Case Studies
Social Media & Content Creation
I tackle all campaigns on social with an analytics first approach. Aesthetic content is a great benefit, but unless it is based in strategy and proven by analytics, it’s not worth the phone it was posted with. I took over GBTA’s 12+ social media platforms in June 2023, only 70 days out from their largest annual event with no social media strategy in place for the event or the company. With no baseline or foundation to work with, I led on the fly.
I built my speed strategy by reviewing the last 6 months of content to determine what was the most and least successful and doubled down on external platform research from Sprout Social and Hootsuite to focus the attention on the average top-performing and converting content. We leveraged the existing event branding and GBTA’s core values of Community, Learning, and Advocacy to develop content pillars and creative social templates to quickly generate attractive, interesting content. Content was published three times per week on a dedicated LinkedIn Showcase, and weekly on all other global and regional socials to promote the event. I also took a radical leap, launching live-streamed morning-show style content. Each morning former-CMO Kevin Fliess would discuss the upcoming events of the day and speakers or sessions of note.
Results:
+35% Engagement rate on LinkedIn Showcase page
+1,550% LinkedIn Post Engagements
+1,745% LinkedIn Post Link Clicks
Email Marketing
High-volume email marketing with GBTA reaching global audiences with weekly news recaps, as well as event-specific communications for Canada, US, and APAC regions.
The Weekly ICYMI series was the first project I led at GBTA, just 30 days after starting. The email partnered with the Daily News Brief and allowed the 40,000+ subscribers to opt for daily or weekly emails. The Weekly ICYMI was a curated listing of the top clicked Business Travel stories from the week. The Weekly ICYMI saw a 5.3% click-through rate, and 12.2% open rate, above average for GBTA daily news emails.
Podcast Production & Management
The Business of Travel is the official podcast of the Global Business Travel Association and the leading podcast in the business travel sector. Weekly episodes feature interviews with industry experts and thought leaders on a range of key issues effecting the business travel industry.
As producer, I managed the booking, recording, and marketing of each episode. Schedules were reviewed and booked using an Airtable scheduling database and generally booked six months in advance. Episodes were recorded through Zoom and I worked with an editor to finalize the audio and develop viral audio clips for use on social media twice weekly. I also implemented key-word driven descriptions and transcriptions for every episode. During my time managing the production and marketing of The Business of Travel (Jun 2023 - May 2024), the podcast saw a 15% increase in listenership based on download and streaming data.
Media Coverage & Public Relations
Working with St Francis Parish & Community Center, media coverage was a core element of my role. I frequently worked with The Sandpaper, a regional newspaper with county-wide circulation, as well as online coverage sources like LBI Lowdown. St Francis saw twice monthly minimum coverage, sharing stories from iconic events like the LBI 18 Miler (right) as well as the Human Concerns team’s Thanksgiving Project and Gift of Warmth. The Sandpaper has a daily readership of 25,000
Working with Family Promise of the Jersey Shore (then of Southern Ocean County) in 2019, I was able to secure a regular first-spread recurring slot in the hyperlocal publication Causeway Gazette. I wrote the monthly articles spotlighting relevant issues, news, and stories to drive awareness to the Gazette’s circulation of over 27,000 readers.
Website Design & Development
A functional, easy to use website builds recognition, trust and relationships with users and customers. In turn, improved user experiences and interactions on the front result in better SEO and conversions for marketers on the back end.
In 2022, the Global Business Travel Association rebranded with a new logo, theme, and brand colors. As the lead marketer for the Canada region, I led the redesign and update. The website came with a basic template for WordPress, but each page had to be customized for the event. Focused on function over form, I designed pages that served our audience based on feedback that I and Canada regional leadership teams had received before and during the process. This included overviews of sessions, easy access to important resources, and a minimalist schedule for the Conference for attendee planning purposes, none of which had been done before. Attendee satisfaction with the website was dramatically increased year-on-year, and the changes I spearheaded made their way into the main GBTA and GBTA Convention websites.
Additional projects available upon request
