IBM Watson Health (2019-2022)
At IBM Watson Health, I worked within a matrix organization, accountable to both Watson Health's Editor-in-Chief and Product Marketing leaders for Healthcare Payers. I also worked cross-functionally with agile leaders of Performance Marketing, Web Experience, Thought Leadership, Client Advocacy Marketing, and Social Media. These were my proudest accomplishments prior to IBM divesting the Watson Health business unit:
- Increased website traffic and engagement metrics across payer segment by double and triple digits due to regular user journey audits, SEO overhauls, and A/B testing. This resulted in 21% more organic web traffic and 100%+ more engaged visits year-over-year
- Partnered with leading tech analysts to develop and license industry trend reports which drove an eight figure ($ USD) marketing sourced pipeline
- Conceptualized, pitched, and produced ten short-form product marketing videos which have an average completion rate of 63% (several of which exceed IBM performance benchmarks). One of those videos was ranked within the top 20 most viewed videos across all of IBM globally
- Won a global IBM marketing award for an online customer assessment that exceeded IBM content performance benchmarks by 35%
- Partnered with my segment's performance marketer to develop a standardized organic and paid media reporting dashboard that was replicated across all Watson Health marketing teams
- Took at least one calculated creative risk each quarter, wherein my segment was the first to pilot new, untested content formats and share performance with broader Watson Health team
Ketchum (2014-2019)
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At Ketchum, I grew through the ranks with help from strong mentors and managers along the way. I started as a freelance junior digital strategist and eventually earned the title of full-time associate director running or playing pivotal roles on sizable accounts. My team's award-winning work can be found in websites, social channels, short-form videos and commercials. My focus was primarily on B2B accounts within industries I was passionate about: technology and healthcare. Like most former agency people, I do have experience in most industries but with clear favorites. Much of my work exists in content strategy playbooks and other internal-facing documents that helped guide the creative execution of client projects. "Blind" versions of those documents can be provided upon request. |
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Memorable Ketchum Client Projects
Skills I Practiced at Ketchum & Team Awards
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GroupM's Xaxis (2013-2014)
At Xaxis, I served in an entry-level marketing role. I primarily created monthly content calendars and strategies for the company’s three online social media platforms. As part of those responsibilities, I gathered case studies, employee stories and more for external promotion. Additionally, I re-built and re-formatted, 40 existing case studies for the sales team. At Xaxis, I tested and rolled out a new workflow management tool to keep our global marketing team on the same page. Administrative responsibilities such as maintaining swag inventory, collating print collateral, vendor management, and trade event logistics taught me the value of to-do lists and problem solving.
Skills I Practiced at Xaxis
- Copywriting
- Proofreading and editing
- Project management
- Social media management
- Writing case studies
- Inventory controls
- Event planning and logistics