Leading a successful rebrand and rebuilding growth strategy for The Brief

Consultant: Angela Frank

Angela is one of the sharpest growth directors I’ve worked with. She is data-driven, highly collaborative, and consistently focused on the metrics that actually move the needle.

Diana-Alina Aldea
Paid Growth @ The Brief

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ABOUT THE brand

The Brief is a B2B SaaS company and AI advertising platform that helps teams create, test, and optimize high-performing ad creative at scale.

The challenge

The Brief was entering a critical rebrand, transitioning from Creatopy to The Brief, while also navigating stalled growth and declining organic traffic. The growth team lacked strategic leadership, clear benchmarks, and a cohesive plan to support the rebrand across paid and organic channels. Without intervention, the rebrand risked compounding existing growth issues, including loss of search visibility, inefficient paid spend, and misalignment between teams during a high-stakes transition.

Consultant on this project: Angela Frank

THE APPROACH

THE OUTCOME

As a result, The Brief completed a successful rebrand with organic traffic largely preserved post-migration and a significantly stronger growth foundation in place. Paid acquisition was scaled across additional channels with improved efficiency and clearer alignment to product-led growth goals.

Beyond the metrics, the growth team gained strategic clarity, stronger leadership, and confidence in how their work connected to business outcomes. By the end of the engagement, The Brief was operating with a more mature growth function, clearer accountability, and a roadmap to support sustainable, long-term growth.

To address this, I stepped in as fractional Director of Growth to provide clear leadership, rebuild the growth strategy, and guide execution through the rebrand, with an emphasis on demand quality and long-term scalability.

Key elements of the approach included:
  • Re-establishing paid and organic growth strategy with clear benchmarks, goals, and ownership
  • Reducing overreliance on Performance Max in favor of controllable, intent-driven paid search campaigns
  • Improving data integrity, attribution, and reporting so the team could clearly understand what was driving growth
  • Shifting the organization from MQL-based reporting to PQLs to better support a product-led growth motion
  • Leading cross-functional collaboration to ensure the rebrand was supported across SEO, paid media, and demand generation

This allowed the team to execute the rebrand with confidence while rebuilding a growth engine that could support the company’s next phase.