In 2013, Adobe announced a radical business model change for its suite of creative products - the end of Adobe Creative Suite to a fully subscription-based model, Adobe Creative Cloud. This was a big change for its creative users, which received a lot of negative sentiment and push back. The challenge was to leverage social media to build a new community for Adobe Creative Cloud, supporting its customer community in a way that would influence sales for Adobe Creative Cloud.

UV Vodka's challenge was to "revive" the brand and to make UV Vodka relevant again in today's competitive market. The opportunity presented was to increase brand relevancy in the alcohol and distilled beverage industry by creating an innovative, strategic marketing plan that would include a healthy mix of paid social, search and social influencer initiatives.

Given too much variance in ability of product marketing teams throughout the company, Wiley wanted to build and in-house agency of marketing specialists, who would partner with product marketers on all high revenue earning products (ranging from $250K annual to $50M+) to ensure successful outcomes.

I was brought in to build and lead this global team, and my challenge was to build out the proper processes, communication, measurement, and reporting, as well as get buy-in from global product teams who were not all thrilled with having some of their autonomy taken away.

Client's website was not tracking any leads, and did not rank for any keywords locally.