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The main challenge was to scale campaigns and improve return on ad spend. The client also wished to expand their customer base as it was mostly ages 50+.
increase awareness and inbound tourism from the US and Europe to Panama
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.
Converting the language of hard money lending into visually appealing posts and eblasts.