b2b growth, marketing & design
MARKETING DESIGN · CAMPAIGNS & FUNNELS · PITCH DECKS · ONE-PAGERS
SOCIAL & EMAIL · WEBSITE DESIGN · HUBSPOT/CRM · LIVE EVENTS
Project Overview
Minderful helps organisations build healthier workplace cultures through a science-led approach, supporting both leadership and employees alongside an app for accessible wellbeing content.
Working closely with the founders and team, I supported the transition from a B2C to a B2B2C model, contributing to growth across marketing, digital, and operations. My work spanned brand and marketing assets, website design, and HubSpot infrastructure, helping drive lead generation, support investment conversations, and win new business.
Brief
Minderful required consistent marketing and communication materials to support business development, client workshops, and ongoing campaigns. Alongside design, the business needed support building marketing infrastructure and managing campaigns to better engage both organisations and individual users.
Work was delivered in a fast-paced environment, balancing professional credibility with an approachable brand tone.
Role & Approach
My role combined marketing, design, and growth operations.
I built and managed HubSpot systems, including funnels, segmentation, and email workflows, improving lead quality and conversion. I also delivered LinkedIn and email campaigns, generating leads through webinars, white papers, and targeted content. Alongside this, I created brand, product, and marketing assets across B2B and B2C touchpoints, ensuring consistency across all outputs.
pitch decks & client presentations
Investor pitch decks and client presentations were designed to clearly communicate Minderful’s developing product offering, methodology, and growth potential.
The focus was on simplifying complex ideas through structured layouts, diagrams, and infographics, improving clarity and engagement across both investor and enterprise audiences.
These materials supported fundraising efforts and business development, helping secure investment and communicate value to organisations including PwC, Barclaycard, Dell, NHS, The Ministry, Monica Vinader, and Texel.
business development one-pagers
A series of targeted one-pagers was created to support business development, programme promotion, and outreach.
Each document provided a clear overview of Minderful’s offerings, tailored to different audiences and use cases, while remaining consistent with the brand’s identity to maintain a cohesive visual system.
white papers & client reports
Whitepapers and client reports were created to support lead generation and ongoing client engagement.
Whitepapers acted as gated content to attract and convert new leads, while client reports provided B2B partners with clear, structured insights into employee wellbeing, supporting retention and continued use of the platform.
marketing & campaign assets
A wide range of marketing materials was developed to support campaigns, brand visibility, and audience growth.
This included social media assets, LinkedIn Live promotional content, marketing emails, and digital campaign materials. These assets contributed to increased engagement, lead generation, and brand awareness across LinkedIn and email channels.
I also supported and ran B2C-facing live events, creating promotional materials and managing delivery to drive customer engagement and app adoption.
website design & development
I designed and built multiple iterations of Minderful’s website to support evolving business needs and positioning.
The initial website was developed on HubSpot CMS, allowing it to function as an all-in-one platform for lead generation, sales capture, and marketing activity, with a focus on clear messaging and structured user journeys. This was later streamlined into a simplified one-page experience on Squarespace, refining the content to communicate value more directly while supporting conversions.
Work included information architecture, UX design, and front-end implementation.
outcome
The work delivered for Minderful supported its growth into a more structured B2B2C business, strengthening its positioning and credibility within the workplace wellbeing space in the UK and KSA.
Marketing systems, campaigns, and design assets contributed to lead generation, investment activity, and new business opportunities, while creating a more consistent and professional brand presence.
From pitch decks and client presentations to campaigns and digital experiences, the work supported engagement with enterprise organisations including PwC, Barclaycard, Dell, and NHS partners, alongside increased activity across LinkedIn and live events.