Jennifer M.

About

I help brands break through the noise with scalable, AI-informed content strategies, brand messaging that resonates, and storytelling that builds trust and authority. Whether creating growth-oriented marketing content frameworks, developing your company’s unique brand voice and story, or ghostwriting thought leadership that positions your organization as an industry leader, I deliver measurable results backed by more than 20 years of experience. Services offered: Full-funnel, multichannel content strategy and governance, Content campaign planning and execution, Content audit and review, Brand and product messaging, Customer persona development, Sales enablement content development, Executive thought leadership content, Content creation, AI humanization.

Experience

• Content & Internal Communications Manager · Tricentis05-01-2022 – 08-01-2024

  Led targeted content strategies on customer-facing digital assets at a global SaaS company, driving B2B lead acquisition, customer and prospect engagement, and brand visibility. Spearheaded an innovative zero-budget content strategy that revitalized a dormant YouTube business channel; achieved 34% conversion to qualified leads in its inaugural quarter. Owned end-to-end strategy, content, editorial calendar, and execution of the corporate blog. Transformed blog from forgotten page into lead-generation tool and key component of marketing strategy averaging 3.1% conversions to qualified leads. Partnered with product, sales, and marketing teams to align content with campaign objectives, user personas, and the buyer journey. Stewarded corporate brand and tone. Pioneered an AI-enabled executive thought leadership program to drive organic traffic through high-value web content aligned with key search terms. Launched, operationalized, and managed the organization’s internal communications function. Increased executive email open rate by 12%. Co-founder, executive leadership team, and communications lead for Empower, an Employee-led Resource Group that celebrates and supports women working in tech.

• Brand and Content Manager · Vytal, a brand of Medvantx09-01-2021 – 05-01-2022

  Shaped organizational value proposition, created brand story, and developed messaging for now-defunct digital health product in the consumer health space. Led design and implementation of B2B/DTC content strategies, empowering sales teams and boosting brand visibility. Collaborated with product and sales teams to develop, launch, and manage multichannel marketing communications campaigns in alignment with strategic goals. Partnered with product teams to develop and implement a persona-based strategy. Drove development, execution, and distribution of content deliverables and sales enablement materials. Developed, implemented, and monitored key performance indicators for content assets. Led internal/external rebrand communications and content strategy. Developed and distributed employee, partner, and prospect communications, executive messaging and talking points, blogs, web copy, and organic social media. Managed third-party vendor relationships to support marketing communications strategy and execute visual media, ensuring appropriate messaging and brand positioning.

• Content Strategist · EducationDynamics09-01-2019 – 09-01-2021

  Led client content strategy and execution at agency serving higher education institutions, driving enrollment and retention with integrated DTC digital and print campaigns. Delivered client enrollment growth averaging 0.5% above the 5-year industry benchmark by aligning messaging to institutional goals and student personas. Collaborated with clients to define student personas and develop tailored content plans in alignment with the student enrollment journey. Built a scalable sales enablement content library from the ground up. Identified key content gaps and collaborated cross functionally to develop and execute an end-to-end content strategy that supported the sales lifecycle. Implemented a structured taxonomy to enhance discoverability and accelerate sales cycles. Authored high-impact copy that resonated for client websites, email marketing communications, and direct mail, maintaining messaging consistency across channels. Set and monitored key performance indicators, adjusting strategies for improvement.

• Communications Consultant, Human Resources · Trustmark05-01-2018 – 09-01-2018

  Created a scalable internal communications strategy aligned with best practices at a mid-sized benefits provider struggling with poor lifecycle initiative compliance and low employee engagement. Positioned organization to improve employee understanding of critical processes through improving email open rates by up to 20% in 2019. Identified communications barriers and designed a comprehensive improvement plan designed to improve internal email open rates, increase executive transparency, and improve employee engagement. Coached senior leadership on plan implementation and internal communications methodology. Created evergreen role-specific communications toolset comprising online tutorials, a style guide, and a best practices guide. Developed a monthly communications map to guide future communications strategy. Facilitated a data-driven strategy with the purchase and implementation of an email management and metrics analysis tool.

• Senior Writer, Editor · Consumer Media Network12-01-2008 – 05-01-2018

  Managed a team of 2-5 freelance writers, ensuring high quality content and timely delivery of SEO-driven web copy designed to attract consumers considering higher education. Supervised editorial process to ensure quality standards were met and content was timely. Wrote engaging long-form content on contemporary higher education issues.

• Marketing Coordinator, Marketing Manager, Product Manager · CCH, a Wolters Kluwer business12-01-2002 – 12-01-2008

  Analyzed market trends and customer feedback to optimize product offerings and enhance customer experience for tax and accounting professional services publisher. Developed and managed customer and prospect communications campaigns for $53M suite of print products and $9M online continuing education resource. Collaborated cross-functionally to implement, manage, measure, and improve B2B and B2C marketing strategies.

Education

• Loyola University ChicagoBachelor of Science (B.S.), Communication and Media Studies

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