Justin Johnson
Experience Designer & Team Leader
I've spent over 15 years building brands, products, and the teams behind them at high-growth B2B SaaS companies in complex industries like healthtech, proptech, and fintech. I’ve led experience design touching 20M+ people for UnitedHealthcare, built brands, platforms, and revenue from zero, and run marketing at a fintech platform processing $10B annually.
Skills & Experience
Creative Direction
I own projects and campaigns from conceptual stage through creative, execution, and delivery, including internal team and external contractors.
Brand Design & Stewardship
I've created identities from nothing, refreshed existing brands, and maintained the legacy strength of others to ensure they are effective, resonant, and memorable.
Product Design & Strategy
I design prototypes, interfaces, and systems that delight users and move business forward while working closely with product, engineering, and marketing teams.
Web Design & Strategy
I plan, wireframe, and design websites that visitors find engaging and informative and also meet business and brand goals that are prioritized and measurable.
AI Assisted Workflows
I leverage AI in research, prototyping, and automation of the mundane and rote in order to maximize focus on and quality of the personality and creativity.
Team Leadership & Growth
As a true player + coach, I lead through action, stability, and empathy. I care deeply about developing my team's skills, satisfaction, and self-confidence.
Narrative & Vision Crafting
I'm a storyteller who understands the power of a bold vision and uses it to effectively motivate teams toward a goal and pull audiences into deeper engagement.
Prototyping & Problem Solving
I love tackling challenges with creativity and pragmatism in order to identify the best path forward before investing in full scale solution building.
Workshop Facilitation
I enjoy pulling people together and drawing out insights through interactive sessions that are energizing, insightful, and qualitative in their results.
Head of Marketing
I was promoted from the product team to lead the marketing function at this B2B fintech processing $10B of supplier payments annually with 95% customer retention.
- Championed AI adoption across the function, driving broader company interest and use. Built Claude projects and skills for marketing operations and brand/product knowledge, and connected Claude to Webflow through MCP.
- Led a company-wide brand review and refresh in 2025, codifying new creative and messaging across all channels. Created internal and external brand guides for appropriate use of logos, colors, fonts, voice and tone, and imagery.
- Restructured the product narrative around three pillars as payment orchestration was added alongside PayIns and PayOuts, and named the new platform Payment Valet to align with the high-touch nature of the brand.
- Rebuilt marketing site on Webflow, migrating and building 144 pages while decommissioning 46 from legacy platform. Grew organic search traffic by 11% through a migration window where traffic loss is the norm.
- Led planning and execution of two annual client conferences (2025, 2026) attended by customers from around the globe and sponsored by partners Visa, Mastercard, Equifax, and UATP.
- Built demand generation and ABM stack including intent tracking and automated prospect intelligence.
- Retained original team of three, promoted one, and added two lead gen roles. Hired and managed new demand gen agency plus outside creative vendors for graphic design, web development, and video/motion graphics. Managed partnership marketing relationships across North America and Europe.
- 170 marketing-generated leads delivered at a win rate of 21.7%, yielding $2.62M in weighted pipeline revenue (against total managed budget of $1.25M across all digital and event marketing efforts).
- 4.8 rating from clients and partners at our hosted annual conferences in 2025 and 2026.
Product Manager
- Joined product team to establish the company’s customer discovery process, advanced early UI design practices, and created UIs for the product’s new app store feature.
- Led new client application solution by designing flows, vetting and selecting vendor, building v1, and authoring requirements for contractor buildout.
Advisor
I built the brand and product design for this B2B proptech platform processing $2B per quarter in commercial construction disbursements by automating lien waiver creation and approval.
- Continued oversight of customer requests, product backlog, and coordination of contract engineer's efforts to keep product operations running smoothly and clients supported.
- Strategized on email marketing campaign targeted at small and midsize general contractors to attract adopters of our AI-driven platform shift.
Head of Product & Design
- Joined as employee #1 to solve compliance paperwork problems causing delayed or missed construction payments each month, increasing project risk and financial waste.
- Led the product development lifecycle and design operations. Conducted discovery and user research sessions, met routinely with key clients, hired product managers and engineers.
- Led the identity exercise for Vertical to support the long term vision “How construction gets paid.” Directed and executed completion of logomark, style guide, collateral, and incorporation into product and marketing.
- Designed experiences rooted in AI analysis and automation, working directly with the engineering team to create AI-powered tools for users.
