Jennifer Cummings
Verified Expert in Marketing
Marketing Expert
Rancho Mission Viejo, CA, United States
Toptal member since July 31, 2024
Jennifer Cummings is an award-winning marketing leader with 20 years of experience driving growth for B2B and B2C brands. She specializes in brand strategy, content, social and influencer marketing, and performance media, building scalable marketing engines from the ground up. Her work has supported customer acquisition, revenue growth, and startup funding through measurable, ROI-driven strategies.
Project Highlights
Expertise
- B2B Marketing
- Content Marketing Strategy
- Influencer Marketing
- Marketing
- Meta Ads
- SEO Copywriting
- Social Media Content
- Social Media Marketing (SMM)
Work Experience
Fractional CMO
Tellus Travel LLC
- Led brand identity and brand style development from inception, defining positioning, visual standards, tone of voice, and usage guidelines to ensure consistency across digital, event, and partner-facing materials for a growth-stage travel platform.
- Designed and launched a scalable Brand Ambassador Program, creating the recruitment strategy, role definitions, onboarding framework, and performance expectations to support subscriber onboarding, registration, and brand advocacy.
- Partnered directly with the University of Auckland to operationalize the Brand Ambassador Program, coordinating event marketing, campus outreach, and compliance-ready onboarding templates tailored for New Zealand residents and visiting delegates.
- Developed structured onboarding templates for international stakeholders, including New Zealand residents and consulate dignitaries, ensuring brand consistency, regulatory awareness, and a professional onboarding experience.
- Scaled event marketing strategy, positioning the brand to activate around major international events such as the FIFA World Cup and the 2028 Summer Olympics, with a focus on Los Angeles as a key growth market.
Content/Growth Marketer
OneWorkSolutions, LLC
- Built and operationalized the complete brand foundation for a growing IT services startup preparing to expand into the Los Angeles market, including brand identity, brand guidelines, tone of voice, visual standards, and usage rules for consistency.
- Led competitive and keyword-driven market analysis to identify high-intent opportunities, then developed the company’s full SEO keyword strategy and authored optimized website copy across all products and services.
- Created sales enablement collateral from the ground up, including brochures and product slicks, translating complex IT services into clear, buyer-friendly messaging that supports sales conversations, improves lead qualification, and reinforces brand.
- Expanded brand presence beyond digital channels by defining and standardizing physical brand elements such as uniforms and vehicle signage, ensuring a cohesive, professional market presence across on-site client engagements and field operations.
- Advised leadership on go-to-market infrastructure and growth readiness, including local SEO strategy for Google Business and Yelp, CRM selection for a small but scaling organization, IVR, and sales call-management solutions.
Influencer Marketer Expert
Chronic Care Advocates, Inc
- Established and led the Meta Creator Sponsorship Program for caregiver influencers. Built the end-to-end sponsorship program framework, including the program overview, influencer selection criteria, and negotiation process for paid partnerships.
- Created an integrated Meta, Pinterest, and Substack strategy to boost organic and AI search visibility. Used SEMrush to optimize profiles, keywords, and metadata, improving ranking signals, engagement rates, and cross-platform content alignment.
- Built an SEO-driven blog framework to elevate EEAT, domain authority, and AI search presence. Authored pillar content and established influencer ROE to improve engagement, consistency, and brand trust across all digital channels.
Content Creator/Writer
Toptal Client
- Researched, wrote, and optimized long-form pillar articles that established domain authority and aligned with Google’s EEAT standards, significantly strengthening the site’s credibility and search performance.
- Integrated exclusive takeaways from VidCon, including perspectives from YouTube and Meta executives, ensuring content was timely and reflective of the latest platform strategies and creator-economy trends.
- Crafted social-savvy, audience-first content tailored for YouTube creators, leveraging SEO, growth marketing techniques, and firsthand industry knowledge to position the new site as an authoritative resource.
Carrier Product & Customer
Carrier - Residential - Mobile Apps Product Management
- Provided go-to-market strategies to enhance App Store optimization, including the integration of omni-channel reporting through UTM codes.
