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Corporate Work

COVE004_Brightcove_Lockup_Vertical_A_100

Interim CMO

September - December 2020

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Re-launched an established brand looking to define their next chapter: For 15 years, Brightcove has been a reliable and innovative video platform with Fortune 500 customers. Yet, they suffered from low brand awareness and challenger brands defining the category. Working closely with the CEO, the executive team, and the marketing organization, we created a bold new narrative and image to lead the category and unify the company during an extraordinary time: a global pandemic.

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In the first month after launching the new brand, the company saw 145.6M impressions from press coverage and a 30% increase in organic web traffic.

The first 90 days... and beyond:

  • Defined the mission/vision/positioning with the Comms team + CEO/executive team

  • Developed a brand platform to create a global campaign

    • New brand ID (company logo + product ID)

    • Brand standards to align the company that included templates for social channels

    • New PR firm and Ad agency hired to support our efforts

    • Implemented a new brand tracking study 

  • Defined key personas to focus our efforts and spend efficiently

  • Reimagined the “content engine” to fuel our channels, with a consistent voice

    • Video creation, case studies, social assets

    • New events to increase our lead gen efforts 

  • Relaunched the website with a complete overhaul to reflect the new brand ID and campaign 

    • CMS migration

    • Reorganization of content to increase engagement + time spent on key pages

  • Evolution of our demand gen approach to have the brand voice + persona focus

  • National media plan to build awareness with key audiences, with creative running in WSJ, NYT online, Hulu, Pivot Podcast, The Brew and others

  • Internal global launch that included a digital swag bag for employees to immerse themselves in the story + feel proud and inspired for the year ahead

"The comprehensiveness of the plan is extraordinary.  The branding is bold, fresh, modern and powerful. All the assets and personas really resonate.
 —BC Board member

 

"Today is a very exciting moment in our company's history! The brand launch has exceeded my expectations, and our sales production will allow for further investment."
—Head of NA Sales

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"Hands down, one of the most impressive brand transformations I’ve seen come out of Boston to date, bravo. Congrats to Jeff, Jen, and team!"
—Brightcove Follower

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President

November 2019 - July 2020

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Launching a new “umbrella brand” to build on the success of HubWeek: As an established entity in Boston, the next step was to take the idea of storytelling at the intersection of art/science/technology and expand it beyond a yearly event.  With the goal of increasing our impact in the region, we created a plan to deliver more stories, across more channels, in new ways. 

In partnership with outside creative partners and the HubWeek team, we:

  • Created and launched a completely new identity and brand positioning in 8 weeks

  • Developed a comprehensive marketing plan + digital strategy to expand our audience 

  • Built a content strategy to tell the stories of Boston across channels

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"Thank you for all that you have done with Manifest Boston!!  I have enjoyed it immensely and I do hope that the pause also has a restart button when the time is appropriate. I’ve attended many live events, along with the Manifest mornings, which have sustained me." —Manifest Boston Community Member

 

"I am so impressed with and grateful for what you've built over the past 6 months and I'm heartbroken that it won't continue- at least in this form." —Manifest Boston Community Member

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Interim CMO

May - November 2019

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Evolving a powerful brand to create a new chapter: For the 5th year of HubWeek,  an annual event that convenes the best and brightest in Boston, the co-founders and board wanted to celebrate this important milestone AND evolve the event to drive greater reach. After much success, the focus for 2019 was on building greater awareness and curating a cohesive program. As interim CMO, in partnership with the existing marketing and design team, we built a successful “launch”plan to deliver key results:

  • Evolve the HubWeek story to give it a fresh, bold narrative.

  • Identify + target key persona’s in Boston and beyond to drive greater attendance.

  • Deliver a powerful program to inspire and stoke the doers, dreamers and makers of our city.

What we did in 6 months:

  • Led the redesign effort to evolve every touchpoint of the HubWeek brand to signal a fresh, bold narrative for the event:

    • New logo and website

    • Redesign of key content to create a cohesive story (email templates, social channels)

    • Onsite experience in a new location - The Seaport

  • Built key personas to create an effective digital strategy to build awareness and drive ticket sales

    • Created a new pricing structure to drive revenue and commitment

      • 149% increase in Festival tickets told year over year

  • Onboarded a PR team to drive the narrative forward and dovetail with our marketing plan to meet our goals

    • 181% boost in social media interactions

  • Curated over 50+ speakers and experiences to deliver a thought provoking event

    • 78% said the speakers were interesting and engaging

    • 84% said they learned something new at the festival

    • 71% said they left feeling inspired

  • Identified and partnered with over 20 vendors to create the ultimate networking venue - The Clubhouse - to allow local entrepreneurs to showcase their products and services

"There is nothing that I would have changed about this event. It seems as though every detail was thought of and executed! The visual appeal of the place was undeniable, and there was such a variety of events and presenters. I would attend this event again, in fact next year I will take off of work at least one or two days to attend more speakers and events marketed!"

