Recent Projects & Content Marketing
PhotoDay Content Marketing 2023
Strategy centered around education, relationship building and engagement positioning PhotoDay as thought leaders within the professional photography industry as well as creating a peer-to-peer influenced community. Brand steward and creative strategist across all projects.
Product Launch Video for Galleries 4 - new customer-facing checkout experience; strategy and direction for launch timing, scripting and video
Unframed Program content creation Social Live Stream (featuring me in a Christmas Tree hat) - cross-posted in multiple channels
Product Education Courses (both free and paid) powered by Thinkific & Shopify - Led project from end-to-end including technology to host, track, market and sell, course creation, scripting, set design
Home Page positioning (strategy - one and only Saas solution and marketplace that every professional volume photographer needs).
Brand spot commemorating building a community of 2,000 avid product fans
PhotoDay Paid Media Strategy 2023
Integratated marketing strategy and planning across channels including paid marketing (LinkedIn, Meta, AdWords, YouTube), website, email, live events, virtual events, influencer marketing, organic social, SEO, Pinterest. Stood up end to end tracking and analytics from the ground up.
Delivering $3.00 ROAS on new acquisition relative to year-one LTV
Supported 2x growth of company revenue from 2022 > 2023
PhotoDay B2B2C Customer Journey Automation
In parallel to standing up tracked, qualified lead collection, I led a project to automate the customer journey post sign-up (free trial) as well as optimize the end-shopper email experience. For the B2B customer we crafted segmentation that determined if a customer should receive personal touch outreach from an account executive (ABM model) or go into an automated journey for nurturing and onboarding as well as a remarketing series for those leads that did not become fully active customers. With the end-shopper experience, we employed a number of optimization tactics from refining touch-points to optimized UI/UX ensuring key points of information such as package tracking details become front and center.
Artful Home Guest Curator Collection 2022
Wear It Bold
Created urgency and desire by creating a seasonal, limited time only collection of hand-curated merchandise by globally applauded bead artist Suzanne Golden *please note that collection of product for purchase has been sunsetted but artist bios are still live
Launch of Sitecore DXP platform creating a personalized shopping experience for artfulhome.com
Bacardi
Lead content strategist for The Bacardi Collective, an influencer program with the primary objective of driving upper-funnel brand awareness for Bacardi’s premium line, elevating the brand in the marketplace.
Rogue Chewable Nicotine Website 2021
Launched MVP Ecommerce website from the ground up including DTC subscription-based model with a multi-channel integrated strategy including paid media (PPC/Display), content marketing, technical SEO components and email marketing. Key stakeholder for a new product and brand - creative strategy, voice, persona development, packaging and key visuals.
Previous Brands Served:
Uno Alla Volta
Stein Mart
Web.com, Network Solutions, Register.com (now part of the Newfold Digital family)
Boca Java