Microsoft

Key objective: Drive our strategic presence on the global stage. I lead the teams that shape our storytelling and ensure that our content strategies resonate with target audiences.

I lead content, social, and integrated marketing teams for Microsoft Advertising products as part of Microsoft AI.

Head of Content, Social, & Integrated Marketing

Salesforce

I managed integrated marketing strategy, messaging, tactics, measurement, and team members on our unified brand content and social team.

As a leader on our global brand team, I collaborated with industry advisors, campaigns/demand gen, creative, events, social, email, product, and other teams to deliver a best-in-class integrated marketing strategy for Salesforce — with a special focus on content. A big part of my focus was the on-demand Dreamforce experience, streaming on Salesforce+.

Since YouTube is the world’s #2 search engine and our audience spends more time watching video than ever before, I also developed an end-to-end creation, promotion, and measurement strategy for YouTube that helped us get the most out of every video we create. I orchestrated audience development and creative promotion for our videos, with the help of a broad team.

With my team’s help, our video content was plugged into the entire Salesforce content ecosystem, while always driving to key next steps and encouraging reengagement and subscription every step of the way.

I also brought an industry- and customer marketing-first mindset to all our marketing programs.

Senior Director, Content Strategy: Brand Marketing Team

In this role, I led and executed an integrated marketing strategy for Salesforce – specifically Sales Cloud, our flagship solution. I championed the power of a unified brand message across the company, working with execs, product marketers, demand gen marketers, social creators, writers, SEO experts, and more to create what really matters to industry and practitioner audiences.

My team also included our social media and community marketing efforts and team.

My primary responsibilities:

* Create high-priority branded marketing assets that align to key business priorities
* Leverage data and research to develop new marketing themes and quarterly calendars, which align to cross-functional priorities and newsworthy moments in time
* Collaborate with industry advisors, product marketing, demand gen, brand, PR, industry, SEO, and digital teams to develop marketing programs that support every stage of the customer journey
* Support the development of content roadmaps that connect the dots across integrated marketing to deliver a unified and coherent experience to target audiences
* Pilot new content formats and distribution models — like streaming video, interactive digital experiences, and influencer-led programs — to meet our audience wherever they are 
* Audit and refresh old content, based on past performance and emerging priorities 
* Analyze content analytics via a robust performance dashboard, building on the success of what’s relevant to our core audience and learning from what’s not

Senior Director, Content Strategy

As part of Salesforce’s brand marketing team, I was a key leader of marketing messaging in this role. Worked cross-functionally and with executive leadership to create an audience-first content and marketing strategy. That strategy incorporated blog, digital and web, video, SEO, long-form content, email, social media, sales-facing content, and beyond. 

Piloted a new integrated campaign planning process that involved more of the right stakeholders in our content planning process for greater success. Adopted a new content dashboard, increasing team accountability to our metrics. Led a team of creators and marketers to plan, develop, and distribute our messaging.

Director, Content Strategy

I created award-winning educational content and research programs for Salesforce’s retail and consumer goods verticals. This role supported both sales and marketing, giving me a front-row seat to sales conversations and customer success.

The data-driven content I created won coverage in top-tier publications like USA Today, CNBC, and WSJ. I also inspired and educated Salesforce customers by presenting our content and thought leadership in 1:1 and 1:many settings.

In summer 2019, my work was recognized by the Content Marketing Institute, which named me Finalist for B2B Content Marketer for the Year. I also earned Finalist for Best In-Person Event Content Marketing Strategy.

Key responsibilities included:

* Create original, data-driven research reports about consumer trends, from ideation to content strategy to publication
* Present thought leadership content in-person to top Salesforce customers — including many Fortune 100 companies — and virtually via videos, webinars, executive meetings, conference sessions, and podcasts
* Develop sales-supporting enablement content and toolkits for key verticals and markets
* Position content and insights for executives in keynote presentations, slide decks, and third-party articles
* Write and edit team blog posts, video scripts, reports, and contributed media bylines
* Plan insights content strategy before, during, and after key events, including Dreamforce, NRF, World Tours, and Shoptalk

Senior Manager, Strategy & Insights: Retail and Consumer Goods

As part of Salesforce's industries team for retail and consumer goods and in a sales-supporting role, I created storytelling narratives that won industry awards and drove business impact.

