Work

My Work

I am a marketing strategist with extensive experience creating and directing work for different brands, audiences, and industries. The projects below have helped brands like Campaign Monitor, Emma, and Golden Spiral attract, convert, and retain more paying customers.

Content Marketing & Operations

Email Marketing Benchmarks (2019, 2020, 2021 coming soon)

About: At Campaign Monitor, we created a data-backed content piece titled “Email Marketing Benchmarks by Industry & Day”. This report leveraged proprietary product data to create a timely, comprehensive guide to 2019 email marketing benchmarks that drilled down into how industry-specific campaigns performed based on billions of Campaign Monitor customer emails. It performed so well that it became annual. We published it in 2020 to even more coverage and we have a 2021 version in progress that will include a gated guide, webinar series, and “Get Your Score” experience that allows our sales team to pre-qualify leads while also entering prospects into a personalized nurture to drive conversions.

Results:

  • 25K+ visits within first three months of publishing
  • Ranked in the No. 1 position for a very competitive key search term
  • Over 8M+ earned impressions through media coverage in 2019
  • The first launch of the global benchmarks report influenced $25k+ in AER
  • Later releasing industry- and region-specific pages influenced an additional $43k+ AER

Sample Coverage:

The Data-Backed Guide to Nonprofit Marketing & Nonprofit Email Benchmarks

About: Nonprofits are one of our focus industries for Campaign Monitor, so we created a campaign targeting nonprofit marketers that included a guide to nonprofit marketing. Instead of just talking about their needs (which, of course, we did), we decided to use this piece as an opportunity to help them learn more about their own audience: donors. We surveyed 1000 people over the age of 18 to understand what motivates their charitable giving, and the ways they like to stay in touch. We then surveyed over 500 nonprofits about the ways they connect with their donors and the methods that deliver results. And then we compared them to see where they matched up — and, maybe more importantly, where they didn’t.

Results:

  • Generated $48k in influenced AER
  • Nonprofit content now received 6k visits/month
  • Ranks in position No. 1 for “nonprofit email benchmarks”
  • Ranks in position No. 2 for “nonprofit email marketing”

Sample Coverage:

The Ultimate Guide to Gen Z Marketing in 2019

About: At Campaign Monitor, I led the creation of a premium guide titled “The Ultimate Guide to Gen Z Marketing in 2019″ after noticing a gap in the market. Though marketing publications were constantly talking about millennials, not many were talking about Gen Z. For our target audience, email marketers, Gen Z is an important demographic to understand and reach with marketing. This report leveraged responses from 600+ Gen Zers to create a thorough, informational guide to understanding the world’s newest big spenders.

Results:

  • 10K visits within first three months of publishing
  • Ranked in the No. 1 position for key search term within two weeks
  • Over 47M+ earned impressions through media coverage

Sample Coverage:

Holiday Email Marketing Campaign

About: One of our competitive differentiators is our pay-as-you-go pricing option. Customers can choose to pay per campaign instead of per month, which is especially helpful for seasonal senders around the holidays. Knowing budgets would be tight given COVID-19, we ran a targeted email campaign to prospects, including dead leads, and were able to immediately generate $14,660 in revenue from an audience that we had previously considered disqualified.

Results:

  • $14k+ AER within first three months of publishing
  • Generated 48 new customers with a single email campaign
  • 85% upgraded to a monthly plan instead of pay-as-you-go, resulting in a higher lifetime value

Mailchimp vs. Campaign Monitor | Comparison Page

About: While at Campaign Monitor, I helped launch and write a series of competitive comparison pages that gave ESP buyers a clear-eyed look at the differences between our product and our top competitors. This down-funnel content captured organic traffic and provided a resource for our buyers during the consideration phase of choosing a technology platform.

Results:

  • Ranked in the No. 1 position for key search term within four weeks
  • Leveraged by marketing and sales teams during key buying moments as the competitive landscape changed rapidly in 2019

The State of Small Business Marketing

About: At Campaign Monitor, I led the creation of a premium guide titled “The State of Small Business Marketing in 2019″ as a pillar piece of content for our multi-channel Small Business campaign, targeting SMEs who were interested in digital marketing. This report leveraged responses from over 1k small business marketers to show what was working, what wasn’t, and what marketing channels they were planning to invest in for the coming year.

Results:

  • Resulted in 800+ downloads within the first week of launching
  • Over 20K organic search impressions in 3 months
  • Garnered 3,000+ hits in first month after launch
  • Leveraged in paid Demand Generation efforts

Content Strategy & Budget Optimization

About: When I started at Campaign Monitor in March 2018, there was no documented content strategy. Within six months, I created an entirely new process that included:

  • a Multi-Channel Content Calendar,
  • a Brand Style Guide,
  • a standardized Blog Post Template,
  • a Content Analytics Dashboard,
  • a system for incorporating SEO keyword research into our content creation process.

I then provided training to in-house writers, freelancers, and vendors to onboard everyone to the new process and system.

Results:

  • Increased content production by 200%
  • Reduced costs by 50% within first 6 months
  • Scaled content team and process during a period of aggressive M&A during which we acquired 6 companies and increased revenue by 250%

Event Marketing & Community Building

Marketing & Mixology with Mia Freedman | Sydney, Australia

Results:

  • Exceeded our attendance goals by 30%
  • Completely sold out event
  • Generated nearly $10k in pipeline
  • 300k+ earned impressions generated from post-event coverage

Marketing & Mixology was a first-of-its-kind owned event for Campaign Monitor. Our goal was to increase our brand presence in Australia through a live event with influencer activations, customer advocacy, and engaging programming. The event mixed educational content with fun on-site experiences including lessons with a professional mixologist (creating our signature cocktail, “Champagne Monitor”) and networking with other Sydney-based marketers.

To drive attendance and engagement, I orchestrated a multi-channel campaign with pre-, during, and post-event marketing touch points across social, PR, email, and more (from several continents and time zones away). I also coordinated programming that featured marketing experts from Rip Curl, Red Bull, and Campaign Monitor, along with keynote speaker Mia Freedman.

Sample Coverage:

B2B Tech Marketing Content

At Golden Spiral, a marketing agency for technology companies, I wrote prospect-focused content for the agency site all about marketing best practices. In the course of nearly three years, I became an expert on all things SaaS marketing — or, as our CEO put it, “You essentially got a master’s degree in technology marketing.” I’ll take it. Here is a selection of articles from my time at Golden Spiral:

Content for Cybersecurity, HealthTech, CRMs, FinTech & More

In my agency and freelance experience, I wrote content for multiple industries within the technology space. Below, find examples of my writing on everything from cybersecurity to CRMs and more.

Cybersecurity Content

Health Tech

Wearable Technology Content

Customer Relationship Management (CRM) Content

Risk Management Software Content