Featured_

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4m views, 39K reactions, 5K new followers

Delivery_

Personal branding

Social media

Year_

2024

Situation_

After years of stability, a mass layoff brought me face to face with unemployment. The odds felt long and job applications were not producing results.

Strategy, execution, outcome_

I used my skills to sell the greatest product: me. I began building my personal brand using my skills: content strategy and execution.

I targeted decision-makers, built a following, and gained attention. I opened up about what it takes to survive the job market, and I hit a nerve.

I went from a couple hundred impressions per post to 4 million, a dozen reactions to 39,000, a hundred-something followers to 5,000 — numbers that I’d never achieved before, personally or professionally.

This proves the power of voice, authenticity, and know-how.

Resurrecting a brand into a growth machine

Delivery_

Leadership

Team Building

Brand Voice

Process & Procedure

Year_

2022–2024

Situation_

I was a senior marketer for a programmatic advertising platform that had gone dormant several years earlier. They “moved like a startup” — in other words, I was starting from scratch and moving quickly to reestablish Chartboost’s position in the market.

Strategy, execution, outcome_

I met with the major stakeholders: heads of product, revenue, partnerships, and operations across NA, EMEA, and APAC. I inventoried strengths and weaknesses to develop the brand voice. I documented process, procedures, and framework — the unsexy work at the foundation of a functional content program.

We started with blog and social content. An early win came in support of a GTM campaign for an exclusive partnership with Google.

As resources grew, I brought in three freelance writers — vetted, engaged, contracted, and managed by me — an outsourced design studio, and a long-form content vendor to increase output.

I partnered with the SVP of Revenue and Head of Product to conduct a series of calls to reset and align brand communications across sales, product, marketing.

I created a growth machine from scratch powered by content capable of supporting GTM campaigns and brand partnerships that drove revenue and reach. We achieved a 15% increase in organic traffic and 20% faster content production.

Adapt or die: An evolving career

Delivery_

Content

Marketing

Editorial

Photography

Videography

Year_

2000 to infinity

Situation_

I graduated UCLA with a bachelors and no plan. Lawyer or teacher was the next logical step, but neither was my calling. I needed to improvise, fast.

Strategy, Execution, Outcome_

I started in editorial, learning InDesign, the shortcut for an em dash (option + shift + hyphen), and that the Oxford comma is and always will be correct.

The world shifted from film to digital, from courier envelops to Google Drive, from print to digital to mobile. I learned photography and videography, started a photo studio, and shot magazine features, corporate events, and weddings.

A decade in, I reinvented myself again, this time as a content marketer and strategist. I learned to be more efficient with words, to calendar content in Monday, and what to look for in Google Analytics. I directed high-performing programs in support of millions of dollars in ARR, lifted open-rates by 10%, boosted conversions by 13%, built up new brands from the ground floor, and brought stability to established names.

Another evolutionary moment is upon us today. I have adopted ChatGPT into my workflows. I earned a Professional Certified Marker (PCM) certification in content marketing. I achieved millions of impressions and gained thousands of followers honing my personal brand.