In this role, I managed and presented marketing research to top retail and consumer goods Salesforce customers at nationwide events and managed marketing programs shared with top-tier partners and agencies.

Other key functions of this position included sales enablement, slide creation and messaging for executives, and measuring content performance.

Manager, Strategy & Insights, Retail and Consumer Goods

I led content innovation and strategy for our brand across emerging media formats, including podcasting, interactive websites, and video. The podcast I hosted and produced won two awards from the Content Marketing Institute. I produced and scripted this “edutaining” audio show for two years, managed the editorial and guest calendar, and earned more than 100,000 subscribers.

Additional responsibilities also included writing and editing content for interactive infographics and microsites, YouTube videos, e-books and blog posts across multiple product lines, and more.

I was also was responsible for sharing thought leadership content with Salesforce customers and executives at speaking engagements including World Tours, Dreamforce, webinars, and external conferences. Two of my favorite presentations were our State of Marketing research and my Podcasting 101 talk to aspiring audio content creators.

Content Innovation Lead: Marketing Cloud

In this role, I planned, wrote, and edited content marketing pieces for Salesforce's corporate brand, content, and social team. I worked on content in a wealth of formats: whitepapers, e-books, blog posts, infographics, podcasts, SlideShares, and videos, to name a few.

I piloted a new Dreamforce keynote ebook highlighting Marc Benioff’s biggest announcements. This ebook was released via text message to Dreamforce attendees in real time and earned record downloads.

During this time, I also began co-hosting and producing Salesforce Marketing Cloud's podcast, the Marketing Cloudcast.

My role also included writing bylined articles for outlets like Venture Beat and interviewing industry thought leaders for the Salesforce blog. A personal highlight was getting the chance to interview author John Green before Connections.

At nationwide events and conferences, I presented sessions on social media and email marketing, and I also hosted interviews with Salesforce customers and partners on Salesforce Live broadcasts.

Global Content Lead: Marketing Cloud

I wrote and edited key content marketing assets for ExactTarget. I worked there for four months pre-acquisition by Salesforce. Content types included blog posts, e-books, research reports, infographic copy, SlideShares, and video ads.

Some highlights from my time in this role were writing the company's first State of Marketing report; assisting with content strategy and creation for South America, Europe, and Australia; and writing ExactTarget's top three most highly trafficked and shared blog posts of all time.

Content Development Specialist: Marketing Cloud

PANBlast, a division of PAN (formerly, BLASTmedia)

At a PR and social media agency, I managed social, video, and editorial strategy for global brands.

I wrote search-optimized content for blogs, wrote scripts for YouTube videos, managed YouTube channels, coordinated sponsored content and influencer opportunities on social, and managed daily posts and community management across Facebook, Instagram, and Twitter.

I also ran paid media campaigns across social, especially Meta and YouTube. 

I was the day-to-day communications lead for my clients, and I worked closely with PR leadership to ensure my content plans amplified PR efforts.

In addition to my client duties, I was the editorial lead for the corporate agency blog and managed a content intern. I also developed presentations on writing and social media careers to present to university students.

Content Marketing and Social Strategist

Wiley

As an editor for the bestselling “For Dummies” book series, I edited tables of contents and full chapters to bring "For Dummies" books to life. I ensured all books followed Dummies brand, voice, and tone guidelines while leading author management, art, technical editing, copyediting, and deadlines for my titles. In short, I managed all aspects of these books from start to finish.

A sample of titles I edited: Catholicism For Dummies (2E), Hypertension Cookbook For Dummies, Success as a Mediator For Dummies.

Editor, For Dummies

Heartland Film

Wrote and edited content for the film festival website. Built film screening schedules and provided support to on-site filmmakers. Marketed trailers, festival attendance, and festival community.

Film Festival Associate

Anderson University

Wrote for the Anderson University alumni website and blog; managed University social (Twitter and LinkedIn) accounts; produced PowerPoint presentations for campus events.

