Splunk

Director, Content Marketing

Self Employed

Strategic narratives and solution messaging, content strategy, content development and writing. Clients include Arweave, Optable, and Marvell.

Storytelling, Messaging, and Content Marketing Consultant

Conviva

Collaborating across the company to reignite content strategy and production:
• Building a Center of Excellence to accelerate and scale the content engine.
• Developing key stories and themes to support awareness, brand communications and demand gen.
• Building content framework that maps content to buying committees and process.
• Sourcing and managing freelance writing talent.

Consultant, Content Strategy, Corporate and Brand Marketing Team

Oracle

With a team of 11, attained 363% return on content investment for Oracle Advertising and CX. Partnered with product experts, executives, campaign managers, and corporate PR to align key messages and objectives.

• Cut content planning time in half by creating a content framework based on Gartner's buyer enablement model, with suggested topic framing, asset types, and examples.
• Developed eight creative campaign themes and messaging.
• Acquired 2400+ visitor conversions by expanding pillar content and publishing 40 best practices guides.
• Generated 545K organic page views and 1200 inquiries across three Oracle blogs in one year.
• In less than a month, captured 400+ organic leads and earned coverage from eMarketer, MarketingProfs, and others by publishing a survey report on marketers' attitudes, concerns, and priorities.
• Over 18 months, grew Often Imitated podcast audience to 185K+ listeners.

Senior Director, Content Strategy for Integrated Marketing Campaigns

Directed strategic projects in a Chief of Staff role. Guided a team of six and partnered with product, go-to-market, and corporate teams to drive messaging and content for web, PR, launches, branded events, and field enablement.

• Directed message development projects with external agencies and consultants, evolving approach from feature-first, siloed applications to solution-first, integrated suite. 
• Drove message adoption and consistency across a 1500-person organization, by writing key message and narrative reference assets.
• Extended corporate branding to dozens of CX templates, icons, and illustrations, and guided creation of 80+ presentations, videos, marketing and sales assets, and articles annually.
• Earned media coverage on eMarketer, CRM Buyer, Selling Power and others by engaging influencers to conduct research, including "One Size Doesn't Fit All" which won PR Daily's 2020 B2B Campaign award.
• Primary contact for corporate PR, supporting strategy and execution of announcements, bylines, executive communications, influencer marketing, and thought-leadership initiatives.

Branded Customer Conferences
• Steered a 45-person product management team to plan 300+ sessions for thousands of attendees at OpenWorld and Modern Customer Experience. 
• Attracted 750+ customers to the "CX Hero" on-site experience to launch the customer advocacy program.
• Initiated the inclusion of customer exhibits at Modern Customer Experience to highlight their achievements with Oracle solutions.
• Created brand messaging and event tagline for Modern Customer Experience, “Be Legendary”.
• Evolved keynotes from product roadmaps to showcases for customer innovation and market vision.

Director, Content, Messaging, and Communications for CX Product Strategy

Optymyze

Directed integrated content marketing strategy supporting web, SEO, demand generation, social media and influencer marketing, thought-leadership, and brand communications. 

• Attained 8x executive participation in blogging program to build brand perception as a category expert.
• Achieved 700% gain in organic blog traffic through search engine optimization and converted 27% of organic sessions by optimizing user experience and call to action.
• Established brand editorial standards for voice, tone, imagery, and supervised design of 50+ assets.
• Constructed new solution messaging and transformed into web copy for 19 new pages.

Head of Content Marketing

DNN Corp.

Influenced $5.5M in sales pipeline by rolling out new brand positioning and optimizing digital marketing programs to promote awareness and capture demand within a new audience.
• Delivered 70% increase in leads for marketing persona by evolving brand narrative, developing new content, and conducting targeted digital campaigns. 
• Completed roll-out of visual brand, updated positioning, and product naming across 45+ commercial web pages and marketing assets. 
• Wrote 27 new product and solution pages, and reimagined web experience for marketing persona. 
• Boosted MQL to opportunity conversion rate by 8% through optimization of early funnel programs.
• Extended brand library with 25 design elements to represent new capabilities and use cases.

Senior Director, Corporate Marketing

Ensighten, a CHEQ company

Devised marketing programs strategy and resources for build-out of website, email database marketing, digital advertising, events, and social media marketing. Influenced $2.2M in won deals and $6M in pipeline.

• Developed new brand identity and led two major website redesigns to align with company growth.
• Multiplied leads by 3x, opportunities by 6x, and reduced cost per opportunity by 2/3.
• Created $566K in pipeline from Adobe Summit guerrilla event campaign and grew user conference 5x.
• Attained page 1 organic position for primary keyword through SEO search engine optimization.
• Grew social media followers 420% through consistent activity and integration with event marketing.

Director of Corporate Marketing and Demand Gen Programs

MarkLogic

Directed demand generation and field marketing with team of six and $2M budget. Planned and executed marketing campaigns including email nurture, advertising, webinars, and trade shows.

• Formulated demand program mix and budget allocation for industry-based sales territories.
• Generated $580K in pipeline (47x ROI) from benchmark survey on non-relational data.
• Produced 500 registrations and $1M+ in pipeline on average from bi-annual industry summits, through strategic audience targeting, compelling themes and event programming, and outstanding execution.
• Developed processes and templates for campaign planning, execution, and reporting.
• Documented lead capture and list import processes for data quality and accurate lead routing.

Director, Global Campaigns and Field Marketing

Built demand generation program from the ground up. Instituted webinar program, managed trade shows, developed processes for lead management. Wrote collateral, web content, campaign assets, event signage. Managed external agencies and program budget.

Marketing Programs and Demand Gen Manager

Exemplary Software

Contract to permanent position for venture-backed provider of supply chain software (acquired by Persistent Systems, 2005). Responsible for lead generation programs including email marketing, trade shows, webinars, telemarketing. Refined messaging and wrote web content, product collateral, presentations. Managed analyst relations program.

Director, Marketing Communications and Field Marketing

• B2B integrated marketing leader, builder, and dot connector.
• Successful track record of managing strategic cross-functional programs like product launches, branded user events, messaging, brand development, website redesigns, demand and awareness campaigns.
• Reliable and transparent partner who facilitates stakeholder buy-in and achievement of common goals.
• Proven builder and leader of high-performing teams who sets high standards for collaboration and quality.
• Talented messaging and content strategist with a knack for creative themes and experiences.
• Skilled in distilling multiple information threads into a compelling message, strategy, or program.

Domain experience:
Enterprise SaaS, Streaming Video Analytics, Customer Experience, Advertising Measurement, Marketing Automation, Digital Marketing Analytics, Digital Customer Service, Field Service, CRM, Configure Price Quote (CPQ), B2B Commerce, Sales Performance Management, Web CMS, Supply Chain Management, NoSql Database

Marketing expertise:
• Content Marketing Strategy 
• Hero’s Journey Storytelling
• Solution Messaging
• Brand Messaging
• Buyer Persona Narratives
• Creative Campaign Themes
• Editorial Style, Voice, Tone
• Website Content and Experience 
• Search Engine Optimization (SEO)
• Blog Strategy
• Surveys and Data-driven Storytelling
• Presentation Development
• Branded User Events
• Copywriting
• Video Scriptwriting
• Visual Design and Layout

Portfolio:
https://asmithann.contently.com/?public_only=true

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