Portfolio
Here are a few examples of projects I led.
Adobe Acrobat
The Future of Time Report
Known as a "PDF tool," Adobe Acrobat needed to communicate its value as a document productivity and collaboration tool critical to the future of hybrid work after the pandemic.
My team concepted an original research report that would position Adobe and its Acrobat leaders as authorities on the future of work and digital tools. We wrote the report and led the distribution strategy across earned, owned and paid media.
The report drove 75+ news stories (including in Fortune, Forbes, Quartz, Nasdaq, VentureBeat, Entrepreneur) and even made it onto the Wikipedia page for "The Great Resignation." It also drove thousands of sales leads.
Assurance IQ
Driving brand awareness and turning the tide on negative sentiment
Assurance IQ was acquired by Prudential in 2019, but the company - built on performance marketing - never had a proactive PR strategy until 2023. This led to a negative news cycle criticizing the acquisition.
I came on board to establish a PR and social media strategy from scratch. Within a year I had improved the percentage of coverage that was positive by 70%. I helped tell stories that positioned AIQ as a champion of consumer financial well-being, a destination for insurance information, and an innovative, mission-driven workplace. I established thought leadership platforms for the CEO, Chief People Officer and VP of Data Science, launched a data-driven storytelling program, and built an "always on" consumer PR engine with insurance experts.
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My work resulted in 285+ unique articles that garnered 3.4 billion impressions and improved the SEO domain authority of Assurance.com significantly. 98% of coverage was neutral to positive in sentiment.
Adobe Lightroom
Driving awareness + use with social media-first photographers
As photography increasingly went mobile, Adobe sought to put its pro editing tool, Lightroom, in the hands of photography enthusiasts. The goal was to position the tool as accessible to everyday social media photographers, vs. something only usable by photography pros.
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So what's something that everyone photographs? Their pets! My team did research to validate that dog owners post about their canine companions on social media 6x per week.
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To capitalize on this trend, we tapped photographer and Instagram influencer Theron Humphrey - famous for capturing photos of his incredible dog, Maddie - to host a pet photography workshop for media and influencers in NYC.
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The program drove earned media coverage of Humphrey's Lightroom editing tips and tricks in outlets like Teen Vogue, Popsugar, Business Insider and Mental Floss. Instagram influencer posts garnered more than 45k engagements, and the Lightroom instagram saw its follower growth rate double right after the workshop.
Relativity
Making e-discovery software relatable
Enterprise legal software Relativity enjoyed strong awareness and adoption among service providers and law firms, but sought to reach more in-house corporate counsel and IT customers directly.
There's one thing that's tricky about doing PR for a software used in lawsuits and investigations... your customers aren't exactly jumping at the opportunity to discuss it publicly!
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I did some research on the priorities of in-house counsel and IT professionals before launching a research study and mini campaign that would target this audience, raise awareness, and generate leads.
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The study focused on surprising and entertaining everyday behaviors of office employees that were contributing to an explosion of legally discoverable enterprise data. Too much data was causing headaches for lawyers and IT teams who needed to review it for litigation, compliance and other projects.
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I led execution of an integrated campaign that included a gated report, landing page, whitepaper, infographic, email marketing content, blog post, press release, social content and media outreach.
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The report landed significant media coverage, including in IT trade publications, where the company had never previously been featured. Coverage appeared in Wall Street Journal, IT Wire, Information Management and Baseline.
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The campaign resulted in more qualified leads from corporate counsel and IT in its first month than any other content program in the company's history.