Media Coordinator

Coached undergraduate and graduate students in the production of excellent essays. Aided students with writing technique, citations, style, etc. Provided feedback to improve students' future essays instead of just editing their current essay.

Writing Tutor

Edited short-form fiction and poetry, wrote biographical summaries for authors, designed promotional materials and magazine cover for Anderson University's yearly literary arts magazine.

Copyeditor and Art Director, Campus Arts Magazine

Walt Disney World

Acted in every Disney World park for thousands of guests as a character performer.

Created magical moments for families from around the world. 

Trained in makeup artistry by Disney makeup team. Trained in character backstory by character performance team.

The best part? Receiving handmade gifts from kids who visited me at the parks, and hugs from the ones who waited their whole vacation for our little meet and greet!

Earned Disney language certification in German, Spanish, and Portuguese.

Performer

WXIN TV

Wrote and edited news stories, conducted and transcribed interviews, generated story ideas. I joined reporters and videographers on daily shoots around Indiana to help interview subjects, create the story narrative, and practice on-camera news delivery.

Nightly News Intern

Hi! My name is pronounced like Micah with an H. For 15 years, my thing has been innovative content that grows brands.

Get in touch with me at young.heike@gmail.com.

I’ve been lucky enough to…

- Manage social media accounts for brands with millions of followers
- Create written and multimedia content that influenced millions of $$$$ in Salesforce revenue
- Consult brands like Disney, Clorox, and L’Oréal on marketing strategy
- Ghostwrite for top execs in print and digital 

My work has been featured in USA Today, CNBC, Forbes, AdWeek, VentureBeat, Entrepreneur, eMarketer, Business Insider, Media Post, and more. 

For two years, I produced and co-hosted an award-winning marketing podcast for Salesforce. It won Best Podcast and Best Content Marketing Multi-Year Program from the Content Marketing Institute.

My team at Salesforce ran our YouTube channel (800k+ subscribers) and branded video content that grew our audience across channels, partnerships (like CNBC and Formula 1), and events (like Dreamforce).

I love content marketing — especially when it pushes the status quo and says something that makes my audience go, “I’ve never thought about it like that before.”

So, how'd I end up here? I started my career in book publishing as a development editor for the "For Dummies" series at Wiley. I managed every aspect of a book's creation: editing Tables of Contents, researching competing books, editing all chapters for overall theme and voice, managing art programs (including photo shoots and illustrations), and providing author guidance.

From there, I moved into social media and multimedia content creation in the agency world at BLASTmedia (now PANblast). This role allowed me to polish my content creation skills on a number of digital platforms, including video. I planned and created content for Instagram, Facebook, YouTube, and beyond.

I then entered tech and joined ExactTarget's content marketing team as the first official content marketing hire. I subsequently joined Salesforce through ExactTarget's acquisition. I worked in ascending content leadership roles at Salesforce for 11 years.

And then… a new adventure! I joined Microsoft in summer 2024 to lead content, social, and integrated marketing.

Me 15 years ago: Better leave space in my suitcase for all the branded swag I’ll get at this conference!

Me now: I might take home one thing… maybe. If it’s extra-nice. Or if my kids will play with it.

My tolerance for corporate merch has gone way down since I started my career. I’ve even tossed unopened gifts straight into the donate pile.

That’s why I was pleasantly surprised to learn that Quince does corporate gifting. Yup, the same Quince that sells all those viral, high-quality clothes and accessories at doable prices.

If you're ordering your next employee or customer gift, here are a few reasons to consider Quince:

✅ Sustainable products + compostable shipping materials

✅ Luxury quality at budget-friendly prices, giving you more ROI for what you buy

✅ Gifts people actually keep and enjoy... not just toss

👉 Check it out: https://lnkd.in/gnaGJGNK 

When Quince asked me to help get the word out about this, I was sold. Personally, I know so many marketers who are tired of buying gifts their customers gifts they don't want, but aren't sure what to get instead. This would be an ideal solution.

Now I’m curious: what’s the last corporate gift you genuinely appreciated? Drop it in the comments. I’m collecting ideas for a future post.

