The Challenge

Through collaboration with sales leadership and analysis of:

• Social media conversations
• Consumer forums
• Customer calls
• Historical survey data

We identified a key barrier to conversion:

Our ICP found our product language overly complex and difficult to understand.

This friction increased CAC and limited paid campaign performance.

Strategy

I proposed reallocating a portion of the annual marketing budget toward a creator-led education strategy that would:

• Translate complex product value into clear, relatable storytelling
• Leverage trusted voices aligned with our ICP
• Produce native-first content adaptable for paid social
• Reduce production timelines compared to in-house creative

Execution

Program Development

• Structured the creator program in partnership with agency teams
• Managed budget allocation and creator contracts
• Curated five creators closely aligned with our ICP

Creative Direction

• Wrote creative briefs for three core products
• Developed tailored content concepts based on each creator’s audience and personality
• Led monthly scripting, production, and editing workflows

Distribution

• Creators published natively on their strongest platforms
• Repurposed content across D&B channels (Instagram, TikTok, YouTube)
• Deployed creator assets as paid social creative across Meta and YouTube

Results

• 50% reduction in customer acquisition costs
• 40% increase in paid campaign conversion rates
• 2x website chats from paid social creator content
• 1 month faster time-to-launch vs. in-house creative
• Higher customer sentiment scores from paid social audiences
• Lower post-acquisition attrition

Impact

This program established a repeatable framework for integrating creator marketing directly into performance media strategy—improving efficiency, conversion, and customer quality while aligning tightly to sales-driven business goals.

This collection of LinkedIn posts showcases native LinkedIn writing, including how to use voice, tone, and psychological frameworks to convey different ideas on the platform. I begin with topic research, apply my point of view (based on my experience), draft my narrative, publish the post, engage in the comments, and review the results. In the past year, I established a personal brand while replicating social media copy of "viral" status.

See all my LinkedIn writing activity

My contribution: Content Writing

The work below reflects my approach to developing organic social content that performs: audience-driven topics, crisp story framing, and posts built to educate, inform, and spark engagement. Each example demonstrates how I help brands stand out in fast-moving feeds like LinkedIn through purposeful, strategic messaging.

The Dun & Bradstreet D-U-N-S Number is essential for small businesses, yet it’s widely misunderstood—and often misrepresented—across social channels. To address this, I developed the “What’s Up with D-U-N-S” series, using a light, humorous tone to correct misinformation and deliver clear guidance. At launch, the campaign outperformed all other brand content for the year in both engagement and click-throughs, demonstrating the power of approachable education in driving results.

During tax season, I curated a partner brand and turned their top-performing educational resources into a LinkedIn-ready series. By reframing their insights for social, while maintaining accuracy and brand alignment, we produced meaningful cross-channel results: increased quality traffic for the partner and a 20% lift in engagement on Dun & Bradstreet’s posts compared to the previous campaign.

By building social proof directly into my go-to-market process, I create highly persuasive social content that strengthens brand credibility. In this example, I launched a TrustRadius presence, ran an incentivized email campaign to gather customer feedback, curated the strongest testimonials, and transformed them into shareable assets for email and social. The result: customer-voice posts generated twice as many reposts as non–customer-voice content.

I developed social content for a COVID-19 surveillance campaign, using clear problem/solution messaging shaped by user survey insights. The awareness phase delivered a 10% lift in engagement over the previous campaign, and the conversion phase achieved a 3% increase in CTR across paid channels—surpassing industry benchmarks and setting a new year-over-year performance high. The campaign’s top-performing keywords also informed future strategic direction.

My contribution: Copywriting and content strategy

Cisco Services Marketing sought to replace industry jargon with customer-driven messaging for their Q4 paid media campaigns. I facilitated two collaborative sessions with product marketing and customer marketing leaders, where we aligned on approved language and established creative constraints to select the most impactful value statements. Each ad leveraged validated benefits derived from customer testimonials. This approach resulted in a 2% higher CTR compared to the previous quarter's campaign, marking our largest performance improvement of the year.

My contribution: Copywriting