Rhonda Hughes

About

I'm a storyteller and connector of people and ideas with 18 years of experience helping brands engage their customers and audiences. I believe in creating value, not noise, and I have a knack for inspiring teams to push boundaries with fresh, fun, relevant content, campaigns, and programs. My team's work has earned recognition from Mashable, Business Insider, Hubspot, Sprout Social, KISSmetrics, Content Marketing Institute, and snagged me a spot on North Bay's 40 under 40 “Ones to Watch” list, noted among the “Top 50 Women in Content”, and awarded for Best B2B Campaign on TikTok.

Experience

• Vice President, Content & Audience · Spiceworks

  Led the 50-person department responsible for growing and engaging our audience of IT professionals overseeing website strategy, growth and SEO, community engagement, editorial, analyst research, email and newsletter distribution, and design and creative production.

• Vice President, Corporate Marketing · Mural04-01-2023 – 10-01-2023

  Led Mural's newly-formed integrated corporate marketing team, unifying external communications (PR and AR), content, social media, community, customer advocacy, thought leadership, and evangelism. Built the corporate marketing foundation and helped shape the company narrative and POV to strengthen our thought leadership, drive awareness, and earn affinity for our brand. Set forth an audience-first social and content strategy designed to educate, celebrate, and inspire our audiences and drive engagement and demand across the full funnel of marketing activities. Increased velocity of customer storytelling and built the champions program strategy to activate our loudest and proudest customers to crusade love and advocacy for Mural. Navigated my team through a period of significant organizational change, including new executive leadership, new go-to-market strategy, and company restructuring.

• Global Head of Content, Social Media & Customer Advocacy · Zoom05-01-2020 – 03-01-2023

  Joined during the 'Zoom Boom' at the start of the pandemic. In a time of unprecedented growth, grew the team from 2 to 19 and transformed the functions from haphazard and reactive to strategic and award-winning. Defined Zoom’s global content strategy, brand voice, writing principles, and style guide. Overhauled Zoom’s blog and expanded to dynamic, SEO-rich formats including ultimate guides and original research, and created a public resource library to engage our expanded audiences. Developed influential collaborations with Harvard Business Review, MIT, and other notable hybrid work experts to strengthen thought leadership; earned +10K leads/quarter. Created a bold, visual-first social strategy designed to educate, celebrate, and inspire our audiences in the feed; increased social engagement by +1273%. Built world-class social community management, scaling to manage a +4700% increase in mentions; improved handle rate from 1% to 99% in the first year. Launched Zoom’s first TikTok, employee advocacy, and social selling programs; earned awards for Best B2B Brand Campaign on TikTok and Best B2B Social Team. Built the customer advocacy function and the foundation for how Zoom engages customers for marketing logos, stories, speaking opportunities, and Customer Advisory Board. Created advocacy operations and cross-functional processes from scratch. Spearheaded the creation of customer-proof stats, which became the centerpiece of a multi-million dollar campaign.

• Director of Social Media & Editorial · SurveyMonkey07-01-2017 – 05-01-2020

  Pushed the boundaries of social media and editorial for the business. Evolved the role, scope, and impact of the team from content to social, advocacy, review sites, and customer community. Implemented a new social content direction resulting in a +223% increase in engagement and launched their first-ever employee advocacy, social selling, and customer storytelling programs. Led an overhaul of the company blog, Curiosity at Work, as part of the brand refresh with a focus on demonstrating the power of survey data in action. Created, produced, and hosted two LinkedIn livestream series: #CXConfessions and #Dataverse.

• Senior Social Media Manager & Editor-in-Chief, Workshifting Blog · Citrix02-01-2014 – 06-01-2017

  Led the strategy for Citrix corporate social media including overseeing content creation, defining the voice of the brand in social media, establishing the company-wide employee advocacy and storytelling programs (#CitrixLife), and acting as an internal consultant and educator on all things social media-related across the business. Led corporate social media strategy, grew social communities by 57%, and earned Citrix +15 million organic social engagements. Built the first-ever employee advocacy program and grew it from pilot to +1K global participants. Managed our offsite Workshifting.com blog overseeing content strategy, editorial calendar, and partnerships.

Education

• UC Santa BarbaraBachelor of Arts (BA), Communication, General
• UC Santa BarbaraBachelor of Arts (BA), Anthropology

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