{"id":9,"date":"2026-09-23T20:12:57","date_gmt":"2026-09-23T20:12:57","guid":{"rendered":"https:\/\/cspann.wpenginepowered.com\/?page_id=9"},"modified":"2026-09-23T21:15:06","modified_gmt":"2026-09-23T21:15:06","slug":"test","status":"publish","type":"page","link":"https:\/\/christopherspann.com\/","title":{"rendered":"Marketing Portfolio | Christopher Spann"},"content":{"rendered":"\n
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Senior marketing builder \u00b7 Remote<\/p>\n\n\n\n

I build the things marketing needs and doesn’t have yet.<\/h1>\n\n\n\n

Twenty years turning incomplete marketing needs into working things. A design background dating to 1999 means the work ships on brand.<\/p>\n\n\n\n

[City, State] \u00b7 [email address] \u00b7 LinkedIn<\/a> \u00b7 R\u00e9sum\u00e9 (PDF)<\/a><\/p>\n<\/div>\n\n\n\n

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How I work<\/p>\n\n\n\n

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Build<\/p>\n\n\n\n

Campaign architecture, HubSpot workflows and nurture logic, scored assessments, WordPress pages, AI-enabled tools.<\/p>\n<\/div>\n\n\n\n

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Create<\/p>\n\n\n\n

Messaging and campaign concepts, decks, infographics, video editing and voiceover, brand-standard creative.<\/p>\n<\/div>\n\n\n\n

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Simplify<\/p>\n\n\n\n

Sales enablement resources, self-serve systems, buyer-focused web messaging, honest analytics interpretation.<\/p>\n<\/div>\n\n\n\n

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Execute<\/p>\n\n\n\n

End-to-end campaign delivery, webinar production, agency and vendor direction, UTM tracking and measurement.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Work<\/h2>\n\n\n\n

Each piece is labeled honestly. Shipped<\/strong> means it launched. Built, not launched<\/strong> means it reached launch readiness and stopped there. Reconstructed<\/strong> means confidential work generalized for this site.<\/p>\n<\/div>\n\n\n\n

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Replace with: the three infographics together, or the webinar title slide<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Shipped<\/span> Create<\/span> Execute<\/span><\/p>\n\n\n\n

The Activation Gap<\/h3>\n\n\n\n

Integrated campaign \u00b7 Structured<\/p>\n\n\n\n

One webinar became six months of campaign material.<\/p>\n\n\n\n

A CEO-sponsored webinar carried one strong point of view and no path for it to travel. I treated the live event as source material rather than the deliverable, and built the downstream path before it aired, so the day after the webinar there was somewhere for attention to go.<\/p>\n\n\n\n

Presentation deck \u00b7 12\u201314 video snippets \u00b7 three connected infographics \u00b7 HubSpot emails and nurture<\/p>\n\n\n\n

Read the full case study \u2192<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n

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Built, not launched<\/span> Build<\/span> Simplify<\/span><\/p>\n\n\n\n

The Distributor Diagnostic<\/h3>\n\n\n\n

Assessment & lead journey \u00b7 Structured<\/p>\n\n\n\n

A form fill, replaced with a scored diagnosis.<\/p>\n\n\n\n

A scored partner-marketing diagnostic taken to launch readiness, designed so Sales received something richer than a form fill: a five-dimension scoring model, a personalized executive report, an email gate, and defined handoff requirements. The campaign architecture around it used LinkedIn as the acquisition channel. My role ended before production and the program wasn’t picked up.<\/p>\n\n\n\n

Five-dimension scoring model \u00b7 personalized executive report \u00b7 CRM handoff spec \u00b7 LinkedIn campaign architecture<\/p>\n\n\n\n

Read the full case study \u2192<\/a><\/p>\n<\/div>\n\n\n\n

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Replace with: the scoring flow diagram, or the executive report mockup<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Replace with: the resource hub screen, plus two video stills<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Shipped<\/span> Simplify<\/span> Create<\/span><\/p>\n\n\n\n

