Jennifer Rustigian
Verified Expert in Marketing
Marketing Expert
San Francisco, CA, United States
Toptal member since July 18, 2023
Jennifer is a seasoned marketer and communications leader experienced in SaaS, technology, PR, and the public sector. She worked in both the agency world and in-house, building impactful marketing campaigns and communication strategies for B2B and B2C businesses. Jennifer has a solid ability to thrive in fast-paced environments and proven expertise working with all-level executives and within global teams across product, customer success, and engineering in the US, UK, Asia-Pacific, and Israel.
Project Highlights
Expertise
- Brand Marketing
- Communication
- Content Strategy
- Demand Generation
- Marketing Communications (MarCom)
- Public Relations (PR)
- Social Media Content
- Writing & Editing
Work Experience
Marketing Director
Body Good Studio LLC
- Hired and managed a social media agency and content marketer to create and manage content across social media platforms.
- Developed and launched an influencer marketing program with six influencers to create and post engaging content to reach target audiences.
- Owned all campaign messaging and drafted content for websites, emails, and paid media.
Senior Brand Marketing Manager
Verkada
- Developed and executed a marketing strategy and leveraged effective brand activation and brand positioning techniques to increase Verkada's global brand awareness with partners, integrators, and industry media.
- Owned the content and social media strategy and spearheaded the launch of a new content hub, increasing web engagement by 30% in the first two months.
- Handled corporate and personal branding. Oversaw corporate social responsibility (CSR) activities, including the AAPI Camera Donation program, and developed a concept for a recycling program.
- Established partnerships with the United States Navy and Security Industry Association to reach the public sector and global audiences via large-scale event sponsorships.
- Led the implementation of company-wide project management tools and new processes to streamline creative production.
Senior Marketing Program Manager
Deputy
- Joined the company as the first US SMB growth manager to develop and manage US growth, handling lead generation and sales enablement, customer engagement, customer success, digital marketing, and events such as trade shows and conferences.
- Managed the Ace Hardware account and successfully marketed to 5,000 stores, leading to a 14% increase in year-over-year growth.
- Secured five global customers for references—UNTUCKit, Trek Bicycles, Everlane, Intercontinental Hotel Group (IHG), and Ace Hardware. I also created content for them, including webinars, case studies, photoshoots, and videos.
- Launched the company's first partnership with a professional sports team, the San Jose Sharks NHL team. It involved digital content development, social media campaigns, sweepstakes, and print campaigns, resulting in 40+ million organic impressions.
- Executed 13 field marketing events and trade shows across the United States in one year.
Head of Marketing Communications
Reali
- Joined the company as the first in-house marketing and digital communications team member, building and executing the corporate communications strategy across channels.
- Oversaw a team of agencies and contractors, managing a $3 million annual budget dedicated to content creation and PR services.
- Developed PR plans to launch new products and secured coverage in leading media outlets like Forbes, TechCrunch, Cheddar, and CNBC.
- Built the corporate positioning and worked on content marketing strategy development to scale company growth and acquire customers across six markets.
- Established the partner marketing function and developed growth campaigns to support partnerships with Uber, Salesforce, and Facebook, marketing real estate services as employee benefits.
Director of Content
Motiv
- Managed and executed GTM marketing activities and all messaging and content needed to support the international go-to-market product launch for the Kleiner Perkins-backed IoT hardware company.
- Developed corporate and targeted narratives that included core product messaging to introduce Motiv Ring and its technology to the market. Earned a Webby award for MyMotiv.com content development, beating out nominees like Google, Uber, and Adidas.
- Produced and directed all the video content utilizing Wistia across paid and organic digital channels.
Account Director
Consensus Inc.
- Developed corporate communications and creative marketing solutions for various clients. It included strategic PR initiatives and content production involving marketing materials, design assets, video production, and visual communications.
- Established the campaign identity, produced video, and led the media outreach and government influencer efforts for the Department of Veterans Affairs in West LA. This cause-marketing campaign increased impressions by 500% and won a PRSA Prism Award.
- Led marketing communication planning and rebranding for the first Century Bank's 10th anniversary. It involved developing and redesigning the company logo, website, and collateral materials and contributed to a successful company acquisition.
