richard huffaker & Amplitude
Thanks for considering me for your Senior Director of Brand & Creative Marketing role. I’m a big fan of Amplitude (we’ve been using it at Sentry for a little less than a year now), and I’m very excited about this opportunity.
Looking for my resume? Download it here.
Below you'll find a small selection of my brand work, alongside some of my written, visual, and spoken communication, mostly sampled from my past two years at Sentry as the Head of Brand & Content.
This is meant to give you a glimpse at some of my projects. I look forward to diving deeper into all my brand and content experience — and also discussing more of my team’s work (Sentry’s Content Strategist, Event Program Manager, Technical Writer, and Developer Advocate all work for and were hired by me) — on Thursday.
Writing & Design
At Sentry, I’ve lead the creation of all online and published collateral, written dozens upon dozens of blog posts, ghost written dozens more, and either lead or had a huge hand in every piece of public content and communication over the past two years.
The Sentry Workflow — A printed brochure Sentry is handing out at the more than 20 conferences we’re sponsoring this year. We’ve already given out several thousand. I came up with the travel brochure concept and wrote every word of it, working with our Creative Director and Illustrator on the design.
The Sentry Booth (Front & Back) — A postcard that fits the same theme. As with the above, I came up with the concept and wrote all the words, and worked with the Creative Director and Illustrator to design it.
Build vs Buy — My team creates white papers and PDFs for Sales to use when dealing with new leads and expansion opportunities. Sentry’s biggest competitor is arguably the free and fully open source version of our own product, so we created this white paper to help explain why paying for cloud Sentry can be much less expensive in terms of both money and time in the long run.
Tracing: Uncover an Error’s Full Story — This is an example of the sort of one pager we create for Sales when new features are released.
We’re currently in the midst of a site redesign, a project we kicked off at our Creative Marketing offsite in January (an offsite that I organize and lead every quarter), and is the result of collaboration between the Creative Director, me, and my team’s Content Strategist. Compare the new design on our blog to the older and soon to be replaced design on our main marketing site.
And here are a few samples showing my own writing:
Forge by Sentry: Better with Friends — Here I unveil Sentry’s Friends and Enemies Discount (which I created).
Everything is Broken and I Don’t Know Why — One of many developer blog posts I’ve ghost written.
The Winter 2017 Sentry Hackweek Roundup — In which I explain why our winter hackweek took place in the fall.
I/O and Uh/Oh are Sentry’s two new mascots that we’re slowly rolling out with our site redesign. I’ve written extensive back stories for both (I conceived of them), but in a pinch you can think of them as being a bit like Pinky and the Brain. Sentry has a somewhat kooky, illustration focused brand style (our Illustrator is amazing!) that they both fit perfectly within.
The Living Logo. Our logo is a little random (the founders hired a designer to create it before Sentry had any employees), so we wanted to literally bring it to life to so it’s more memorable for swag and illustrations. You can also see this Living Logo in the event collateral samples linked above.
BANNER AD MESSAGING
I’ve written a ton of snappy banner ads for Sentry. Here’s a sample:
Your code is broken. Let’s fix it.
Only you can prevent dumpster fires.
Burn your logs
Logs are dumb. Are you dumb?
Your code is bad. But that’s ok.
Fewer bugs. More naps.
Here’s one of many podcast scripts I’ve written (this one for the Core Intuition Podcast):
Google bought Crashlytics. And next year they’re ending support for Crashlytics. That’s not great. Here’s something better: Google did not buy Sentry.io. And thus Google has no power to end support for Sentry.io. With Sentry you can see the severity and scope of any crash, get immediate access to the call stack, connect the problem to the commit that caused it, and fix it without wasting time digging around.
Sentry, a name so common we have to include our top-level domain in our advertising to make sure you remember us. Sentry.io. Open source. Full stack. And not owned by Google. Sentry dot i o.
I'm a very experienced video producer and director, having made everything from testimonial and case study videos, to product demos, to feature and short films.
Here’s a quick overview video covering the basics of Sentry, part of a series of 60 second demos about various Sentry features. I record all the demo videos in-house, and in this case I asked an employee from our People team to be the narrator.
And here’s a testimonial / story video about an engineer named Andy Tuba at Reddit (a Sentry customer). I directed and edited the video, working with a crew of five that I put together with my producer. Sentry’s VP of Marketing at the time requested this video, so I was working within their rough guidelines.
And here’s a sneak peek of video I made with Bitbucket (I directed and edited it with the same team noted above). I haven’t locked a final version of this one yet because we’re including it in an upcoming testimonial page with Cloudflare and GitHub, and I want to make sure all three have similar pacing.
I create a welcome gif for every single new Sentry employee who wants one, and I’ve made right around 50 over the past two years. This has played a huge role in our recruiting as Sentry has grown from 25 to 85 people. I work with new employees on the concept, then script it out, film it with them, and edit it. Here’s a fairly recent one:
And here’s another:
And here’s one more, because why not?
The Moth - Public Speaking Sample
I've hosted hundreds upon hundreds of webcasts, ran almost as many in-person training classes, and spoken at conferences in rooms with anywhere five to a thousand people in them. I also speak at story telling shows here in San Francisco. Below is a recent five minute story I told on The Moth. I've chosen this as an example simply because it's when I was most recently professionally recorded and because it'll tell you a little bit more about me as a person.
Thanks again for your consideration! Please let me know if you’d like to see more samples of my work.