Sketch is the global leading Mac-only UI platform. Over one million designers — from freelancers to the world’s most influential organisations (such as Google and Facebook) — use Sketch to create and collaborate.

When I joined Sketch, there was a desperate need to focus on their social media audience. My responsibility was growing and educating the social community, establishing meaningful relationships, creating highly engaging content and improving reputation.

The design tool space has rapidly changed over the last five years. With the overwhelming rise of competitors offering ground-breaking and highly sought-after features, Sketch found itself needing to carve out a new identity in the crowded industry.

My main task was ‘turning the ship’ and improving my reputation in the design community. I meticulously curated content and campaigns that showcased Sketch’s product features, while also offering valuable design insights, tutorials, and industry trends. By placing the spotlight on the community’s success stories, I showcased the real-world impact of Sketch and positioned the software as an indispensable tool for designers.

I was involved with every campaign, from the launch of extremely anticipated features such as Real Time Collaboration, to regular product updates and a complete UI redesign.

Analysing the data on a daily, weekly and campaign basis was a huge part of my role. My interpretation of these reports guided the direction of the campaigns going forward to ensure they were received positively in the industry as well as achieving their KPIs.