Aimee Manis
Verified Expert in Marketing
Marketing Expert
Memphis, TN, United States
Toptal member since August 27, 2024
Aimee is a content strategist, editorial director, creative leader, and brand storyteller with over 15 years of experience. She has worked across various industries, from startups to Fortune 100 companies in eCommerce, logistics, SaaS, telecommunications, luxury retail, bridal, fashion and beauty. Aimee's distinctive approach to content experiences unites brand and editorial strategies to support business goals while engaging audiences with authenticity and emotional connection.
Project Highlights
Expertise
- B2B Marketing
- Brand Strategy
- Case Studies
- Content Marketing
- Content Marketing Strategy
- Copywriting
- Editorial Direction
- Messaging
Work Experience
Content Strategist and Editorial Director
Ascend Marketing
- Led the team executing a pilot program for evergreen social media content for Verizon for the small business audience. I managed the project, which included tight alignment and collaboration with multiple teams across sales and product marketing.
- Onboarded and trained over 500 sales team members for Verizon's launch of its social selling program through LinkedIn Sales Navigator, including coaching on optimizing each person's LinkedIn profile.
- Created an omnichannel content strategy for the Martechify professional community, including content promoting four events per year. This involved aligning with senior leadership, the event production team, the email team, and the expert speakers.
- Handled event registrations, and Martechify engagement improved with each event. Content included promotional emails, LinkedIn posts, speaker bios, event descriptions, website copy, and post-event recap articles.
Content Manager | Enterprise Strategic Marketing
Windstream Communications
- Led the in-house content and creative team to develop and implement new content strategy, editorial guidelines, brand style guides, and messaging frameworks to increase efficiency and speed-to-market.
- Wrote the website copy for the new Windstream Enterprise website, launched in June 2022, which reflected new messaging and brand direction and focused on customer benefits rather than product features.
- Created content for net-new case studies and sales enablement materials such as buying guides, product fact sheets, and comparison guides, focusing on tangible customer benefits.
Creative Services Content Lead for In-house Creative Team
FedEx
- Led the pilot program to build an in-house creative services team, including graphic designers, freelance writers, and a project manager. We supported a revenue-driven initiative to cut agency spending and improve quality and speed-to-market.
- Created B2B messaging frameworks to support key business initiatives across customer engagement marketing. Provided editorial direction and coaching to internal content creators to ensure brand consistency and quality.
- Developed content guidelines and best practices to ensure messaging clarity, consistency, and a connected brand story across all FedEx channels.
- Oversaw integrated editorial calendars and key corporate initiatives, including diversity, equity, and inclusion. Led social impact and sustainability and the FedEx Small Business Grant Contest initiatives.
- Created webinar presentations for thought leaders in the eCommerce and shipping industries, including their professional bios and promotional content.
Digital Marketing Advisor | Digital Content Experience Team
FedEx
- Served as content editorial lead for several key focus areas on Fedex.com, including packaging for eCommerce success, the FedEx Packaging Lab, the FedEx Small Business Grant Contest, the FedEx Small Business Center, and help and how-to content.
- Co-led the redesign and relaunch of the FedEx Small Business Center, the branded content hub for inspiring and educating eCommerce entrepreneurs. Handled the content strategy, key messaging, content creation, and agency management.
- Led the redesign of the packaging content experience on FedEx.com, including developing a new user journey and reducing the number of packaging web pages from over 1,000 to under 100 pages total.
- Collaborated and aligned with cross-organizational teams on all content for FedEx.com, including SEO, testing and optimization, analytics, small business strategy, and senior leadership.
Brand Strategy Manager
Xedo Software
- Worked with founder and senior leadership to launch a disruptive bridal market startup. Spearheaded the brand, editorial, and content strategy and integrated marketing communications.
- Created key brand launch components of the Xedo bridal retail software and the direct-to-consumer (D2C) online tuxedo rental platform for weddings and other special events. Built, scaled, and led the in-house marketing and communications team.
- Managed brand guidelines, brand personality, and voice. Developed and evolved messaging frameworks and branded storytelling from concept to execution.
- Developed all marketing materials, including assets for trade shows, co-marketing events, business development, retail partnership onboarding and training, customer support content, brand websites, brochures, and sales collateral.
Project History
Ascend Marketing | Verizon Public Sector Case Study
Wrote the entire case study, from concept ideation through final approvals, including project highlights gleaned from subject matter expert (SME) interviews.
I worked on the case study for Ascend Marketing, featuring their campaign optimization for the Verizon public sector marketing team. The key results covered in this case study included significant improvements in campaign performance, a 467% increase in marketing qualified leads (MQLs), and a 420% increase in click-to-open rate (CTOR). This case study is published on the agency’s website, in their business development materials, and in performance reports for Verizon.
Website for Angela Caglia Skincare
Created the brand strategy, brand story, core messaging, and website copy for the launch of Angela Caglia Skincare.
I created all the content for Angela Caglia Skincare’s launch, including the brand story and messaging, product descriptions, packaging copy, website copy, blogs, and business development materials for this ingredient-driven, luxury, clean beauty brand founded by a celebrity aesthetician. Supported the founder in establishing credibility as a beauty industry thought leader.
Small Businesses Giving Back
Wrote this article from ideation through final approvals, with information gathered from interviews with the FedEx Small Business Grant contest winners.
This article promoted the Grant Contest winners and their commitment to giving back to their communities. It was published on the FedEx Small Business Center on Fedex.com as part of an overall content marketing strategy to support awareness of the FedEx Small Business Grant contest, promote the businesses of each grant winner, and help each founder build a platform as a thought leader in their area of expertise.
Xedo B2B Retail Partner Training
Created the onboarding and training materials for bridal salon owners partnering with Suit Up and Xedo based on the brand strategy and messaging I made for the company's launch.
As part of the launch of startup Suit Up, a SaaS–online formalwear rental experience, and Xedo, a SaaS retail operations software for bridal salons, I created the brand strategy, brand guidelines, all core messaging, and all marketing and communications materials. This partner training deck is an example of one of the assets I created.
Education
Bachelor's Degree in Liberal Arts
The University of Tennessee - Knoxville, TN, USA
Skills
Core
Copywriting, Writing & Editing, Branding, Brand Strategy, Content Marketing Strategy, Content Marketing, Content Creation, Marketing, B2C Marketing, Content Strategy, Email Marketing, Digital Marketing, Marketing Strategy, Brand Marketing, Inbound Marketing, Brand Consulting, Email Campaigns, Retail Marketing Campaigns, Social Media, Keyword Research, Search Engine Optimization (SEO)
Business Models
B2B, SaaS, SaaS Product Marketing
Platforms & Tools
Microsoft 365, Content Management Systems (CMS)
Other
Article Writing, Advertising Copy, Editorial Direction, Editorial Process, Copy Editing, Editorials, Creative Direction, Creative Strategy, B2B Marketing, Beauty Products, Luxury Industry, D2C Branding Strategy, Case Studies, Blogs, Messaging, Microsoft Word, Email Content, Web Content, Content Writing, Startups, eCommerce, Launch Strategy, Startup Marketing, Brand Identity, Brand Guidelines, SEO Copywriting, Newsletters, Storytelling, Fashion, WordPress, Campaigns, B2B Partnerships, SEO Writing, Event Marketing, Sales Enablement, Agency Relationship Management (ARM), Direct to Consumer (D2C), Webinars, Partnership Marketing, Market Research, Brand Books, Growth Marketing, Blog Posting, Thought Leadership, Environmental, Social, and Governance (ESG), Microsoft Teams, Google Docs, Slack, Social Selling, Retail Strategy, AI Content Creation
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