Creating better with Brikl

Brikl is an on-demand e-commerce platform that aims to streamline the process of designing and selling custom products. As VP of Marketing, I led a team that transformed our go-to-market strategy, executed a full brand refresh, and launched a broad mix of marketing initiatives designed to grow awareness, accelerate pipeline, and drive revenue.

Key Responsibilities & Strategic Focus

  • Led rebranding: positioning, visual identity, messaging, and rollout across all customer touchpoints.

  • Used budget-savvy organic marketing techniques to achieve KPIs.

  • Crafted and superseded marketing strategy targeting promotional products, corporate stores, team wear, and redemption/rewards programs.

  • Alongside Grobot, I built and scaled multi-channel demand generation: content marketing, digital advertising, email & LinkedIn outreach, CRM workflows, and sales enablement.

  • Instituted performance tracking, optimisation, and iterative improvement cycles across campaigns and channels.

  • Managed budget, team structure, external agencies, and cross-functional alignment with product, sales, and customer success.

  • Elevated Brikl’s presence in the industry through rebrand + ongoing content & PR efforts. As a result, we increased brand-awareness metrics (search volume, share of voice, partner mentions) by ~18% YOY.

  • Delivered ~30% YoY revenue growth tied to demand-gen, new channel expansion, improved conversion funnels.

  • Reduced CAC (Customer Acquisition Cost) and increased campaign ROI through automation, smarter segmentation, and tighter creative/testing loops. Team outputs (campaigns launched, content pieces published) increased across the board.

Being disruptive takes courage. But having the wisdom to know why change is so necessary comes from experience.

Telling the story of on-demand

The rebrand coincided with the launch of Brikl’s On-Demand platform a couple of years later, aligning our identity with a bold product vision. The rebrand modernised how Brikl was perceived, simplified complex workflows through clear storytelling, and positioned the company as a leader in custom e-commerce solutions. By unifying our visual language, messaging, and go-to-market strategy, the intention was to create a brand presence that resonated with customers, streamlined onboarding, and set the foundation for scalable growth.

Out-of-home and event advertising

From bold billboards in high-traffic locations to branded experiences at industry events, the focus was on creating eye-catching, memorable touchpoints that reinforced our new identity and positioned us as the go-to on-demand e-commerce solution.

Highlights

    • Brand Refresh: Led the rebranding process, updating the brand identity and messaging to better connect with our target market.

    • Market Positioning: Enhanced our positioning, emphasizing the efficiency and customization of Brikl’s MicroStores.

    • Launch Campaign: Executed a successful multi-channel rebrand launch, boosting website traffic by 40% and lead generation by 25%.

    • Content Marketing: Developed a robust content strategy, increasing organic traffic by 35%.

    • Digital Marketing: Managed PPC and SEO campaigns, lowering customer acquisition costs by 20%.

    • Email Campaigns: Implemented segmented email strategies, raising open rates by 30% and click-through rates by 20%.

    • Engagement Growth: Increased social media engagement by 50% across major platforms.

    • Consistent Brand Voice: Established a cohesive brand voice, leading to a 40% increase in social media referrals.

    • Sales Support: Created effective sales materials, aiding in closing more deals.

    • Event Marketing: Developed promotional content for events, increasing attendance by 50%.

    • Team Leadership: Fostered a collaborative team environment, enhancing productivity.

    • Project Management: Implemented efficient project management practices, ensuring timely campaign execution.

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