Creative and strategic leader with expertise in B2B and B2C marketing, content strategy, demand generation, and brand elevation.
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EXPERIENCE
Senior Manager, Content Strategy → Anthology Inc, Remote, 2022-2024
US Marketing Manager → The School Planner Company by Mimeo, New York/Remote, 2021–2022
US Public Relations Manager of Campus Communications → Tata Consultancy Services (TCS) Fortune 500 Company, Edison, NJ, 2021
MBA Admissions Officer → Rutgers University Business School, Newark, NJ, 2019-2021
Strategic Research Analyst → Fiore Communications, Remote, 2013-2019
Marketing That’s Measurable
Scaling Recruitment
Developed an award-winning new hire engagement program that achieved a candidate conversion rate increase of over 50%.
Driving Success
Led global brand campaign that resulted in +$200 million in closed pipeline for FY23 and a pipeline of $140 million for FY24.
Anthology Inc (formerly Blackboard)
Exponential Growth
Achieved a 4000% surge in user acquisition, 800% increase in social media engagement, 80% increase in organic search traffic, and 20% revenue boost.
Tata Consultancy Services (TCS)
The School Planner Company by Mimeo
Work Highlights
Transformative Global Content Strategy
Anthology Inc (formerly Blackboard)
By creating an SEO-optimized editorial calendar, I orchestrated and implemented a global content strategy and brand campaign, bringing marketing teams together and breaking down silos. By combining organizational goals, buyer personas, and themes, this transformative approach yielded significant results. As a result of this strategic shift, we saw an 82% increase in web and social media traffic, a 30% increase in lead generation, a 20% increase in search engine rankings, and an astounding 81% increase in organic search traffic. Additionally, our content was featured on Edsurge, University Business, Inside Higher Ed, Times Higher Ed, Fierce Education, and Educause.
Results
+94 million impressions
+81% increase in corporate blog views
+$200 million in FY23 closed pipeline from brand campaign initiatives
+50% increase in international audience engagement
+81% growth in organic search traffic
Teacher Feature Influencer Campaign
The School Planner Company by Mimeo
I created and developed an influencer-based blog series and social media campaign that highlights educators making an impact in and out of the classroom to increase SPC's online visibility and drive sales. I collaborated with 50+ teachers across the country, with a combined social reach of more than 10 million, to gain their unique perspectives and create engaging content.
Results
+800% increase in social and referral traffic
+275% increase in leads from social media
+25% increase in new business sales YoY
Award-Winning TCS ALIGN Program
Tata Consultancy Services (TCS)
To increase candidate conversion, I designed, branded, and facilitated a new employee virtual engagement program called TCS ALIGN. The program consisted of three engagement events that enabled candidates to engage with peers, recent hires, and senior leadership from multiple business units at TCS.
TCS ALIGN was awarded the Campus Forward Award in 2021 & 2022 for "crafting a standout candidate experience," with a 91% participant conversion rate and an increase in the total candidate conversion rate of more than 50%.
Results
300+ participants
+51% increase in candidate conversion
88% total candidate conversion
Social Emotional Learning Planner Line
The School Planner Company by Mimeo
I pioneered the Social Emotional Learning (SEL) Planner line in 2022 to launch an all-inclusive solution focused on student mindfulness and mental health, and I integrated it into cross-marketing channels globally, achieving +$1 million in revenue. The SEL planner page options incorporate the five SEL principles to help students gain a better understanding of themselves and the world around them and feature my hand-rendered cover designs and leveled content pages.
Marketing Materials | Design & Copywriting
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Policy Framework
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White Paper
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Display Ad
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Sponsored Email
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Print Ad
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Email Campaign
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Email Campaign
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Infographic
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Blog Post
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Blog Post
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Industry Q & A
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Infographic
Edsurge: Unveiling Today's Student Motivations
Strategic Enrollment Management in the Post-Pandemic Era
Inside Higher Ed: Why Improving Accessibility Benefits All Students
University Business: Trauma-Informed Teaching: Creating a Community of Compassion and Inclusion
8 Incredible Books to Promote Inclusion & Acceptance in Your Classroom
Fierce Ed: Dissecting the Blended Learning Ecosystem with Anthology
Teacher Feature Blog Series - Michelle Courtney