Behind the Code

As head of developer advertising, I was initially brought in to adjust copy for an existing campaign. Instead, I pushed for something more ambitious: a full rethinking of how we speak to developers. Rather than tweak assets, I immersed myself in the developer community — attending conferences, observing behaviors, and capturing qualitative insights firsthand.

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That research led to a bold pitch: a fully custom brand campaign built for developers, from the ground up. I authored the creative and strategic briefs, led cross-functional alignment, and worked closely with our agency partner to shape a new visual and narrative direction.

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We sourced real developer stories from our client base. I identified and vetted participants, structured the narrative arc, and partnered with the director on set — conducting interviews, shaping dialogue, and ensuring creative authenticity from both a technical and brand voice perspective.

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The result was a campaign that redefined how we show up for this audience — not just branded content, but a signal that we genuinely understood and valued the developer mindset. It was audience-first, insight-led, and end-to-end owned — from pitch to execution.