Product Marketing experience
I’ve reported into two Product Marketing teams in my career, and in both roles I served as the sole campaign marketer on the team, driving product awareness and adoption directly with customers through action-oriented initiatives.
Product launch keynote video | Frontify
I led a key project to produce Frontify’s first-ever product keynote video, designed to excite our customer base and raise interest in new product features. In this project, I contracted a local video production team in Switzerland, wrote the script, recorded the product demos, directed internal designers, built the marketing campaign, and served as the project manager from ideation to launch. The live premier of the video was a major success, leading to 1,000 registrants (representing 20% of our marketable customer contacts) and more than 600 live viewers. The content continues to perform well on Youtube.
Building Blocks product newsletter | Frontify
I created a monthly product newsletter for Frontify customers under the sub-brand “Building Blocks.” Each newsletter contained a personal video recorded by me and product demos of three distinct new features, supported by descriptive imagery and copy to drive the benefit for product users. The newsletter was very popular among Frontify’s account teams and customer base, helping to maintain a steady stream of product engagement with our clients.
Product video library | Aircall
To engage and educate customers at scale, I created an on-demand video library that lives on the Aircall website. This includes the production and promotion of the first 13 videos that were added to the page. Through regular in-product and email messaging, I directed product users to this library of high quality webinar and product explainer videos, generating thousands of unique views. The library is regularly updated by the Aircall team and continues to serve as an engaging customer resource long after my departure from the company.
Product webinar series | Frontify
Shortly after joining Frontify, I realized a need for content that thoroughly markets our full product suite to customers. To accomplish this, I created the Frontify Foundations webinar series and promoted three live digital events from July 2023 - March 2024. The webinars were well-attended by 50-60% of our customer base and led to over $200K in revenue pipeline from existing clients. The series is also promoted on-demand through triggered lifecycle communications during the customer onboarding period.
Product 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.
Product enablement content | Frontify
Frontify is brand engagement product that is typically implemented by enterprise brand teams, but is best used as an internal resource to be shared company-wide. Since a successful launch of Frontify’s product is crucial for customer retention, I worked with an agency partner to develop an in-depth guide called “7 key tips for a successful brand portal rollout.” The guide is heavily promoted during the customer onboarding period and receives hundreds of consistent views per month.
Product-focused campaigns | Frontify
All together, the product campaigns I led at Frontify produced massive results for the business. Through consistent promotion of the product collateral I produced, I was able to engage 70% of the customer base and generate 14x ROI in tracked revenue pipeline influence for existing business.