Strategic Storytelling
Making it personal.
I partnered with sales teams on high value enterprise opportunities, adapting Phenom’s core story into personalized presentations and videos designed around the prospect’s brand, priorities, language, and business context. The goal was to make every pitch feel less like a standard sales deck and more like a story created specifically for the company in the room.
ROLE
Creative Strategy Lead
TIMELINE
2022-2025
TEAM
Phenom Sales · Product
SCOPE
Enterprise Sales · Personalization
CHALLENGE
Personalization is everywhere.
B2B pitches still haven’t caught up.
Buyers are used to experiences shaped around their interests and behavior, yet enterprise sales teams still often tell the same static story to every prospect.
My job was to take Phenom’s core narrative, layer in the prospect’s priorities, brand, and opportunity context, and make the pitch feel like it was created specifically for them.
- 73%
- Buyers expect personalization
- 19%
- Companies improved strategy
B2B buyers may be making decisions on behalf of their companies, but their expectations are shaped by their experiences as everyday consumers.
APPROACH
I treated every major opportunity like its own creative brief.
I gathered context from the sales team, CRM notes, customer champions, executive priorities, and company research, then blended that with Phenom’s core story and the prospect’s brand.
My goal was to make the pitch feel like it could only have been made for them.
- $1M+
- ACV Opportunities
CREATION
The work could take a lot of forms, but the goal stayed the same, make the story feel specific to the company in the room.
I adapted Phenom’s core narrative into custom presentations, videos, visual metaphors, and creative moments built around each prospect.
Sometimes that meant pulling from their brand, products, or culture. Other times it meant finding the analogy, joke, or visual that made the story land.
The best work made people feel like we had done our homework and created something just for them.
PERSONALIZED STORYTELLING
A 90-second animated story for Krispy Kreme about a donut fired for being “too sweet” — who ultimately finds a place where that’s exactly what makes him a perfect fit.
SHARED PURPOSE HOOKS
I connected Phenom’s purpose to the customer’s own mission, creating an opening that established why the two companies belonged in the same story.
BRAND-NATIVE ANALOGIES
For Mastercard, I reimagined the future of work as a credit card — turning the anatomy of something familiar to their business into a framework for telling our story.
PERSONALIZED PRODUCT EXPERIENCES
For Disney, I redesigned Phenom’s product experience through a Disney lens — from the interface itself to the way the platform story was presented.
FULL-BRAND IMMERSION
For DoorDash, I rebuilt the presentation around their visual identity so the entire pitch felt less like a vendor deck and more like something created specifically for them.
ROOM-SPECIFIC STORYTELLING
For Disney, I turned the three customer champions in the room into Disney-inspired characters — using the audience themselves as part of the narrative.
IMPACT
The personalization changed the way the pitch was experienced.
Instead of feeling like another vendor presentation, the work created moments people reacted to, remembered, and wanted to capture. It gave the sales team a different way to show prospects that we understood their business, their brand, and what mattered to them.
Over time, I became someone the sales team pulled into high stakes opportunities when they wanted the story to feel different.
We had to stop the meeting twice because they were laughing, and people were standing up to take pics of the slides.