Comcast Business
Public Sector Web Redesign & Lead Generation Funnel Strategy
Role: Creative Director
Core Domain: UX Strategy, UI Design, Content Storytelling, Global Design Systems, Lead Generation Funnels
User Journey Scope: Prospect to Lead Gen
Executive Summary
Led creative direction, UX strategy, and UI design teams to execute a comprehensive site redesign for Comcast Business Public Sector. Orchestrated cross-functional alignment across product, marketing, engineering, copywriting, research, and content build teams to pivot the public sector web experience toward high-converting lead generation, richer product storytelling, scalable design systems, and targeted marketing campaign integration.
Technical & Professional Scope
| Categorization | Details & Competencies |
|---|---|
| Role & Focus | Creative Direction, UX/UI Design Leadership, Lead Generation Strategy, Experience Architecture |
| Cross-Functional Stakeholders | Product Management, Marketing, Copywriting, Web Engineering, UX Research, Content Build Teams |
| Target Audience | Public Sector Organizations, Government Accounts, B2B Decision Makers |
| Lifecycle Stages | Discovery → Content Strategy & Storytelling → UX/UI Redesign → Component Build → Gating Strategy → Production & Launch |
| Specialized Initiatives | Public Sector Segment Pages, Global Design Systems, Campaign Landing Experiences (PGA Sponsorships, Cybersecurity Month), Gated Content Architecture |
Key Initiatives & Strategic Impact
A. Public Sector Product Storytelling & Content Redesign
- Re-architected page narrative structures across the public sector site to clearly articulate complex B2B products, managed services, and industry solutions.
- Collaborated with UX research and copywriting teams to transform technical product specifications into benefit-driven, digestible user journeys that guide prospective public sector buyers.
B. Cross-Functional Execution, Design Systems & Component Build
- Directed multidisciplinary teams (UX/UI designers, researchers, copywriters, developers, and content build specialists) within an agile deployment model.
- Led global design system initiatives, overseeing the conceptualization, design, and technical build of scalable UI components to streamline site updates and maintain public sector brand consistency.
C. Public Sector & Campaign Ecosystem Integration
- Built tailored web experiences dedicated to the Public Sector segment, addressing regulatory and specialized organizational requirements.
- Led creative design for major integrated marketing campaigns, including PGA Golf sponsorship integrations and thematic initiatives such as Cybersecurity Awareness Month.
D. Lead Generation & Gated Content Strategy
- Designed high-converting lead generation funnels across public sector product lines, balancing friction-free discovery with strategic content gating.
- Partnered with marketing and research teams to define gated asset placement (e.g., whitepapers, solution briefs, case studies) to capture high-intent B2B sales leads.
