Andrew Golden, Marketing Expert in Santa Cruz, CA, United States
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Andrew Golden

Verified Expert  in Marketing

Marketing Expert

Location
Santa Cruz, CA, United States
Toptal Member Since
December 18, 2023

Andy is a seasoned digital marketer with more than five years of experience in B2B marketing across SaaS and adtech. He has a proven track record of collaborating with in-house and 3rd-party teams to build highly valuable and engaging assets that inform, inspire, and influence target audiences. Throughout his career, Andy has helped many companies with their lead generation campaigns.

Project Highlights

Guide: Mind the Gap—Bridging the Gap Between Technology & Creative in DOOH
Owned and managed the entire production and distribution process.
Ebook for Gem: 6 Essential Dashboards Every Recruiting Team Needs
Collaborated with internal subject matter experts and Gem's product team to develop a highly valuable asset for talent acquisition (TA) leaders.
Ebook Campaign for Vistar Media
Wrote the copy for this asset and managed the design and distribution process.

Expertise

Work Experience

Content Marketing Manager

2023 - PRESENT
Vistar Media
  • Guided Vistar Media's long-term content strategy and shaped departmental goals.
  • Managed a detailed editorial calendar to maintain a consistent stream of thought leadership and educational content.
  • Built out content distribution plans across organic, paid, and partner channels.
  • Oversaw 3rd-party and freelance content creation to ensure timely delivery and content quality.
  • Led content syndication and advertising initiatives to bring new audiences to Vistar.
  • Handled content and campaign monitoring and campaign performance to inform future initiatives.

Content Marketing Expert

2024 - 2024
AFRIFINDINVEST KE LIMITED
  • Worked alongside the CEO of a boutique brokerage firm on building a content marketing strategy, including prioritization and production of specific assets and AI marketing.
  • Researched and wrote copy for a series of articles highlighting key topics early-stage startup founders need to reach their next funding rounds.
  • Developed corporate tone of voice and writing style guidelines to maintain consistency across all educational content.

Content Marketing Manager

2022 - 2023
Gem
  • Created content that informed, inspired, and influenced Gem's audience.
  • Built scalable messaging frameworks, including voice and tone principles.
  • Managed 3rd-party content production, quality, and distribution.
  • Launched integrated marketing campaigns around persona-specific content.
  • Conducted audits, including content audits, to identify content gaps and identified new opportunities to tell the brand story.
  • Increased SEO rankings for high-value keywords and the searchability of Gem's written content.

Senior Content Marketing Specialist

2019 - 2022
KickFire
  • Developed differentiated, persona-sensitive messaging to drive demand for KickFire products.
  • Researched, wrote, and published blogs for KickFire and industry partners.
  • Wrote press releases for new products, integrations, and partnerships.
  • Assisted in planning and execution of go-to-market strategies for new products.
  • Crafted email campaigns for sales, marketing, and customer success.
  • Managed KickFire's social media channels and customer review profiles, such as G2, TrustRadius, and Capterra.

Project Lead

2013 - 2016
Vascular BioSciences
  • Oversaw production of the 1st Investigational Device Exemption (IDE) application in company history.
  • Leveraged instructional design principles to create medical device manufacturing and testing process guides.
  • Led the redesign of the company website and monitored visitor engagement metrics.
  • Crafted internal communication documents, promotional materials, investor presentations, and press releases.

Guide: Mind the Gap—Bridging the Gap Between Technology & Creative in DOOH

https://www.vistarmedia.com/mind-the-gap-ebook

Owned and managed the entire production and distribution process.

As brands aim to capture consumer attention in an ever-more competitive landscape, digital out-of-home (DOOH) advertising provides the perfect canvas for advertisers to reach their audiences with high-impact creative at multiple touchpoints throughout the buyer's journey.

For this campaign, I partnered with internal and external subject matter experts to write the copy for the main ebook asset. I also managed the asset's design process across internal and 3rd-party design teams. Finally, I built a full launch plan for this asset involving repurposing ebook sections into thought leadership, industry articles, and social media posts, building targeted email sequences, launching a PR push generating earned and paid impressions, and promoting the asset through content syndication outlets.

Ebook for Gem: 6 Essential Dashboards Every Recruiting Team Needs

https://www.gem.com/resource/6-hiring-dashboards-every-recruiting-team-needs

Collaborated with internal subject matter experts and Gem's product team to develop a highly valuable asset for talent acquisition (TA) leaders.

For the modern recruiting function, data is everything. Yet disorganized spreadsheets, hours of manual data entry, and disparate data silos are a few reasons TA teams struggle to command a seat at the table. This asset aimed to empower TA leaders to start making data-driven decisions that would build a more equitable pipeline by centralizing all of their hiring data into visually enticing dashboards.

For this asset, I interviewed subject matter experts and internal product team members to understand the specific metrics TA leaders care about and which ones to highlight based on the stakeholders viewing the dashboard. I also worked with our internal design team to transform this into a visually enticing asset.

Ebook Campaign for Vistar Media

https://www.vistarmedia.com/dooh-alcohol-guide

Wrote the copy for this asset and managed the design and distribution process.

DOOH advertising offers advanced data-driven capabilities, in-depth audience targeting, and robust measurement solutions, which have combined to make this one of the fastest-growing and most impactful advertising channels available today.

For this asset, I interviewed subject matter experts to gain insight into how alcohol brands can leverage DOOH to create impactful legal drinking age (LDA)-compliant ads that reach consumers in the real world, when and where they are making their purchasing decisions. Additionally, I collaborated with the in-house graphic design team to gather compelling example images and lay out the design. Finally, I built out a launch plan that involved repurposing sections of this ebook into smaller content assets such as articles and social media posts to drive additional traffic to this asset.
2012 - 2015

Bachelor's Degree in Communications

University of California, Santa Barbara - Santa Barbara, CA, USA

Core

Writing & Editing, Content, Content Marketing, Copywriting, Digital Marketing, SEO Content, Search Engine Optimization (SEO), LinkedIn Marketing, Content Strategy, Public Relations (PR), Social Media, Content Creation, AI Marketing, Campaign Monitoring

Platforms & Tools

HubSpot, Google Analytics, Moz

Other

Content Writing, Ebooks, Blogs, Marketing Plans, Email, Semrush, Web Content, Websites, Press Releases, Copy Editing, Public Speaking, WordPress, Webflow, Launch Strategy, Project Planning, Project Management, UX Writing, Technical Writing, Technical Documentation, Artificial Intelligence (AI), Content Audits, Storytelling, Content Localization, AI-based Content SEO, Medical Marketing, AI Social Media Content Creation, Advertising Technology (Adtech)

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