Chloe Merriam

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.

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.

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.

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.

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.

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.