Bill Leigh

Choosing aftermarket guitar pickups — the components that make electric guitars electric — had largely been about technical knowledge, which limited the size of the market.

Generate demand and enlarge the market using an emotional approach.

Created an ad campaign connecting pickups to the emotional reward of having a personal sound and being in a creative flow state, working with the art director to focus the visuals on the pickups as the source of tone and fulfillment.

Color Health administered large-scale COVID testing programs for enterprises, universities, and public health systems, but there was a gap in the market for small and mid-sized organizations.

Write a social media ad campaign to drive small and mid-sized businesses to order COVID test kits as part of a return-to-workplace safety plan.

Rewrote the previous campaign with a more empathetic tone, centering how safe and confident people would feel rather than the product itself.

As editor-in-chief, I supervised the design and wrote copy for more than 100 magazine covers, oversaw thousands of editorial design spreads, and collaborated with the art director on several complete magazine redesigns.

Undertake a comprehensive redesign to distinguish the magazine from a new competitor.

Alongside major interior changes, developed cover design guidelines built around a 3/4 shot of an iconic player holding their instrument in a non-playing position, a solid color background, a logo refresh, and a single font family.

As Brand Editorial Lead, I updated a key asset that positions Salesforce as a digital transformation leader.

Completely rewrite a high-profile, multi-chapter digital transformation guide with a new executive introduction.

Made digital transformation concepts easy to understand while managing requirements from multiple stakeholders.

Square’s partnerships team fostered and promoted third-party product integrations.

Create case studies showing the real-world benefits of Square integrations.

Developed a simple case study format and interviewed company representatives on how they streamlined operations by integrating point-of-sale with ERP.

To establish Eventbrite as a trusted authority, I launched a B2B blog series for music event organizers and concert promoters.

Develop useful, timely, and newsworthy blog articles.

Explained industry concepts and strategies with a simple, approachable writing style and a skimmable structure.