—HubWeek 2019 Attendee

Senior Vice President

February 2018 - April 2019

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Percolate is the leading Content Marketing Platform for the enterprise. During my tenure, I owned brand and growth for the company, managing the internal marketing team and agency partners.​

Percolate Logo

  • Responsible for brand articulation and activation in the marketplace, across all channels including brand positioning, ICP creation, and content creation.

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  • Managed the internal demand gen team and a digital strategist to revamp our lead gen.

    • ​58% decrease in total spend

    • 37% reduction in cost per lead

    • 50% improvement in lead conversion rate

    • 93% growth in sales opportunities

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  • Launched software upgrade over three months at 3 major events, on our website, and in the press. Collaborated with the PR and PM teams to create collateral, messaging, and narrative to drive awareness and brand separation with analyst announcements, videos, and sales kits.

  • Fostered our customer community through a series of content pieces to feed our lead gen and PR:
    • ​Launched PercUp, a campaign designed to highlight our senior customers who are change agents within their organizations.
    • Built case studies with key customers to showcase product adoption and use cases.
    • Created a customer journey program to reward and interact with net new customers in their first 12 months using our software.

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  • Led and collaborated with our internal field team to produce and attend a total of 34 events, driving hundreds of new sales opportunities which contributed to over 30% of the pipeline.

Chief Marketing Officer 

2014 - 2017

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IdeaPaint is the creator of the high-performance dry erase category. During my 3+ year tenure, I managed a team of 3 plus our agency relationships (5 total) to reach our e-commerce + lead generation goals. Our ability to drive in qualified leads from our key segments while growing our e-comm business was the primary goal.  We also played the product management role, sourcing and launching over 15 products as a team to our core customers.  ​

  • Launched a completely new website in 2015 to create brand separation as well as improve the overall UX for customers looking to purchase our products online. Cart abandonment numbers improved, AOV increased by 40%, and overall session times increased MOM.
     

  • Grew the e-comm business 15% YOY.
     

  • Won a Best in Show award at NeoCon, a prestigious architect and design show for our Think Tank Anywhere concept, a custom built experience created with a well known designer in SF.
     

  • Created over 40 pieces of content to use as lead gen pieces and establish thought leadership in the market.

  • Launched 15 new products from top to bottom: brand positioning/product packaging/pricing/promotion. Many of the accessories were sourced and launched by our team as well as our most recent furniture launch.
     

  • Expanded our reach globally by launching a UK website and e-comm channel.
     

  • Forged powerful relationships with key influencers to take our brand to new audiences.
     

  • Created co-marketing programs with some of our biggest corporate accounts to get the IdeaPaint story of collaboration spread across multiple offices

Senior Vice President of Marketing

2006 - 2014

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The pioneer of proprietary online communities to deliver insights and feedback to the world’s most innovative brands. Today, they are seen as a leading global customer collaboration consultancy.  From 2006 - 2014, C-Space was in hyper growth mode at a time when most tech companies were just emerging in Boston. Through innovative product launches, disciplined marketing approach, and a global lens on our business, our team of 8 created one of the strongest brand stories to get us to acquisition in 2011. 

  • Responsible for the global marketing plan, focused on elevating our communications and position in the marketplace.  
     

  • Led a company repositioning in 2013 with the acquisition of Promise, a leading co-creation company.
     

  • Created an integration strategy for our combined brands and established Communispace as the leader in consumer collaboration.
     

  • Established local marketing programs in Brazil/China/UK.
     

  • Supported our message through the creation of a brand manifesto, high profile PR pieces in Wired, Fast Company and Forbes, and unique content.

  • Responsible for ALL lead gen activity to support the sales team and deliver on corporate financial goals.
     

  • Created lead gen campaigns that delivered over $12M in new leads in 2013.
     

  • Developed custom events for our clients/prospects to inspire, collaborate and generate new ideas and breakthrough solutions for their business.
     

  • Worked closely with clients to secure Forrester Groundswell awards (8 over the past 4 years) and (3) Ogilvy awards for best business results for Ameriprise, Bank Of America, and UCB.

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