Audience research revealed that two segments of the World Vision audience were motivated by different factors. We translated those insights into two distinct messaging strategies carried across video, landing pages, and digital advertising.

As Motus broadens its story beyond reimbursement, its messaging needs to reflect different customer priorities while maintaining a consistent voice. At Splunk, I used employee, stakeholder, and competitive research to help reshape employer-brand positioning, then carried it across careers pages, blogs, video, email, social, and candidate communications.

When tennis legend Li Na announced her retirement, we partnered with Babolat to create an award-winning social media campaign featuring a participatory hub, hashtag, and closing video, which drove a 230% increase in Twitter engagement.

I led teams that turned complicated information about blood cancers, patient testing, treatment, and financial assistance into clear video series organized around patients’ most important questions, which amassed hundreds of thousands of views.

A mountain airport wanted to share best practices for high-altitude flying. So we translated essential safety information into a country-western music video. You know. Like you do. (That’s me on vocals!)

Maple Leaf Farms wanted to encourage chefs at high-end restaurants to add duck to their menus. We delivered an award-winning direct mail campaign that took customization to a whole other level.

As Motus scales a broader product portfolio, the challenge becomes finding a unified message.

Meta had the same problem. Its cloud-based project management and connection tool did so much that it was difficult to capture the big picture. With a cut-out, almost homemade style, the new lead-generation video we created leaned into simplicity and focused exclusively on audiences’ needs, rather than on features.

Motus CEO Phong Nguyen recently changed the product roadmap after customer conversations revealed that conversion depended on more than just spend management (the brand’s former primary focus). We took the same tack with EchoNous, an AI-driven ultrasound pioneer, when we created a series of marketing and on-device videos that targeted different audiences.

Motus helps companies account for the different driving costs employees face across locations. At Nintex, I built a conference landing page around booking 1:1 sales meetings, wrote supporting emails tailored to Saudi prospects, localized infographics with country-specific data, and paired audience pain points with compelling statistics in paid LinkedIn ads.