Songtrust
A global rebrand and growth system for music publishing.
Marketing leadership, website transformation, team development, content, SEO, and international expansion for a global publishing-administration platform.
My place in the work
I joined the operating team and led marketing through a period when the business had to educate creators globally, modernize its digital experience, and keep growing through rapid change. This was not a campaign assignment; it was brand, team, website, and go-to-market leadership from inside the company.
The challenge
Music publishing administration is valuable but difficult to explain. Songtrust needed to make a complicated global service easier for songwriters to understand while scaling the team, the website, and the marketing operation across markets.
The work
What the system
needed to do.
- 01
Directed the rebrand across positioning, voice, visual application, campaign language, and the company’s broader creator story.
- 02
Led the website overhaul, working across strategy, content, design, development, testing, and launch; I also developed a substantial portion of the site directly.
- 03
Doubled the marketing team and introduced a clearer operating structure for ownership, planning, reporting, and cross-functional work.
- 04
Built connected content, SEO, lifecycle, event, and digital campaign systems that helped creators understand both the problem and the path forward.
- 05
Supported international expansion with market-aware education and a brand system that could travel without losing clarity.
The system
Built to keep
working.
A clearer brand promise, stronger education, and a more disciplined marketing operation worked together to help songwriters move from confusion to confident action.
Qualified outcomes
59%growth in songwriter sign-upshistorical verified resultSongwriter sign-ups grew 59% during the published historical period.
The brand and website became a clearer education and conversion system for a global audience.
The marketing team doubled and gained a more scalable cross-channel operating rhythm.
Education, events, content, and lifecycle work were connected around the songwriter journey rather than managed as separate activities.