SMARTER DRAFTER
FRACTIONAL CREATIVE DIRECTOR | BRAND, PRODUCT & GROWTH
For over two years, I have worked as Fractional Creative Director for Smarter Drafter, partnering closely with the COO, web developers, and a trusted network of specialists to bring the brand, products, and campaigns to life. My role spans brand leadership, product positioning, campaign execution, and full customer lifecycle design, shaping both how the company looks and how it grows.
OUTCOMES:
- A cohesive, scalable brand identity
- Clear product positioning across the product offering, aligned with growth strategy
- Integrated marketing ecosystem across website, content, partners, and sales
- Consistent creative leadership supporting long-term business expansion into new and existing markets
CREATIVE DIRECTION
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Led brand implementation guidelines to ensure consistency across all touchpoints
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Directed video production and brand photography
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Designed event assets, sales materials, partner marketing collateral, and white papers
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Oversaw industry reports and long-form downloadable resources
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Translated product functionality into clear, compelling marketing experiences
MARKETING STRATEGY & GROWTH
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Defined product positioning and messaging hierarchy across website and campaigns
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Designed the customer lifecycle journey, from landing page through download and nurture sequences
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Built partner marketing frameworks and assets to expand reach and encourage uptake of product within partners
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Structured website messaging for clarity, conversion, and scalability
LEADERSHIP & COLLABORATION
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Acted as strategic partner to the COO on brand and growth direction
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Coordinated web developers, content partners, designers, and external specialists
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Ensured cohesion across product, marketing, and sales touchpoints
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Operated as an embedded leader while maintaining external perspective
KIND WORDS
I’ve had the pleasure of working with Emma Wright from Em Designs across three different organisations, and I can confidently say she is more than just a designer—she’s a full-stack marketer. Emma covers everything from brand and positioning to digital campaigns and more.
Emma has been instrumental in the brand evolution of Smarter Drafter and Tensis. If you haven’t checked out their websites recently, I highly recommend it (the Tensis site is a standout https://tensis.com/).
Emma consistently delivers a complete marketing service, from strategy to final design. She also sets organisations up for long-term success by creating guidelines and templates that can be reused even after her engagement ends. This approach ensures we don’t waste time reinventing the wheel each time we produce a new document, web page, or event banner.
Her expertise and dedication have made a significant impact, and I highly endorse Emma for any organisation looking to elevate their brand and marketing efforts.
