Case Study
Xtant Medical
Six years — four in-house, two consulting — from graphic designer to digital marketing manager, through an $86M acquisition.
- Client
- Xtant Medical — a medical technology company that grew through an $86M acquisition during my tenure
- Role
- Graphic Designer → Digital Marketing Manager · Lead UX Designer & Webmaster
- Timeline
- 2012 – 2016 in-house, consulting through 2018
- Team
- In-house marketing team; independent consultant for the final two years
The Challenge
I joined as a graphic designer and worked up to digital marketing manager — becoming the company's lead UX designer and webmaster along the way. The role spanned every surface the company showed the world: public websites, the internal sales portal, and all digital and print marketing material.
The defining event was an $86M acquisition — which meant a brand redesign and growth marketing push while keeping every existing channel running.
What I Did
01 Post-Acquisition Brand Redesign
An $86M acquisition meant a new identity had to roll out across web, print, and sales channels without stalling the business.
Spearheaded the brand redesign and the growth marketing that followed it — the rebrand presentation is linked below.
02 Public Websites
The public web presence had to serve very different audiences — clinicians evaluating products and donors supporting the mission.
Led the design, development, and ongoing management of the public-facing websites, growing traffic 45% and donor outreach 25%.
03 Internal Sales Portal
Field reps needed product and sales material faster than the existing internal tools could deliver it.
Built an improved internal sales portal that expedited field delivery time by nearly 50%.
04 Every Piece of Collateral
Digital and print marketing material all ran through one desk.
Led the design of all digital and print marketing material across the six-year engagement.
The Outcome
A six-year arc from graphic designer to digital marketing manager — proof that design, development, and marketing run better as one discipline. Public web, internal tools, brand, and print, all through a company-defining acquisition.