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In addition to leading the Content Strategy team under Product, I built our Product and Content Marketing function and team.- Transformed content operations team, turning content strategy into key product differentiator and major selling point publicly touted by CEO and senior executives- Defined brand voice and market positioning that led to large-scale website redesigns. Established content marketing engines that strengthened brand recognition, achieved top organic search position results for major industry keywords and drove inbound qualified sales leads- Experienced with leading cross-functional projects, aligning Data Science, Product, Legal, Sales and Client Success teams to onboard enterprise client implementations and drive major product performance improvements through experimentation

Leading the Content team to drive product engagement and empower people to make informed financial decisionsTrueAccord's mission is to reinvent debt collection. By delivering a great user experience, we empower consumers to regain control of their financial future. TrueAccord makes debt collection empathetic and customer-focused. Being in debt is stressful, and the current debt collection process doesn’t help. A collection process that focuses on formal-sounding language, letters, and phone calls is stressful and confusing. It doesn’t have to be that way.We meet people at some of the most difficult times in their lives, and we offer our customers a different story about debt—one that doesn’t rely on shame and guilt to collect. With customer care as our motivation, we leverage technology to serve people in a way that fits their lifestyle, through their channel of choice, tailored payment arrangements and an easy-to-use online portal.

As Welkin's first full-time Marketing hire, I laid down key foundations for both Marketing and Sales operations with initiatives spanning company website redesign, content marketing, SEO, SEM, social media marketing, email automation, sales database operations, analytics, branding and product marketing. Key Accomplishments and Responsibilities:-Developed Sales enablement collateral tailored for furthering discussions with Fortune 500 companies-Redesigned company website, creating first product and customer profile pages and improved site architecture for better SEO-Established content marketing engines to drive qualified sales leads-Negotiated speaking opportunities for the CEO to promote thought leadership at industry conferencesWelkin Health is a digital health company in San Francisco that provides software for patient support programs to medical device and life science companies.

As an Engagement Marketing Associate, I worked on improving engagement throughout our SMB customer lifecycle via email, web, and in-product marketing programs. I also partnered with stakeholders outside our core SMB business, including partner marketing and enterprise sales, to accelerate revenue through scalable digital marketing campaigns. I wore many hats as a technical marketer, copywriter, data analyst and business manager.Key Responsibilities-Maximized the ROI of our Marketo instance as an active administrator-Developed email lifecycle programs, from copy to code, that nurture our lead database and fill sales pipeline-Presented to C-level, VP, and sales teams on marketing performance and campaign roadmap Key Accomplishments-Implemented Marketo and a custom integration to our CRM-Launched a re-engagement program that out-performed by 20% YoY-Led the development of a lead generation and nurture program to maximize the value of our existing traffic-Exceeded corporate growth goals in 2015Practice Fusion is the largest cloud-based electronic health records (EHR) company in the U.S. with more than 112,000 monthly active medical professionals and 81 million patients. Our mission is to connect doctors, patients and data to drive better health and save lives.

As the fastest-growing business unit, our Business Development Team had three program initiatives: Traffic, Lead Generation and Benefits/Wholesale Partners. I managed projects on the Operations side for all three areas, including: -implementing and maintaining all new and existing partner relationships-executing partner programs across internal teams, such as Engineering, Sales, Content, PR, etc.-building and nurturing Lead Generation platform with Product Development, QA and Marketing teams-optimizing opt in rates for partner offers with A/B testing-scoping and recommending integration ideas with Traffic Partners-creating Sales & Marketing materials, including print & digital assets such as flyers, eGuides, email campaigns and websites for Benefits/Wholesale Partners-training Sales and Customer Service teams on partner programsRocket Lawyer™ is the only complete legal service on the Internet, providing over a million businesses and individuals a simple, easy, and affordable way to manage their legal needs. Rocket Lawyer allows members to personalize certified legal documents through a simple interview process. These documents can then be securely stored, shared, e-signed, and reviewed by thousands of attorneys in the Rocket Lawyer network. Rocket Lawyer also offers a suite of law firm marketing tools and customizable client referral services for attorneys who join their network.

Tradecraft is a program that trains smart people to succeed in traction roles at high-growth startups. Members learn the hard and soft skills needed to thrive as a traction professional, while also expanding their networks by developing relationships with industry leaders and peers. Tradecraft partners with startups for members to work on actual projects for hands on experience.I gained foundational knowledge in:-SEO-SEM/Google Adwords Campaigns-Content Marketing Strategy-PR and Social Media-Actionable Analytics-Interpersonal Dynamics (from Stanford GSB)Company ProjectsBuzzstarter http://buzzstarter.com/-led Tradecraft Growth team as primary liaison to Buzzstarter co-founders and content team-developed and executed content marketing strategy-established thought leadership of Buzzstarter for emerging channel marketingTelecure https://www.linkedin.com/company/telecure/-optimized Google AdWords campaigns through keyword analysis-iterated on landing page design through A/B testing-performed price testing and ad conversion analysisOther ProjectsPublished "My Open Love Letter to Lumosity"​ on Medium-got over 1,500 views and 1,000 reads in 3 days-received industry and company engagement with retweets and shares-picked up traction as top post on 2/14/14 on GrowthHackers.com with the following comment from Sean Ellis: "I love this! Very cool approach Vivian. I’m thinking we should write all of our Company Focus growth studies as open letters.”

Directed day to day operations of non-profit group, with regular meetings with co-founders of the campaign on advocacy, grant writing and community relationsCoordinated with volunteers and hospital screening partners for public awareness and outreach events at community health fairs and festivalsManaged relationships with SF Hep B Free's numerous stakeholders and cross-sector partners across many industries, including healthcare, non-profits, for-profit businesses and affiliated political figures.Organized and led monthly planning and working group meetings, ensuring objectives are met with active follow-up and delegation of responsibilities to active partners

Managed diversity consulting projects and ensured objectives were met on a timely or early basisBuilt and maintained Social Media profiles for a political candidate, increasing his Twitter followers from 32 to 882, a 27.6x increase and his Facebook page "likes" from 1,437 to 1,631, a 14% increase in 8 weeks Trained and managed a team of 3 interns on Social Media strategies, compiling weekly analysis on Social Media efforts and media research

Communicated with internal and external customers about Google AdWords trademark policy and proceduresProcessed 400+ domestic and international trademark complaints related to allegations of trademark infringement according to their territorial policies Evaluated over 400 authorization requests for advertisers to use trademark terms within their ad text, directly impacting Google’s advertising revenueCollaborated with Engineering to report bugs on internal tools Received Peer Bonus Award for “positive attitude, team spirit and reliability”

Raised $40,000 in-kind media sponsorships for local and national exposureProject manager on various fundraising and program related community outreach events (Korematsu Institute reception, Ronald Takaki Community Memorial, Asian Law Caucus Legacy Project) Drafted and edited external communication materials (organizational media kit, brochures, and online content) for mainstream/ethnic media processesResearched, analyzed, and solicited potential corporate sponsors and high net worth donors

Worked directly with VP of Merchandising Spearheaded project to configure 150+ store websites to drive up profits and improve customer usabilityOrganized and led group of four new employees in converting 327 store websites to improved configuration specificationsCollaborated with Technology Team in Bangalore, India to track configuration and other tech issues concerning store website conversion

Created database and analysis of firms that advertised in past three years for senior marketing directorIdentified opportunity to increase customer base through creation of new podcast programWas offered part-time position targeting interior design and architecture enthusiasts through development of podcasts