Strategy
Basis Technologies (formerly Centro)
Previous Full-time Role
Content Strategy // I collaborated across teams (Growth Marketing/SEO, Product Marketing, PR/News, Brand Marketing) to establish high-level company goals and use a variety of content metrics and industry insights to guide and build out a wholistic content strategy across the website, long-form content, blog/editorial, social media.
The Results // Consistent creative output that worked in tandem with other brand awareness and lead generation efforts to drive leads, traffic, and site engagement.
Lenovo
Blast radius Contract
Content Strategy + Project Framework // Partnered with UX Strategist and larger agency team to build out the project framework and content strategy for a large-scale website transformation.
The Results // The large-scale strategy supported the Lenovo story by showcasing foundational brands (e.g.,Think, Yoga, Moto) to unify disparate brand experiences, and ultimately create a premium global site experience.
Bel Brands
Mini Babybel, Laughing Cow, Boursin Cheeses
Y&R Contract
The Results // Established how Babybel should look and act in video versus static imagery (digital display + print) and created a social strategy and caption copy that supported the brand and brand character as they 'heroically rescued snacktime from the boring and bland.'
Brand + Social Strategy // Partnered with social media manager and larger agency team to understand the Babybel character's role, determine its personality, and highlight the ways in which the brand and character communicated emotional and functional product benefits. All of this guided the development of a social media strategy for a larger digital campaign.
