and in-product placements to boost the adoption of this feature.
I executed various strategies across email channels, launching in-product messaging via banners and tooltips, integrating value propositions and adoption CTAs into the user experience, and delivering real-time triggered native app messages. Additionally, I oversaw content and social media marketing, which involved creating content series and integrating Favorites into platforms like TikTok and YouTube, among others.
Katherine Porter: Digital Exhibition Catalog
Digital Catalogs
How to Pack & Ship a Guitar
Videos
Blogs
Ethel Fisher: Now Representing
Client: LewAllen Galleries
LewAllen Galleries announced its exclusive representation of the work of Ethel Fisher (1923-2017) in conjunction with her Estate. Fisher is a highly distinguished American artist who lived and worked in New York, Miami, and Los Angeles during a career that spanned seven decades. She is lauded especially for her distinctive large-scale figurative paintings featuring portraiture of psychological depth and tension set against background fields of color. Fisher has also been recognized for her architectural paintings of ornate facades of iconic buildings in major cities, as well as landscapes and interiors.
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