Waltz

Waltz is a US real estate mortgage platform for foreign nationals. I joined in stealth mode before launch and owned the full marketing design stack — from building the Webflow site and running paid campaigns to email, social, print, pitch decks & merch. Two years in, the brand supports 20k monthly visitors and raised $50M.

Figma

Webflow

Canva

Adobe CC

Google Analytics

GTM

Meta Ads Manager

Hubspot

Superfunnel

The challenge

What we were up against

✕New fintech product entering the U.S. mortgage space with no audience or marketing assets
✕High-trust mortgage product involving large financial decisions for foreign nationals investing in U.S. real estate
✕Needed to make complex mortgage and real estate concepts simple and accessible
✕Had to support both B2C buyers and B2B partners in an old-fashioned mortgage industry
✕Growth required fast testing across markets, languages, channels, and audiences

My approach

How I solved it

✓Built the full marketing foundation beyond initial branding: website, assets, templates, and campaign systems
✓Positioned Waltz as a modern, trustworthy platform simplifying how foreigners buy U.S. property remotely
✓Designed and scaled a conversion-focused website with dedicated landing pages and Spanish/Portuguese versions
✓Created a full-funnel growth system across ads, landing pages, email, and social — focused on education, clarity, and trust
✓Led creative testing across Meta and LinkedIn, iterating on messaging, visuals, and audience targeting
✓Supported B2C and B2B growth with partner pages, sales decks, one-pagers, and print materials
✓Set up marketing workflows connecting Webflow, HubSpot, and lead nurturing flows

A Living Marketing System

Instead of isolated campaigns, I built and scaled a full marketing ecosystem for Waltz — spanning product, growth, brand, and sales. From ads to website to email to offline materials, every touchpoint was designed to work together and build trust with a high-value global audience.

Brand system

Approachable brand assets designed to simplify and humanize the mortgage experience

Web & Lifecycle

Website, landing pages and email campaigns focused on trust, education, and conversion

Sales & Partnerships

Sales enablement materials supporting both B2C buyers and B2B partnerships

Organic & Paid Social Media

1000+ paid creatives produced across B2B and B2C campaigns in EN, ES, and PT markets

Results

Design Sole designer. Scaled a full brand system into marketing materials across every channel and market

25K+ Monthly website visits supported through paid, lifecycle, and content marketing

54% Avg email open rate across lifecycle and company communications

Growth Built and owned the growth engine for 3 years — driving awareness, acquisition, and engagement across paid, lifecycle, and content channels

2.0%+ Avg CTR across Meta and LinkedIn acquisition campaigns

1000+ Performance creatives launched across paid, web, email, and multilingual campaigns

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