Kelsey Van Scoy Email & Phone Number

- Owning end-to-end product marketing for a $4B Marketplace- Conduct market and competitive research to shape Marketplace messaging and design- Work with Product Managers to redesign Marketplace merchandising (key project includes: Reducing Categories from 37 to 10 on Marketplace homepage). Utilized a mix of competitor, customer, and internal research to decide on improvements- Conduct partner and competitive research to rebrand Atlassian’s Staff Picks program and introduce two new app collections to provide value for both customers and partners on the Marketplace - Help create and assess feedback from RFCs to ensure extensibility - Work with Product to create Quick Reference Guides and changelogs for product changes that impact Marketplace partners and draft and share important updates in relevant marketing channels - Create and execute GTM plans for new product rollouts- Run quarterly roadmap webinar, driving around 150+ registrants and 40% conversion

- Created and owned a content strategy and plan from start to finish- Owned TOFU and MOFU content efforts - Conducted market and competitive research to shape Marketplace messaging- Managed a calendar of ongoing app adoption content including authoring blogs and responding to comments in the Atlassian Community for initiatives like monthly partner spotlights and 2x a quarter New Cloud Apps Roundups- Curated content for our monthly newsletter and successfully merged two newsletters that were both serving similar customer audiences- Crafted monthly blogs for Work/Life – topics driven by SEO and competitor research ~ resulting in direct app sales and revenue and thousands of views - Conducted monthly reporting on content performance across all mediums and made go/no go decisions- Ran quarterly app spotlight webinar, increasing registration by 4x- Created and shared social media toolkit with partners to amplify content efforts - Content marketing efforts helped contribute to 1.5M+ total visitors to our Marketplace each month

Austin, Texas, United States

- Conducted competitive and market research, along with SEO, and content level metrics to inform our content strategy for our Global Managed Payroll segment and presented it to relevant parties - Created customer personas based on competitive research and insights from our segment manager - Created ABM decks for enterprise companies in tandem with Product Marketing Managers- Coordinated and edited outsourced content with relevant contractors and agencies - Ideation, creation and delivery of short and long-form content for internal use including blogs, eBooks, sales enablement deliverables, case studies, podcasts, videos, website copy, and social media content - Created a content calendar and stuck to deadlines - Project managed the full-service cycle of content (i.e. creation, editing, and design) - Pitched and wrote content for relevant trade press publications - Reviewed content deliverables and made relevant suggestions to other members of the content marketing team - Used SEMrush to help inform content ideas and keep SEO top of mind when writing content - Managed and edited outsourced content with relevant contractors and agencies

Austin, Texas Area

- Creation and delivery of PPC (Facebook, Instagram, Google AdWords) and email content- Editing emails, articles, and PPC copy for the Americas marketing team- Source out new content partners, negotiate contracts and provide or edit deliverables such as email and social copy (partners include Daily Hive, Gothamist, Narcity, etc.)- Write articles for publications about our event offerings as well as sponsored articles promoting top universities from around the world- Creating and editing emails and landing pages in HubSpot- Increase existing content partners’ registration and attendance (goal is currently by 10% year over year increased by 58% my first season)- Project managing various webinars from topic creation to delivery - Researching top web pages on Google Analytics for content ideation - Increase the contribution of event registrations via email copy (average email open rate around 40% and CTR of 2%) - Work cross-functionally and manage projects ranging from re-naming event products to promoting new program offerings for universities

- Acted as Digital Advertising Expert for internal team and external clients (around 600 clients a year)- Managed an account portfolio of 50+ new clients monthly consisting of Facebook/Instagram and Google AdWords clients and merchants. Conducted 600+ initial follow-up calls and monthly scheduled calls across both platforms to review performance. Facebook ads created for clients in numerous industries: fitness, home services, spa, real estate, and more. Monthly budgets ranged from $249 monthly to $12,000+ - Educated clients on effective lead follow-up processes through scheduled and proactive phone calls and meetings for client Facebook / Google AdWords campaign. Return on investment varied dependent. (Some 30%, some 50%). Made offer or demographics suggestions aimed at improving overall campaign effectiveness- Helped manage our college intern. Trained her on all platforms and answered questions as needed- Helped launch Tiger Pistol platform for Facebook ads. Managed ads created on this platform

- Created, monitored and edited 150+ monthly Facebook ads for merchants in a variety of industries ranging from fitness, home services, to retail. Created a total of 2700+ Facebook campaigns with a focus of lead generation and increased client website traffic - Obtained Google AdWords Certification and attended an in-office Google AdWords Bootcamp at Google Austin- Made proactive dials for merchants with Facebook and/or Google AdWords campaigns educating client base on lead follow up techniques. Discussed best practices whether it mean offering a different offer or changes to demographics (creating a custom audience on Facebook with the merchant’s client list or adjust the radius or ad groups on AdWords)

Austin, Texas Area

- Created and boosted Facebook posts- Edited pictures and posted to Google+, Yelp and Facebook- Sent out renewal emails and price increase emails via Marketo and handled all responses- Created and maintained tasks in Salesforce- Created and edited thousands of offer campaigns on our Signpost platform to ensure there were no grammar or punctuation errors

Austin, Texas Area

- Designed newspaper pages from top to bottom for various publications in the Massachusetts area- Worked on an individual team with eight other designers and copy edited the pages I designed- Copy edited pages designed by fellow peers for style, grammar, or punctuation errors

Bachelor Of Arts (B.A.), English Writing And Rhetoric

Activities and Societies: Hilltop Mentor and Women's Club Soccer.I majored in English with a specialization in journalism.

Education record

Activities and Societies: National Honor Society, Class President, Challenge Team, Track, Softball, Golf, Cross Country