- Ran investor relations and the fundraising process. Built the pitch, organized the data room, and led VC and strategic investor conversations toward a Series A.
- Partnered with Head of Sales on go-to-market needs, personally building all marketing collateral and assets.
- Interviewed, hired, led, motivated, and developed product managers who were responsible for crafting user requirements, documenting product feedback, and fostering cross functional collaboration with engineering.
- Grew product from $0 → $70K MRR, raised $3.5M in seed funding, personally sourcing three investors.
- Cut time to payment for GCs and subcontractors by two weeks.
- Built first eSignature solution to be accepted on lien waivers by a title company in Illinois.
Creative Director
Rally Health built member-facing health experiences for UnitedHealthcare and Optum. Acquired by UnitedHealth Group for $4B in 2017.
- Hired, led, and developed XD team including product designers, a production designer, a mobile designer, a UX researcher, and a data visualization specialist distributed across three US time zones.
- Operated as hands on designer and provided guidance to team while building UnitedHealthcare’s benefits enrollment and administration platform, as well as inaugural individual health record used by 20M+ members.
- Selected for the special-projects team building product prototypes of highest importance to UHG including Rally RX and the member health dashboard which went before the CEO and Board of Directors.
- Took leadership role in Chicago office build-out (33,000 sq. ft.) by creating a themed approach to huddle rooms and wayfinding signage and overseeing design, execution, and installation.
- Integrated Spotlite’s product suite, brand, and design team into the Rally ecosystem following acquisition.
Art Director
Benefits enrollment and administration platform for employer groups. Acquired by Rally Health.
- Rebranded the company and products, defining the brand, design, and culture positioning that Rally’s CCO cited as the reason they chose to acquire Spotlite over other candidates. Product branding later carried through Rally and into UnitedHealthcare.
- Took a net-new admin platform from whiteboard to delivery alongside the CPO, and matured the initial product through experience redesign that scaled with growing base of customer types.
- Handled all marketing design needs including website, sales collateral, and event displays and materials
- Hired additional XD team member, developing them into a skilled product designer who was promoted within my team and remained through my departure from Rally.
Founder & Creative Director
Independent creative studio designing for brand, print, and web, along with directing video shoots, completing post production, and producing motion graphics.
- Produced and directed on-location video production work for clients like Amazon Kindle, VaxCare, and Generous Giving.
- Full-service digital studio directing brand, web, and product work for clients from concept through delivery. Clients included VaxCare, One Hope, an in-patient surgery group in Orlando, and a network of car donation websites in Detroit.
- Led all business development and client relationship efforts. Hired and developed a full-time video and motion graphics artist and project coordinator.
Art Director
Fractional-ownership resort company owning 9 properties and offering 4,000 through partnerships. 65,000 owners and $100M in revenue during my time.
- Oversaw design team while coordinating requests from various internal departments for sales and marketing needs including digital ads, email campaigns, microsites, and landing pages.
- Designed multiple resort guides in print format which included vast amounts of copy and photography. Worked with print vendor on pricing and finishing options. Approved proofs and ensured quality of the final delivery.
- Personally completed photography of our resorts in order to improve the quality of images for use in collateral. Shoots included lighting and staging interiors as well as planning for the best light for exterior and pool photos.
- Designed sales tools and presentations for the CEO while maintaining the integrity of the Island One and Club Navigo brands.
Design Manager
Six-month contract engagement for digital marketing technology and management agency.
- Oversaw offshore team of designers and front-end engineers, assigning work and keeping projects on track while ensuring quality of client deliverables.
- Created website and digital designs for client work including healthcare, entertainment, faith-based, and medical device industries.
- Maintained client realtionships around the globe while managing scope and timeline on their projects.
Production Manager
Interactive sales training company producing original content for clients including US Bank, Southeast Toyota, Regal Boats, Enterprise Car Sales, Manheim Auto Auctions, and Leafguard.
- Started as first employee with the founder, who was the sales training expert and talent. Managed every creative aspect of production from shooting green screen and on-location videos to post production including virtual backgrounds, graphics, animations, and interactive training material.
- Worked with outside sales trainers to schedule, plan, and shoot their content in our green screen studio while managing scripts and teleprompter. Edited and produced finished videos, completing comprehensive and interactive training packages for online distribution.
- Hired and trained additional production team including videographers and editors to assist with growing client load.