Portfolio — 2026 Santa Barbara, California

Tamara Weaver

Marketing Leader / Brand & Demand

Twenty-plus years building brands and the go-to-market engines around them for B2B technology — positioning, demand, events, and the systems that hold all of it together. Helped scale Procore through a successful IPO across six regions; currently building the marketing foundation from zero at CrossnoKaye.

01 — Profile

The little things are the big things.

I build marketing functions for technology companies — the positioning, the demand infrastructure, and the brand system underneath both. Two decades across editorial, agencies, and SaaS taught me that a company’s story is the sum of small, consistent choices: a tighter headline, a sharper template, the right photograph, a framework the founders will actually sign.

At Procore I helped take a brand from pre-IPO scrappy to global scale across six regions — the design system, the enablement program, and the full-funnel template library that let 25+ agencies and dozens of internal teams produce work that actually felt like one company. At PatientPop I built the brand from scratch and led a cross-functional team across SEO, demand gen, web, PR, and content.

At CrossnoKaye I’m doing all of it at once — positioning, the web property, paid acquisition, the flagship event, and the brand system — on a two-person team. I care about craft, but I care more about work that moves a number. AI tooling is a big part of how a team this size ships at this volume.

One conviction shapes how I’d build all of it. Trust in what people read online is collapsing, and the tactics that worked when information was scarce don’t work now that it’s infinite and suspect. The unlock is human — operators on camera in their own words, in-person activations where people can look each other in the eye, thought leadership that holds up when someone pushes on it. A demand engine buys you reach; storytelling is what makes anyone believe it. The mechanics of that engine can be taught. Conducting the story can’t — and that is what will decide the next decade.

That team won’t look like the last one, either. Marketing is moving to a hybrid model — a small group of people working alongside agents that carry the repeatable load — and scale now comes from how well you’ve built the system, not from how many people you hired. The Claude brand skill I built is already in the hands of the people writing our content, holding the standards so work ships on-brand without a review queue. When the messaging house is signed, the voice scales with it.

20+
Years in brand & marketing
30%
Lift in brand recognition
20%
Increase in web conversion
1
IPO shepherded
02 — Selected work

Four projects.
A marketing function from zero, global scale, and the systems in between.

Each started with a different brief — an industrial software company with no story, a startup with no brand, a global campaign in a pandemic, an org that had outgrown its own creative team — and each ended with a system that outlasted the project.

Project 01 / 04
CrossnoKaye · Industrial software · Year one

A marketing function,
built from zero.

An early-stage industrial software company selling into cold storage, food processing, and heavy industry — a market that buys slowly, distrusts hype, and has run the same control systems for thirty years. No shared positioning, no demand infrastructure, no brand system, and a two-person team. The work below is the go-to-market foundation: the story, the acquisition engine, the flagship event, and the system that lets two people ship like ten. All of it, year one.

Role

Associate Creative Director & Acting Marketing Lead

Collaborators
  • CRO & founders
  • Product marketing
  • SEO & content
  • Outside web development
Outputs
  • Messaging house & category position
  • ABM, paid acquisition & SEO/AEO
  • Flagship event & conference site
  • Platform architecture & technical storytelling
  • Sales enablement & analyst materials
  • Brand system & employer brand
Top 3
Organic ranking for “software-defined automation”
608
ABM leads against an 800-lead goal, Q2 2026
4
Vertical paid landing pages live
2
People on the marketing team
Live work
CrossnoKaye Innovation Summit website hero — oversized type reading 'Innovation Summit 2027' over purple-toned industrial photography.
Flagship event

Innovation Summit

Conference site, registration funnel, event narrative, and the speaker architecture pairing analyst, investor, and operator voices.

crossnokayesummit.com
Grid of CrossnoKaye customer story films featuring named operators from US Foods, Americold Logistics, Innovative Cold Storage, and Certified Industrial Partners.
Customer proof

Customer stories

CrossnoKaye’s first voice-of-the-customer program — six operator films I orchestrated, edited, and shipped. Named leaders from US Foods, Americold, and Lineage on what actually changed.

crossnokaye.com/success-stories
CrossnoKaye paid-acquisition landing page: "Software-Defined Control. Built for Portfolios That Don't Match." over a dark warehouse photograph, with a demo form.
Paid acquisition

Paid acquisition pages

Four vertical pages behind Google Ads, with HubSpot demo capture and shared conversion tracking — the measurable path from spend to pipeline.

