Content Strategy
Creative Content & Event Experiences
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Interactive Content
I managed the creation, development, and promotion of 4 interactive content assets including managing an external creative and development agency, internal creative designers, hands-on copywriting, editing, stakeholder interviews, supervising film shoots, and building a campaign promotion plan.
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New YouTube Series
To grow Salesforce awareness for IT developers, I helped create two original YouTube series. We saw +1,500% increase in organic viewership, and +40% increase in subscribers, all at $0.02 per view.
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Creative Direct Mailers
Developed and created multiple engaging direct mail campaigns, including the #1 direct mailer in the company and top requested asset from sales. Owned agency relationship, creative oversight, sales communications, and campaigns alignment to achieve +$9MM ACV
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Work.com Commercial
We needed to create brand awareness for Salesforce in the HR/employee experience space. I led the team in developing our first awareness commercial, owning messaging, creative and script approval, agency alignment, and campaign development. We generated 20.4M impressions across online and OOH placements, including piloting in-office elevator placements in 177 locations. We achieved 90% brand awareness (10-16% avg) and 47% ad recall
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Engaging Events
To launch Salesforce Web3 Cloud, we created an interactive booth to educate people about NFTs, demo the product, and offer an engaging experience with a 3-D scanned avatar on a digital runway for guests to remember the event.
Content Strategy Optimization
Hypercore needed to increase its search visibility while also providing prospects with enough information and resources to support them through the sales cycle.
Built full-funnel content calendar based on addressing key customer objections
Aligned content to SEO keywords to improve search visibility
Delivered SEO-optimized blog posts and customer stories, improving search rankings and addressing key customer concerns to accelerate sales cycle
Social Media Strategy
MADD (Mothers Against Drunk Driving) wanted to expand its brand awareness with Millennials and Gen-Z. I built a TikTok strategy that would introduce the MADD team to TikTok trends, and identified how the organization might create platform-relevant content that aligns with their brand positioning and values.
Customer Research, Insights & Stories
Since understanding users and telling their stories is one of my favorite parts of marketing, I helped double the number of case studies and customer testimonials on Lever’s website in just two months. I uncovered key metrics and ROI statistics through customer interviews, and developed case studies to showcase the value of the product.
For Sapling, I created a customer survey to gather qualitative data and ROI metrics, and conducted 1:1 customer interviews to create impactful case studies for the website and sales teams.
…What else?
Additional projects and areas of expertise
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Build full-funnel and full-lifecycle marketing plans across channels, from roadmap ideation to post-GA sales support
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Managed content development for multiple cross-channel marketing campaigns alongside demand generation team by developing content, planning campaign strategy, and monitoring performance across channels including direct mail, paid media, paid social, content syndication, and 3rd party events
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Defined and owned overall SMB strategy across events, PR, content, web that aligns with cross-cloud SMB priorities and promotes overall SMB awareness
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Scaled development and promotion of #1 pipe-generating asset program across PMM teams, aligning research reports to launch strategy and creating a robust, integrated, repeatable campaign framework