Heike Young

Brand partnership • Head of content 2x, Microsoft and Salesforce | B2B creator and speaker | LinkedIn video expert

“No, Mom, the unlimited PTO is not actually unlimited. I do need to work this week”

Head of content 2x, Microsoft and Salesforce | B2B creator and speaker | LinkedIn video expert

Head of content 2x, Microsoft and Salesforce | B2B creator | Marketing speaker | LinkedIn video expert

Today, many teams are kicking off Q4. A quick framework I’ve used for quarterly content meetings that the PMMs actually enjoyed:

For context, when I was leading content strategy for Sales Cloud at Salesforce, we had a VERY cross-functional team.

PMM, creative, demand gen, and content/editorial all had their own stakes in the game when it came to our quarterly planning.

Lots of cooks in the kitchen, and recent reorgs prompting a need for clarity on roles.

Everyone developed an integrated planning template, and my team adapted it for a quarterly content planning and reporting meeting.

We even had some of the PMMs start to tell us it was their favorite meeting. 👀 

Here’s what we would share quarterly.

REFRESHER: What is this meeting? I find that a lot of meetings jump right into the subject matter without establishing what success looks like in the next X minutes.

RULES OF ENGAGEMENT: Do we want questions at the end? Questions in the Google Meet Chat? Say how we want folks to engage.

WHAT’S NEW? Everyone gets excited about innovation! What’s new since the last time we met? People updates are key.

We shared things like new website and blog updates, team member changes, new authors or featured speakers, and a new top-performing social post to amplify (bonus points if people repostes during the meeting).

PERFORMANCE: Quarterly and rolled up annual metrics. Show how we are performing against goals and, more importantly, what we will do differently and optimize because of the results.

One of my favorite things to share in a quarterly performance update is “an anatomy of a great blog / social post” section.

Pull up one of the team’s favorite top performers (can be a video, article, whatever you’re focused on) and point out all the things that made it great, whether that’s a strong hook, visual, and so on.

INTEGRATED PLANNING UPDATE: Has the messaging changed? Are we still aiming for the same audiences? Share any cross-functional updates that change the high-level direction for the team. 

Another key thing to highlight here is roles and responsibilities. We did this in a “four wheels of a car” slide where we showed how PMM, content, creative, and demand gen were all critical wheels of the car to make it go.

We showed a few quick bullets of what each team was responsible for to reduce confusion about swim lanes.

CALENDAR UPDATE: Show what’s coming up next in the integrated plan! This is your roadmap for the quarter and the big bets everyone should know.

In this section, you make all the high-level strategy real. 

Making it real is what leaders and practitioners alike get excited about.

How do you run your quarterly planning sessions? 

I’m working on developing a couple frameworks around this for my new professional chapter, and would love to hear!

Proud to be a speaker at LA Tech Week with Tofu! A few content and marketing takeaways so far:

Yesterday, I was part of a panel on B2B content in the AI era with Elaine Zelby, Devin Reed, and Livia Han.

We talked about what makes B2B brands stand out on LinkedIn, the specific ways that modern content strategies are evolving, and — one of my favorite topics — how to use AI in a way that saves time but preserves creativity.

I’m still thinking about these points…

👓 Elaine said personalization in B2B marketing is passé. It’s not about just using someone’s first name in an email and calling it personalized.

Instead it’s about contextual, relevant content, and using tech like Tofu to scale that process. Think custom landing pages for prospects that tailor a piece of content to them.

📈 Speaking of scale… Devin made the applause-worthy point that scale is pointless in your brand’s content creation if the thing you aren’t scaling isn’t good in the first place. Bingo. 

Too many teams are trying to 10x something that isn’t worth scaling. Invest your time in your memorable, original premise instead. Then you can start being super efficient with your distribution.

💻 “I have plenty of data analysis support!” said no marketer ever. AI can be a super valuable partner in analyzing spreadsheets and massive data sets to find dips, peaks, and directional trends. But it can make mistakes.

So: Verify the data’s accuracy before building a huge strategy on top of it. Your analysts will thank you.

Huge thanks to the folks at Tofu who made last night’s evening so fantastic.

Plus I got to see real LinkedIn legends Kacie Jenkins and Shali Rana Reed too 😍😍😍

PS We may have filmed a few pieces of content for you at this event… more soon.

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