Profile
I build brand systems that scale, connecting strategy, creative execution, and measurement into something organizations can actually use.

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 the full brand and creative function — a scope spanning brand strategy, creative direction, content, social media, and analytics, covering responsibilities previously distributed across separate director-level roles.

  • Own and govern ACT’s complete     brand standards: visual identity, tone of voice, editorial guidelines, and brand architecture including product naming.
  • Provide art direction and creative strategy across all brand and marketing output; manage senior graphic designer and digital content creator.
  • Active content editor, writer, and social media strategist; co-lead social strategy and operations alongside direct report.
  • Lead brand health measurement — manage external survey vendor, develop insights, and present findings to executive leadership across four quarterly waves.
  • Own social analytics, strategy optimization, budget, and vendor contracts. Integrating generative AI into content creation workflows.

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

3

Case Study

Video Campaigns Role

Brand Anthem: Client lead

ACT My Answer Key
Creative direction
Copywriting
Concept development
Summary

With the success of the brand refresh, I was promoted to lead brand and marketing creative with a team of writers, designers, and social media creators reporting to me. 


Approach

For our new brand, I selected Portland, OR based agency Grady Britton to create a bold statement video for ACT. I was able to meet with them in person and attend the video shoot.

Led agency collaboration through:
  • Research immersion
  • Stakeholder interviews
  • Audience validation

Selected a stop-motion concept:
  • Distinct in a category dominated by stock imagery
  • Structurally aligned with the “journey” narrative
Outcome

Post-launch research showed:
  • 27% reported a change in perception
  • 73% expressed interest in learning more




Approach
Part of ACT’s perception problem was product names. One, Test Information Release, was the option for students to get their graded test with the answer key back from ACT. 

For this project I:
  • Designed and fielded a large-scale naming study
  • Identified “ACT My Answer Key” as the strongest option
  • Wrote the creative brief and video script
  • Chose a pixel-art style native to student environments
  • Used gaming metaphors to create differentiation

The video was created by Ryan L’Italien.
Outcome
A renamed product and campaign delivered end-to-end without an agency—rooted in research and built for the audience.

  • 75x more product sales
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