My first step when I came to Trintech was to perform a complete audit of marketing efforts and campaigns across all channels. I very quickly identified the company's main issue was that there was no coherent and consistent strategy or messaging. It had been a series of one-off campaigns and additions to the website on what can best be described as reactionary efforts to counter specific marketing activities/messaging of the competition. This approach had been somewhat effective in the short term, but caused the website, the database, marketing templates and marketing materials to project disparate messaging and imagery. This was confusing to visitors and users and led to a lack of clear, concise messaging. People could not easily tell exactly what solutions Trintech provided.

First, I performed market research to determine key search terms that would elevate the search engine results. Once complete, I began the process of working with the marketing team, sales leadership and the executive team to craft core messages. that incorporated those key terms. As part of the lead gen effort, we began to create and publish thought leadership pieces around those key terms. Additionally, I implemented a supplementary paid search strategy to augment terms that were not moving up search results as rapidly as we had hoped. I also worked with very talented marketing team members to rework existing Pardot templates, webinar and content landing pages, created new sales support materials (digital and printed) and created a series of product demo videos for the website/sales with the new messaging and imagery. The company's social channels had been sporadically active and engagement was low. As such I created a social media strategy and deployed a social media management system (Hootsuite) along with an editorial calendar. This messaging and imagery was also carried over into the materials and visuals used for tradeshows and conference sponsorships.

For customer retention, I helped create digital media assets (video snippets) for software training. Using editing tools, we were able to develop specific training tools, as well as "tips and tricks" videos and more to guide customers towards maximizing the benefits of the solution. Additionally, I became responsible for delivering all digital assets for our annual customer conference including signage, handouts slide decks and videos. With this capability, we were able to create a customer advocacy program, delivering nearly 20 video case studies/success stories as well as numerous written case studies for the website.

In short, my mission was to evaluate current practices, develop and then execute a comprehensive marketing plan across all disciplines that would feed the sales funnel to win more deals, help retain existing revenue and expand Trintech's brand equity.