Software-defined automation Energy management Food processing Cold storage
CrossnoKaye company overview brochure: cover reading 'Software Defined Automation for Heavy Industry' over a night-lit industrial plant, beside an interior spread titled 'Rising Pressures Demand a New Way to Operate'.
Positioning — company overview brochure, written from the messaging house for analysts and executive buyers
ATLAS assembly — the platform stack built from the plant floor up, one layer at a time
Exploded isometric wireframe drawing of the ATLAS platform: field equipment and sensors, software-defined level 1, advanced process control, and AURA, annotated in technical-drawing style.
Exploded view — the ATLAS layer stack drawn as a technical sheet
Summer of Savings campaign creative: headline 'One hour. One facility. $121K saved.' above an ATLAS dashboard showing a coincident peak event with power curtailment.
Summer of Savings — campaign creative built on a real demand-response event
Four CrossnoKaye paid-acquisition landing pages shown as a grid — software-defined automation, energy management, food processing, and cold storage — each with an industrial hero photograph, a demo form, and a run-hours, safety and energy-savings stat row.
Paid acquisition — four vertical landing pages behind Google Ads, each with its own hero, proof and demo capture
Two CrossnoKaye sales sheets side by side: the ATLAS Platform overview and the Energy AI explainer, both dark with neon green accents.
Sales enablement — ATLAS platform overview & Energy AI explainer
Two CrossnoKaye nurture emails side by side, each opening with a guide cover image and a 'Download This Guide Now' call to action.
ABM nurture — awareness sequence into gated guides
Webinar promotion for 'Built for Volatility: Designing Energy Strategy for an Unstable Grid' featuring a Lineage director and a CrossnoKaye product marketer, beside a pull-quote card reading 'Energy isn't a utility anymore — it's a market.'
Thought leadership — a webinar program built around customer operators rather than product pitches
Six CrossnoKaye customer story films in a grid — named operators from US Foods, Americold Logistics, Innovative Cold Storage, Certified Industrial Partners, and Lineage Logistics, each captioned with their name and title.
Customer stories — CrossnoKaye’s first voice-of-the-customer program: six operator films, orchestrated, edited, and shipped to the site
Two ATLAS guide covers: 'Controlling Energy Costs with ATLAS' showing two plant workers with a tablet, and 'Industrial Energy Management at Scale' showing a green wireframe visualization over rooftop units.
Mid-funnel guides — the gated content behind the funnel
Three CrossnoKaye employee brand cards in a row, each pairing a portrait inside a dial-like ring with the person's name and title on black and neon green.
Employer brand — team identity system
Four photographs from the CrossnoKaye Innovation Summit 2025: a full ballroom audience, a keynote presenting the AURA architecture on stage, a crowd around live product demos, and an evening reception under palm trees.
Innovation Summit 2025 — the keynotes, the hands-on demos, and the receptions where the conversations actually happen
Innovation Summit brand system: a poster system using purple-to-magenta gradients, X-shaped graphic elements, and oversized type over grayscale industrial photography.
Event brand system — poster, social, and banner system built off the CrossnoKaye identity
Impact

“The story is allowed to evolve. The belief underneath it has to hold.”

  • Lock positioning with a few voices at the top before building anything downstream — broad review moves the target, it doesn’t settle it.
  • When someone is outspending you on the category term, don’t buy it back — win the idea underneath it. Budget buys the word; it can’t buy the argument.
  • Nothing we wrote moved a room the way an operator on camera did. Customer voice is the highest-trust asset a brand in a skeptical market can make.
  • Owned search and social compound. A weekly cadence with executive amplification took us to a top-three organic ranking for the category term.
  • Treat the system and the tooling as products, not overhead — that’s what lets a two-person team ship at agency volume.
Project 02 / 04
PatientPop · Healthcare SaaS

A brand from scratch
for small practices.

A healthcare startup serving thousands of small medical practices had a logo and not much else — no brand standards, no positioning, no system for the marketing or product to lean on. The work below is the foundation we built: identity, voice, look and feel, and the first wave of applied work.

Role

Creative Director

Collaborators
  • Two founders
  • Product designer
  • CMO
Outputs
  • Brand guide & standards
  • Website & product surfaces
  • Content marketing system
PatientPop brand strategy spread: four pillars — Strong, Dedicated, Fresh, Insightful — each paired with a portrait or product image.
Strategy — brand pillars and tone
PatientPop photography direction spread: warm, candid images of doctors with patients and providers using the platform.
Photography — warm, candid, end-benefit
PatientPop website design shown on a desktop monitor with the headline 'The easiest way to more patients', alongside the full long-scroll page.
Website — homepage hero and long scroll
PatientPop app icon and two iPhone screens showing the home screen and a personalised dashboard greeting.
App — icon and product surfaces
PatientPop stationery system: green envelope, letterhead, business cards, and square brochures.
Stationery — the applied identity system
PatientPop brochure: 'A check-up for your practice' cover beside an interior spread headed 'Step 1 — Take the pulse'.
Brochure — the practice check-up
PatientPop advertising concept shown as a magazine spread reading 'Real results — grow your practice with our dedicated online platform'.
Advertising — print concept
Impact

"A strong foundation unlocks your ability to connect with your audience."

  • Stay flexible with asset types — let positioning, not format, lead.
  • Define your positioning and story before attempting strategic assets.
  • Brand identity needs positioning and strategy underneath it to be successful.
Project 03 / 04
Procore · Construction tech SaaS

Building what's next
starts now.

