Veronica Wolf
Verified Expert in Marketing
Marketing Expert
San Juan Capistrano, CA, United States
Toptal member since January 4, 2024
Veronica is an award-winning content marketing expert with 15+ years of experience creating narratives for brands, subject-matter experts, campaigns, and sales teams. She delivers quality work in all forms to drive demand, cultivate customer advocacy, and strengthen brand equity. With a wide range of client and agency experience, she leverages her product marketing background to capture customer insights, define value propositions, build strong brands, and develop integrated marketing programs.
Project Highlights
Expertise
- Content Marketing
- Content Writing
- Copywriting
- Marketing
- Marketing Leadership
- Storytelling
- Thought Leadership
- Writing & Editing
Work Experience
Freelance Content Editor and Creator
Self-employed
- Served as a copywriter and content creator for healthcare, life sciences, high technology, and agency clients.
- Wrote hundreds of blogs for clients and customers on point, on budget, and on time.
- Directed and created client-facing findings report and presentation from a data scientist's data analysis.
- Wrote articles as a ghost writer for prominent client subject-matter experts and agency CEOs.
Proposal Writer
Concilia Services Inc.
- Designed a detailed, adaptable proposal template to streamline future client opportunities.
- Customized the initial proposal template for a specific, high-priority project, ensuring alignment with project goals.
- Worked closely with a small, focused internal team to refine and finalize proposals.
- Developed clear, compelling descriptions of services and pricing to cater to a diverse client base.
- Leveraged strong English proficiency to ensure cultural alignment and professional communication.
- Provided precise, engaging copy that resonated with potential clients.
Sales Deck Copywriter
McPeak Tribeca LLC.
- Worked with the Empire Collective team and an exclusive top-tier team within Serhant.
- Drafted a pitch deck and mocked up new graphics (to be refined by the designer) based on several meetings, shared documents, and brainstorming sessions.
- Created a compelling pitch deck on time and within budget.
Technical Writer
Ellumen, Inc.
- Wrote a proposal copy for a highly complex government contract, requiring several hours of research.
- Co-partnered with a technical subject-matter expert to coordinate and draft the proposal copy and graphics, featuring the most critical capabilities.
- Created a proposal copy that the rest of the team emulated throughout the rest of the 100+ page proposal.
Director of Product and Content Marketing
Blue Lava
- Drove brand direction, product messaging, and thought leadership program for all client-facing and sales enablement initiatives.
- Received the MVP award within the 1st quarter for exemplifying the corporate values of collaboration and accountability.
- Boosted organic search traffic by 25% through optimized content creation, e.g., blogs, social media, customer testimonial videos, and webinars.
- Optimized marketing budget spending by 50%, overhauling the vendor management program, including selection, SOWs, and negotiation.
- Promoted to the head of the marketing department within six months.
Marketing Expert
Quadient
- Created the GTM strategy, managed the brands, and developed campaign programs for Parcel Pending by Quadient's high-growth verticals, such as retail, commercial real estate, and higher education.
- Exceeded marketing KPIs within 1st quarter of the hire date and drove a 306% increase in leads YoY.
- Recognized with two marketing awards in the 1st year, Outstanding Achievement and World Changer.
- Managed multiple verticals after the first nine months and was promoted within two years.
Head of Customer Advocacy, Center of Excellence
NextGen Healthcare
- Directed all internal and external communications for executive teams and healthcare clients. Contributed to content writing, case studies, media training, analyst relations, and client testimonials.
- Recognized with a Living Our Values Award within the first quarter at the organization.
- Launched the first successful client advocacy program within three months.
- Generated approximately $1 million in revenue by integrating advocate referral metrics into Upland Software dashboards within Salesforce.
Director of Marketing
IBM
- Led a five-person marketing communications team that handled all brand alignment, public relations, analyst relations, thought leadership, events, sales enablement, content marketing, communications, and digital and social media.
- Streamlined campaign strategy, assets, and programs to support sales and customer service teams as the leader of a diamond agile team.
- Established an interdepartmental content advisory board and process that prioritized all content related to brand awareness and demand generation programs.
- Managed peer and team budget processes and approvals for the entire department.
Director of Content Marketing
Aternity (now Riverbed)
- Served as the main content creator and managing editor, developing all communications and content for global content marketing programs and thought leadership.
- Revitalized the benefits of SaaS-based software for sales in the highly competitive application performance monitoring (APM) space.
- Ensured the content remained on message and aligned with the brand tone, style, and quality across all marketing channels and mediums.
- Shortened the sales cycle from 12 to six months with a new sales enablement presentation and demo tools.
- Delivered quantifiable, proof-of-value collateral assets to the sales and marketplace team.
Director of Marketing
Collaborative Consulting (acquired by CGI)
- Managed a marketing budget of $1,200 million. Established a GTM plan, program, and content for branding, thought leadership, demand generation, sales enablement, analyst relations, and press releases to support industry and technology leadership practices.
- Bolstered YoY growth by 20% by developing a successful marketing department.
