ChargePoint
Ten years. Four roles. One brand.
I joined ChargePoint in 2014 as a graphic designer when EV charging was still a niche concept. Over the next decade I grew into web production and eventually product marketing — leading consumer GTM strategy for the ChargePoint app and driver experience across 14 countries. That arc gave me something most senior marketers don't have: I understand the craft behind the strategy. I've written the copy, built the page, run the A/B test, and managed the agencies, which means I don't just direct the work, I know what good looks like at every layer.
Below are some projects that show how I think at the intersection of consumer insight, product storytelling, and cross-functional execution.
Global app relaunch
Our app lacked intuitive design and fell short of consumer expectations for features. Through research, I identified key frustrations, including a cumbersome flow for remote starting charging sessions. To address these concerns, we prioritized creating a more user-friendly, navigable app experience. To align with the latest development trends, we also introduced robust Apple and Google widgets to boost app engagement.
This project required flexibility and creativity due to limited internal tools and leadership changes that accelerated our timeline. Despite these challenges, I condensed a five-month launch plan into six weeks and executed a comprehensive go-to-market strategy, including:
Content and UX Support: Developed UX copy, release notes, and visuals for all communications. I also introduced in-app messaging to inform EV drivers of updates.
App Store Optimization: Refreshed Apple and Google Play store pages with new descriptions, taglines, and imagery.
Website Updates: Overhauled global corporate website graphics to reflect the app's new screens.
Promotional Campaigns: Launched a blog series, press release, and social media promotion.
Sales Enablement: Equipped the sales team with updated materials, including a feature matrix, consumer software brochure, flyer, and online product demo. I also briefed them on the app's new features and benefits for customer discussions.
Results and Impact
The relaunch was met with overwhelmingly positive feedback. We increased app engagement and downloads, particularly due to being the only EV charging app offering widgets for active charging sessions and Waitlist features. I maintained ongoing engagement with app beta users and EV drivers, responding to app reviews and gathering feedback throughout the build and release process.
educational content
Switching to an electric vehicle (EV) can feel daunting. When I joined ChargePoint, the first generation of EVs from Nissan, Chevy, and Tesla had just hit the market. At the time, EVs had a range of around 80 miles, a stark contrast to today’s EVs, which can exceed 330 miles. Despite this progress, the need for consumer education has remained a constant. Many still perceive switching to an EV as a significant life change, particularly in rural areas where long-range EVs are more critical.
As a Product Marketer, I led efforts to revamp consumer content, shaping UX copy, website updates, blog posts, evergreen social content, email strategies, and overall engagement improvements.
Building a knowledge base
We began by conducting a comprehensive content audit, competitive analysis, and consumer research, gathering insights from app reviews, social media DMs, driver support interactions, and direct interviews with EV drivers.
Our research revealed a critical gap: the lack of a centralized location for FAQs and resources. Drivers often contacted support for simple questions, like "How do I start charging my EV?" To address this, I collaborated with driver support, product, UX, and web teams to build a knowledge base from scratch.
This knowledge base was designed to be accessible via the app, website, and Google searches. It streamlined support processes, reducing call volume and improving response times for social media DMs and app reviews. Additionally, we implemented a feedback loop with the driver support team to identify high-volume inquiries and proactively create FAQs and resources to address them.
Overhauling the Consumer Website Content
Leveraging my background as a designer and web producer, I spearheaded a year-long overhaul of the consumer section of ChargePoint's corporate website. This process began with an in-depth content audit and culminated in the creation of several key pages:
Mobile App Page: Highlighted the app's value and features.
EV Charging Page: Provided guidance on finding and using charging stations, helping drivers build confidence from their first session onward.
EV 101 Page: Offered foundational EV knowledge and served as the centerpiece for a targeted brand campaign.
I led the planning and execution of the website's structure, navigation, messaging, art direction, layout updates, and project timeline.
Impactful Social Content
Building on the website updates, my team created a series of evergreen social media posts. These posts drove increased engagement and performance across both the consumer and B2B segments. Each new post showcased the value of ChargePoint's resources and further solidified our position as a trusted guide for EV drivers.
From the people I've worked with
Let's talk
If you're building something that needs a marketer who can set the strategy and then actually execute it, I'd love to connect!