Sales Resource Center & Video<\/h3>\n\n\n\n

Sales enablement \u00b7 Structured<\/p>\n\n\n\n

Sales stopped asking Marketing where things were.<\/p>\n\n\n\n

Sales kept asking Marketing where things were. I built a self-serve hub so they could stop asking, and took the initiative to produce the video that filled it in-house rather than waiting for budget or an agency.<\/p>\n\n\n\n

Self-serve resource hub \u00b7 scripted and voiced product video \u00b7 webinar and differentiator edits \u00b7 a reusable AI tool for on-brand animated video<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Shipped<\/span> Build<\/span> Execute<\/span><\/p>\n\n\n\n

The Website & the structured.ai Move<\/h3>\n\n\n\n

Web experience & marketing infrastructure \u00b7 Structured<\/p>\n\n\n\n

The pages buyers see, and the tracking underneath them.<\/p>\n\n\n\n

The experience visitors see, plus the machinery underneath it. I wrote, designed, and built campaign and category pages in WordPress with HubSpot forms and gated downloads embedded, rebuilt the Solutions section around what buyers actually need rather than internal philosophy, then managed the marketing side of the rebrand through the domain cutover.<\/p>\n\n\n\n

WordPress page builds \u00b7 embedded HubSpot forms \u00b7 Solutions section rewrite \u00b7 HubSpot domain migration<\/p>\n<\/div>\n\n\n\n

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Replace with: the campaign landing page and the rebuilt Solutions page<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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Replace with: the impressions-up, clicks-down chart<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Shipped<\/span> Simplify<\/span> Execute<\/span><\/p>\n\n\n\n

Reading the Search Data Honestly<\/h3>\n\n\n\n

Analytics & agency direction \u00b7 Structured<\/p>\n\n\n\n

Impressions up, clicks down. Here’s what that actually meant.<\/p>\n\n\n\n

Impressions up 117%, clicks down 13%. I directed the SEO agency with final approval on its recommendations, onboarded it to a niche category it hadn’t worked in, and co-developed the quarterly analysis that reconciled Search Console, GA4, and agency data to explain what had actually happened.<\/p>\n\n\n\n

Agency direction \u00b7 niche category onboarding \u00b7 three-source reconciliation \u00b7 quarterly analysis<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Shipped<\/span> Create<\/span> Build<\/span><\/p>\n\n\n\n

A Design System Before They Were Called That<\/h3>\n\n\n\n

Brand & design \u00b7 Perks Worldwide \u00b7 2006\u20132020<\/p>\n\n\n\n

One system, two sub-brands, handed to developers to build.<\/p>\n\n\n\n

A complete website design system: shared page components, color-coded sub-brands for the Channel and Consumer business lines, and an illustration style, handed off to developers to build. Alongside it, long-form design including a 35-page ebook, and creative direction for a team of up to two designers.<\/p>\n\n\n\n

Shared page components \u00b7 two sub-brand color systems \u00b7 illustration style \u00b7 35-page ebook<\/p>\n<\/div>\n\n\n\n

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Replace with: the component sheet, or ebook spreads<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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The craft<\/h2>\n\n\n\n

Pieces that stand on their own, without the commentary.<\/p>\n<\/div>\n\n\n\n

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Infographic<\/p>\n<\/div>\n\n\n\n

Activation Gap infographic set<\/p>\n<\/div>\n\n\n\n

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Video still<\/p>\n<\/div>\n\n\n\n

Edit AI launch video<\/p>\n<\/div>\n\n\n\n

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Animated video<\/p>\n<\/div>\n\n\n\n

On-brand animated LinkedIn video<\/p>\n<\/div>\n\n\n\n

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Deck spread<\/p>\n<\/div>\n\n\n\n

Sales presentation system<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Ebook spread<\/p>\n<\/div>\n\n\n\n

How to Deliver a Partner-Centric Experience<\/p>\n<\/div>\n\n\n\n

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Ebook covers<\/p>\n<\/div>\n\n\n\n

Channel incentive ebook series<\/p>\n<\/div>\n\n\n\n

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Sub-brand system<\/p>\n<\/div>\n\n\n\n