- Established omni-channel KPI tracking for performance insights. Created and implemented a tracking system to measure KPIs across multiple marketing channels.
- Conducted in-depth assessments of business partner portals and apps to identify monetization and aftermarket potential. Presented strategic recommendations to product teams.
Marketing Domain Expert
Outlier
- Conducted quality assurance testing of large language models, with hands-on evaluation experience supporting Meta and Gemini LLMs.
- Evaluated and graded AI-generated responses across marketing subject areas, including data analytics, marketing performance, and creative writing.
- Assessed prompt accuracy, reasoning quality, response safety, and rubric compliance while providing structured feedback and written justifications to improve model behavior.
Corporate Director of Online Marketing
Time Warner Cable (merged with Spectrum Net JSC)
- Reduced overall media costs by 44% after establishing and directing a marketing analytics team and spearheading the implementation of media mix modeling to optimize ROI.
- Increased online buy flow conversion by 62% by developing and executing a content cross-functional strategy and leveraging Adobe testing for performance measurement and analysis.
- Partnered with the national web development team to enhance website performance and content, including SEO, visits, unique visits, and time per page, by integrating and managing the Adobe Analytics report suite.
- Surpassed revenue targets by 110% by developing an omnichannel media strategy for 173 sales executives to deliver high-quality leads. Achieved 26% YoY growth via strategic marketing and lead generation, maximizing business impact.
- Recognized for developing innovative, award-winning content and creative strategies that have earned Hermes, Stevie, Reggie, and BMA B2 Awards for Marketing Campaign of the Year.
- Spearheaded SEO-driven content marketing strategies, including blogs, webinars, case studies, and whitepapers, surpassing lead goal generation.
- Led cross-functional teams to execute multi-channel creative production, ensuring consistent brand messaging across TV, radio, print, email, and digital.
- Directed comprehensive media planning, buying strategies, and execution while cultivating strategic agency relationships to maximize lead generation.
- Enhanced media buying effectiveness by systematically testing emerging ad networks, demand-side platforms, content distribution channels, and social media platforms.
- Conducted extensive creative performance analysis, leveraging media mix modeling and A/B testing methodologies for optimization.
Director of Marketing Communications
Time Warner Cable (merged with Spectrum Net JSC)
- Achieved 33% YoY growth by developing targeted marketing strategies across 25 designated market areas, including radio and TV production, scriptwriting, and mixed media solutions.
- Created the award-winning I Am Time Warner Cable testimonial campaign, encompassing social media, case studies, whitepapers, and a content strategy roadmap, which became a company-wide best practice.
- Managed TV filming and pre- and post-production for promotional content and customer testimonials, ensuring high-quality output.
- Produced comprehensive marketing content, including TV commercials, radio spots, print ads, email, and website content, overseeing the creative production process from concept to execution.
- Managed media performance across multiple channels to meet sales targets, including call center, eCommerce, and online chat. Synchronized offline and online media using ROI analysis.
- Leveraged Media Mix modeling to optimize media performance and drive increased qualified lead volume through data-driven decision-making.
- Managed comprehensive media buying, planning, and execution initiatives while conducting in-depth performance analysis across multiple channels, including digital, traditional, print, out-of-home, and email campaigns.
High-speed Online Product Marketing Manager, B2C & B2B
Time Warner Cable (merged with Spectrum Net JSC)
- Developed and implemented marketing plans to increase call volume and market penetration in San Diego markets. Created campaigns using customer segmentation and persona attributes while factoring in the competitive landscape and customer base.
- Launched residential and business phone products, overseeing beta testing and project management. Oversaw timelines and deliverables and served as the project owner, ensuring smooth and timely product releases.
- Increased revenue growth units and achieved 10% digital phone market penetration in three months by collaborating with sales and engineering teams to create the FAQ Talk Track to overcome customer objections.
- Achieved $36,000 in monthly new sales and $500,000 in total contract value after launching an employee referral program that increased sales and became the top revenue-generating campaign in San Diego.
