Messaging connected to commercial results

IBM | 2018-2021

Doubled marketing-sourced campaign revenue

I rebuilt the narrative for IBM's "Build New Cloud Native Applications" campaign. I then rebuilt the prospecting emails, supporting assets, and landing pages.

My efforts doubled the marketing-sourced revenue attributed to that campaign over one year.

My contribution

Campaign narrative, prospecting emails, supporting assets, and landing pages

Reported result

2x marketing-sourced revenue attributed to the named campaign, over one year

I also led a 13-person matrixed team at IBM. My work included developer campaigns, technical content, light board explainer videos and hosting the IBM Cloud Podcast.

J.P. Morgan | 2021-2023

Market the world's first bank-led blockchain platform

I joined Onyx, J.P. Morgan's blockchain division, as its third product marketer. I developed the platform story and go-to-market plan for the world's first bank-led blockchain platform.

I developed the go-to-market plan for product managers, developers, and decision makers. They worked at financial institutions, investment banks, payments companies, and multinational corporations around the world. The campaign invited prospects to request a conversation.

I carried the stories into web copy, landing pages, hosted assets, three explainer videos, and LinkedIn posts. I also built sales enablement and emails teams could use to introduce the offerings.

Marketing-sourced leads

CRM attributed 180% year-over-year growth in marketing-sourced Onyx inbound leads to the campaigns I developed.

J.P. Morgan in the metaverse

Onyx operated like a fast-moving, well-funded startup inside a conservative, risk-averse financial institution. I worked with three colleagues on a thought-leadership project exploring business opportunities in the metaverse. The project paired a paper with an Onyx presence in Decentraland.

I aligned Legal, Compliance, and Brand teams and partnered with an agency to create the experience. Contemporary press coverage described J.P. Morgan as the first bank to enter the metaverse.

Campaign impressions
Corporate Marketing measured 42 million combined impressions. Stephen Colbert's coverage was excluded.

Separate social result
Five social assets generated 10.4 million views over six months. That was a separate measure from the campaign impressions.