Mynd is a proptech company that helps aspiring real estate investors buy and manages single-family rentals across the U.S. Ally and Ana were 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

Roles
VP Marketing, VP of Customer Experience

Years
2022-2025

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

  • 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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