Brand launch & omni-channel marketing campaign for LeadingAge CA's #AgeOnRageOn initiative in 2019.
Results:
Through the omni-channel marketing efforts, agency team drove over 99MM impressions of the campaign, 11,610 pledges, and 135K website visits.
Objectives:
Drive brand awareness and gather pledges to send to legislature supporting the Master Plan for Aging in California.
Tactics:
Research via focus groups, board members, and audience sampling informed creation of “Age On. Rage On.” branding, campaign focus, and design concepts.
Leveraged print, native, display, content marketing, organic social media, paid social media, website development, and a robust PR strategy to launch initiative.
As social media lead, launched Instagram, Facebook, and Twitter profiles for the campaign. Developed monthly social media calendars, social post copy, and graphic formats for organic social media.
In addition to organic social media efforts, developed paid social media tactical funnel strategy, focusing on retargeting website visitors to sign the pledge and submit their stories.
Developed organic and paid social media product packages for Hearst Newspaper teams nation-wide to leverage.
Results:
Upon introduction of new organic social media package, booked over $100K in revenue from new client business within the quarter.
Objectives:
To develop organic and paid social media packages that can be rolled out nation-wide. Packages must focus on industry-based social media solutions and be scalable, depending on budget.
Tactics:
Restructured social media audit and strategy product offering for all national Hearst Newspaper Advertising teams. Focused on building an operations template focused on data collection, competitive research, industry benchmarks, and SWOT Analysis.
In addition to organic social media products, developed industry-focused product decks and product solutions for Giphy, Pinterest, and Snapchat.
Creative, project, and promotions lead for creation of seasonal digital guides for a local shopping center in Carmel, CA.
Results:
Flatlay format allowed design and social media teams to leverage similar set of photos for guide creation and promotion, creating a more cohesive visual story for consumers
Social promotional campaign saw an increase of over 400% impressions from change in guide style and promotional plan
Updating target audiences and promotional plan increase link clicks by 345%
Objectives:
Improve creative planning process for the guide to better showcase tenant products
Create a more mobile-friendly user experience
Increase views on seasonal guides
Tactics:
Adjust photo-style to reflect trending #flatlay format
Promotional plan for each guide outlined to promote overall guide, each individual section, and promotional contests on social media
Get tenants from shopping more invested in guide by asking them to select items to promote based on predetermined guidelines for editorial style
Researched, created, and delivered final integrated marketing strategy for late 2018/2019 for a large winery client.
Results:
Final presentation to approve strategy with CEO and marketing leadership
Implementation of new social strategy
Creation of influencer marketing levels, planning, and vetting programs
Objectives:
Better integrate multi-channel marketing efforts
Create a cohesive marketing calendar for agency and client to execute on
Recommend budget needed for execution
Emphasize social media and content creation in strategy planning
Tactics:
Research: leverage customer information against PRIZM to create updated customer personas and to inform rest of strategy recommendation
Audit and Review: analyze previous marketing tactics and strategies from previous years and audit efforts in social, content, email, paid media, and web
Recommendations and execution strategy: take findings from audits and build a new strategy and execution calendar for client
As a founding member of the IBM Watson + The Weather Company Marketing Strategy team, I sought opportunities to bring together various marketing and project teams together in order to achieve cohesive, cross-channel campaigns.
I project managed the 1st Cultural Moment Event and lead narrative development on The Weather Channel’s coverage of the 2017 Total Solar Eclipse.
Results:
In conjunction with Twitter, over 11M unique viewers tuned into our original live stream content
6.6M people watched 24M videos on our O&O properties on the day of the eclipse
PR, Marketing, and Paid Media help drive over 94M views on content about eclipse coverage
Objectives:
Brand Relevance, Drive Decisions, and Change the Conversation for Cultural Events Initiative
Tactics:
Set narrative guidelines: Educate - The total solar eclipse is a like “New Year’s Eve for Nerds” - a combo of science, fun, and unforgettable memories & Inspire - The total solar eclipse is a cross-country, joint experience. Join like-minded eclipse enthusiasts to celebrate, no matter your location
Manage the committee consisting of marketing, product, content, creative, and business development representatives to successfully partner with Twitter for exclusive Live Stream programming by holiday weekly, then daily checkpoints
In an effort to optimize marketing, product, and sales efforts, our marketing team was tasked with creating a comprehensive customer journey, specialized for each targeted role.
Our team was one of the first teams to work on this at IBM and had the opportunity create the process that other teams would recreate in their own journey creation.
Results:
Creation of CTO-focused customer journey for workflow management software, along with identification of secondary customers to influence in the process.
Template creation for other marketing teams to leverage.
Objectives:
To create comprehensive customer journeys that marketing, product, and sales teams can leverage throughout the sales cycle.
Identify primary and secondary customers for customer journey.
Tactics:
Review target customer psychographic and demographic data sets.
Investigate preferred content consumption channels for target customers.
Interview stakeholders: product, marketing, sales teams.
Map desired flows of content and reassign old content to the new flow.
Identify secondary or influencing customers, i.e. ones that influence the ultimate decision makers.
Led Weather Underground’s booth and activation presence at South by Southwest (SXSW) 2017.
Results:
37% more app installs during SXSW than the week after the event.
23% more downloads in Austin than during the previous year, during the same time period (167% ROI).
At booth discussions about WU with IBM CEO Ginni Rometty, IBM CMO Jon Iwata, and GM Design, Phil Gilbert.
Feature on IBM’s Snapchat handle, generating 11K views on experience demo in Snapchat story
Objectives:
Drive app downloads during SXSW, located in Austin, TX.
Increase social media conversation around Weather Underground brand (WU).
Tactics:
Partnered with IBM Design (Maelstrom team) to create Tempo, an interactive experience that leverages real-time PWS data.
WU set up a Personal Weather Station on the roof of Brazos Hall, where the IBM is Making experience took place.
WU had a booth set up in the “IBM is Making Our World More Personal Track” March 10-14.
Launched initial marketing efforts to bring Simplr’s product to market via cross-channel campaigns: website strategy, SEO, paid search, paid media, organic social, content strategy, blog management, and cold-emailing.
Worked cross-functionally with design and product to develop customer cohorts, onboarding process and acquisition models.
Results
New webpage that contained more navigation options and interactive demo and optimized for inbound marketing leveraging Hubspot tools
Increased social followers by 100% across Facebook, LinkedIn, and Twitter
Relaunch of SEO-driven blog and website keyword optimization
Created sales email marketing funnel
Objective
To creative a cohesive narrative around the launch of the Simplr brand
To find effective growth channels and optimize
Tactics
Redesign website based on new partnership with Hubspot
Emphasis social media
Leverage SEO
Develop email strategy
Work with PR agency on creating media coverage
Developed buyer content strategy for positioning IBM Case Manager and lead production efforts of content.
Results:
Doubled yearly views on branded blog
All written blogs in top 25% of blog content on various IBM properties
Videos leveraged in trade shows, conferences, and website redesign
Infographics leveraged by sales team in following up with qualified leads
Objectives:
Determine how to fit content strategy and creation into the already established marketing process
Leverage newly built buyer personas and buyer journey to create relevant content that could be tracked
Project manage content creation
Tactics:
As manager and blog editor for IBM ECM Blog, developing monthly strategy for content and tie-in social promotion
Developed cohesive content promotional calendar to use cross team to better set, track, and attain actionable goals
Worked with agencies to develop copy, edit, and give artistic direction on assets like blog posts, white papers, overview and demo videos, webpages, infographics, and social tiles
