My Content Portfolio

PROJECT : Client Marketing Portal (CMP)
Created a one-stop-shop for 1,400 clients to access and use marketing tools, trainings, guides, and assets to promote our products and engage their users.

IMPACT: Reduced YOY client churn by 50 percent

PROJECT : Emails, Banners, and Content Galore!
I created the copy and had a designer build out the vision. All of this content would be housed in our CMP, featured above. We included playbooks and guide for onboarding as well as campaign materials and case studies. For their white labeled products, clients could either use the asset as is on their channels or add their own branding.

IMPACT: HUGE win for our clients. It became a must-have tool as part of their white-labeled product package. Product usage doubled as a result of more of their members, customers, or employees getting marketed to through email. Without usage, clients would see no value in the discount programs they purchase.

PROJECT : Launch new mobile app. Initially our savings app was for desktop only, simply because most of our users were baby boomers and preferred researching deals on their computer. But as we started acquiring millions of new younger users, the need for a mobile app was essential in order to drive the usage that translated into increased revenue. In bringing the new app to market, we first had to make sure the experience of signing up and using the product was super easy and intuitive.

We had one shot to make a good first impression! Once the user experience passed our initial tests (including a beta launch), I created positioning and messaging that incorporated the ease of use and utility of the new product. It also communicated the value of our product next to competitors. We were the only product amongst our competitors that had a mobile app and also offers in surrounding areas. I also made sure marketing, sales, client success, and strategic partners had the right enablement tools that communicated this messaging to their audiences. Aligning all core GTM teams was crucial for the launch to be successful. All hands on deck were needed on launch day.

IMPACT: It was substantial. Within a month, post-launch we tripled our YOY product adoption. This directly affected our ecommerce revenue, increasing it by 120%. During this timeframe we experienced zero churn from our top 20 high revenue clients. We always measure this outcome to ensure we don’t lose any of our top 20, which consist of multi-million dollar contracts.

PROJECT : Lead Magnet for 120 BBBs Nationwide Created a downloadable guide targeting non-Accredited Businesses that would act as a lead magnet for BBBs everywhere. I contributed all of the copywriting and research and a designer brought the rest to life.

IMPACT: Guide delivered 100K downloads (MQLs)

PROJECT : Back to School Campaign (Case Study) Created and ran a full-fledged, multi-channel, multi-audience (B2B, B2C, B2B2C) campaign that helped drive product activation and usage for paying clients. Also, helped Access generate extra affiliate revenue.

IMPACT: Doubled incoming new member sign-ups, tripled digital coupon redemptions, and increased affiliate revenue by 60 percent.

PROJECT : BBB Lead Nurturing Campaign Created and ran a multi-touch email campaign that took off once someone downloaded the guide shown above.

IMPACT: Email campaign generated 1,800 solid SQL leads for our BBBs, non-Accredited businesses that wanted to learn how they too could become Accredited.

PROJECT : New Mobile App Launch Included robust go-to-market strategy for bringing a brand new mobile app with new features and capabilities to market. Required buy-in from all 1,400 participating clients and key internal stakeholders. This launch was a highly technical launch, requiring hundreds of customizations made for high value clients and specific requirements needed to be hosted in the app stores. Lots of heavy lifting for this one, needing alignment, collaboration, and work from multiple teams that included: product, IT, BI, customer success, marketing, and sales.

IMPACT: We had a small delay with the app stores, but overall it was a huge success with clients and their memberships. The product performed as promise and as a result many key business KPIs were positively impacted—product activation and usage, churn, improved win/loss, and ARR.