Turning a Fragmented Marketing Site into a Scalable Storytelling System

Challenge

As Postman’s product portfolio grew, its marketing site struggled to keep pace. Each team built pages independently, resulting in inconsistent narratives, disjointed design patterns, and slow launch cycles. Without a scalable framework, GTM teams spent excessive time reworking pages and messaging instead of driving campaigns forward.

Approach

I led a cross-functional initiative to unify Postman’s marketing storytelling system across design, content, and development.

• Evaluated existing marketing assets to identify narrative inconsistencies, redundant templates, and friction points in campaign execution.

• Defined standardized content and layout guidelines that aligned product messaging, page hierarchy, and brand tone across GTM teams.

• Built GPT-powered enablement tools that automated content creation within brand parameters and surfaced site layout recommendations to accelerate page development.

• Collaborated with PMMs and Creative to ensure the system supported faster campaign launches and consistent messaging for new product features.

Impact

• Reduced time-to-launch for new marketing pages by 50%, allowing faster alignment with GTM priorities.

• Increased content and layout consistency by 60%, strengthening Postman’s brand storytelling and overall user experience.

• Enabled 20+ page rollouts that unified product, persona, and campaign narratives across the marketing ecosystem.

• Established an operational foundation for future AI-assisted marketing workflows, driving long-term scalability for content and GTM execution.