Jennifer McCarthy

About

I help brands break through the noise with brand messaging that resonates, scalable, data-driven content strategies, and storytelling that builds trust and authority. Whether developing your company’s unique brand voice and customer personas, creating growth-oriented marketing content frameworks, or telling the stories that make your company memorable, I deliver measurable results backed by 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 • Executive thought leadership content • Marketing communications content • SEO/GEO

Experience

• Content & Internal Communications Manager · Tricentis06-01-2022 – 09-01-2024

  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. 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. 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 Medvantx10-01-2021 – 06-01-2022

  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. Led internal/external rebrand communications and content strategy. Managed third-party vendor relationships to support marketing communications strategy and execute visual media, ensuring appropriate messaging and brand positioning.

• Content Strategist · EducationDynamics10-01-2019 – 10-01-2021

  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. Built a scalable sales enablement content library from the ground up.

• Communications Consultant, Human Resources · Trustmark06-01-2018 – 10-01-2018

  Identified and analyzed internal communications barriers at a mid-sized benefits provider struggling with poor lifecycle initiative compliance and low employee engagement. Created a scalable internal communications strategy aligned with best practices; coached senior leadership on plan implementation and internal communications methodology.

• Senior Writer, Editor · Consumer Media Network01-01-2009 – 06-01-2018

  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.

Education

• Loyola University ChicagoBA, Communiation & Media Studies

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