An AI marketing automation platform that, when I joined, was sized for SMBs and starting to attract a different kind of customer — enterprise teams, multi-stakeholder buying, longer cycles. The two years that followed were a slow rotation of the whole product toward that audience, without alienating the one already paying.

The work spanned product, brand, and platform — onboarding, payments, and the AI agent surfaces businesses would trust with real budget. Founders set the direction; I owned the execution across surfaces and worked alongside engineering on the systems that made it scale.

The visual system carried most of the lift. A premium tier doesn’t earn its price tag on copy alone — the product has to feel like it belongs in the inbox of someone who’s used to enterprise tools. Restrained, structured, confident enough to charge for.