Chloe Merriam, Marketing Expert in New York, NY, United States
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Chloe Merriam

Verified Expert  in Marketing

Marketing Expert

Location
New York, NY, United States
Toptal Member Since
December 29, 2023

Chloe is a skilled digital marketer with a passion for content strategy and helping scale growing fintechs. Known for reshaping campaigns, her expertise lies in creating compelling narratives that drive engagement across diverse GTM strategies. With a proven track record in the fintech industry, Chloe excels in content creation, SEO, campaign management, and cross-functional collaboration. Notable projects include pillar page development, website rebuilds, blog management, and video development.

Project Highlights

SEO Pillar Pages
Led the content writing and design of company pillar pages, allowing the company to rank on page one for several high-priority keywords.
Website Redesign
Oversaw the redesign of the website, including back-end redevelopment and front-end formatting.

Expertise

Work Experience

Lead Management Contractor

2023 - PRESENT
Netstock
  • Automated the sales process by setting up workflows and allowing leads to flow seamlessly from HubSpot into Salesforce.
  • Ensured data integrity by scrubbing account data and guaranteeing the accuracy of customer records.
  • Audited Salesforce account data to ensure names and domains were correct.
  • Reviewed new customer reports for the past year, ensuring all close dates and associated companies were accurate.

Marketing Manager

2022 - 2023
T-REX
  • Established a strategic content framework and introduced a scalable content program for top-of-funnel prospecting, including executive thought leadership, market insights, product updates, and explainer content.
  • Pioneered a successful SEO strategy across six separate GTMs and two geographical markets via keyword optimization and targeted content, resulting in several new terms appearing on the 1st SERP and ranking for keywords outside of branded terms.
  • Gathered proactively and maintained industry, competitor, and client intelligence, leveraging data-driven insights to identify emerging trends and ensure the company's competitive edge in the market.
  • Collaborated closely with the product team on the product roadmap to determine key features to emphasize and create targeted campaigns highlighting new features and solutions.
  • Owned brand design management and social media optimization. Created a brand playbook that outlined editorial and visual style guidelines and other requirements when creating branded materials for internal or external use.
  • Improved corporate communications by updating internal communication templates covering internal messaging and executive correspondence and ensured consistent messaging alignment across all channels.

Content Marketing Manager

2021 - 2022
Ocrolus
  • Overhauled client-facing materials while developing and organizing a comprehensive content library that supported the entire customer journey and covered the knowledge base, product flyers, email campaigns, loyalty marketing, and blogs.
  • Managed client communications across diverse channels, including email, social media, and the company portal, using platforms like Sprout Social to ensure brand cohesion and reinforce brand identity for a seamless and engaging client experience.
  • Orchestrated industry-specific webinars, handling programming, content creation, and promotional materials.
  • Led the creation of case studies, collaborating across teams to weave cohesive stories highlighting key products.

Content Marketing Specialist

2017 - 2021
National Debt Relief
  • Improved email newsletter open rates to 25%, which was a 30% increase, and helped keep existing clients engaged with the brand.
  • Redesigned and launched new core values exemplifying the company mission and goals, helping to solidify the employer brand and improve employee retention.
  • Managed creative development processes, including briefing, feedback, and rollout of campaign assets, ensuring brand consistency and messaging effectiveness across video, written content, and graphics.
  • Ensured brand consistency by developing extensive style guidelines and finalizing emails, ebooks, blogs, web pages, and other client-facing content.
  • Designed and implemented monthly social media reports, leveraging Hootsuite to monitor engagement and track goals.

SEO Pillar Pages

https://www.ocrolus.com/intelligent-document-processing/

Led the content writing and design of company pillar pages, allowing the company to rank on page one for several high-priority keywords.

This project required extensive project management and attention to detail to ensure success. It started with comprehensive keyword research and prioritization, which allowed the company to determine which search terms were most valuable and strategic.

From there, I outlined the content, including where keywords needed to be used, highlighting what topics should be touched on, and the tone of voice the brand needed to take with each. Then, I worked with several freelancers to ensure the copy matched the brand voice and point of view (POV) and that the keywords were used appropriately.

I also collaborated with designers to ensure the content was engaging and visually appealing before publishing. This strategic approach enhanced online visibility and resulted in a notable increase in conversions.