Construction's response to COVID-19 accelerated an industry-wide need to connect stakeholders — onsite, offsite, across processes, and around the world. "Building what's next" was a global campaign built on that urgency, rolled out across six regions, OOH, social, paid, landing pages, and a long-form research report with Sapio.

Role

Associate Creative Director — global campaign lead

Collaborators
  • Regional brand managers
  • Executive Creative Director
  • Global agency partners
Outputs
  • Global brand campaign & messaging system
  • OOH, paid social, landing pages
  • Research report & long-form content
Procore campaign running on a large digital billboard above a Manhattan street, reading 'Building what's next starts now' beside a photograph of the Brookfield Place towers.
Out-of-home — Brookfield Place, New York City
Four regional campaign adaptations — United Kingdom, Canada, Latin America and Australia/New Zealand — each pairing 'Building the next skyline starts now' with that market's own skyline.
Regional adaptation — one system, each market’s own skyline
A Procore sponsored social post reading 'Build for what's next. Start now.' beside a vertical display banner reading 'Building what's next starts with a single source of truth.'
Paid — social and display, templated to the system
Procore airport campaign in Saudi Arabia: a full-height column wrap in Arabic and English reading 'Building software for people who build the world', and a wide view of the same campaign running along the arrivals hall at Dammam.
MENA — the airport campaign in Arabic and English, from the first regional photoshoot
Procore campaign creative running on a curved digital billboard in Times Square, shown across four frames of the takeover with crowds below.
Times Square — digital takeover with The B1M
Procore campaign wrap on a Dubai taxi with Arabic and English headlines reading 'Software for people who build the world'.
Dubai — localized out-of-home in market
Procore campaign on a large JCDecaux digital billboard spanning a motorway bridge at night, reading 'Software for Construction, by Construction'.
London — JCDecaux digital out-of-home
Procore-wrapped black cab driving past the London Eye on the South Bank.
London — black cab livery on the South Bank

The pandemic-pivot film

Watch the film ↗

Smarter Construction

2021 Google Award · 978,287 views
Impact

"Relevance to real-world scenarios creates urgency — and adoption."

  • In addition to a brand guide, build very specific templates per funnel stage (TOFU / MOFU / BOFU).
  • Pair guidelines with a strategic rollout plan and internal comms — the deployment matters as much as the design.
  • Use a pain point and an aspiration together — they speak to both motivators of the audience.
Project 04 / 04
Procore · Post-IPO brand evolution

Build Together.
A brand at scale.

Post-IPO, Procore had outgrown its own creative team. Marketing across regions and audiences was inconsistent, agencies were re-inventing the brand each engagement, and there was no single source of truth. The work below is the evolution of the brand foundations, the enablement program built on top of it, and the rollouts across templates, events, and out-of-home.

Role

Associate Creative Director & Sr. Manager, Brand Enablement

Collaborators
  • VP of Brand
  • Creative Director
  • Knowledge engineer & trainers
Outputs
  • Brand foundations & identity refresh
  • Self-service template library (50% of needs)
  • Enablement training & brand portal
Build Together brand evolution cover: the words 'Build Together — Our Brand Evolution' set over a darkened photograph of a city construction site.
Build Together — the brand evolution, opened
Brand persona spread: 'The People's Champion' set over a portrait of a construction worker, with marketing, sales and internal use cases alongside.
Persona — the People’s Champion, with use cases
Brand framework page listing vision, mission, persona, promise, audience, values, pillars and positioning in white on black.
Framework — the whole identity on one page
Three brand pillar pages side by side — Singular Focus, Culture and Community, and Innovation — each on its own colour ground.
Pillars — Singular Focus, Culture and Community, Innovation, each with its own ground
Brand pillar headlines page pairing example headlines with subheads for each pillar.
Messaging — pillar headlines the field can actually use
Photography principles page: three images illustrating Authentic Perspectives, Natural Lighting and In Motion.
Photography — three principles, three examples
Four applied pieces: a Coming Soon site hoarding for the Evergreen Community District, a Build Together hoodie, a trade-show stand render, and an Instagram story on a phone reading '48% increase in construction volume'.
Applied — hoardings, merch, stand design and social, all off one system
Four photographs of Procore trade-show stands and activations at BIM World Paris, CMiC Mexico City and CCA Philippines.
Events at scale — stand design and activations across Paris, Mexico City and Manila
Impact

"Taking time to build process and standards behind your assets allows more efficient scaling."

  • Research across the entire org on which assets are most needed, and roll those templates out first.
  • Build a library targeting 50% self-service so the creative team can spend its time on what matters.
  • DAM management is crucial to keeping assets on brand, high performing, and relevant over time.
03 — Get in touch

Let’s build something.

Email
tamaradweaver@gmail.com
Phone
805·636·2014
Résumé
Download PDF →