Veronica Wolf, Marketing Expert in San Juan Capistrano, CA, United States
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Veronica Wolf

Verified Expert  in Marketing

Marketing Expert

Location
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

Primary Research Surveys and White Papers
Conducted a groundbreaking primary research survey and created thought leadership content for a SaaS software startup.
IBM Resilient GDPR Infographic
Created an infographic and campaign based on proprietary insights from IBM's GDPR subject-matter experts.
Hunger and Obesity in the Land of Plenty
Wrote master's degree capstone project that attempts to unpack the growing epidemic of hunger and obesity in America.

Expertise

Work Experience

Freelance Content Editor and Creator

2019 - PRESENT
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.

Director of Product and Content Marketing

2022 - 2023
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

2020 - 2022
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

2018 - 2019
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

2016 - 2017
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

2015 - 2016
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

2013 - 2015
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

2006 - 2013
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.

Healthcare White Paper: Enterprise SEO Roadmap for Healthcare

https://drive.google.com/file/d/1pKZyo3uelhc21ByjPx2n1NoSwOdICjoR/view

Co-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 Success was an agency sponsor of the 2019 Healthcare Internet Conference (HCIC) in Orlando, FL. They needed a thought leadership piece to showcase their unique and deep experience with search marketing for healthcare digital marketing clients. I was the co-writer of the white paper Enterprise SEO Roadmap for Healthcare: Your Prescription for Successful Search Marketing Frameworks and the cornerstone for their booth and promotions.

Healthcare Agency Marketing: Healthcare Success

https://www.woollybuggercreative.com/healthcare-life-sciences

Leveraged the founder's premium pieces, such as podcasts and interviews, by writing and recreating them into other marketing assets.

The CEO of Healthcare Success has marketed and consulted for over a thousand practices, hospitals, and multibillion-dollar corporations. As part of the Healthcare Success writing team, I've created content for blogs, white papers, TV, radio, and websites for several of the agency's clients. I also helped translate some of the founder's premium pieces, like podcasts and interviews, into other marketing assets.

Primary Research Surveys and White Papers

https://drive.google.com/file/d/1utjAvUWbTlUTqrf9X5ozkH5dodT5hERo/view

Conducted a groundbreaking primary research survey and created thought leadership content for a SaaS software startup.

Sometimes, businesses decide on major initiatives based on a single white paper. One of the most effective ways to fortify any brand promise is through primary client and market research for evidence-based white papers. We conducted a global, double-blind survey to give validation to trends and other empirical evidence highlighted within this business transformation white paper and subsequent byline articles.

IBM Resilient GDPR Infographic

https://drive.google.com/file/d/1OQjusSI844PhR1vEW3co5eYO5vAM7Dpo/view

Created an infographic and campaign based on proprietary insights from IBM's GDPR subject-matter experts.

The GDPR countdown waits for no one, and neither could our campaign. This infographic provided the demand generation team with the imagery and data to quickly capture the urgency and solution in an easily digestible medium for its targeted international audience.

Hunger and Obesity in the Land of Plenty

https://drive.google.com/file/d/1Y3gYjUg4mggAjcZ_06Y6i8CUpnMVrfbs/view

Wrote master's degree capstone project that attempts to unpack the growing epidemic of hunger and obesity in America.

As part of Harvard University's Master of Liberal Arts in Journalism program, I wrote a thesis about poverty and its impact on the American waistline. Despite all the information about nutrients, diet, and exercise, our Western diet has sickened us and other cultures that have adopted it. With nearly 16 million households struggling with food insecurity, it seems counterintuitive that we would also have an inordinate number of child obesity cases in lower-income populations. My thesis attempts to unpack this growing epidemic.
2012 - 2017

Master of Liberal Arts Degree in Journalism

Harvard University - Cambridge, MA, USA

1986 - 1990

Bachelor's Degree in Marketing

Western Michigan University - Kalamazoo, MI, USA

JANUARY 2016 - PRESENT

Copyediting

Emerson College

Core

Copywriting, Writing & Editing, Marketing, Campaign Strategy, Product Marketing, Content Marketing, Brand Strategy, Content Strategy, Product Positioning, Marketing Leadership, Link Building, Digital Marketing, Account-based Marketing (ABM), Search Engine Optimization (SEO), Email Campaigns, Public Relations (PR), Paid Advertising, Customer Success, Content, Marketing Budgeting, Content Creation, Creative Advertising, 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, Newsletters, Brand Positioning, Editorial Process, Salesforce, Basecamp, Journalism, Website Redesign, Product Branding, Technical Writing, Creative Strategy, Internal Communications, Web Content, 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, Consulting, Project Management, Remote Team Leadership, Data Reporting, Surveys

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