Growth doesn’t come from the playbook
After ten years in marketing, here’s what I know
The work that lasts doesn’t play it safe. It takes a chance, rewrites the model, and still earns executive buy-in.
Think about why Duolingo’s owl or ClickUp’s comedy sketches stick—they broke the pattern. I can’t claim credit for those. But it is the balance I strike: creative enough to stand out, structured enough to scale.
Great marketing lives in both: the data and the instinct to rip up the playbook.
Campaigns that changed the game
Content and tone of voice overhaul
Challenge: Go1’s resource hub had inconsistent and outdated assets with low engagement. Messaging lacked cohesion for the company rebrand.
Strategy: Redefine content governance and tone of voice to align resources with Go1’s rebrand and improve engagement.
Execution:
Directed a 4-person blended team through the full rebrand of go1.com/resources, partnering with Growth, Design, Dev, and agency teams.
Standardized workflows and accountability while updating 180+ assets (guides, reports, articles) in 5 months.
Enhanced UX with filters, TOCs, and read-time indicators, and developed new tone-of-voice guidelines with AI workflows.
Results: Delivered rebranded hub on deadline. Lifted time-on-page 38s → 62s (+63%), and established scalable governance adopted across team.
3 days before the product launch
Challenge: The BlinkistAI product launch required a credible brand voice, fast. The beta had to be built and launched in just three days.
Strategy: Develop a distinct AI messaging framework that positions the bot as resourceful and educational, aligned with Blinkist’s simplified learning value.
Execution:
Co-developed Blinkist AI UX messaging with Product team in a three-day sprint.
Created tone and interactive flow to interpret user challenges and recommend relevant Blinks.
Defined reusable brand voice guidelines later applied across product and marketing.
Results: Enabled launch of Blinkist’s first AI product in 3 days. Framework adopted company-wide and used in future iterations, reaching a 26M-subscriber audience.
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.
New global event vs. one marketer
Promo ad post-event.
Challenge: Sift needed to launch its first US conference to build credibility in the accounting market and generate sponsorship revenue. They had only done it in the UK before this.
Strategy: Position the summit as a must-attend event for accounting leaders through integrated campaigns, partnerships, and media coverage.
Execution:
Owned end-to-end GTM strategy, spanning media outreach, sponsor promotion, 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: Attracted 157 delegates, 51 speakers, and 17 sponsors. Generated 100K+ digital impressions and $50K+ in new partner opportunities.
Where strategy meets results
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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.
Words matter
Click on any title to view the corresponding writing sample
Resume
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.”