Visual and Editorial Style Guidelines

Created visual and editorial style guidelines to establish brand look, feel, and voice.

To help build up brand value and create a better brand POV, I established an extensive brand guidelines book touching on editorial and visual rules. This book not only documented some of what was already being used but also established new templates and editorial guidelines to ensure every mention of the brand would help contribute to brand value, not detract from it. This guide also made it easier to onboard new freelancers and professionals by giving them much more autonomy and self-learning when it came to working on their own projects and figuring out if something worked for the brand or not.

Website Redesign

https://www.trexgroup.com/

Oversaw the redesign of the website, including back-end redevelopment and front-end formatting.

As a project manager for the website redesign, I collaborated closely with a developer to enhance the back end, prioritizing user-friendliness. In addition, I identified pain points and streamlined the architecture on the front end to optimize functionality, including updating the navigational menu. At the same time, I ensured that the front-end design adhered to brand standards, orchestrating a seamless blend of aesthetics and functionality. The result was a harmonized website that not only met brand guidelines but also significantly improved user satisfaction and interaction. This project underscores my proficiency in project management, collaboration, and the ability to deliver a website that looks great and functions seamlessly, aligning with user expectations and brand identity.

Ebook Email Marketing Campaign

I successfully onboarded a new audience and legitimized our product to them via an email campaign highlighting a new ebook.

My company was targeting real estate professionals for the first time ever. Through much careful editing and close work with the writer, I created an ebook highlighting their needs, the state of the market, and how our product offered a solution. This was then incorporated into an email campaign working with a brand new list of prospects. This campaign was very successful and saw engagement rates near 30%, and many of them signed up for our upcoming webinar.

Partnership Announcement and Messaging

https://www.trexgroup.com/insights/t-rex-xpansiv-closing-gap-esg-financing/

Managed all corporate communications surrounding a new partnership launch.

Drafted all internal and external communications surrounding a new partnership announcement, including internal FAQs, client communications, and press releases. Worked closely with the external partner team to ensure alignment on all messaging points and create buzz around the announcement.

Go-to-market Reprioritization

Managed a GTM reprioritization, slimming the focus from six audiences to three.

Orchestrated a comprehensive go-to-market reprioritization initiative, leading sales and product meetings, synthesizing key insights, and updating all marketing collateral to align with the revised strategic emphasis, ensuring cohesive messaging across channels. This resulted in increased traffic meeting the ICP and better quality leads.
2013 - 2017

Bachelor's Degree in Marketing

Tulane University - New Orleans, LA, USA

Core

Content, Social Media Posting, SEO Content, Digital Marketing, SEO Tools, Social Media, Brand Marketing, Social Media Content, Social Media Strategy, Social Media Analytics, Social Media Platforms, Google SEO, Writing & Editing, Public Relations (PR), Social Media Design, Social Media Management, Go-to-market Strategy, Product Marketing, Content Marketing, Content Creation, Content Marketing Strategy, Social Media Optimization, Copywriting, Content Strategy, Search Engine Optimization (SEO), Brand Strategy, Email Marketing, Email Campaigns, Marketing Campaigns, Digital Marketing Strategy, Social Media Marketing (SMM), Infographics

Platforms & Tools

HubSpot, Canva, CoSchedule, Google Analytics, Monday.com, Asana, Content Management Systems (CMS)

Technical

Google Search Console

Business Models

Business to Business (B2B), B2B, Software as a Service (SaaS), SaaS

Other

Semrush, Content Writing, Salesforce, WordPress, Contently, Event Marketing, B2B Lead Generation, Social Media Engagement, Web Content, Figma, Videos, Graphic Design, Project Planning, Project Scoping, Project Management, Hootsuite, Storytelling, Content Management, Brand Design, Brand Management, Brand Books, Books, Drip Email, Corporate Communications, B2B Partnerships, Sprout Social, Growth Marketing, Sales Funnel, Lead Marketing, Growth, Go-to-market Plans, Go-to-market Optimization, Startups, Business Strategy, Strategy, Competition Research, Competitive Analysis, Press Releases, Loyalty Marketing, Newsletters, Digital Newsletters

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