Courtney Steele
Director of Marketing | DeepHow
In this HR Connect interview, meet Courtney Steele, the Director of Marketing at DeepHow. Courtney shares her wide-ranging career journey and insights into leadership, along with her vision for sparking innovation in the AI-driven manufacturing sector.
Courtney dives into the strategies she uses to build trust, empower her teams, and create significant impacts in an ever-changing environment.
How has your experience in product marketing shaped your approach to leading DeepHow’s marketing and communications strategies, and what do you see as the most impactful initiatives in your current role?
I’ve worked across both B2B and B2C marketing, starting in the luxury hospitality sector and then transitioning to technology and consulting companies. One common thread throughout all these experiences is that, at the end of the day, marketing is about helping people understand how their lives will improve because of what you’re offering. Whether it’s a product, a service, or an experience, the goal remains the same: to connect with the audience and communicate value.
My background as a PMP-certified project manager has significantly shaped my leadership approach. I came up through the operational side of marketing, and that’s given me a strong focus on process efficiency. When I joined DeepHow, the team was already doing excellent work, so my role was to operationalize things further. I introduced better workflows, clearer approvals, and task management platforms like Asana to eliminate ambiguity. That structure lets us focus on the initiatives that drive the most impact, like customer case studies, ROI documentation, and messaging that reflects the value we deliver.
As we transition from startup mode to a more mature phase, sharing our customers’ success stories has been one of the most impactful areas. It shows what DeepHow can do in a real-world context, and that’s incredibly powerful for both our team and our audience.
As a marketing leader, how do you ensure your team feels supported and empowered in a fast-paced, innovative environment?
For me, there are two key pillars: support and empowerment. Support starts with being available and approachable. I prioritize building genuine relationships with my team members, understanding their challenges, and adjusting my communication style to meet their needs. I’m a big believer in vulnerability and openness—it’s okay to say you don’t have all the answers, and that kind of authenticity builds trust.
Empowerment, on the other hand, comes from giving people the knowledge and permission they need to thrive. That’s where tools like Asana come into play. Asana serves as our central source of truth, where everything is visible: tasks, expectations, and progress. This removes ambiguity and helps everyone feel confident in their contributions. When people have clarity and autonomy, they can do their best work without micromanagement.
What strategies does DeepHow implement to create a positive and collaborative workplace culture that fosters innovation?
We have embraced a culture of experimentation, and that mindset comes directly from our leadership team. At DeepHow, the C-suite encourages us to explore and innovate, especially with AI tools. It’s not just about adopting technology for the sake of it; it’s about being thoughtful and intentional about how we use it.
When someone comes up with a new idea or discovers an innovative way to use AI, we celebrate it. Sharing those wins creates momentum—it shows that innovation is not only welcome but recognized and valued. This practical, top-down encouragement of experimentation has shaped a culture where people feel confident stepping forward with their ideas.
In your experience, what role does clear communication play in engaging employees across diverse teams and projects?
Clear communication is absolutely everything, particularly for a global, distributed team like ours. We have team members spread across three continents, and for many, English is a second language. Without intentional communication, it’s easy for misunderstandings to happen.
I focus on clarity and simplicity. I avoid using idioms, overly complex phrasing, or anything that might not translate well across different cultures. My experience as a project manager taught me that clarity is critical—everyone needs to understand expectations, align on priorities, and stay connected to the broader goals.
Respect for your audience is a big part of effective communication. You need to tailor your approach to meet people where they are, ensuring the message lands well and keeps everyone moving in the same direction.
How do you see DeepHow’s training solutions evolving to address the changing needs of the manufacturing industry?
The manufacturing industry is facing a generational shift. Many baby boomers are retiring, and with them, decades of valuable knowledge risk being lost. DeepHow was founded by professionals from Siemens who experienced this firsthand and recognized the urgent need to capture and preserve that expertise.
We’ve built a platform that uses video to make knowledge transfer easy and intuitive. With just a smartphone, anyone can record processes and workflows, and our AI does the heavy lifting—segmenting the video, transcribing it, and translating it into multiple languages. For example, a video recorded in French can be instantly translated for a worker in the United States.
This approach meets the needs of today’s workforce, who prefer visual, on-demand learning. It also ensures that manufacturers can bridge the skills gap and stay competitive in a rapidly evolving landscape.
With DeepHow at the forefront of AI-driven solutions, how do you balance technology and human input to achieve optimal results?
At DeepHow, AI is designed to accelerate human-driven processes, not replace them. In manufacturing, the margin for error can be extremely small, and human oversight is critical.
Our platform uses AI to streamline tasks like video segmentation, transcription, and translation. For example, someone can record a process in their native language, and AI makes that content accessible to a global workforce instantly. We’ve also introduced generative AI features, like creating quizzes and SOPs automatically from video content.
However, we are clear that AI is a support tool—the human leads the process. The goal is to enhance productivity, not remove the human element. In industries like manufacturing, where precision and safety are paramount, humans remain irreplaceable.
If you could design the ideal workplace of the future, what key elements would you prioritize to attract and retain top talent?
For me, the ideal workplace would prioritize authenticity. Brands like Duolingo and Wendy’s have done this well—they embrace a playful, human voice that creates connection. Overproduction and overly polished messaging stifle that sense of authenticity, and I want to avoid that.
Another key element is ensuring job roles are scoped thoughtfully. If you hire someone to be creative but bog them down with operational tasks, you’re setting them up to fail. People need the space and support to do what they’re best at, and that means eliminating less impactful initiatives and focusing on what truly matters.
Top talent thrives in environments where they can own their work, feel supported, and contribute meaningfully to the organization’s success. The ideal workplace would create that balance—giving people the tools, trust, and clarity they need to succeed.
Courtney’s insights reflect a blend of operational excellence, leadership empathy, and a commitment to fostering innovation. Her approach at DeepHow highlights the balance of technology and human collaboration in addressing industry challenges while shaping a workplace culture that empowers teams to thrive.
If you’re interested in sharing your story and becoming part of our HR Connect series, please reach out to us at info@focusimagepro.com.
Dilara Cossette
Founder
Dilara Cossette is the founder of Focus Image Pro, a boutique demand generation agency specializing in helping HR tech companies accelerate growth. With extensive experience in the industry, she partners with marketing leaders to craft strategies that drive demand, boost pipeline, and elevate brand presence. Dilara is passionate about fostering meaningful connections and sharing insights from HR tech innovators through the HR Connect interview series.