Channel and Consumer sub-brands<\/p>\n<\/div>\n\n\n\n

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Lettering<\/p>\n<\/div>\n\n\n\n

Lettering and illustration<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Everything here is public-facing work. Confidential client work is generalized or left out. Earlier typography and lettering: Behance<\/a>.<\/p>\n<\/div>\n\n\n\n

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Photo<\/p>\n<\/div>\n<\/div>\n\n\n\n

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About<\/h2>\n\n\n\n

I started in design in 1999 and spent the first stretch of my career learning how things are actually made: type, hierarchy, brand systems, and the discipline of work that has to survive contact with a customer. Marketing came next, and the same instinct applied. A campaign is a system. A nurture flow is a system. A sales team that can’t find the deck it needs has a system problem.<\/p>\n\n\n\n

Most of my career since has been the same loop: find the friction, design the thing that removes it, then build it or help build it. I stay close to the work on purpose. Seniority, to me, means being trusted to decide how something gets built, not being moved far enough away that I only hear about it in a status meeting.<\/p>\n\n\n\n

On AI:<\/strong> it’s a build partner, not an author. It’s fastest at the mechanical parts of a job and slowest at the judgment about a specific audience, brand, or business. Where AI shaped something here, the case study says what I decided, what the tool produced, what I changed, and why the result is better. This site was built that way too.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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1999 \u2192<\/p>\n\n\n\n

Design<\/p>\n\n\n\n

Type, layout, illustration, brand systems.<\/p>\n<\/div>\n\n\n\n

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2006 \u2192 2020<\/p>\n\n\n\n

Perks Worldwide<\/p>\n\n\n\n

Senior Creative Marketing Manager. Design systems, ebooks, email and landing pages, a small design team.<\/p>\n<\/div>\n\n\n\n

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2021 \u2192 2022<\/p>\n\n\n\n

360insights<\/p>\n\n\n\n

Senior Marketing Manager, joined through the acquisition. Website, resource library, ebooks, decks.<\/p>\n<\/div>\n\n\n\n

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2022 \u2192 2026<\/p>\n\n\n\n

Structured<\/p>\n\n\n\n

Director of Growth Marketing. Campaigns, HubSpot, web, video, assessments, AI-enabled workflows.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Marketing systems<\/p>\n\n\n\n

HubSpot \u00b7 marketing automation and nurture logic \u00b7 lead scoring \u00b7 WordPress \u00b7 UTM and campaign tracking<\/p>\n<\/div>\n\n\n\n

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Creative<\/p>\n\n\n\n

Adobe Creative Suite \u00b7 presentation design \u00b7 video editing and voiceover \u00b7 infographics and long-form layout<\/p>\n<\/div>\n\n\n\n

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Measurement<\/p>\n\n\n\n

GA4 \u00b7 Google Search Console \u00b7 Google Tag Manager \u00b7 HubSpot reporting<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Something needs building?<\/h2>\n\n\n\n

Open to senior, hands-on marketing roles. Remote.<\/p>\n\n\n\n

[email address] \u00b7 LinkedIn<\/a> \u00b7 R\u00e9sum\u00e9 (PDF)<\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Senior marketing builder \u00b7 Remote I build the things marketing needs and doesn’t have yet. Twenty years turning incomplete marketing needs into working things. A design background dating to 1999 means the work ships on brand. [City, State] \u00b7 [email address] \u00b7 LinkedIn \u00b7 R\u00e9sum\u00e9 (PDF) How I work Build Campaign architecture, HubSpot workflows and […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-9","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/christopherspann.com\/index.php?rest_route=\/wp\/v2\/pages\/9","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/christopherspann.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/christopherspann.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/christopherspann.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/christopherspann.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=9"}],"version-history":[{"count":7,"href":"https:\/\/christopherspann.com\/index.php?rest_route=\/wp\/v2\/pages\/9\/revisions"}],"predecessor-version":[{"id":40,"href":"https:\/\/christopherspann.com\/index.php?rest_route=\/wp\/v2\/pages\/9\/revisions\/40"}],"wp:attachment":[{"href":"https:\/\/christopherspann.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=9"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}