Growth Gurus Creative Direction

Growth Gurus is a growth and performance consultancy working with scaling businesses across acquisition, retention, and lifecycle marketing. When I joined, the company had no centralized creative leadership; design and content existed, but there was no unifying creative direction, system, or long-term vision.

I was brought on initially as a designer and then moved into a full-time Creative Director role, carving out the function from scratch and owning creative strategy, execution, and team leadership across the business.

My Role: Creative Director

The Approach

I took a hands-on, systems-first approach to creative leadership, balancing direction, execution, and growth initiatives. My focus was on building repeatable frameworks that could support scale while still allowing the brand to move quickly.

Alongside managing day-to-day client creative, I actively led creative strategies for Growth Gurus’ own growth initiatives, including educational products, live programming, and content channels. This meant not just overseeing design, but shaping how the brand showed up as a thought leader in growth, retention, and lifecycle marketing.

I managed a team of 10 designers (full-time, contract, and outsourced), setting creative standards, reviewing output, and ensuring consistency across branding, email, UX/UI, and retention work.

The Solution

The solution was building structure where none existed — a creative system that could support client delivery, internal growth, and entirely new product lines. I led creative direction across:

Client work spanning branding, UX/UI, email design, and loyalty programsProduct UI and design frameworks
Website overhaul (direction + UI design)
Growth initiatives such as live masterclasses, educational content, and ongoing video production
The creation of Growth Gurus Academy, a standalone learning platform for CEOs, founders, CMOs, and growth leaders

For Growth Gurus Academy, I creatively directed the platform from the ground up and led the launch of its flagship course, Foundations of Klaviyo — a deep, practical walkthrough of email, SMS, flows, segmentation, and retention strategy. The program included video lessons, workbooks, live sessions, Q&As, and structured learning calendars.

Alongside this, I oversaw the creative direction and production of two published books, as well as audiobook versions, extending the brand beyond services into long-form education.

The Outcome

The creative function became a visible growth driver for the business.

2 industry awards

Live masterclasses with 100+ attendees, building real audience trust

Launch of Growth Gurus Academy, opening a scalable education arm of the business

2 published books + audiobooks, strengthening authority and reach

A growing YouTube presence supporting education and brand visibility

A clear, repeatable creative standard that scaled with the team and client load

The role transformed Growth Gurus from a collection of good ideas into a brand with direction, momentum, and a creative system built to grow.