Rachel Ratchford Email & Phone Number

New York, New York, United States

Boston, Massachusetts, United States

Driving thought leadership and industry evangelism to differentiate our cybersecurity offerings in a crowded, fast-moving, and ultra competitive market. We leverage a mix of internal spokespeople, customer advocates, and media / analyst influencers in support of this goal. The foundational strategy hinges on producing top-tier content that tells our story in a concise, compelling manner -- from copy to design.

Leading awareness and messaging for CloudHealth BU post acquisition, in support of VMware’s efforts to accelerate digital transformation for customers and partners. Working collaboratively across departments and functional orgs to measure impact of communications efforts on revenue and aided/unaided market awareness among customers and prospects. Executing on “hub and spoke” model for global communications through public relations, analyst relations, social media marketing, event strategy and customer marketing. Supporting core PR and AR programs across BUs and Hubs. Partnering with Product Marketing, Customer Success and Sales to build a community of brand advocates that results in higher NPS rankings, increased referrals, case studies, testimonials, online reviews, etc.

Boston, Ma

Designed coordinated corporate communications strategy for high-growth SaaS startup focused on global growth in an emerging market. Partnered closely with executives across engineering, product, and sales on business objectives and messaging alignment. Core responsibilities centered on content creation and thought leadership, including: internal comms, PR, AR, social, blogging, and branding. Oversaw awards program. Managed external agency. Drove SME thought leadership campaigns for executive branding. Ensured accuracy and consistency of messaging. Built and maintained relationships with leading analyst firms (e.g. Gartner, Forrester) to spread awareness for cloud management solutions among target enterprise buyers and measured sentiment among analyst community.

Boston

Communications efforts focused on Analyst Relations, Copywriting/Content Creation, Customer Advocacy, and Brand Awareness. Oversaw creation of case studies, white papers, newsletters, award nominations and all long-form marketing collateral as part of in-house editorial team. Spearheaded customer advocacy program designed to activate and enable champions and amplify user stories. Sourced public and private references for use in case studies, video testimonials, digital campaigns, RFPs, etc. Managed internal database for sales reference requests. Worked directly with C-suite on personal branding, including securing top-tier speaking nominations, media placements, and developing thought leadership content oriented around “swim lanes.” Developed, managed and executed a targeted AR plan.

Agency work consisted of developing and implementing a broad range of PR programs for clients, identifying opportunities to build visibility in media outlets (print, broadcast, podcasts, radio, blogs, other social media) to reach targeted business communities. Wrote press releases, conducted media outreach, and measured PR impact within technology trade publications and major media / business press. Activity centered on product launches, product reviews, crisis communications, rapid response / trendjacking, awards and speaker bureau management.

Newton, Ma

B.A., English, Mathematics

Education record