Laurel Winter
Head of Creative Marketing (Product Marketing, Brand, and Content) @Flip
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WORK HISTORY
Head of Creative Marketing (Product Marketing, Brand, and Content) @Flip
Berlin, DE
Led the creative and strategic direction for Brand, Content, and Product Marketing, managing a cross-functional team of eight. I steered the brand through a major organisational transition, pivoting from creative management to a high-impact, AI-driven operational model.AI & Operations: Developed and rolled out the internal Marketing AI Playbook, successfully embedding VEO and ChatGPT tools to reduce production time for video and localised content. Campaign Strategy: Co-conceptualised and executed the \"SANTA\" and \"Pirate Day\" campaigns, both generating viral engagement.Brand Growth: Drove social channel growth to over followers by shifting strategy toward high-value, customer-centric storytelling.Content Engines: Built a scalable video podcast and customer story programme, delivering high-impact case studies for global brands like Bosch, Ben & Jerry’s, and Penny.Strategic Launches: Led end-to-end content strategy for major company milestones, including Flip Forward 2025 and the Flip Intelligence product launch.Process Innovation: Operationalised bi-weekly sprint cadences that improved visibility and delivery speed across the marketing department during a critical restructuring phase.
EDUCATION
Victoria University of Wellington
Bachelor of Arts, Media Studies
SKILLS
ABOUT LAUREL WINTER
For over 15 years, I’ve helped tech companies explain what they do and convince people why it matters. My work has helped defined positioning and GTM strategies for icons like Adobe and Patreon as well as startups like Uberall and Flip.As a hands-on creative marketing leader, I sit at the intersection of brand, product, and culture, turning complex technical capabilities into compelling stories that drive revenue. Now, I’m applying GenAI to modernise that process, building practical workflows that allow teams to create, communicate, and inspire in ways they couldn\'t before.
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