THE FUTURE OF COMMERCE REPORT

Turning proprietary research into a global content and demand-generation platform.
Roll: HEAD OF DESIGN, GLOBAL MARKETING

Creative Direction · Campaign Strategy · Content · Digital · Demand Generation · Design Systems

The Challenge:
Shopify had access to a huge amount of insight into how commerce was changing. The opportunity was to turn that knowledge into something useful, engaging, and valuable enough to earn the attention of business leaders.

The Strategy:
Research → Insight → Content → Campaign
We transformed original research into a creative platform that could live well beyond a single report.
The system was designed to turn insights into digital content, campaign creative, thought leadership, and demand-generation assets, giving teams an ongoing way to engage audiences throughout the year.

My Role:
I led the creative direction and design approach, working across design, content, marketing, and demand generation to turn a research-heavy initiative into an accessible and scalable campaign platform. The accompanying design playbook gave teams a framework to extend the campaign throughout the year.

Built to Scale:
Report → Web → Content → Campaigns → Demand Gen
Rather than treating the report as a single launch moment, we built a creative system that could continue generating content and supporting marketing throughout the year. The Future of Commerce Report became one of Shopify Plus’s best-performing campaigns to date.