When evaluating our competition, it became evident that there was an opportunity to enhance our design elements. Our focus landed on amplifying Appen's growth potential in the marketplace, both as a crowd work opportunity and an enterprise solution for AI-driven businesses.

To streamline this process, I hired and collaborated with a highly skilled creative director and designer duo from the beauty industry with whom I had previously worked. They infused vitality into our marketing assets, contributing to the noteworthy 10% overall enterprise growth in 2022, as highlighted during Tech Day 2023.

These revitalized assets played a significant role in supporting our:

• Brand Style Guide
• Business Cards
• Presentation Decks
• Event Assets, including backwalls, videos, sell sheets, and swag
• Sales Enablement Assets, such as one-pagers and case studies, infographics and white papers
• Digital Content, such as our blog, webinars and demos
• Demand Generation Assets, spanning social media pages, landing pages, emails, and display ads.

Appen's website underwent a strategic update aimed at amplifying the quantity and quality of high-quality leads.

Prior to being hired, during the interview process, I crafted a presentation that outlined key opportunities I saw avalible for positively influencing the brand's growth trajectory through the website.

One slide showcased a 'before' image of the website's top section (the top portion of the image above), illustrating an aspect that caught my attention. I emphasized that for someone unfamiliar with Appen, there was room for improvement in quickly conveying an attention grabbing message.

I shared, that as a VP of Product, I acknowledged that with limited time and other priorities, I would have continued my search elsewhere due to missing key elements that I'd expect to find promptly.

My experience has proven, an effective website should communicate a clear narrative within the first 5 seconds of landing, followed by reinforcing that narrative to encourage exploration or action. Achieving this requires a user-friendly interface, clear content, and cohesive design.

The updated site addresses this requirement and can be seen in the above the fold section: 'Industry leaders trust Appen.

This model was applied across market sites:

China | Korea | Japan | UK

The Appen State of AI and Machine Learning Report  is one of Appen's stand out thought leader pieces. They've been doing it longer than any other brand - now for 8 years - and as a result of its prior successes, many of Appen's competors as well as analysts at companies like McKinsey & Company are creating similar reports.

Under my leadership, this year we did something to futher pull our report out from the pack. Our strategy focused on delivering a tease upfront prior to the report being released publically - granting early access and we created a digital and interactive landing page where the report could be downloaded, but we also created suplemental verisons - such as the State of AI in Automotive.

As a result of these efforts, the 2022 State of AI report exceeded our MQL goal capture by over 800% and brought into the fold several high value MQLs that had not yet been seen.