Uplevel a B2C password manager to an Enterprise SaaS cyber security platform
When I joined Dashlane in July 2024, an external agency was 80% through an enterprise repositioning campaign, but after multiple rounds the creative wasn’t hitting. A few weeks in to my role, I took over. My team rewrote the messaging, reworked the campaign concepts, and I pushed the agency to ensure that the video would connect with our CISO target.
The resulting campaign, Dashlane for Business, shifted our pipeline and set the foundation for what came next.
Results
18% increase in MQLs
83% increase in avg. ACV
AdAge Small Agency of the Year Award for Colossus
Creative Director: Cara Phillips
Agency: Colossus
Video directors: Jason & Matthew Doctor
Dashlane for Business activation campaign: Internal team
As Dashlane pivoted from B2C to enterprise, a quieter problem was compounding in paid media. Both audiences were being served the same visual language, making it nearly impossible to signal the right product to the right buyer, especially within the tight creative constraints of display advertising. The solution was two distinct but harmonious visual systems: a new light mode for B2C communications and a new dark mode for enterprise. Built from the same design foundation, they read as a coherent brand family while giving each audience a visual experience calibrated to their context and needs.
After the brand work, I focused on scaling the brand across all channels and further refining our voice and design by ICP in order to optimize our GTM efforts. As a high-growth company, my team focused on flexibility and iteration on the path to product market fit. But in late 2025 we pivoted to becoming an AI-native brand and workflow while maintaining a high bar of quality.
Results
Delivered on Q1/Q2 MQL goals, with 50% staff reduction
Moved 60% of copy workflow to AI-automation
Launched AI video generation for paid media
