VMware 2023 Highlights
SKILLS INCLUDED:
Creative Direction
Brand Template Design
Animation / Video Concepting, Scripting, Editing
UX / Web Design
Content Strategy
Hiring, management, and talent development
Vendor & Budget Management
I lead an in-house team of content creators and oversaw all campaign creative (video, static, and interactive) as an extension of the global brand team in the demand generation org.
In-house creative team lead
My biggest project at VMware for 2023 was architecting and building out an in-house creative team and production workflows for digital marketing campaigns.
I led my team in the creation of campaign visuals, executive thought leadership videos, event videos, and a library of brand-approved animated video templates that stakeholders used to create on-brand animated videos for campaigns.
Role: Art Direction, Design Lead, Brand Templating, Storyboarding, Video concepts & scripting, Video Post-Production & Animation Lead, Campaign Strategy, Content Automation Workflow
Campaign Art / Static Design
Animated Stats Video - Illustration system approach
Animated stats video - Stock video approach
Customer Story template - Success Quotes
Tanzu product template A - Asset-based
EUC product template A - Asset-based
Multi-cloud product template A - Asset-based
"The Smarter Minute" Executive Thought Leadership Series
My pitch for this series was "Imagine a TED talk from an exec but 1:1 and under a minute". I led the concept, scripting, shoot direction and visual approach to this thought leadership series around AI announcements at VMware, working directly with our Executive level stakeholders on messaging, tone, and directing them during the shoots.
Campaign Kit Animated Videos
Video Template Library
Creative Team Lead Results Snapshot
I suggested creating the in-house creative team to my leadership as an initiative after noticing gaps in our content supply chain and seeing too much budget and time devoted to agency-produced content that wasn't driving results. In our first year, I created these business outcomes:
Significantly reduced budget and time spent with agencies on campaign creative that could be produced faster and better in-house
Expediting our standard brand review processes by acting as an extension of the brand team for demand gen content review
Increased the volume of video & static creative for campaigns to follow best practices across digital channels
Role: Creative team management, Art Direction, Campaign Strategy, Budget & Content Process Optimization
UX Microsite Design for Executive Persona
I was the Creative Lead in charge of designing the email layout and microsite UX for a sales acceleration project for the Tanzu product TKO that targeted executive-level decision makers in the buying group for accounts with open opportunities. The problem was that the existing templates and microsites we had access to did not provide the curated "white glove" experience that is needed when marketing to this particular persona.
Role: UX Design, Content Strategy, Landing page optimization, email layout
Problems solved:
Worked cross-functionally with product marketing and brand teams to keep product messaging and brand consistency intact
Created a curated content experience for executive IT decision makers that utilized questions based on pain points to guide their content selection
Increased content engagement above industry benchmarks for targeted accounts
UX Microsite Design for Executive Persona
I was the Creative Lead in charge of designing the email layout and microsite UX for a sales acceleration project for the Tanzu product TKO that targeted executive-level decision makers in the buying group for accounts with open opportunities. The problem was that the existing templates and microsites we had access to did not provide the curated "white glove" experience that is needed when marketing to this particular persona.
Role: UX Design, Content Strategy, Landing page optimization, email layout
Problems solved:
Worked cross-functionally with product marketing and brand teams to keep product messaging and brand consistency intact
Created a curated content experience for executive IT decision makers that utilized questions based on pain points to guide their content selection
Increased content engagement above industry benchmarks for targeted accounts
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