Examples
Strategy-informed tactics. Integrated Marketing.
Throughout my career, I have transitioned industries and companies. Still, almost always, it has been in companies undergoing rapid change where driving growth requires creativity, the ability to navigate the forest and the trees, and to work effectively across product, marketing, customer success, and sales. While much of my work is proprietary, you'll find descriptions with links to examples as appropriate here.
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Analytics Informed Strategy
Macmillan Learning faced intense competition in the academic market, where e-learning platforms were becoming more sophisticated, and content was increasingly commoditized.
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To address this, I led the development of the annual Marketing Strategy for Achieve and iClicker. Drawing on in-depth industry, customer, and competitor analyses, I used insights from surveys, usage data, and market trends to craft a strategy emphasizing differentiation, refreshed positioning, and narrative pillars.
The plan identified target segments and outlined campaign strategies to enhance market impact.
This strategy became the marketing team’s roadmap, driving alignment and efficiency. Updated positioning informed key assets, including sales pitch decks, videos, and interactive demos, resulting in more compelling and consistent messaging.
Key outcomes included higher web and email conversion rates and positive sales feedback, with the new pitch deck significantly improving customer engagement.
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Hands-On Creative Marketing
At Macmillan, lengthy, multi-stakeholder sales cycles and a complex e-learning product created challenges in acquisition and retention, with limited visibility into deal progression.
To address these issues, I led the implementation of interactive demo software, evaluating vendors and developing proof-of-concept demos.
These interactive experiences enabled prospects to explore the product independently, eliminating the need for live demos or free trials and streamlining the decision-making process for busy stakeholders - and adding valuable analytics.
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Once approved, I partnered with digital and channel marketers to integrate the demos across websites, email campaigns, and social media, extending their use to the sales team.
The initiative exceeded conversion benchmarks, with 80% of engaged prospects indicating a strong likelihood of seeking further information from sales. Additionally, the demos generated actionable analytics for account-based marketing and sales strategies.
Building on this success, I introduced similar Proof of Concept (POC) for interactive AI demos at Skillsoft, earning CMO support for a company-wide rollout.
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Product Launches
Launching a new archival content hosting service at ITHAKA required showcasing the value early adopters experienced, despite the product lacking built-in analytics to demonstrate usage data.
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To overcome this, I collaborated with the Data Insights Manager to design a Tableau dashboard using manual data feeds. By iterating based on feedback from early customer and sales conversations, we created a tool highlighting content usage and reach, effectively addressing adopter needs and reinforcing the product’s value proposition.
This creative, cross-functional approach drove interest, expanded participation, and validated the need for an integrated analytics feature.
Through the dashboard and other strategic tactics, we secured over 200 early adopters within 18 months—a major achievement for this first-of-its-kind offering.
Market Insights
Recently, I reflected on how I’ve enhanced or initiated win/loss programs in preparation for my presentation at the Virtual Competitive Analysis Alliance Summit (October 2024).
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In my roles, I’ve consistently developed analytics to inform strategy and drive action. At Clarivate, I conducted 25 interviews annually, generating actionable insights that supported a $1M new product launch. At Macmillan Learning, I built a proof-of-concept program, collaborating with product and UX teams to demonstrate the value of unfiltered market feedback, which led to leadership-approved recommendations for scaling. At Skillsoft, I assessed a mature but underutilized win/loss program and proposed strategies to expand its impact.
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Drawing on these experiences, I shared five key elements of successful win/loss programs during the summit presentation and will elaborate further in an upcoming blog post.
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Leadership & Mentoring
Engaging regularly with the Product Marketing community is quite helpful for professional development and to gain advice, borrow a template, solve a challenge, or help mentor others.
Recently I was invited to be a speaker at their Chicago Product Marketing Alliance Summit and I shared key takeaways on LinkedIn and in a blog post on the PMA website.
Positioning & Messaging
Skillsoft Coaching acquired through an acquisition, faced significant awareness challenges, even among existing Skillsoft customers.
To address this, I developed positioning that highlighted coaching’s human impact and its ability to accelerate talent development and ROI.
Later, when launching a new coaching service, I refined the positioning further by leading a Positioning Workshop and applying proven templates to ensure it was actionable for both Marketing and Sales Enablement.
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I also reinforced the positioning through content creation. For example, after a Product Advisory Board meeting with our coaches, I used AI tools to turn the transcript into a blog post, effectively showcasing the value of coaching through expert voices.
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This approach highlights my ability to blend strategic thinking with hands-on execution to amplify messaging and support business goals.
Additional Examples
Start Page Redesign
Conveying Platform Evolution In Product
As the JSTOR platform evolved, users were not aware of new content and features, nor of the evolution of the brand and expansion of offerings, so I worked with Designers and Content Marketing to revamp the old product start page into a more visual and inviting site that draws users into new types of content and new features - and reflects the evolution of the brand.
Data showed significant use increases of the new content from this page and helped convey the new brand attributes well based on user and buyer testing.
Web Events
Education and Outreach - New Product
Web events were some of the most effective ways to reach intended audiences during the pandemic. I developed many types geared to different audiences and goals such as gaining using of new features and launching new services - and bolstering the brand. The content from webinars was leveraged to create short videos, blog posts, and other assets.
Blog Post
Launch of New Service
This blog post helped sum up the impacts early adopters of the new JSTOR service experienced and shared data and testimonials drawn from customer interviews, surveys, and analyses I conducted.
The blog post and the content were used in emails, website copy, sales enablement, and events to grow adoption. This was only one small element of the integrated marketing strategy and tactics, demonstrating my ability to conceive strategy but also roll up my sleeves and execute it.
Sales Enablement
Training, Proposal Templates, Presentations, Battle Cards
Lots of what I did for sales enablement is proprietary (such as Pitch decks) and can't be shared. I strive to deliver information and tools to sales that help strengthen, educate, or provide follow-through. These examples show a battlecard and a follow-up guide.
Explainer & Testimonial Video
Communicating Value & Positioning
At Macmillan, as part of demonstrating the value of our e-learning platform, Achieve and the student engagement system, iClicker, I worked with our videographer and designer to create short 30 sec and 2 minute videos, including one focused on capturing endorsements from influential users. This helped to spark interest, was used to boost engagement and conversion in digital marketing, and became a part of our interactive demos.
Social Media
Awareness - New Service
For the launch of the new image-based content on JSTOR, we had social media campaigns featuring the content, contributors, and short videos. Twitter and Instagram were the main channels as they reached our audiences best and were good vehicles to showcase the visual content and images.
Conferences
Virtual Booths, In Person
This is an example of how we levered many resources in our virtual conference booth which became the norm during the pandemic. To be efficient, rather than create special content for the conferences, we often linked to landing pages or embedded videos, or other content that already existed.