Growth doesn’t come from the playbook
Think of Duolingo’s unhinged owl or ClickUp’s incredibly relatable comedy sketches. It’s marketing that stands out and takes a risk. Bold enough to be remembered, market-literate enough to deliver results.
In my work, this looks like paid ads breaking the B2B mold with humor in regulated industries, never-done-before B2C2B campaigns that start with cold outreach, and creative activations that drive hundreds of high-intent event interactions. (More on these below)
I use research to back bold ideas and launch them when they’re most likely to hit, because blending in is the easiest way to be ignored.
Campaigns that changed the game
New brand, content, and tone
Challenge: Go1’s resources were hard to browse, inconsistent, and outdated, which was leading to low engagement online.
Strategy: Quickly redefine content governance and tone to improve engagement and speak to the voice of the customer.
Execution:
Created a differentiated TOV that was no-frills and jargon-free in a B2B space.
Directed a 4-person blended team through the rebrand of go1.com/resources, partnering with Growth, Design, Dev, and agency teams.
Enhanced UX with filters, TOCs, and read-time indicators.
Results: Delivered rebranded hub on deadline: 180+ assets (guides, reports, articles) in 5 months. Lifted time-on-page 38s → 62s (+63%). Scaled TOV standards across the organization and in AI workflows.
Scaling with B2C2B campaigns
Challenge: B2B webinars at Blinkist struggled with low registrations and lacked marquee guest speakers to draw enterprise decision-makers.
Strategy: Bring in high-profile authors and tap Blinkist’s 26M consumer audience to attract executives and decision-makers through B2C2B promotion.
Execution:
Used cold-outreach methods to source authors and thought leaders; securing contracts, negotiating fees, and managing legal/executive approvals.
Partnered with B2C CRM and social teams to run multi-channel campaigns (email, in-app, push, Meta, Instagram, LinkedIn).
Produced and hosted the webinars and developed tailored enablement resources for SDRs, CSMs, and AEs to activate leads and customers immediately.
Results: Scaled attendance up to 1,500+ registrations and 600 live attendees per webinar, establishing B2C2B as the standard model for future events
4,000 eyes at a global conference
Star Wars and related properties are owned by Lucasfilm/Disney.
Challenge: Blinkist needed to stand out at DevLearn, a global conference with 4,000+ attendees, and drive booth traffic.
Strategy: Design a disruptive, playful activation to capture attention and convert event buzz into measurable leads.
Execution:
Scripted, storyboarded, and pitched a Star Wars parody ad, securing approvals from Legal, Marketing, and C-Suite.
Coordinated remote production from the US with Berlin team and was POC for onsite execution at DevLearn.
Extended activation with a themed Blinkist playlist, character visuals, and an email campaign.
Results: Shown before the keynote to 4,000+ attendees. Sparked buzz, drove 700+ leads captured, filled booth to 100% capacity immediately post-screening, and sustained engagement throughout the event.
End-to-end event marketing
Promo ad post-event for 2023.
Challenge: Sift needed to launch its first US conference to build credibility in the North American accounting market and generate sponsorship revenue.
Strategy: Position the summit as a niche, must-attend event for accounting leaders through video-first integrated campaigns, partnerships, promotions, and external media coverage.
Execution:
Owned end-to-end GTM strategy, spanning media outreach, sponsorships, and attendee communications.
Directed multi-channel campaigns (email, digital ads, webinars) to drive registrations and engagement.
Partnered with 70+ industry organizations and B2B clients (e.g., Xero, Dext, Liscio) to boost credibility and reach.
Results: 157 delegates, 51 speakers, 17 sponsors, 100K+ digital impressions, and $50K+ in new partnerships. Attendees were happy to “finally [have] a progressive, agnostic conference in the US,” and 98% said they’d return for 2023.
Spanning industries and disciplines
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Sales enablement
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Expo booth concepts
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Demand gen reporting
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Influencer marketing
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Editorial governance
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Executive presentation decks
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Physical brochures
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Clever social media
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Brand representation
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Customer tools
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Product marketing
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Press releases
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Event support
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Industry partnerships
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Interactive social
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Sponsor promotion
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Webinar series
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Setting KPIs
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Marketing events
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Expo engagement
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Reporting dashboards
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Industry partnerships
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Booth layouts
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Team innovation
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Product narration & voiceovers
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Onboarding sequences
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Speaking engagements
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Talent development
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Podcast promotion & video editing
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Thought leadership reports
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Customer appreciation
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Executive social coaching & writing
Marketing leadership in practice
Click + to see how Emily’s approach goes beyond the standard playbook
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Designing dashboards anyone can use, layering in explainers and team-specific views so data drives action instead of confusion.
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Translating executive ideas into relatable stories that elevate both personal brand and company authority.
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Leading with empathy and vulnerability, tailoring support to each person’s strengths and growth areas, so distributed teams feel valued and outperform expectations.
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Building from scratch, shaping vision into strategy with executive buy-in, and scaling organized systems that embrace change instead of resisting it.
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Bringing new tools into practice early, so teams can strengthen adoption and remove learning curves.
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Bridging gaps between leadership OKRs and day-to-day execution, breaking complex priorities into clear, actionable steps teams can use right away.
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Shipping fast, iterating boldly, and viewing the entire journey through the ICP’s eyes to build relationships, not just clicks.
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Closing the sales–marketing divide by listening first, sharing early, and always delivering on promises to build trust and camaraderie.
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Rejecting jargon and fluff. Content and social should be honest, helpful, and lo-fi when needed. It’s built to support ICPs with clarity, not gloss.
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Listening relentlessly to foster real two-way engagement, turning customers into brand partners who feel seen, valued, and heard.
Writing samples
Click on any title to view the corresponding writing sample
Resume
Scaling marketing programs and wearing multiple hats on remote, international teams.
Working with Emily is like…
“Emily launched countless initiatives across content production, online and offline events, CRM and more. She built bridges with the B2C content and product teams, with her uncanny ability to create long-lasting relationships with stakeholders across the whole company.”
— Clément Halloo, direct manager at Blinkist
“Always focused on results, Emily still manages to win hearts and minds along the way, inspiring the confidence and belief that is such a big part of a project's success. Emily goes above and beyond in everything she does and is an absolute joy to work with.I would hire her again in a heartbeat.”
— Fiona Tully, skip-level manager at Sift
“[Emily] was able to lead interdisciplinary teams to implement new and improve existing processes, which simplified a variety of existing processes. Overall, she was exactly the type of person that you want to work with.”