Project History
Integrated Media Campaign | Business by the Numbers
https://stevieawards.com/search-past-winners-and-finalists?site_type=&year=2016&company_name=Time+Warner+Cable+&award=&nomination_title=&country=&category_group=&state=&category=&city=&submitted_by=&industry=&items_per_page=10Established the blueprint and strategy for an omnichannel campaign for Time Warner Cable Business Class, which won the Stevie, Reggie, Telly Hermes Creative, and 2016 BMA B2 Marketing Campaign of the Year.
I co-created the campaign concept and strategy across email, direct mail, TV, print, online, and social media. The campaign used customer-specified infographics and statistics to visualize how our products supported their business operations, highlighting the value we provide.
TWCBC.com | Enterprise Website Redesign & Launch
Contributed to the successful launch of an enterprise corporate website, including the redesign, new content strategy, user buy flow, and analytics platform—boosting conversion rates by 62%.
I played a vital role in the complete overhaul of twcbc.com, assisting in a site redesign, content development, and testing. I also implemented a new user flow, analytics systems, and tag management for effective display retargeting ads and conversions, contributing to a 62% increase in conversion rates.
Employee Referral Program | Sales Lead Generation
Created an employee referral program that became one of the leading revenue drivers in the San Diego market, achieving $26,000 in monthly new sales and a total contract value of $500,000.
I developed an innovative referral program by establishing a database where employees could input business details of friends, relatives, and other associates. Our sales teams utilized these leads to secure contracts and provide services.
The program rapidly became a significant lead generation channel, eagerly adopted by employees. Each converted and closed sale earned employees a $100 Amazon gift certificate. Additionally, quarterly grand drawings were held, offering prizes such as a trip to Hawaii. We also created engaging posters and flyers to promote the program, making the initiative fun and exciting for all participants.
Lead Generation | Integrated Campaign
http://stevieawards.com/search-past-winners-and-finalists?site_type=&year=2016&company_name=Time+Warner+Cable+&award=&nomination_title=&country=&category_group=&state=&category=&city=&submitted_by=&industry=&items_per_page=10Established the blueprint and strategy for an omnichannel campaign for Time Warner Cable Business Class, which won a 2016 Gold Stevie Award for its innovative use of customer testimonials.
Time Warner Business Class generated the first cable operator to win a Stevie Award. This campaign used customer testimonials, infographics, social media, digital media, and direct response tactics, generating record response and sales revenue.
Education
Master's Degree in Information Systems
Webster University - Webster Groves, MO, USA
Bachelor's Degree in Mass Communications
The University of Texas at El Paso - El Paso, TX, USA
Certifications
Artificial Intelligence: Implications for Business Strategy
MIT Sloan School of Management
Skills
Core
Search Engine Marketing (SEM), Lead Generation, Online Marketing, Content Marketing Strategy, Omnichannel Marketing, Public Relations (PR), Writing & Editing, TV Advertising, Search Engine Optimization (SEO), Display Advertising, Media Buying, Marketing Budgeting, Return on Ad Spend (ROAS), Marketing Analytics, Social Media Content, A/B Testing, Pay-per-Click (PPC), Print Advertising, Marketing Mix, Product Marketing, Customer Segmentation, Marketing Research & Analysis, Ad Campaigns, Copywriting, Conversion Rate Optimization (CRO), Content Marketing, Go-to-market (GTM) Strategies, Email Marketing, Digital Marketing, Performance Marketing, Affiliate Marketing, Influencer Marketing, Customer Success, Marketing Communications (MarCom), Marketing, Digital Marketing Strategy, Paid Advertising, Google Ads, Funnel Marketing, Email Campaigns, Marketing