Backblaze

ASSOC. CREATIVE DIRECTOR

SAAS

MAR 2025 – NOW

CREATIVE/LEADERSHIP

IMPACT

Backblaze is a B2B SaaS company focused on providing the best in cloud storage. When I joined the company in March 2025, they had recently shifted from a B2C motion to a B2B motion and needed someone to rebuild their design operations from the ground up.

Since joining, I’ve:

Created new organizational systems, communication programs, request procedures, etc.
Managed and onboarded creatives and agencies
Increased brand adoption (internal, external)
Increased video views by 700% on YouTube
Wrote and developed AI guidelines
Produced scalable marketing collateral and design
and more!

Preparing and Scaling for b2b

In early 2025, Backblaze had minimal design support and needed to rebuild their brand presence for a B2B audience. They lacked a structure for requesting creative work, disseminating brand materials, scaling their design presence and ensuring consistent internal and external adoption. They had also recently changed to a new look-and-feel, and had not finished implementing the new direction across their marketing materials.

So far, I have transformed their design operations, increased market presence and made the brand more accessible internally and externally. As a first step, this process included a deep dive and restructuring (and creation) of Backblaze’s brand repositories, documentation pages (Confluence) and procedures (how to request a form, etc.). I created new brand libraries and assets for illustrations, icons, new guidelines around AI and Email, new self-serve templates, and completely reorganized our library of previous Figma files (many of which needed to be archived and removed from public access). I also implemented an automated creative request system to field and sort new asks cross-company. This reduced the number of tickets that requested creative but lacked any detail significantly.

In addition to getting internal systems ready for scale, I also created externally-facing repositories to more easily share with partners and agencies. I also kicked off the search for a DAM that would be flexible for our future needs. Implementation begins in early 2026.

New Video Strategy and Implementation

While auditing our operations, I recognized a gap in our brand presence: video. Little to nothing was done with our webinars and video content other than slapping them up (unedited) on YouTube. To strengthen our brand presence, I led the creation of a new video strategy.

The first step was an SEO audit of our channel. I went through and updated our library with optimizations to 123 videos (including added hashtags, links, descriptions, optimizing 30+ playlist descriptions, pinning videos, and updating the look of the channel). Next, we looked at how we could repurpose and create new content at lightning speed. We utilized our agency to test the new strategy and posting cadence, eventually expanding the team to include a dedicated video contractor.

Implementation began in September 2025 and as of December 2025, our video views were up >700%.

Leader/Contributor

In addition to strategy and operations, my role with Backblaze is very much both leader and contributor. I consistently produce collateral for cross-company projects, support asset creation for events, ABM, paid media, presentations, illustrations, partner projects, product development, swag, one-pagers, and more. I also work closely with the web team, helping with new page mockups, assets and features. Since joining, I’ve cut creative lead times in half.