Tamara Franklin, Marketing Expert in Wilmington, NC, United States
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Tamara Franklin

Verified Expert  in Marketing

Marketing Expert

Wilmington, NC, United States
Toptal Member Since
January 4, 2024

Tamara is a content marketing professional with over a decade of experience. She has a strong track record in developing and implementing comprehensive content strategies, managing projects, and fostering partner marketing initiatives. Tamara excels in creating engaging content that resonates with audiences. Her ability to curate, distribute, and edit content effectively, coupled with her skills in content operations and development, make her an asset to any organization.

Project Highlights

Shopify Editions
Headed the content strategy for a large digital marketing campaign resulting in 1.2 million sessions to the website in 30 days.
Future of Commerce Report
Spearheaded the development of partner content for Shopify's annual Future of Commerce report, which led to increased marketing-qualified leads.
Dell Technologies World
Played a key role in the joint content development for the event sessions from Dell and VMware, resulting in the generation of hundreds of qualified leads.


Work Experience

Senior Marketing Content Manager

2023 - PRESENT
  • Spearheaded collaborative event planning strategies and content creation initiatives with global enterprise partners like Dell, Intel, Nvidia, HPE, and Lenovo, aligning joint efforts with VMware's strategic campaigns and messaging.
  • Led the adoption and scaling of the Airtable platform across the global partner ecosystem while maintaining it as a single source of truth to house jointly developed content.
  • Executed asset management by overseeing over 1,800 assets, utilizing Airtable as the centralized repository to ensure accurate tagging and categorization of company content.
  • Facilitated the integration of VMware's campaigns and messaging into partner marketing channels, strengthening partner engagement and co-marketing efforts.
  • Oversaw external content developers, ensuring compliance and alignment with VMware's brand and messaging standards.

Content Strategist

2012 - PRESENT
  • Served as a content strategy consultant for early-stage tech startups.
  • Provided freelance content research and writing services for SaaS and eCommerce platforms like HubSpot, Shopify Plus (enterprise audience), and BetterUp.
  • Contributed articles to various publications, including The Washington Post, EContent Magazine, CMSWire, IoT Agenda, and others.
  • Collaborated with SaaS companies on strategy development and execution plans, including content audits, style guide creation, podcast marketing, editorial calendar development, and content measurement.
  • Created content for brands like Oracle, Apple, Cisco, NCR, Fiserv, Equifax, Arctic Wolf, Deloitte, Cigna, and others.

Senior Content Marketing Manager

2021 - 2022
  • Developed and executed a strategic content plan tailored to Shopify's agency partner ecosystem, incorporating cross-functional collaboration and technology integration.
  • Implemented automated content workflows within Asana, streamlining content production and distribution.
  • Managed and guided a diverse team of freelance writers and content agencies, maintaining editorial quality and brand consistency.
  • Engaged proactively with Shopify partners and partner managers, driving full-funnel content, including SEO, website, campaigns, blogs, ebooks, guides, and video content that resonated with the B2B partner audience.
  • Delivered consistent YoY growth in partner engagement metrics with a 10% increase in blog sessions and improved email CTR/CTOR and content download performance.
  • Played a key role in launching Shopify Editions, a digital showcase of product updates, generating 1.2 million sessions in one month and significant engagement within the partner, developer, merchant, and enterprise communities.

Content Marketing Manager

2020 - 2021
  • Developed an audience-centric content strategy as AYTM's very first content marketing hire, ensuring alignment with AYTM's business goals and audience engagement objectives.
  • Cultivated strong relationships with internal subject matter experts and produced authentic and impactful thought leadership content for market researchers and the company's partner ecosystem.
  • Managed the entire content lifecycle across various channels, including content research and creation, social media, PR, and sales enablement, and maintained high standards of quality and consistency.
  • Collaborated with external agencies and freelancers, upholding stringent editorial and brand guidelines.
  • Developed the company's first voice and style guide for brand and editorial consistency.
  • Achieved sustained growth in blog traffic with a 2% MoM increase by enhancing overall audience engagement.

Shopify Editions


Headed the content strategy for a large digital marketing campaign resulting in 1.2 million sessions to the website in 30 days.

Shopify is an eCommerce leader with a focus on innovation. In 2022, the CEO assembled a dedicated task force comprising 100 top-tier talents within the organization. The mission was to craft a compelling digital experience highlighting all product and feature updates made in the preceding six months. The task force was also charged with formulating a campaign to boost website traffic.

Within this initiative, I played a pivotal role in the growth marketing team. My specific assignment involved the development of a comprehensive content strategy aimed at drawing visitors to the digital experience. Leveraging a mix of owned, paid, and earned media alongside influencer and partner marketing channels, I successfully executed a campaign that enhanced awareness, increased sessions, and generated valuable leads.

Future of Commerce Report


Spearheaded the development of partner content for Shopify's annual Future of Commerce report, which led to increased marketing-qualified leads.

Shopify publishes its Future of Commerce report annually, a comprehensive overview of pivotal trends in the commerce industry. A 3rd-party analyst firm was hired to handle the quantitative data capture and analysis, while my team was tasked with capturing qualitative data. I conducted numerous interviews with Shopify partners, merchants, and influencers, analyzing the conversations and identifying common themes and trends to watch for.

Beyond data collection, my role extended to the promotion of the report. This involved securing advertising space and creating derivative content from the final piece, demonstrating a holistic involvement in the project's lifecycle.

Dell Technologies World

Played a key role in the joint content development for the event sessions from Dell and VMware, resulting in the generation of hundreds of qualified leads.

Dell Technologies World, an annual gathering attracting thousands of tech enthusiasts, is a substantial trade show and conference. Given the close partnership between Dell and VMware, company executives actively participate in the events each year and host numerous sessions.

I played a pivotal role in assisting these executives by contributing to the development of content for over 20 sessions in which VMware was involved.
2004 - 2006

Master’s Degree in Business Administration (MBA)

Chatham University - Pittsburgh, PA, United States

2002 - 2005

Bachelor's Degree in Marketing

Robert Morris University - Moon Township, PA, United States


Marketing, Content Creation, Content Operations, Content Marketing Strategy, Content Strategy, Content, Content Marketing, Writing & Editing, Digital Marketing, Campaign Strategy, Branding, Search Engine Optimization (SEO), Copywriting, Email Marketing, Brand Strategy, SEO Tools, Product Marketing, Brand Marketing, Link Building

Platforms & Tools

Asana, Content Management Systems (CMS), HubSpot, Contentful




Automation, Content Writing, Content Management, Blogs, Thought Leadership, WordPress, Airtable, Google Docs, Business, B2B Partnerships, Messaging, Research, Customer Acquisition, Shopify, Artificial Intelligence (AI), Budgeting, Event Planning, Partnership Marketing, Qualitative Research, Data Analysis, Event Marketing, Podcast Marketing, Strategy Development, Asset Management, Content Research, Content Audits

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