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Scaling Teams

Design at Scale — Veranex

Built a centralized product design function and reset the marketing operating model—driving a 140%+ increase in leads and ROI.

140% ROI Increase
$1M Annual Budget
Veranex product design team collaboration

Situation

Following a series of acquisitions, Veranex needed a unified product design capability across a growing healthcare portfolio. Marketing needed the same kind of reset: clearer priorities, a stronger connection to sales, and a model that could support the combined organization.

Task

I was brought in to build the design team, restructure marketing, and create an operating model that improved delivery while generating measurable demand.

Action

I recruited and onboarded the design team, reworked marketing workflows, introduced more disciplined design practices, and aligned campaigns with sales priorities. I managed a $1M annual budget, directing resources toward the work most likely to improve execution and pipeline.

Result

The design function delivered high-stakes client work across the portfolio. The rebuilt marketing program increased leads and ROI by more than 140%, and the combined team became a stronger asset in winning new business and delivering for clients.

Key Milestones

Phase 1

Assessment

Mapped capabilities and gaps across the newly merged organizations.

Phase 2

Team Building

Recruited key design talent and restructured marketing around shared priorities.

Phase 3

Process Implementation

Introduced disciplined design workflows and data-informed marketing campaigns.

Phase 4

Optimization

Refined the operating model and campaigns, driving a 140%+ increase in leads and ROI.