Flagship · Brand + Partner
A rebrand and a partner program, built in the same year.
Role
Director of Brand & Partner Marketing
Overview
Bigleaf had outgrown its identity and had not yet established a formal channel motion. The challenge was to rebuild the brand while simultaneously creating the systems, programs, and enablement required for partners to successfully represent and sell it.
01 — The problem
Two unfinished jobs, one timeline
Brand and channel were treated as separate problems inside the company, but they were the same problem in the market. Partners couldn't sell what they couldn't explain, and the brand couldn't mature without a channel motion to carry it. Sequencing them would have meant doing each one twice.
- —No formal partner program
- —No certification framework
- —No partner portal
- —Limited partner enablement
- —Brand no longer reflected the maturity of the company or product
02 — The work
What I owned, end to end
- —Corporate rebrand and website relaunch
- —Partner program architecture
- —Partner tiers and engagement model
- —Certification framework
- —Partner portal strategy and launch
- —Campaigns-in-a-Box enablement system
- —Partner onboarding and operating cadence
- —Cross-functional alignment between marketing, sales, channel, and leadership
03 — The idea
Design the program for the partner's Tuesday
The turning point was treating the channel as a customer segment rather than a distribution mechanism. Every part of the program — the tiers, the certification path, the portal, the kits, the cadence — was designed around making partners successful in the field, not around making the program easier for internal teams to manage.
04 — The outcome
Evidence of impact
Beyond the numbers: the first scalable partner operating model in company history, partner-attributed opportunities that became measurable and reportable for the first time, and brand, channel, and enablement systems aligned under a single growth strategy.
3×
Partner engagement growth
150%+
Increase in partner portal logins
400%+
Increase in partner portal page views
0 → 1
Formal partner program launched from a blank page
Built from scratch
The transformation was not just a rebrand.
It included the systems, frameworks, and tools required to make the channel motion operational and scalable.
What was built
- —Formal partner program architecture
- —Certification framework
- —Self-service partner portal
- —Campaigns-in-a-Box enablement system
- —Co-branding and partner marketing tools
- —Structured onboarding and engagement model