Strategy That Travels

Herohub

Content Creation & Marketing

Company: Herohub

Role: Marketing & Brand Specialist

At HeroHub, I sit at the intersection of design and marketing strategy for a B2B SaaS platform built for the powersports and dealership industry.

The challenge is almost always the same: take something dense, technical, or easy to overlook, and make it something people actually want to engage with.

The projects below are different answers to that same problem.

An e-book. Social media content. A printed brochure. A white paper.

Each one required a different format, a different audience, and a different set of constraints, but the same instinct: design that isn't just decoration, but is doing marketing work.

Two people riding motorcycles along a coastal road with trees on the side and water on the other, mountains in the background, and birds flying in the sky.

2025 AI Readiness Report E Book

Working from Herohub's dealer survey data and industry research, I designed the Powersports AI Readiness Report: building out the stat call-outs, charts, and infographics that made the findings easy to scan, and structuring the typography and layout so a data-heavy report read more like a story than a spreadsheet.

E-Book

Man reading E Book
Page from 2025 Powersports AI Readiness Report showing three key areas for marketshare acceleration: Marketing Automation, Lead Management, and Training and Coaching, with descriptions, and a sidebar highlighting advantages of AI initiatives for network-wide benefits.
Cover page of a report titled 'The Confidence Gap: Turning Curiosity Into Capability,' featuring a mountainous landscape in the background and statistics about AI strategy and organizational capability in Powersports retail.
Page from a report featuring a digital illustration of a person riding a motorcycle through a canyon landscape. The report discusses AI-driven customer coaching and sales strategy.
Page from a PowerSports AI readiness report showing mountains landscape with a motorcyclist. Contains text about high-performing dealerships, Herohub's three-step guidance, and a blue box with a quote about investing in capability, confidence, and AI.

In order to avoid fatigue, I created consistent structure with a varied layout to maintain engagement.

The challenge was that most of the content followed the same structure: stat, context, stat, context. I varied the layout, page rhythm, and visual treatment throughout so it stayed engaging instead of feeling repetitive.

Laptop displaying a presentation slide titled "The Confidence Gap: Turning Curiosity Into Capability" with statistics about AI strategies among dealers, including 1%, 80%, 50%, and 39%, and accompanying text.

Social Media Content

Beyond long-form content, I help create HeroHub's social media presence, along with managing the company’s industry newsletter, which I grew by 115% in subscribers. Where the white paper and e-book called for depth, social calls for the opposite: fast, scroll-stopping content that still sounds like HeroHub.

View the newsletter here.

  • A person working on a computer with a monitor displaying a webpage; overlaid text emphasizes positive experiences and AI in a series of three parts, with an option to subscribe.

  • Screenshot of Herohub's dealer network communication process, showing three steps: Personal, Connected, Actionable.

  • A person sitting at a desk in front of a computer monitor, with a potted plant on a shelf beside the monitor. The screen displays a website about vehicles. Text overlay reads "SEO got you found. AEO gets you chosen." and mentions a 3-part series with a prompt to subscribe for notifications.

  • A presentation slide about continuous AI coaching, mentioning AI-powered feedback for dealers to improve their performance and align with brand vision, with a dark textured background and white text.

  • Cover page of a guide titled "How to Leverage AI to Power Dealer Performance" with a Herohub logo, teal background, and an illustration of an AI chip.

  • Promotion for the HeroHub IQ Nationals Competition with mountain background and text 'The competition is heating up' and instructions to take a shot at the top score.

  • Promotional graphic for HEROHUB with the slogan 'Transform Your Dealership's Network Communication in 4 Simple Steps' over a blurred background of people in a conference room.

Printed Collateral

3 Product Summary Brochure

Given the full content and copy for this dealer solutions brochure, my job was to design a tri-fold that could hold a dense three-tier comparison chart, spanning multiple categories and pricing, without feeling cramped or overwhelming in a printed format.

Brochure and flyer from HeroHub promoting dealer performance solutions with mountain background. Brochure details various package options: Performance Groups, HeroHub Unlimited, and HeroHub IQ, highlighting features, benefits, and investment costs.

Beyond layout, this piece required preparing files for bulk print, formatting for CMYK color and the physical tri-fold faces, and coordinating with the printer. Over 100 copies were produced for a booth at BRP.

A promotional flyer for HeroHub with a mountain landscape background. The flyer highlights solutions for dealer and individual performance improvement, with contact information at the bottom.
A digital infographic comparing three dealership solutions: Performance Groups, HeroHub Unlimited, and HeroHub IQ, with categories for development, support, coaching, data analysis, and investment costs.

White Paper

FTC Pricing Transparency White Paper

Dealer pricing regulations were shifting fast, and the powersports industry needed a way to keep up.

Working from research and content on the FTC's proposed changes, I built infographics to surface the key points and designed the typography and layout to turn a dense, fast-moving topic into something dealers could actually sit down and read.

Mockup of White Paper

With dense content going in, I used infographics to break it up and make it skimmable.

The constraint was to keep the content as-written while still making it digestible. Since white papers are naturally text-heavy, I used pull quotes, color, and infographics to break up the page without cutting anything.

Table of contents page with chapter titles and page numbers, including 'Executive Summary,' 'What Automotive's FTC Scrutiny Still Means for Powersports,' 'How Pricing Complexity Became the Dealer’s Burden,' 'The buying process is changing faster than many dealerships realize,' 'The customer doesn’t care where the pricing broke,' 'Trust changes the entire transaction,' 'This is bigger than compliance,' 'The Future of Dealer Trust and Independence,' and 'Works Cited.'
A page from a report or brochure with the title 'This is bigger than compliance'. The page discusses operational alignment issues in dealerships, focusing on transparency, pricing, and customer experience. It features a section titled 'What's Happening Behind The Scenes' with icons representing inventory, AI tools, website, CRM, and other dealership functions. The page emphasizes the importance of simplification and customer trust in the sales process and concludes with a page number 'Page 11' at the bottom right.
A document page from HEROHUB titled "What automotive's FTC scrutiny still means for powersports" discussing the FTC's proposed CARS Rule and its implications for the automotive and powersports industry.
Page from a report or article discussing customer experience and trust in retail. Contains headings, paragraphs, and a section about the customer trust equation with icons. The page number is 9.
Page from a report or article discussing customer experience and trust in retail. Contains headings, paragraphs, and a section about the customer trust equation with icons. The page number is 9.
Open laptop and tablet displaying reports titled 'How Pricing Complexity Became the Dealer's Burden' and 'The Future of Dealer Trust and Independence,' with charts and text on a black background.
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