PosterMyWall

Overview

PosterMyWall is an all-in-one marketing tool for small businesses, helping them design and publish professional marketing materials: social media graphics, email campaigns, event flyers, and more. When I joined in 2019, it was a design-first tool. Over the next six years, I led the brand through a fundamental transformation into the all-in-one platform it is today.

Brand Ownership & Repositioning

The biggest creative challenge was repositioning PosterMyWall from a standalone design tool to a true all-in-one marketing platform for small businesses. This wasn't cosmetic. It required rethinking how we talked about the product, who we were talking to, and what success looked like for users.

• Redefined the value proposition from feature-led to outcome-led messaging
• Overhauled visual identity, brand voice, and tone across all touchpoints
• Partnered with Product Design on 3 major product initiatives, translating brand strategy into in-product decisions on typography, color, motion, and editorial tone
• Sustained 11–12% annual revenue growth and approximately 15% MRR growth through the transition period

Creative Direction & Content

I ran creative reviews across social media, graphic design, video, and landing pages, delivering fast, actionable feedback to an in-house team and a global freelancer network.

• Led content strategy across social media, 3 major seasonal campaigns, and 10 priority customer verticals
• Grew YouTube to 100K subscribers in the first year and Instagram from 7K to 22K organic followers in 3 months
• Creative improvements lifted engagement by 23% and reduced bounce rates by 13%
• Directed template creation across a 3M+ design library
• Social channel improvements contributed to 26% annual growth in conversions

Product Launches

I owned GTM strategy, positioning, and launch creative for PosterMyWall's two biggest product launches.

• PosterMyWall AI: Full brand and launch strategy, 50+ marketing landing pages, demo videos, and user education assets
• Events Marketing Tool: End-to-end GTM targeting event organizers globally: positioning, landing pages, demo content
• Built and managed 50+ marketing landing pages total alongside product launch assets

Performance Marketing & Data

Brand strategy without data is guesswork. I partnered with Engineering to close attribution gaps and built the reporting infrastructure to measure what we were actually moving.

• Managed a $320K+ performance marketing budget, supporting 15–20% annual user growth
• Partnered with Engineering to define event tracking and build funnel reporting in BigQuery and Looker
• Used GA4 and reporting dashboards to audit performance across 6+ social channels
• Directed a $30K campaign with ThinkMojo and Vidico: ~200K YouTube views, 1.7x conversion value-to-cost ratio

Team & Freelancer Management

• Led a 7-person cross-functional marketing team across Pakistan and the US
• Built and managed a network of 100+ freelance designers, videographers, illustrators, copywriters, and motion artists across 5 countries
• Approved 1,000+ Upwork milestones over the years
• Co-created Product Delight workshops with Product and Design: 4 sessions per month, shortlisting 90+ UX improvement opportunities in the first session alone