Motion (Creative Analytics)

Motion is a SaaS platform with $3OM in Series B funding. With 3x revenue growth in one year and $13B in media spend analyzed by our customers every year, we’re just getting started 🚀

Motion is creating a new category of creative analytics and is used by elite ecom and DTC brands like Vuori, True Classic, Ridge, HexClad, Jones Road, MuteSix, Wpromote, Power Digital, and hundreds more. 

My role includes: 

- Work other leaders on our management team to set and execute the GTM strategy to achieve ambitious ARR goals.

- Lead a team of nine people which includes content marketers, brand designers, a creative strategist, video managers, and a senior social media manager. 

- Oversee editorial content strategy, including development, execution and evolution of key concepts and storylines across marketing channels and events. 

- Own the content execution of the GTM strategy focusing on organic social, influencer activation, paid ads, events, video ads, and long-form educational content as the primary pipeline drivers. 

- Raise the standard of delivering exceptional content for our ICP with useful content that helps DTC brands succeed with paid ads. 

- Build product launch strategies and then execute them with my team.

- Execution: I create ads, write video scripts, and ship content at a relentless pace.

Head of Content

Mighty Networks

Mighty Networks is a Series B company with $50M in funding. Mighty is where creators, entrepreneurs, and brands build their own digital communities, courses, and memberships. I joined at Series A. 

I owned the demand generation strategy for Mighty Network's enterprise-level plan, a $30,000 ACV product.

- Owned quarterly pipeline number including reporting, building CRM processes for SDRs and AEs, and attribution analytics.

- Delivered segmentation, positioning, and targeting strategies which we used in website redesigns, ad campaigns, and sales enablement content. 

- Helped to deliver high-value organic and paid traffic which kept our lead-to-opportunity conversion rate at 30%.

Director of Marketing | Mighty Networks 

Hootsuite

I was at Hootsuite as we grew from $70M ARR to $240M ARR, a fun, wonderful journey. 

I was Head of Content at Hootsuite, responsible for our global content strategy. I managed a team of seven copywriters, editors, and managers. I built global content strategies and worked across our 100+ person marketing org to launch world-class content and integrated GTM campaigns. 

My team was the strategy engine for our 30-person brand team, working in partnership with our video team, social media team, PR team, and event teams. 

My role included:

- Delivering global integrated campaigns that brought millions of dollars in sourced pipeline. 
- Leading a team of copywriters, editors, and content strategists, as well as managing external contractors and vendors. 
- Creating B2B thought-leadership campaigns that hit revenue, brand, and customer targets.
- Working across product, growth, and regional marketing teams to deliver brand strategy, customer research, and GTM messaging. 
- Delivering advanced customer insights including 10,000-person surveys and relentless research of emerging digital behaviors and industry trends.

At Hootsuite, I managed four intermediate and lead copywriters.

- Analyzed industry trends and build thought leadership narratives for our global sales team.
- Developed inbound strategies that generated traffic, email subscriptions, and sourced pipeline.
- Created content for a variety of audiences and formats from editorial content to email nurture campaigns to executive talk tracks and global webinars. 
- Built inbound lead generation programs based on SEO and social data. 
- Conducted content and competitor audits to inform our global strategy.

KEY PROJECTS AT HOOTSUITE

Thought Leadership Content—Led research and developed the thought leadership narrative for our global Social Trends campaign. It was the most successful content campaign in our company history with 45K webinar registrants, 25K email leads, and millions in sourced pipeline.

Conversion Testing and Optimization—Completed a stretch program with our Growth Optimization Team. My duties include gathering conversion optimization data from Google Analytics, running customer surveys, creating A/B tests, and looking for ways to drive more revenue from our web properties. 

Inbound strategy—Led the research and planning for Hootsuite's global inbound strategy. This was a cross-team strategy effort that included competitor audits, analysis of search and social data, and collaborative strategy workshops. 

Forrester Wave GTM Content Strategy—Led content strategy for our global GTM campaign after Hootsuite was named a leader in the Forrester Wave: Social Media Management Solutions. This involved messaging, writing web pages, social videos, and social advertising.

Manager, Content 

At Hootsuite, I worked closely with our product marketing and sales enablement teams to build the credibility of Hootsuite's enterprise SaaS solution and generate leads from Fortune 1000 organizations. 

- Worked with multiple teams and departments to develop campaign messaging and concepts for global product launches.
- Developed creative strategy for paid user acquisition campaigns on Facebook, Instagram, LinkedIn, and Twitter.
- Developed value propositions and headlines for A/B testing for the homepage.
- Developed and execute B2B lead generation and inbound content strategy. 
- Created sales enablement content for our enterprise sales team (infosheets, white papers, guides). 
- Drove leads and sales from gated assets, content upgrades, and nurture sequences.
- Grew demand for our enterprise solution with thought-leadership content including creating webinar decks, leading research projects, and blog content.