- Generated double-digit growth and achieved the ranking as the 10th largest IT consulting company in the Boston area, leading to the sale of Collaborative Consulting to CGI in 2015.
- Modernized the marketing department by building a team, processes, and tools to support the development of lead generation programs, social media strategy, online and digital PR, event planning, corporate website, and sales enablement portals.
Director of Product and Content Marketing
SunGard Availability Services
- Supported product launches, including analyst relations inquiries and briefings presentations, marketing collateral and content creation, website updates, product video demos, customer testimonials, and sales enablement training.
- Established company-wide content development lifecycle, strategy, corporate messaging, and brand refresh programs. Oversaw the GTM product and content strategy, messaging, and positioning in North America.
- Managed content for two brand refresh initiatives over a seven-year tenure.
- Launched the first SaaS-based software in collaboration with a cross-functional roadmap team.
- Recognized with an Outstanding Achievement Award within the first year.
- Launched the first company-wide solution-based portfolio, reinventing the company's approach to the marketplace.
Project History
Healthcare White Paper: Enterprise SEO Roadmap for Healthcare
https://drive.google.com/file/d/1pKZyo3uelhc21ByjPx2n1NoSwOdICjoR/viewCo-wrote a white paper with Chris Regan, a data scientist at Healthcare Success, and was the cornerstone for their 2019 Healthcare Internet Conference (HCIC) booth and promotions.
Healthcare Agency Marketing: Healthcare Success
https://www.woollybuggercreative.com/healthcare-life-sciencesLeveraged the founder's premium pieces, such as podcasts and interviews, by writing and recreating them into other marketing assets.
Primary Research Surveys and White Papers
https://drive.google.com/file/d/1utjAvUWbTlUTqrf9X5ozkH5dodT5hERo/viewConducted a groundbreaking primary research survey and created thought leadership content for a SaaS software startup.
IBM Resilient GDPR Infographic
https://drive.google.com/file/d/1OQjusSI844PhR1vEW3co5eYO5vAM7Dpo/viewCreated an infographic and campaign based on proprietary insights from IBM's GDPR subject-matter experts.
Hunger and Obesity in the Land of Plenty
https://drive.google.com/file/d/1Y3gYjUg4mggAjcZ_06Y6i8CUpnMVrfbs/viewWrote master's degree capstone project that attempts to unpack the growing epidemic of hunger and obesity in America.
Copywriter
Built a sales deck for a real estate agency to aid in business development.
The first part of the job is creating the real estate salespeople's profiles. The team members' profiles created will also go on their website, and the second part of the job involves developing the sales deck content, crafting a more compelling message, and appealing to the targeted audience.
Education
Master of Liberal Arts Degree in Journalism
Harvard University - Cambridge, MA, USA
Bachelor's Degree in Marketing
Western Michigan University - Kalamazoo, MI, USA
Certifications
Copyediting
Emerson College
Skills
Core
Copywriting, Writing & Editing, Marketing, Marketing Leadership, Campaign Strategy, Product Marketing, Content Marketing, Content Creation, Digital Marketing, Brand Strategy, Content Strategy, Product Positioning, Customer Segmentation, Market Research & Analysis, Go-to-market Strategy, Marketing Strategy, Content Marketing Strategy, Brand Marketing, Omnichannel Marketing, Public Relations (PR), Link Building, Account-based Marketing (ABM), Email Marketing, Social Media, Social Media Content, Ad Campaigns, Email Campaigns, Paid Advertising, Customer Success, Content, Marketing Budgeting, Creative Advertising, Search Engine Optimization (SEO), Pay-per-Click (PPC)
Business Models
B2B, Software as a Service (SaaS), SaaS Product Marketing
Platforms & Tools
Asana, HubSpot Marketing Hub, Marketing Platforms
Other
Slack, Microsoft Teams, Storytelling, Vendor Management, Thought Leadership, Content Writing, Case Studies, Blogs, Consulting, Newsletters, Brand Positioning, Editorial Process, Pitch Decks, Competitor Analysis & Profiling, Customer Journeys, Growth Marketing, Brand Awareness, Customer Acquisition, Article Writing, Content Distribution Strategy, Copy Editing, Copyright, B2B Marketing, Email Content, Presentations, Sales Presentations, Salesforce, Basecamp, Journalism, Website Redesign, Product Branding, Technical Writing, Creative Strategy, Internal Communications, Web Content, Pricing Strategy, Product-market Fit, Sales Strategy, Digital PR, Editorials, RFPs, Regulatory Compliance, Fintech, Business Proposals, Proposals, B2B Lead Generation, Advertising Copy, Reports, Technical Documentation, Trello, Notion, Video Editing, Webinars, Customer Retention, Referrals, Project Scoping, Project Planning, Communication, UX Analysis, Data Management, Media Relations, Event Marketing, Sales & Channel Enablement, Marketing Reports, Sales Pipelines, Events, Market Research Analyst, Team Management, Public Speaking, Event Planning, Press Releases, Market Research, Business, Project Management, Remote Team Leadership, Data Reporting, Surveys, Sales Pitches
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