VMware 2021-22 Highlights

SKILLS INCLUDED:

  • Graphic Design

  • Animation / Video Editing

  • UX / Web Design

  • Content Strategy

  • Copywriting

  • Landing Page Optimization

  • Vendor Management

I served as campaign content creative lead, visual content strategist, and designer for global campaigns and demand generation teams working on strategy, experimentation, and creating high-performing content across campaigns.

Campaign Content Creative Lead

My main role at VMware in 2021-22 was to lead in-house campaign content creation to optimize our demand generation content across digital channels and fill the gaps where agencies were not delivering.

Role: Design, Copywriting, Art Direction, Concept, Scripting, Video Editing, Animation, Content Management, Content Strategy

Static Social Kits & Infographics

Problems solved:

  • Worked cross-functionally with BUs and brand teams to keep product messaging and brand consistency intact across creative

  • Created 100+ promotional content assets, videos, infographics, and social kit copy docs - and established best practices across campaigns based on in-house A/B testing

  • Reviewed 10-50+ page technical documents and distilled down into consumable static and video content that enhanced the customer journey

Promotional Video & Animation Kits

Asset Spotlight Videos

  • Concept: Series of animated videos spotlighting assets in 1:1 ratio

  • Resulted in 3x better CTR & 25% improvement in CPR

HOL Video Social Kits

  • Concept: Series of HOL videos to increase engagement

  • Resulted in 163% better CTR than previous campaign creative

"Top 5" Video Social Kits

  • Concept: Series of videos highlighting top 5 highlights of assets

  • Resulted in 6x better engagement rate for executive target audience

Exec Spotlight Videos

  • Concept: Awareness videos featuring executive influencers

  • Resulted in 4x better engagement

Global Webinar Program Creative Lead

In 2022, I led the visual creative strategy for promotions and digital experience around the global webinar program in the demand gen org. In partnership with the global brand team, I defined best practices for webinar and event promotional kit specs, created detailed guides for speakers on event best practices and visual guidelines, and worked in tandem across multiple business units to produce 15-20 webinars and promotional kits per quarter in-house across the Americas, EMEA, and APJ regions.

Role: Design, Video Editing, Stakeholder Enablement, Brand Templates, Campaign Strategy

Problems solved:

  1. Increased engagement by 243% for static creative and 43% for video creative after instituting optimized promo kit best practices

  2. Registration improved by 30% QoQ for the global webinar program after new promo kits were put into market

  3. Created an engaging branded content experience for practitioner level webinar audiences, resulting in 2-3x higher post-event engagement

  4. Reduced budget devoted to webinar and promotional kit production by $50K per quarter by bringing those efforts in-house

Event Promotional Kits
Webinar Event Branding

Campaign Content Lead

My main role at VMware in 2021-22 was to lead in-house campaign content creation to optimize our demand generation content across digital channels and fill the gaps where agencies were not delivering.

Role: Design, Copywriting, Content Management, Experimentation

Problems solved:

  1. Reduced budget and time spent with agencies on campaign creative that could be produced faster and better in-house

  2. Expediting our standard brand review processes by acting as an extension of the brand team for demand gen content review

  3. Increased the volume of video creative for campaigns to follow best practices across digital channels

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