Strategy

Strategy Examples

From building brands and developing foundational messaging systems, to outlining audience targeting strategies and A/B testing parameters, my experience as a strategist has covered a broad range of projects and goals. I have overseen research initiatives, worked to influence product roadmaps based on content goals, created expansion campaigns, managed lifecycle marketing across digital, print, and paid media, and influenced the UX and UI of web destinations. As much as I am a storyteller, I am equal parts data-focused. I believe that a great strategy sets clear goals, uses data to drive decision making, and works in favor of scalability in addition to reaching immediate benchmarks. Below are several strategic work examples.

When Compass launched OriginPoint, their mortgage offering in partnership with Guaranteed Rate, I worked to effectively build and write the brand book. This included defining the brand mission, positioning, differentiators, key audience groups, and foundational brand headlines. I partnered with the New Business team to develop content for launch and sustained marketing efforts, owned all copy development, and created the marketing calendar to guide future regional and national level marketing.

At Compass I finalized, updated, and rolled out the national B2C messaging guide, which clarified brand tone, voice, headlines, and support copy to be used across national and regional advertising. During our first hyper growth stage, I developed a messaging funnel strategy that drove awareness in new markets from launch to one year. This messaging guide is still in use today to help guide brand consistency across all national advertising.

To help drive awareness and engagement for Compass programs, including Compass Concierge (featured in the video above), I developed 360 content strategies that included email marketing, internal messaging, owned and paid digital ads, and copy systems. I owned the development and execution of these strategies, partnering cross departmentally to ensure that content was driving measurable impact against company goals.

Partnering closely with the Compass growth team, I developed the demand generation campaign strategy and calendar, launching a variety of paid and owned digital campaigns to grow pipeline leads and drive conversion. Initial email campaigns drove over $7m in opportunities within the first two weeks of launch. Collective campaigns resulted in over $4M in pipeline opportunities. I oversaw all copyediting, messaging strategy, and audience research for this impactful content, partnering closely with design.

While working with CFDA, I consistently developed multi-channel content strategies to promote and cover major fashion industry events, such as NYFW, the CFDA Awards, CVFF, and more. I oversaw content development and optimization strategy, while driving clear engagement goals. I managed all digital media strategy including press and partnership content, driving synergy between all channels and overall brand objectives.

Developed a B2B lifecycle content strategy at Compass that drove an abundance of campaign creation through 2021 and 2022. Oversaw research initiatives and production systems to ensure efficiency and effectiveness. Oversaw the national Content Digest, and email marketing initiative to promote engagement, and maintained a 50% or above open rate. Oversaw continued campaign strategy, including narrative development, A/B testing, and audience targeting. Partnered with Operations leaders to lower cost to serve by building scalable content systems. I oversaw content goals and key metrics for success, and partnered closely with Product & Engineering to ensure that product functionality aligned with content usability. The above image is taken from a 2021 campaign.

Worked to relaunch the Compass Academy website, overseeing a UX/UI strategy, and content strategy. I launched a script writing system that allowed us to scale creative at a fast pace, oversaw all promotional content (such as the sizzle video featured above), and strategized new content types to feature on the site, including downloadable checklists, shorter videos, etc.