Todd Kelly Email & Phone Number

California, United States

Armonk, New York, Ny, Us

• Developed the global B2B content strategy from brand to demand for IBM’s leading cybersecurity software, including the creation of high-quality content (videos, web, blog posts, ad and social copy, customer stories, etc.) in collaboration with product marketing, product management, and growth marketing teams• Co-drafted and edited over a dozen thought leadership and solution blogs with product marketing to tie key product capabilities to insights in the popular Cost of a Data Breach and Threat Intelligence Index reports• Engaged with industry analysts (e.g., ESG, Gartner, Forrester) and product marketing teams to create insightful long-form content and thought leadership that raised a solution's profile and built greater trust in QRadar and Randori products• Acted as a team mentor and trusted advisor by providing guidance and influence across IBM’s content marketing guild KEY ACCOMPLISHMENTS: - Generated over 5K views at launch with an average engagement rate over 20% by creating several high-quality demo videos and two hero videos for the major QRadar Suite rebrand and SaaS launch - Planned and developed an SEO-optimized explainer video series on YouTube that generated an average of 11K monthly views, significantly increasing brand awareness and driving more traffic to ibm.com for trials - Created and promoted engaging derivative content (e.g., web, paid media ads, organic social, infographic) that attracted over 8K registrations to view the gated Gartner Magic Quadrant for SIEM analyst report

Armonk, New York, Ny, Us

• Led the development and execution of the content marketing strategy for IBM’s high-profile partnership with ProMare, which used IBM tech to launch its Mayflower Autonomous Ship, a first-of-its-kind crewless vessel • Collaborated with a large cross-functional IBM team to create a full set of launch assets, e.g., anthem video, docuseries and trailers, a blog series, client story, owned social media activities, and more • Demonstrated how the ship’s AI-powered automation technology could be used across other industry use cases by producing several assets (thought leadership blogs, webinars, and presentations)KEY ACCOMPLISHMENTS:- Generated over 26K YouTube views of the IBM anthem video and Mayflower docuseries trailers - Created over 5K social engagements across organic social media channels - Influenced the closing of new deals totaling seven figures for the Federal industry group- Won the 2021 European Corporate Content Award for the IBM Mayflower campaign- Garnered attention at IBM’s flagship global event with a gamified digital activation that engaged >6K viewers

Armonk, New York, Ny, Us

• Crafted IBM Aspera’s first content marketing strategy and plan, which included new and existing content tailored specifically for each stage of the buyer journey• Spearheaded the launch of the virtual Aspera Media Summit, IBM’s first online-only event in 2020, which involved co-creating the messaging, narrative, and live and recorded content (panels and presentations) to meet the evolving customer and event challenges brought on by the pandemic• Worked with the Aspera CTO on the development of content that highlighted the cutting-edge performance that Aspera technology enabled for FOX Sports’ producers and editors at the NFL Super Bowl LIV in MiamiKEY ACCOMPLISHMENTS:- Secured about 1000 registrations for the Aspera Media Summit by co-developing five live and recorded panel discussions and co-presentations and related the related content- Produced nearly 500 trials of Aspera’s renowned high-speed transfer SaaS solution by successfully creating and promoting content for an extended 90-day free trial campaign (e.g., web, live webinar, ads, email)

• Hired and managed a technical product marketing manager, industry solutions manager, and marketing comms specialist to boost marketing-generated revenue and integrate Aspera into IBM’s campaigns• Co-led product launches with the execution of compelling and differentiated product content and sales enablement materials that translated technical features/functionality into a concise, clear message, primarily for Aspera’s two largest revenue-generating media technology trade shows (NAB & IBC)• Produced valuable industry-specific use case content (sales briefs & slides, web & social copy, case studies, email) that are still used by sales to show the value and benefits other industry users have achieved• Positioned Aspera as a leader in high-speed data transfer with new integrated campaigns comprised of content syndication, paid media, PR, search capture pages, live and recorded webinars, live event content• Created customer success stories in video and web format (FOX Sports, National Instruments, Anheuser-Busch InBev) that showed the repeatable, high-impact benefits of Aspera solutionsKEY ACCOMPLISHMENTS:- Contributed to marketing-generated revenue growth for 4 years straight (YOY growth between 10% to 40%) to exceed Aspera’s business revenue targets- Increased site traffic & engagement by 40% YoY with IBM microsite relaunch to replace Aspera’s legacy site- Promoted the first-ever Production@Home solution to garner enough attention to help FOX Sports and Aspera win the prestigious Hollywood Professional Association’s 2019 Engineering Excellence Award for Aspera’s cutting-edge streaming technology used at the FIFA Men’s & Women’s World Cups- Streamlined inbound marketing campaigns to cut Aspera’s cost per response and validated leads by 70%

• Built out Aspera product marketing function while ensuring strategic alignment with long-term marketing goals • Developed compelling content and positioning for several joint partner solutions that integrated Aspera technology. Educated the partners on Aspera’s core value proposition and highly differentiated features • Led the creation and launch of Aspera’s first IBM.com web pages and collateral to eventually replace the legacy content and websiteKEY ACCOMPLISHMENTS:- Assisted with large double-digit growth (~50%) for Aspera’s solutions by coordinating across marketing, sales, and product teams to create better marketing programs, sales enablement tools, and training material- Generated a new revenue stream with 1st launch of a SaaS offering by partnering with the Aspera CEO, VP of Marketing, and other leaders to create the messaging framework and the digital experience and content

Mba, Marketing, Strategy

Bba, Accounting