- Owned the media relations strategy to support multiple real estate acquisitions for Kilroy Realty. Developed all external-facing materials to publicize key acquisitions, like Sunset Media Center for $79 million and Columbia Square for $48 million.
- Produced fully integrated marketing campaigns for the Equity Office, handling inbound marketing, positioning, and video production on a $300,000 annual budget. Created over 15 videos and three new branding initiatives in three years.
Communications Director and Congressional Representative
United States House of Representatives
- Managed all the marketing and communications work and collaborated with community groups and the media to build awareness for Congressman's key policy initiatives.
- Developed all media releases and coordinated press outreach to engage with critical media outlets, organizations, and constituents.
- Executed press events and regional conferences, including three annual women's conferences, to gain exposure in local, regional, and national media markets, leading to five successful reelection efforts.
Project History
Growth Marketing Strategy for the Workforce SaaS Platform Deputy
https://www.deputy.com/customers/ace-hardwareAchieved a 14% annual growth increase by successfully marketing the Ace Hardware account across 5,000 stores.
While working for Deputy, a workforce management software platform, I developed and executed the strategy to grow the Ace Hardware account. I owned all aspects of the program to reach new stores. My work included:
• Field marketing at two annual tradeshows to reach store owners.
• Digital email campaigns and demand-generation programs.
• Webinar and software training to help educate store managers.
PR and Marketing for the Fintech Company Reali
Developed PR plans to launch new products and secured coverage in leading media outlets such as Forbes, TechCrunch, Cheddar, and CNBC.
I was the company’s first in-house marketing and communications team member and was responsible for building and executing the corporate communications strategy across channels. My work included:
• Managing a team of agencies and contractors and a $3 million annual budget for content creation and PR services.
• Developing the corporate positioning and content marketing strategy to scale company growth and acquire customers across six markets.
• Establishing the partner marketing function and devising growth campaigns to market real estate services as employee benefits through partnerships with Uber, Salesforce, and Facebook.
Strategic Communications for a Top-rated PR Agency in Los Angeles
https://www.jenniferrustigian.com/help-house-la-vetsDeveloped and implemented an award-winning content marketing and crisis communication strategy for the Department of Veterans Affairs.
In supporting the Department of Veterans Affairs initiative to build housing for veterans in West Los Angeles, I developed a campaign that involved identity, tone of voice, and branding.
The campaign assets included:
• Content development, a website, and a one-page microsite launched in July 2015 as the foundation for a social media and grassroots influencer campaign.
• An influencer outreach program to inform and engage elected officials; the campaign received thousands of organic impressions after each elected official shared the campaign content on their social media channels.
We earned two Public Relations Society of America (PRSA) Prism Awards in 2016 for the website and crisis management and crisis communications.
Education
Master's Degree in National Security Studies
California State University - San Bernardino, CA, USA
Bachelor's Degree in Political Science and International Affairs
University of California - Riverside, CA, USA
Skills
Core
Marketing Communications (MarCom), Public Relations (PR), Content Strategy, Go-to-market (GTM) Strategy, Content Marketing Strategy, Brand Marketing, Social Media Content, Copywriting, Email Campaigns, Content Marketing, Marketing Strategy, Marketing Leadership, Digital Marketing Strategy, Branding, Marketing, Content, Social Media, Influencer Marketing, Campaign Strategy, Writing & Editing, Social Media Management, Funnel Marketing, Social Media Strategy, Funnel Optimization, Customer Success, Brand Activation
Platforms & Tools
Yelp, Google Analytics, Marketo, Wistia, Mixpanel
Business Models
Software as a Service (SaaS)
Other
Messaging, Communication, Corporate Communications, Tone of Voice, Demand Generation, Web Content, Corporate Social Responsibility (CSR), Brand Positioning, Marketplaces, Launch Strategy, Roadmaps, Healthcare, Healthcare Services, Project Planning, Crisis Management, Crisis Communication, Channel Management, Digital Agencies, Intercom, Google, Sprout Social, Salesforce, Event Marketing, Websites, Project Management, Corporate Videos, Business Development, Creative Strategy, Community, Research, Team Leadership, Reporting, Startups, Personal Branding, Strategy Development, Digital Communication, Communication Planning, Media Relations, Podcast Marketing
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