Campaigns, Content Strategy, Social Media Marketing (SMM), Marketing Strategy, Brand Marketing, Content Creation, Social Media Management, Channel Strategy, Marketing Operations, SEO Marketing, App Store Marketing, Marketing Budget Management, Landing Pages, Inbound Marketing, Branding, Funnel Optimization, Social Media, B2C Marketing, Audience Targeting, Google Paid Ads, Keyword Research, Marketing Leadership, Social Media Advertising, Content, SEO Content, Ad Design, Funnel Analysis, Sales & Marketing, Web Marketing, Digital Advertising, LinkedIn Marketing, Community Management, Instagram Marketing, Facebook Ads, Facebook Marketing, Social Media Strategy, Pinterest, Growth Hacking, TikTok Marketing, Campaign Management, Social Media Design, Sales, Google SEO, App Store Optimization (ASO), Email Marketing Automation, Email Automation, Marketing Automation, AI Marketing, Brand Strategy, Pinterest Marketing, Local SEO
Platforms & Tools
CRM Systems, Google Analytics, Content Management Systems (CMS), Instagram Ads, TikTok, HubSpot
Business Models
Business to Government (B2G), B2B, Business to Business (B2B), SaaS, Software as a Service (SaaS), SaaS Product Marketing
Technical
SQL, HTML
Other
B2B Marketing, Media Planning, Project Lifecycle, Project Management, Budgeting, Resource Management, Journalism, Advertising, Article Writing, Radio Advertising, SEO Copywriting, Agency Relationship Management (ARM), B2B Lead Generation, Data Science, Marketing ROI Optimization, Production, TV Production, Radio Production, Post-production, Cost-per-Click (CPC), Cost-per-Thousand (CPM), Email Content, Web Content, Landing Page Design, Landing Page Optimization, Product Lifecycle Management (PLM), Product Launch, Customer Retention, Direct Mail, Print Media, Brand Awareness, Personalization, Buyer Personas, Promotion Pricing, Competitive Pricing, Competitive Analysis, Integrated Marketing, Employee Experience, Printing, Sales Funnel, Revenue Strategy, Sales & Channel Enablement, Pitch Decks, Digital Agencies, Team Management, Customer Acquisition, Affiliate Management, Affiliate Programs, Partnerships, Partnership Marketing, Integrated Acquisition Campaign, Communication, Paid Acquisition, Demand Generation, User Personas, Creative Testing, Roadmaps, Key Performance Indicators (KPIs), Blogs, Creative Strategy, Team Leadership, Remarketing, Marketing Mix Modeling, Content Writing, Data Analysis, Growth Marketing, Growth Marketing Product Manager, Web Design, Copy Editing, Paid Search, Marketing Management, Offline Marketing, Microsoft Excel, Vendor Management, Growth Strategy, Campaign Analysis, Data Analytics (Marketing), Dashboards, ROI, Customer Research, Event Marketing, Marketing Program Management, Marketing Programs, Event Management, Jira, Partnership Management, B2B Partnerships, Confluence, Startups, Lifecycle Marketing, Paid Media, Customer Journey, Strategy, Video Scripts, PPC Campaign Management, Marketing Materials, Subscriptions, Marketing Agencies, YouTube, Conversion Rate, Market Segmentation, Marketing Optimization, Customer Journey Analytics, Marketing Attribution, Ad Optimization, Campaign Tracking, Engagement Strategy, Sales Enablement, Design, Influencer Brand Sponsorship, Brochures, Brochure Design, Keyword Analysis, D2C Branding Strategy, SEO Writing, Content Management, Reddit, Data-driven Marketing, Prompt Engineering, AI Prompts, Data Annotation, rubrics, Content Calendar Management, Newsletters, Instagram, Database Design, Technical Writing, Press Releases, P&L Management, Churn Analysis, Net Promoter Score (NPS), eCommerce, Salesforce, Slack, Zoom, RFPs, Apps, User Interface (UI), Monetization, Mobile Apps, Database Marketing, Marketing Cloud, Large Language Models (LLMs), Agile Project Management, Meta Ads, Artificial Intelligence (AI), blog writing, Attribution Modeling, Meta Creator Marketplace, X (formerly Twitter), Machine Learning, Media Mix Modeling, Re-targeting, Big Data, Gaming, Substack, Connected TV, MNTN, Blaze AI
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