IBM Cognitive Asset Management Campaign

IBM Cognitive Asset Management | My Role: Content Director, IBM

In 2016 I oversaw strategy and creative content development for the launch of IBM's massive digital campaign for Cognitive Asset Management, a campaign targeting operations buyers in heavy industries such as oil & gas and manufacturing with cutting-edge artificial intelligence products.

The campaign comprised nearly 100 different content assets including: landing pages, white papers, digital video, case studies, assessment tools, buyer's guides, email nurture streams, social media promotions, infographics, webinars, blogs and more. As Content Director, I touched each of these in some way as a strategist, writer, editor or through managing internal writers and designers, as well as numerous creative agencies. I coordinated promotion across analyst relations, public relations and social media team, and execution with developers and marketing automation specialists.

The results: Over $180M (USD) in marketing-assisted or created pipeline and a 700% increase in content utilization over the previous year.