My role: Marketing Director
Website Redesign
In partnership with the Director of Product, I pitched a website redesign to the executive team with the goal of moving SOLE to a website that was focused less on awareness, and more focused on lead gen. I worked on the strategy of the new website in partnership with product, development, and UX, and I wrote all of the website’s copy. After transitioning to the new website, SOLE’s inbound website leads increased by over 200% YoY. Collaborators: Evan Zachmann, Katie Smith, Taylor Griffith.
Content Strategy
At SOLE, I created a digital content strategy based on the company's goals to educate cardholders and build relationships with payroll managers that were based in trust. As part of our cardholder-focused social media strategy, I ran a series of social review contests for cardholders that boosted SOLE's Facebook rating from 2.4 to 4.5 stars. After taking on a leadership position, I led the creative team to develop cardholder education campaigns that so effectively shifted cardholder behavior that the company’s revenue model changed completely as a result. I learned how to coach and inspire a unique, dynamic, and highly collaborative team of creative marketers.
Paycard Laws: SEO Content Project
To become a source of trustworthy information for payroll card managers, I spearheaded a project to create the industry's only publicly available payroll card legislation map. Our version was interactive and translated complex legislation into digestible information. Check out the map here.
Videos I Scripted
Collaborators: SOLE Marketing Team, SwipeClock
I co-wrote the script for this video, which changed the SOLE sales team’s talk track and redefined SOLE’s brand positioning in the industry.
I concepted, storyboarded and wrote the script for this video to help cardholders see the SOLE Paycard as a digital-first product.
I led SOLE’s executive team to become sought-after thought leaders in the payroll industry, primarily through their social media activity. I obtained this speaking opportunity, wrote the presentation, and coached our Director of Partnerships through his talk.
I concepted and scripted this animated cardholder education video, which was a foundational component of a campaign that changed SOLE’s revenue model entirely by pushing cardholders to avoid fees, with the goal of long-term brand affinity in mind.
User Behavior Campaign: Swipe Smarter
To achieve SOLE’s revenue goals in 2019, I led the strategy and campaign to drive SOLE cardholders to use their cards as credit, rather than debit - a transaction that is is more profitable for SOLE, but doesn’t impact the cardholder. I led the creative team to create a lean but high-impact digital campaign that included Facebook video ads, in-app notifications, and emails. After two months, credit transactions increased by 35%.
Collaborators: SOLE Marketing Team
Trade Show Booth Redesign
I pitched an overhaul of our trade show strategy and was ultimately given a $150k budget to do so. I led the marketing team to ideate, design, project manage, and implement a completely redesigned trade show booth, a demo experience for trade show attendees, and a prize giveaway that ultimately resulted in over 200 new leads. The booth fabricator has since used our booth design as a template and in its advertising images.
Collaborators: SOLE Marketing team, ExhibitsNW
