Sigma Computing
Sigma at Big Data LDN — London
Lightboard Session — How Sigma Stops Endless Data Loops
Sigma's booth at Snowflake Summit 2025
SIgma's first billboard on the 101 in San Francisco
In the world of data tools, sameness is the enemy. Every platform promises speed, clarity, and insight—but few deliver anything that feels alive. Sigma Computing wanted to change that.
When I joined Sigma in early 2024, the company was already climbing fast. The product was powerful, the users passionate—but the digital presence lagged behind the technology. My challenge was to build a front door that reflected the product’s real potential: fast, intelligent, and human.
The result was a full-scale rebrand and web transformation that did more than just polish pixels. We built a growth engine—an adaptable, data-driven system that connected brand storytelling with measurable conversion impact.
The Challenge
Sigma’s product sat at the center of modern data workflows—bridging business users and engineers through a live spreadsheet interface on cloud warehouses. But online, that story was buried under a static, outdated site structure and marketing pages built for another era of SaaS.
Our mandate
- Reimagine the experience.
- Increase credibility.
- Drive qualified demand.
All without slowing down a startup in full sprint.
Role
Head of Web & Design
Design Direction / System Design & Integration / Growth Strategy
Collaborators
Product Marketing
Field & Partner Marketing
Product
Executive Team
Marketing Operations
Exhibit Design & OOH Creative
Under the Hood
Figma design system + rapid prototyping
Webflow + Github for collaboration, control
PostHog + Clay + Sigma for insight loops
The Takeaway
$50M to $100M ARR in 1 yr
+249% demand-gen revenue in 1yr
+335% SEO traffic in 1 yr
internal Ad network, resulting in
+13% page/session in 6 mos
+127% time/session in 6 mos
Sigma Lighthouse Scores post redesign vs competitors
Sigma messaging pivot
Sigma Rebrand
A complete redesign, rebuilt from the ground up with scalability and performance as first principles.
- 249% growth in demand-gen revenue
- 335% SEO growth
- ARR doubled: $50M → $100M in one year
The new site wasn’t just faster—it was smarter. Content was structured for modular reuse, analytics tags were standardized across campaigns, and new layouts made it easy to tell more human, high-impact stories about data.
A New Kind of Launch
Six product launches in eighteen months, each one bigger, faster, and leaner. We shot them in-house—on iPhones—then expanded the format into a cinematic walk-around series that merged demo, narrative, and culture.
Sigma Headquarters — Filming the product launch
Data Apps Campaign for social
Data Apps Conference
When the team needed a way to showcase the future of data apps, we didn’t buy an event platform—we built one. The custom virtual event hub blended streaming, live demos, and resource libraries into a cohesive ecosystem that doubled as a content destination post-event.
The Internal Ad Network
What started as an experiment became a breakthrough. We designed and deployed an in-house ad network to capture high-value organic traffic from the blog and redirect it to deeper product and resource pages.
- +127% time on site
- +13% pages/session
- +45% engagement rate
Why It Mattered
For Sigma, this wasn’t about a new coat of paint—it was about claiming legitimacy in a crowded space. Every interaction, launch, and pixel became part of a larger story: that the future of BI isn’t dashboards, it’s decisions in motion.
And for me, it was a chance to prove that growth and design aren’t opposites—they’re the same craft, seen from different hierarchies of scale.
Sigma Computing homepage redesign
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