Mynd is a proptech company that helps aspiring real estate investors buy and manages single-family rentals across the U.S. Ally was hired to overhaul the brand, unify value propositions and messaging across the sales, product, and growth functions, and improve the customer experience--for both investors and residents. Mynd merged with Roofstock in 2024.

Mynd

Role
VP Marketing

Year
2022-2024

Location
Oakland, CA

Team
16-person marketing org; 40-person investor and resident experience orgs

Phase 1 (Brand Refresh) Credits

  • Design, Art Direction: Mika Osborn & Chelsea Majuri

  • Content Strategy & Blog: Bonnie Bossin

  • Social & Community: Sass Gillies

  • Product Marketing & CX: Ana Mackay-Sim

  • Demand Gen & Lifecycle: Steven Slasten

  • Growth Marketing: Megan Post

Phase 2 (Rebrand) Credits

  • Agency Partner: Butchershop

  • Creative Direction: Brandon Ancone

  • UI/UX Design: Joshua Schott

We repositioned Mynd from a SaaS platform for real estate investors into a humanized tech-enabled services company serving both investors and renters.

Scope

    • Led brand refresh and narrative development to reposition Mynd as a tech-forward and humanized brand.

    • Redesigned web, blog, and mobile experiences to improve user experience, trust, and conversion.

    • Designed quantitative & qualitative prospect and market research studies to develop segmentation strategy, target personas, positioning, and messaging.

    • Built content programs for each audience segment and lifecycle stage—from owner onboarding to resident move-in.

    • Developed journey maps, email nurture strategy, support scripts, surprise & delight campaigns, and CX audits across renter and owner touchpoints.

Rebrand Assets

  • Launch Campaign Mockup

  • UI/UX Mockup

  • Out of Home Mockup

  • Facebook Page

  • Tagline

  • Tagline

  • Resident Gift

  • Tagline

Results

  • Cut CAC by 50% while 5x-ing growth rate

  • Doubled LTV and improved NPS during high-growth phase

  • Recruited 15-person market team with the company’s highest employee engagement scores and lowest churn

  • Named Forbes’ 100 Best Startup Employers 2022 & 2023

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