Case Studies

1. Earned two promotions in under a year, progressing from Senior Demand Generation Specialist to Director of Marketing & Communications.
2. Helped grow Global Retail Leaders from 99 to 389 members.
3. Helped nearly double RETHINK Retail’s LinkedIn audience and more than double newsletter subscribers.
4. Improved newsletter open rates from approximately 22% to 35%.
5. Helped make 50+ person executive events much easier to fill consistently.
6. Helped create and grow AI in Retail into a 180+ member executive community, supported by programming that included an AiR Summit with 150+ retailer and brand attendees and 1000+ total registrations.
7. Helped build the marketing foundation for Media in Retail before its launch.
8. Built systems and automations that replaced hundreds of hours of manual work per quarter.

What this case study shows:

This work demonstrates how I connect strategy, team leadership, audience growth, campaign operations and hands-on execution. It was not just about one event, one community or one channel. It was about building the marketing system behind a high-value executive audience, then helping that system scale across communities, campaigns and client programs.

Scuba Diving International provides scuba training and certifications around the world. The business has a unique structure: it markets directly to divers, instructors and people interested in scuba, while also supporting the dive centers, shops, resorts and training businesses that deliver those courses.

That created a clear opportunity. If SDI could help its training centers market the Open Water Scuba Diver course more effectively, the campaign could support both customer acquisition and brand differentiation.

The goals:

1. Help SDI-affiliated businesses market themselves and the Open Water Scuba Diver course.
2. Create a practical sales tool the business development team could use to differentiate SDI from competitors.

The plan:

Create an easy-to-follow campaign system that dive centers could use regardless of their marketing experience. The campaign needed to include the strategy, copy, creative assets, instructions and sales enablement materials required to make implementation as simple as possible.

My role:

1. Created the campaign playbook, outlining the project goals, strategy, responsibilities and deadlines.
2. Presented the playbook to company executives, department leaders, marketing staff and international offices.
3. Ensured the campaign was built around the audience most likely to enroll in an Open Water Scuba Diver course.
4. Craft all copy for the campaign, including:
   1. Newsletters, a landing page, video scripts, and banners informing dive centers of this new tool.
   2. Detailed instructions for dive centers implementing the campaign.
   3. Social media posts, a mock landing page, and an email funnel for the dive centers to use.
5. Alongside our Director of Marketing, design all web pages to be used in the campaign.
6. Organize the folder containing all resources for the campaign.
7. Coordinated translation of campaign materials into 14 additional languages.
8. Track campaign progress and provide reports to the Director of Marketing and executive team.
9. Train sales leaders on presenting the campaign to current and potential dive centers.

Goal 1: Help SDI-affiliated businesses market themselves and improve customer acquisition.

1. Within two months, more than 1000 businesses from around the world visited the Learn to Dive landing page.
2. 63% of those businesses downloaded the Learn to Dive resources and implemented the campaign.
3. Based on surveys and reports from the business development team, companies that used the campaign improved Open Water Scuba Diver acquisition through digital channels by more than 16%.

Goal 2: Create a sales tool that helped differentiate SDI.

Goal 1: Modernize EMC’s marketing tools and tactics.

Goal 2: Increase social media presence.

Goal 3: Increase website views and conversions.