Leading the Website Marketing Team That Powers Ableton’s Growth
Company
Ableton
Year
2022 - Current
I joined Ableton in 2022 and I now lead the product direction for ableton.com, managing the website marketing team responsible for how millions of users discover, evaluate, and purchase our products. Relocating from London to Berlin for the role, my focus has been on driving sustainable growth, improving how we present our music software/hardware product range, and evolving the web platform to be more scalable, performant, and cost-effective.
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A Product-Led Website for a Global Music Technology Brand
Ableton’s website plays a critical role in both brand and revenue. The challenge is to balance a strong creative identity with clear product communication, while supporting a growing product portfolio and an increasingly complex technical setup. My role sits at the intersection of product, marketing, design, engineering, and external partners to ensure the site supports long-term business goals.
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Managing Teams, Partners, and Platform Evolution
I directly people-manage a team of five across product, UX/UI design, content, and marketing disciplines, alongside multiple external agencies. Together, we define priorities, align roadmaps, and deliver improvements across discovery, conversion, and lifecycle journeys - while ensuring stakeholders across the business remain aligned.
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Driving Technical Migration and Cost Efficiency
A key part of my responsibility has been overseeing major platform and tech-stack migrations. This includes reducing operational overhead, improving performance and maintainability, and ensuring the website can scale with Ableton’s future ambitions - all while remaining cost-effective and resilient.
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Adapting the Platform to Serve Content, Products, and Users
Rather than forcing content into rigid structures, we’ve focused on creating flexible systems that allow teams to clearly communicate product value across different audiences and use cases. This approach ensures the site can evolve alongside the business without constant rework.
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Using Contextual Content to Support Decision-Making
Clear explanations, supporting content, and thoughtful presentation help users understand complex products and choose the right tools for their needs. The website acts as both a marketing surface and a product education platform, reducing friction and improving confidence throughout the customer journey.
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Optimising Layouts for Different Content Needs
Different content requires different treatments - from high-level product storytelling to detailed feature breakdowns. Flexible layouts and presentation formats allow us to adapt pages based on intent, device, and context, ensuring clarity without sacrificing brand consistency.
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Owning The Website As A Long-Term Product
My role at Ableton is ongoing and centres on treating the website as a core product, not a campaign. Through continuous iteration, team leadership, and platform investment, I ensure the site evolves alongside the business - supporting growth today while remaining flexible for what comes next.
Scope of Work
