THE LOWDOWN ON MARKETING

My journey into inbound marketing was ignited by my passion for copywriting. At Citi, I lead the content marketing initiatives for the Digital Engagement and Communications team, catering to a global audience of 200 million customers. My role involved enhancing customer engagement through digital channels, and raising awareness about their digital journey, as well as expanding their marketing infrastructure.

My responsibilities encompassed:

• Overseeing the entire creative development process for campaigns

• Crafting creative briefs, liaising with agencies, evaluating creative output, and convincing stakeholders of our direction

• Contributing to the overall creative and content strategy

• Refreshing the copy within our app across both iOS and Android platforms

Example: Building digital client experiences at Citi

Developed marketing planning and execution across multiple channels

CHALLENGE

Upon my arrival in 2018, the Digital Engagement and Communications team faced significant challenges in transitioning clients to digital platforms — a hurdle manifested by low adoption rates of the Citi App and digital communications. To tackle this, I collaborated with an external creative agency to innovate our creative approach and refresh our campaign messaging, aiming to simplify the process for customers to digitally enroll their accounts.

SOLUTION

I spearheaded the development and launch of new campaign materials by conducting user testing and research with a specialized agency. This process yielded crucial insights and established clear content design criteria. Through focus groups and extensive surveys, we tapped into:

• The unexpressed needs, motivations, and barriers faced by customers.

• New viewpoints to question and move beyond existing presumptions.

• Concrete suggestions for steering content design choices.

• Insights into issues customers found difficult to verbalize.

RESULTS

The introduction of a redesigned approach that resonated with our core message, supported by regular A/B testing for subject lines and visuals, led to a significant milestone of 134.7M digital enrollments by October 2019.

We achieved:

• A design that effectively balances clarity of intention with the integration of copy and visuals, all while maintaining Citi's brand identity.

• The launch of 9 new email campaigns focused on brand awareness, along with creative enhancements to 5 existing campaigns, incorporating dynamic elements like GIFs.

• Revamped in-app messages on the Citi dashboard for more precise targeting.

• Refined agent training scripts to prevent unnecessary de-enrollment of inquiring customers.

Example: NYC Subway Ads for Romio

CHALLENGE

When I joined Romio, a mobile platform dedicated to linking users with local services through a network of vetted experts, the marketing department faced a challenge: there was no clear content strategy in place. My role was to spearhead the content marketing efforts, which included establishing a robust content strategy, leading a dynamic copywriting team, and identifying key performance indicators (KPIs) for our inbound, digital, and product marketing campaigns.

• Took charge of a burgeoning copywriting team within a start-up environment, backed by significant funding.

• Positioned content at the heart of our marketing strategy, integrating blogs, social media, outdoor advertising (OOH), and email marketing into our campaigns.

• Aimed to drive business objectives by employing a focused approach to inbound, digital, and product marketing.

ASSIGNMENT

In the quest to weave a compelling narrative and forge a deeper connection with the New York audience, we joined forces with Outfront Media. The mission was to deploy transit advertisements that would effectively communicate with the city's populace. Our strategy leveraged sharp copywriting paired with striking visuals, aiming to propel Romio from relative anonymity to becoming a leading service provider in New York.

RESULTS

• Forged influencer partnerships, witnessing a 22% growth within a single month.

• Achieved 25% increase in app downloads over the span of two weeks.