Lead Copywriter

I joined Hootsuite as a copywriter on the enterprise marketing team. My focus was driving B2B leads from Fortune 1000 organizations through content marketing. This involved long-form content, email campaigns, landing pages, and helping with content strategy to reach new verticals.

Enterprise Copywriter (Analytics)

One Net Marketing

One Net Marketing focuses on tech and SaaS brands. Key clients I worked on included Google Wildfire, Google DoubleClick, AppLovin, Thomson Reuters, eBillity (a top performing app in the Intuit marketplace), and Wealthfront.

Conversion Optimization Strategy 
I led the conversion optimization efforts for two years for eBillity, one of the most popular business apps in the Intuit App Directory. The goal was to boost conversions from free trials to paid subscriptions. My role included developing onboarding flows, A/B testing, analytics, user surveys, and cohort analysis to identify cancellation trends. 

B2B Video Campaigns 
I was the lead copywriter for the agency's B2B lead generation services including video campaigns, landing pages, and content marketing. Key accounts I worked on included Google Wildfire, Google DoubleClick, AppLovin (mobile advertising company), Thomson Reuters, and Wealthfront. 

Business Development 
I co-wrote the business case that won one of our major clients a competitive bid with Thomson Reuters, one of the world's largest digital media brands. This led to the development of a new legal billing product called Time and Billing, sold by Thomson Reuters' sales team. We helped our client launch the product at Thomson Reuters' annual sales conference in Las Vegas.

Conversion Optimization Copywriter

Redbird Communications

I was responsible for online media planning, copywriting, and executing the digital component for traditional TV and print campaigns. Clients included the Heart and Stroke Foundation, social enterprises, and Postmedia Group (Ottawa Sun, the Province, the Vancouver Sun).

Online Marketing Specialist

Head of Content @ Motion (Creative Analytics) | Fun Loving Brunette | Growing B2B SaaS Brands

I help SaaS brands build content machines to dramatically ramp up marketing-sourced pipeline.

My experience in 10 seconds: 

+ I've worked in marketing leadership roles at SaaS companies at scale ($200M ARR), traction ($10M to $20M ARR), and seed-level.

+ Currently leading a team of nine people at Motion including content managers, copywriters, and designers.

+ Led a content team of seven including senior copywriters, editors, and managers at Hootsuite.

+ Owned Hootsuite’s thought leadership strategy delivering research reports, event keynotes, and global brand campaigns. 

+ Owned pipeline targets for a Series B SaaS company with a direct revenue contribution from inbound marketing programs.

+ Strong analytical skills including pipeline analysis, customer research, positioning, and messaging strategy. 

+ Previous client work at agencies includes B2B campaigns for Google, Intuit, Thomson Reuters, AppLovin (a mobile ad company acquired for 1.2 billion), Project Makeover by Magic Tavern (the top mobile game in 142 countries with 60M users), and Wealthfront.

Shhhh

🤫


This is one of my fav McDonalds ads

Every parent has lived THIS exact moment

That's what makes for great storytelling imo

Could AI have generated this ad?

Probably not


My 0.02 on AI in creative

You need to be willing to sit with your discomfort when you're thinking about a new campaign idea. Too often, it's easy to just throw up GPT during a brainstorm meeting, pick an idea that's decent enough, and then run with executing it. But the best ads that have landed with me that sit in my swipe file that I think about were the ones that the teams behind them were willing to sit with the ideas in that discomfort long enough until they came up with something real based on their lived experience. 


Have you seen this GPT brain research btw?

MIT did a study called "Your Brain on ChatGPT: Accumulation of Cognitive Debt when Using an AI Assistant for Essay Writing Task"

The study divided 54 participants into three groups:

1) Brain only
2) Search Engine users  
3) ChatGPT users


TLDR of the research for you

Brain only participants exhibited the strongest, most distributed neural networks. Search Engine users showed moderate engagement. ChatGPT users displayed the weakest connectivity. 


When they switched the ChatGPT users to write without AI in session 4, these participants showed reduced alpha and beta connectivity, indicating under engagement. They also struggled to accurately quote their own work and reported the lowest sense of ownership over their essays. 


Their brains had essentially outsourced the heavy lifting for so long that when asked to do the work themselves, the neural pathways weren't firing properly.

This is why I keep hammering on sitting with the discomfort of ideation. 



AKA...


Stop treating GPT as a "microwave" for ideas

Be willing to sit with your discomfort

It will lead to better ideas



Your best creative doesn't come from the first response ChatGPT gives you in a meeting. It comes from you and your team living with that tension until your subconscious does what it's designed to do.




TLDR

Don't microwave your creative

Let it slow cook in the tension

Bc that's where your best ideas live


P.S. What's your take?

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