The Ask
As Senior Manager of the Design team, I was tasked with art directing GTM 25—ZoomInfo's annual industry event—spanning a virtual broadcast and multiple in-person roadshows. I led our team of graphic and motion designers in developing the full visual system, including promotional campaigns, virtual platform branding, on-site environmental design, and all presentation materials. I led the design of the keynote deck for ZoomInfo's CEO.
The Context
ZoomInfo was carving out a new category — Go-to-Market Intelligence platform — and this was to be our lightning strike moment. We are moving from being known for data to being known for GTM intelligence. We also launched a new GTM Studio product that allows revenue operations leaders to be the architect of their growth.
Our primary goal was the engage the imagination of event attendees, helping them see the difference of having true go-to-market intelligence, transforming their individual jobs and team ROI. Tangibly, we wanted to maintain a 50% attendance rate from registered participants and book a specific number of demos based on the roadshow location.
Deck Design
I led the design of a 100-slide keynote deck for our CEO, crafted to tell the story of how go-to-market intelligence brings creativity back to revenue teams. The process began with collaborative content brainstorms alongside the talk track owner—not just designing visuals, but shaping the narrative itself.
We centered the story around a powerful idea: where great ideas go to die—blocked by bad data, team bottlenecks, and a static CRM. As the story evolved, I facilitated creative sessions for each section of the talk, ensuring narrative flow, product accuracy, and even comedic timing were dialed in.
The final deck is one I'm especially proud of: custom-designed for motion and paced to match a TED-style delivery. The visual language uses a contrast of dark and light modes to reflect the transformation enabled by go-to-market intelligence.
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Promotional & On-Site Assets
I guided our team in creating a cohesive suite of on-site branding and promotional assets, including signage, email campaigns, social media graphics, digital display ads, and print collateral. Every touchpoint was designed to build anticipation, drive engagement, and deliver a unified brand experience across channels.
The Results
Our promotional design drove a strong turnout, with at least a 50% attendance rate across the virtual event and stretch goals exceeded in both New York and Boston. We also surpassed demo targets for each roadshow.
What stands out most, though, is the emotional feedback we received from customers and internal leaders—many shared that the experience reignited their sense of creativity in revenue operations.
From a process perspective, team retrospectives highlighted this as our smoothest and most collaborative kickoff to deck design yet. We also advanced the sophistication and motion style of our visual identity in meaningful ways.