Udemy
I was hired to help craft a newly formed brand team for a company that at the time had little to no video marketing presence. As a company that trades in video, this was a fundamental problem. By leading strategic creative video initiatives, implementing processes for creative operations, forming and mentoring an international team of content creators, and collaborating with global stakeholders from around the organization, my team and I crafted content that produced measurable results and elevated our brand. I grew as a creative, as a leader, and learned to balance the dialogue between performance and brand awareness marketing. And lived through two re-brands.
Performance vs. Awareness
Working closely with both performance marketers and brand strategists, we crafted content that garnered tens of millions of dollars of ad spend yearly, meeting and surpassing KPI benchmarks and generating significant ROI.
International Broadcast
Through developing brand guidelines and a global team of filmmakers , we crafted localized content that was subsequently utilized for streaming and linear broadcast internationally with a focus on Brazil, India, Japan, as well as other English speaking regions.
Growth through storytelling
Inspired by the very need that Udemy fulfills for people - that desire to learn, to achieve, to better one’s self, we told incredible stories from real students and instructors around the world. These stories inspired and engaged.
YouTube
By learning the ins and outs of what makes organic content succeed on YouTube, I leveraged both existing and newly created content to grow an audience. Subscriptions went from under 10k to over 140k in less than two years.
