Profile
I build brand systems that scale, connecting strategy, creative execution, and measurement into cohesive frameworks that enable consistent execution across teams and channels.

I started my career as a writer and designer. Over time, I saw a consistent gap: some organizations, like ACT, weren’t limited by talent—they were limited by the absence of systems that let that talent work at scale.

So I started building those systems.

       
LinkedIn ↗

Employment
ACT  |  9 years 7 months

Senior Manager, Brand and Creative Marketing                  
Sep 2022 – Present

Own end-to-end brand and creative function, spanning brand strategy, creative direction, social media, and performance analytics
  • Brand: Own brand voice, visual identity, editorial standards, and architecture; ensure consistency across markets, channels, and campaigns in partnership with cross-functional and executive leadership stakeholders.
  • Campaigns: Lead integrated, cross-channel brand and content campaigns across digital, social, email, and web, driving audience growth, engagement, and direct traffic.
  • Brand Analytics: Translate brand health and audience insights (NPS, preference, promoters) into strategic and creative direction.
  • Creative: Set creative direction and provide editorial oversight across all brand and marketing work; lead and develop cross-functional creative team, establishing workflows and standards for consistent execution.
  • Creative Performance: Optimize creative through analytics and testing to improve engagement, retention, and CTR.
  • Content & Social: Lead content strategy and social media ecosystem, shaping editorial voice and platform-native storytelling across channels.
  • Social Analytics & Ops: Own social performance, budget, and partners; apply insights to continuously refine content and channel strategy.

Marketing Performance 2022  → 2026
+91% Instagram following
+45% YouTube subscribers
+122%YouTube watch time
+56% YouTube VTR
+36% ad CTR
+26% direct traffic
+23% ad engagement

Brand health 2025 → 2026
NPS +51 pts
Preference +20 pts
Promoters 26% → 55%
Consideration +16 pts


Senior Brand Manager
 Aug 2021 – Sep 2022

Led ACT’s enterprise-wide brand refresh as internal brand owner — directing the external agency relationship, driving all visual identity decisions, and independently extending the new framework across every major segment.

  • Served as primary agency client lead, shaping strategic direction for visual identity, color, graphic language, photography, and brand values.
  • Independently extended the D2C brand framework across corporate, B2B, workforce, and higher education — each with distinct audiences and requirements.
  • Coordinated implementation of 87+ branded assets across six departments: social, digital ads, email, ebooks, web, and technical documents.
  • Designed and led ACT Brand Camp — a company-wide, week-long brand education program featuring external executives and org-wide training on brand application and strategy.


Content Marketing Manager II  
Dec 2016 – Aug 2021

  • Led ideation, development, and launch of B2C and B2B lead generation campaigns across digital, email, web, and print.
  • Monitored and optimized campaigns using cross-platform analytics; handled copywriting and graphic design across all formats.
  • Event planning and promotion for lead generation — drove +33% B2B event registration growth.

Early Experience 
Senior Copywriter  |  North Forty                 Jun – Dec 2016

Copywriting for ads, retail, and web. Collaborated with art directors on integrated campaigns.

Technical Writer  |  Pearson
Mar 2014 – May 2016

Wrote and designed 1,000+ pages of technical documentation. Led content reviews with 13+ state DOE representatives. Delivered 2 weeks early, 35% under budget.

Creative Services Senior Quality Specialist  |  RuffaloCODY                         May 2013 – Feb 2014

Performance reviews and training for a team of 10 writers and 5 designers. Developed style guide, best practices, and standard processes.

Development & Communications Writer  |  RuffaloCODY
May 2011 – May 2013

Fundraising copywriting for 50+ clients annually including colleges and nonprofits. Coded responsive HTML emails.

Web Content Writer  |  Yell Adworks Ltd   May 2010 – May 2011

SEO web content for 200+ small businesses. Content updates for 250+ additional clients.
Certification
Certified Creative Strategist
Motion  |  June 2026
Skills
Brand & Strategy  
Brand strategy
Visual identity
Tone of voice
Editorial standards 
Brand architecture

Creative & Content  
Creative direction 
Graphic design
Copywriting
Content strategy
Social media strategy
Campaign development  

Analytics  
Brand health tracking
Social analytics
Campaign performance
 Executive reporting

Leadership  
Team leadership
Cross-functional collaboration
Budget & contract management
Project management
Vendor management

Tools  
Adobe Creative Suite
Microsoft Office
HubSpot  
Salesforce Marketing Cloud
Google Analytics
Motion
Education
B.A. Media Studies
Buena Vista University
Storm Lake, IA
Magna Cum Laude
ACT Brand Identity System Brand Health Tracking Video Campaigns Copywriting

Ben Griggs

1

 Case Study

ACT Brand Identity System Role

Brand strategy
Creative direction
System design
Organizational adoption
Summary

I led a full brand transformation across an organization serving five distinct audiences. 


The Stakes

ACT had strong awareness but weak emotional connection. It was seen as rigorous, but not genuinely invested in students’ futures. Analysis by market research partners identified brand messaging and visual identity as the highest-impact lever for reversing decline in the direct-to-learner business. I was asked to step beyond my role as a marketing writer and graphic designer to lead the organization through the brand refresh.  

The Decision

In the first phase, I partnered with an agency to develop the student-facing identity. Through competitor reviews, customer interviews, and brand workshops we were able to pinpoint our new position for the brand. 

Four design directions were presented to us and I made the final decision: 

ACT serves millions of students on different paths. We start from different places and have our own destinations in front of us. Our journeys diverge, converge, and overlap. A metro transit system was the perfect metaphor and inspiration. 

Building the System

With a new direct-to-learner visual identity in hand, I extended the identity across K–12, higher ed, workforce, and corporate.

5 distinct audiences, one system:
  • ACT’s existing navy would anchor the color across audiences
  • A bold palette for student-facing would catch attention
  • One calibrated accent color per audience would stand out
  • All outputs would read as a unified system

In Practice


As I transitioned from writer and designer to brand leader, I had the opportunity to create examples of the brand at work in new strategic ways. 

The work defined how and where ACT shows up:
  • Large-format work addressed awareness in cultural epicenters like New York and Los Angeles
  • Multi-audience executions proved differentiation without fragmentation
  • Digital channels demonstrated scalability at volume


Adoption

A system only works if people use it. To ensure adoption, we created a week of fun activities and educational sessions: Summer Brand Camp. Every department had a designated brand camp counselor before rollout, prebuilt design templates, and an audit of all materials to be updated.

That model:
  • Distributed ownership
  • Enabled local expertise
  • Prevented regression after launch


Outcome

The brand moved in the direction it was designed to:
  • ACT favorability reached parity with SAT despite a large awareness gap
  • Emotional attributes improved across key audiences

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