Katrina Ward

I led the team handling the redesign of Olive AI’s website and replatforming it from WordPress to Contentstack, all while the organization underwent massive business pivots and an internal reorganization. This necessitated implementing the enterprise-wide CMS to be flexible for the business users to make changes and adjust as opposed to development resources, as we were constrained to resources from marketing and communications.

I worked alongside our development agency to build the infrastructure and plan that not only allowed us to launch the rebranded and replatformed website successfully but also to launch the organization’s first intranet, sales enablement tool, and product documentation, all housed within our enterprise CMS. This helped the organization reduce tool costs and drive consistency across content.

With the goal of driving foot traffic in a historically light time frame, post-holiday season, as well as brand awareness amongst Generation Z, we capitalized on the nostalgia of mall meet and greets by hosting up-and-coming TikTok stars at eight of Washington Prime’s malls across the United States. These contracted influencers used their own platforms to announce and promote their Meet & Greet event with static posts and stories.

Influencers captured live event content on TikTok and Instagram. The Meet & Greet events generated significant organic content from fans and followers on Instagram and TikTok. The campaign garnered over 51.8 million impressions and almost 400 unique pieces of content for the brand to repurpose. The properties saw increased foot traffic that day and increased sales to its food and beverage retailers.

Washington Prime Group is a retail REIT that, at the time, managed over 102 malls across the United States. Each mall utilized a standard digital marketing strategy with content sourced from the corporate team as well as taken and executed locally at the individual property.

Due to the unique nature of this setup, with countless variables from the posting time and audience to copy and image differences, the corporate team found it challenging to assess what functioned well and where. I partnered with the IT team to connect our various marketing technology tools, distill the information from 200+ sources using Snowflake, and create a dashboard within PowerBI that was accessible and digestible to a non-marketing audience.

They essentially created a scorecard for each mall, showcasing web, email, social, and PR data in one place. In short, it gave a broader base of users access to business-critical information without the need to train them on individual tools. This enabled regional-level managers to identify opportunities for training or areas where we needed to deviate from the standard strategy.