My Portfolio
Marketing Campaigns
Developed and executed a strategic security campaign to strengthen the market positioning of u-blox's product portfolio. The first phase strategically focused on the security advantages of the u-blox M9 and F9 platforms, specifically their anti-spoofing, anti-jamming, and RF interference mitigation features. The campaign leveraged a comprehensive approach, including the publication of a whitepaper, delivery of educational webinars for sales teams and customers, creation of insightful blog posts on security topics, active engagement on social media platforms, targeted paid advertising on LinkedIn and Facebook, and impactful presence at tradeshows featuring a live anti-spoofing demonstration and engaging video content shared across social media channels.
Security Campaign Goals: To strategically position the PS-POS platforms (M9, F9, M10, and F10) as the leading choice for reliable solutions with superior security features. To cultivate u-blox's reputation as a security thought leader by providing valuable user education.
Target Audience (Phase 1): Primarily aimed at our existing M8 customer base, with a strong focus on companies in the tracking and telematics industries.
Key Messages: The u-blox M9 platform delivers advanced spoofing and jamming detection alongside effective RF interference mitigation. This ensures that u-blox chips and modules built upon the M9 platform offer unparalleled security and the most reliable positioning performance, even in the most challenging operational scenarios.
Detailed Case Study: Re-branding Initiative
My leadership was central to the complete re-branding project for a local entity operating within the pharmaceutical and medical device sectors. This multifaceted undertaking encompassed several key areas:
- Brand Image Development: Defining the core essence of the company through the articulation of its mission, overarching vision, fundamental values, and a compelling marketing tagline.
- Brand Identity Creation: Establishing the visual representation of the brand, including the selection of appropriate typography, a cohesive color palette, and impactful imagery guidelines.
- Website Redesign Project Management: Overseeing the entire process of the company's website redesign, ensuring alignment with the new brand identity and improved user experience.
- External Communications Strategy and Campaign: Formulating and executing a strategic external communications plan and a comprehensive re-branding campaign. The objective was to ensure high visibility and strong recognition of the revitalized brand among SRS Life Sciences' clientele and key stakeholders.
- Internal Communications Strategy for Cultural Change: Developing and implementing an internal communications strategy specifically designed to foster a positive cultural shift among SRS Life Sciences employees, aligning the internal environment with the new brand ethos.
This initiative aimed to create a unified and impactful brand presence both externally and internally, strengthening the company's market position and fostering a cohesive organizational culture.
Employer Branding
Detailed case study for Employer Branding:
As editor-in-chief and writer for the SharePoint-based internal communications platform within the IT department at Mercedes Benz and Mercedes Benz Financial Services, I was responsible for shaping the internal narrative and ensuring effective communication across teams.
My work included the creation of a comprehensive change communications strategy specifically designed to guide employees through digital transformation initiatives, minimizing disruption and fostering adoption. Additionally, I developed a detailed content marketing plan to support internal objectives and promote a positive employer brand.
A significant part of my role involved the redesign of the existing SharePoint platform. I managed the project to migrate the platform to a new internal web portal and a complementary mobile app. This new platform integrated news updates with social media functionalities, creating a more dynamic and engaging communication environment for employees.
Copywriting
Detailed Case Study: Copywriting for Friesland Campina
I developed website copy for Friesland Campina, focusing on Optimel, a primary product targeted at the Asian market, specifically Hong Kong. This initiative was a key component of a broader inbound marketing campaign with the goal of educating middle-aged and elderly individuals about the significance of maintaining good health and the potential nutritional risks associated with poor dietary choices.
The copywriting focused on clearly communicating the benefits of Optimel and providing valuable information related to health and nutrition in a way that resonated with the target audience. The aim was to build trust and establish Friesland Campina as a source of credible health information, ultimately driving interest in Optimel and supporting the overall marketing objectives in the region.
Digital Marketing Case Study: Stock Trading Simulation Platform
I spearheaded the complete project lifecycle for a stock trading simulation platform specifically tailored for Millennials. This involved both the conceptualization and the design of the user interface and experience.
Platform Features:
- Real-time financial news integration.
- Curated Twitter feed featuring insights from stock trading experts and influencers, targeted at a younger audience.
Digital Marketing Strategy & Execution:
I developed and executed a comprehensive digital marketing strategy, encompassing a detailed content plan and a multi-faceted launch campaign designed to attract both prospective users and key influencers. Key elements of the launch campaign included:
- Targeted email marketing campaigns.
- Engaging social media content and scheduling.
- A strategic launch event to generate initial buzz.
- Interactive social media contests to drive user engagement.
- Strategic participation in relevant industry trade shows.
- Distribution of informative flyers.
- Active presence and engagement at student-focused events.
Content & Messaging:
My responsibilities also extended to crafting the core marketing message, including the development of a compelling tagline, writing engaging website copy, and creating informative articles for both the platform and social media channels.
Internal Communications App: Connecting Daimler's Workforce
Detailed Case Study: Building a Unified Communication Platform
This project encompassed the complete lifecycle of Daimler's internal communications app, from initial conception and meticulous project management to intuitive UX design and a successful launch campaign.
Our involvement spanned the entire development and rollout of Daimler's central internal communication platform. This included:
- Strategic Project Management: Defining project scope, timelines, resource allocation, and stakeholder communication to ensure a smooth and efficient development process.
- User-Centric UX Design: Conducting thorough user research, creating wireframes and prototypes, and iteratively refining the user interface and experience to meet the diverse needs of Daimler's employees. This focused on intuitive navigation, accessibility, and seamless information flow.
- Platform Launch Campaign: Developing and executing a comprehensive launch strategy to drive adoption and engagement across the organization. This included internal marketing materials, training sessions, and ongoing support.
The successful implementation of this internal communications app streamlined information sharing, fostered collaboration, and enhanced employee engagement across Daimler.