COMMS PORTFOLIO
1. Copy for a tech giant that doesn’t sound like robots wrote it
The client: IgniteTech is a US-based tech firm selling business software. As a contract Marketing Manager during 2022, I led email marketing, blog production, and website management.
The challenge: While the goal was to pitch the company’s enterprise-level software, their digital content was boring and technical, not producing any leads or focused on stories about digital transformation and the future of work like it needed to be. The challenge was to talk about tech in a conversational way that felt less sales-y.
My work: I studied client calls, sales pitches, and product use patterns to figure out how clients actually spoke about the tech problems they needed software to solve, and why it mattered to them. Then, I researched relevant blog topics and wrote first drafts before handing them off to a team of writers whose final work I was responsible for editing. I also single-handedly redesigned and rewrote email marketing copy, prioritising case studies, graphics, and colloquial language. That work doubled email engagement, improved digital experiences, and increased leads and retention from blue-chip clients worldwide.
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2. Redesigning how a tech firm hires new team members
The client: IgniteTech is a US-based tech firm selling business software. As a contract Marketing Manager during 2022, I led email marketing, blog production, and website management.
The challenge: After I commented that their hiring process felt mechanical and confusing, with gaps in communication, IgniteTech’s CEO tasked me with auditing and improving the company's recruitment marketing and application process.
My work: I identified communication gaps and drop-offs in the intake process, surveyed team members, made recommendations to put the company's ethos and its people at the forefront, and wrote new copy. The careers page went from this, a stodgy page that looked like it was written by an unhelpful robot, to this, adding video testimonials from the team, Glassdoor reviews, and clarity about what to expect as an applicant. We also added new email communications to make sure candidates were informed at every step of the process and had someone to reach out to with questions, not a no-reply mailbox.
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3. Rejuvenating an arts and culture non-profit
The client: L’Alliance française de Karachi is part of a global network of French language and cultural centers that promote French language classes and host intercultural events and workshops. I was hired as a one-woman marketing and communications team for the non-profit from 2018 to 2021.
The challenge: The non-profit had never had a marketing team and it showed. Their 90’s-era website was broken, social media accounts were barely updated, visuals were all over the place, and they weren’t telling the story of a cultural center that was genuinely thriving and interesting. Registration for French classes was still a manual process!
My work: I designed and launched a new website from scratch as well as an online shop, a newsletter, blog, and social media content in a major brand refresh. My work also included running digital platforms, ads, and producing design and content, in addition to working with the director on partnerships, events and outreach. My interview was published in The News. I also made sure the Alliance française’s French professors and visiting musicians and performers got radio, social media, and press coverage.
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4. Digital PR for Cornell Tech, Atlantic Philanthropies & more
The clients: At the New York-based PR firm BerlinRosen (my first job out of college!), I was one of the first people hired on the digital team, representing clients in education, philanthropy, real estate and beyond.
The challenge: Clients relied on our team to run the internet for them, representing the organization and their leadership on social media, running ads, monitoring media, and recommending digital and in-person events for partnerships and speaking engagements.
My work: I built and managed online communities for Brooklyn’s largest real estate development, generated leads for New York’s top tech initiative, and conducted a digital audit for a national association of healthcare executives, among other projects.