Demand Generation experience
I spent the first 4 years of my marketing career gaining deep experience in demand generation across brand, content, social media, SEO, SEM, and marketing operations. I’ve maintained all these skills and improved upon them in recent years, which has helped me tremendously to understand the full picture for each campaign I’m involved in.
Google Ads ROAS analysis | Aircall
When I managed Aircall’s $2 million per year ad budget, I dedicated a large portion to Google Ads — specifically targeting non-brand keywords. To ensure I was bidding on the most relevant keywords that demonstrate intent, I set up a Google Sheets workbook that automated keyword spend and revenue reports through Google Ads and Salesforce add-ons, resulting in 65,000 cells of data. This helped me optimize the budget and generate an average ROAS of $7.86 per $1 spent.
SEO blog contributions | Aircall
When I first started at Aircall in 2019, I was put in charge of customer acquisition for North America, encompassing both paid and organic channels. At the time, the Aircall blog was dedicated mostly to top-of-funnel thought leadership content, but I saw an opportunity to write articles that would rank for higher intent keywords. I used the data I gathered from Google Ads to inform organic strategy and produce blogs that captured a ready-to-buy audience.
Customer review program | Aircall
I created an automated review program at Aircall to raise reviews from happy customers across a handful of third-party review sites. In two years, I successfully generated thousands of unique 5- and 4-star reviews on G2, Capterra, Trustpilot, Reviews.io, Apple App Store, and Google Play Store, as well the marketplaces of our integration partners. I also created the page linked here, which continues to rank #1 in organic Google listings for “Aircall reviews.” I enlisted a similar strategy to drive hundreds of customer referrals from happy customers at Aircall, as well.
SEO content performance | Handshake
From October 2018 - March 2019, I researched and tracked 183 organic keywords that represented high purchase intent for B2B eCommerce software — Handshake’s main software category. In this short timeframe, I developed and implemented an SEO strategy, managing the creation of over 70 new blog posts and product pages, that helped us outrank competitors on Google. When Shopify acquired Handshake, leadership remarked that our organic performance was a factor in the decision.
Paid social sweepstakes campaign | Aircall
In early 2020, I launched a sweepstakes campaign to give away a trip to Paris, where Aircall is headquartered. To enter the sweepstakes, prospects had to take a demo and match our sales qualification criteria. Despite the interruption of COVID-19 which caused us to pause the campaign and change the incentive, the sweepstakes generated several qualified opportunities, with a LTV:CAC ratio of 9 ($9 return for ever $1 spent).
Award winning social media strategy | CDM Smith
In 2016, I implemented a social media strategy at CDM Smith that more than doubled engagements, impressions and link clicks, and grew their following by nearly 10,000 people. I also helped the company launch its Instagram page, which is still going strong to this day. All of these efforts led to the team earning an industry award from SMPS Boston in 2017.
Toby's Estate (Partners coffee) case study | Handshake
I wrote this case study to show the strong benefit that Partners coffee (then named Toby’s Estate) received by working with Handshake as their wholesale eCommerce software. In this case, I focused not just on the obvious benefit of having a new ordering channel for wholesale customers, but rather the benefit of enhanced product discovery by being able to clearly merchandise their products to buyers who might otherwise ignore new product offerings, simply due to the Handshake interface.
MCA Indonesia case study | CDM Smith
While working in the highly technical industry of civil and environmental engineering, I wrote this case study about CDM Smith’s work in Indonesia to create green energy programs that reduced carbon emissions and facilitated economic sustainability in the region. Documenting their work in this way is essential in helping the firm win multi-million dollar program management contracts.