Giraffe360 — Ed Tweddle

2 years | 2 promotions | X4 ARR Growth

Giraffe360 are a global proptech subscription business (200+ Employees) backed by Founders Fund. I was brought in by the CEO to elevate the quality of content across the business. In 2 years I have been:

Promoted twice (to Creative Director)
Built a creative studio (8 People) & co-managed the wider marketing team
X4 ARR ($14M)

Expanding Role: Product, Marketing, Brand & Content

My role has evolved rapidly. I now lead on creative direction across the whole business (Product & Marketing), to shape the Giraffe360 narrative and brand identity, to increase lead generation through targeted marketing activations, whilst leading a team of creatives, strategists, social media managers and product marketers to bridge the gap between product and the commercial areas of the business - to successfully communicate the value of our product across all channels.

Product Marketing & UX/UI Design

For the past 2 years I have assisted strategically and creatively with product development. My process started with grasping a full understanding of the product, customers and competitor offerings - to develop clearly differentiated and customer oriented product propositions. I then take the lead on packaging propositions into digestible communications and engaging value-based messaging.

I work with the commercial and product lines to:

Define company vision
Identify opportunities & gaps in the market
Conceptualise new products that solve customer paint points
Align development to ensure each product has a clear purpose / USP
Improve the UX/UI and functionalities of products

Brand, Positioning & Messaging

I have developed a clearer way of communicating what Giraffe360 does and why it benefits our audience, both on a visual and messaging level. This included putting a comprehensive messaging framework together, identifying the pain points of different audience groups and packaging value propositions for the technology’s different use cases.

Marketing Strategy, Budgeting & Planning

I have led the formation of the wider marketing strategy, broken down by quarterly lead gen and brand awareness campaigns / activities. This has included identifying opportunities to expand market reach, aligning marketing efforts with the company's business goals and driving customer acquisition through strategic initiatives. I work with the head of performance to analyse performance data and manage the marketing budget.

Channels: Website, Digital Ads, Emails, Social Media, Influencer & Affiliate Marketing, PR, Sales Enablement, Events & more

Built In-house Creative Studio

Content Production: Copy, Design & Video Production

I also head up the in-house creative studio (production), leading a team of creatives to execute this strategy in the form of multi-channel communications. Through aspirational content, I have developed a more consistent, sophisticated and inspiring Giraffe360 brand, with raw storytelling and eye-catching visuals. This has included showcasing product in 3D animation, bringing client stories to life and honing a more aspirational style across the company, by carefully curating the spaces that we attach to the brand. Art directing, writing, designing and creating content for all marketing avenues.

Made for agents

Showcasing Robotics & AI Innovation

As a tech company that is pushing the boundaries of robotics and AI innovation - I wanted to celebrate the manufacturing and development processes that go into making the camera and the software.

REALTORS

Real agent stories

A short documentary series that I conceptualised, art directed, produced and co-directed in the US. The videos follow the story of four inspirational Giraffe360 agents who have overcome adversity in their lives to build successful businesses. It documents the realities of being a realtor in the US, as well providing insightful content about tech’s role in pushing the discipline forward. But above all its message to agents is - life is hard, but with Giraffe360 by your side you can achieve the American Dream.

Product Releases - Roadmapping, Writing, Directing & Presenting

Every quarter we package the latest product releases and company updates in a live launch video event. This forms the basis of our product cadence & roadmap, providing the Product teams with clear deadlines for development. The live launch video subsequently forms the basis of cutdown content for lead gen ads and top of the funnel marketing activities. Myself and senior management present these updates to camera.