Warren Lawless Email & Phone Number

Privately advising B2B organizations on effective content marketing strategies:• Development of initial content planning• Topic ideation and funnel placement• Content performance measurement• How to align content closely with business objectives• Streamlining cross-functional processes• Improving scalability through repeatable frameworks• Hiring best practices for content associates

San Francisco, Ca, Us

• Demand gen strategy lead for a key product segment, doubling results in my first quarter. • Formalized content calendar (built in Notion) that facilitated us exceeding team goals. • Copy ownership for digital outreach, achieving 200% increase in response rates for various campaigns.• AB testing to drive 2.5x increases in conversions; introduced bold tests that drove major improvements in copy strategy.• Introduced detailed reporting to track progress toward goals and provide insight into campaign and AB test outcomes.• Implemented Hubspot lead flow overhaul and communication automation, reducing lead management time by half.• Development of value propositions and product focal points that closed 25% more deals. • Management of contractors and their deliverables to maximize productivity. • Introduced AI (ChatGPT, Descript, Eleven Labs) to increase blog, social media, and video content creation.

Greenwood Village, Colorado, Us

• Directed writers and collaborated with designers to deliver an ambitious content plan.• Managed the B2B editorial calendar, overseeing content creation.• Provided direction on content outlines for various assets such as blogs, white papers, and case studies.• Consulted with content agencies, ensuring strategic alignment and on-time delivery.• Developed and implemented process updates to optimize for the high growth of the organization.

Stamford, Connecticut, Us

• Created a comprehensive, end-to-end product and editorial content strategy encompassing long-form, short-form, and social content.• Recruited and managed a team of freelancers and agencies, including an in-house junior content creator.• Directed copy strategy for marketing, sales, and product teams, resulting in a 48% open rate for LinkedIn message campaigns.• Revamped the blog to prioritize CTAs, optimize visual design, and standardize formatting.• Transformed JobTarget's proprietary data into compelling thought leadership and lead generation content.• Developed a case study strategy that successfully moved prospects through the sales pipeline.• Co-led a cross-functional team in modernizing brand messaging, from vision and mission to key value propositions.• Overhauled A/B testing practices to ensure actionable insights and effectively guide decision-making.

New York, Ny, Us

• Designed and launched the first content marketing strategy for a newly-established B2B unit, leveraging AI to drive scalability. Led an effort to introduce more modern and interactive content formats, such as Ceros.• Mentored junior teammates on copy and content strategy. Conducted candidate interviews for various teams.• Initiated and maintained relationships with agencies and freelancers, boosting content productivity by 3x and delivering five-figure cost reductions.• Developed and executed a successful webinar strategy, resulting in a 48% attendance rate.• Led the development of on-brand, targeted B2B messaging for all marketing teams, resulting in a 15% improvement in engagement.• Commissioned and published original industry research surveys with a leading research firm, generating 300+ new contacts and supporting relationships with 50+ existing prospects.• Developed compelling competitive differentiators and talking points for the product’s primary landing page, leading to a 3x increase in page traffic.• Created a repeatable framework for client case studies and streamlined customer sourcing strategies, conducting 3 client interviews and shipping 3 case studies in the first full quarter.• Identified and implemented blog enhancements to highlight CTAs and increase visitor engagement, boosting blog-sourced contacts by 12% and time-on-page by 17%.

New York, New York, Us

• Designed and implemented a product and editorial content marketing strategy, delivering a 25% increase in organic blog traffic and a 400% growth in organic traffic from earned media to the company website.• Mentored and managed entry-level team members with a focus on professional growth and development.• Developed a comprehensive social media strategy and effectively adapted to the COVID pandemic, achieving a 45% increase in impressions and a 35% increase in engagements.• Planned and executed a $400,000+ annual event strategy comprising trade shows and hosted events, reducing cost-per-acquisition by 19% through improved programming and event selection.• Developed a successful corporate gifting strategy, supporting dozens of ongoing prospect relationships.• Utilized Marketo automation for CRM, marketing-to-sales pipeline, and lead scoring.• Launched paid media efforts on search, social, and display, while implementing A/B testing to optimize results.• Managed PR agency relationship, developing leadership voice, ghostwriting bylines, and doubling placement.• Developed a cohesive branding strategy and ensured alignment across teams, redeveloping boilerplate messaging and enhancing brand consistency.• Extensively managed vendors and agencies, overseeing all aspects of content design, event planning, and more to ensure timely and successful execution.• Owned major aspects of product go-to-market plans and product messaging.

• Designed a collection of event materials, including posters, flyers, advertisements, and event collateral, including the attached stand-up booth banner.

New York, Ny, Us

• Spearheaded content-driven revenue generation, delivering $8m+ annual revenue from B2B and B2C conversions via the company's knowledge base. Achieved triple-digit quarterly organic growth.• Optimized content for SEO, improving search engine rankings by conducting on-page and technical SEO audits and keyword research.• Trained and guided customer care team on social media, managing 95% of company social interactions and achieving 30% faster response time than key competitors.• Initiated and managed transition to Salesforce social platform, reducing manual effort by 50%.• Collaborated with the public relations on creation of crisis communication plans & media training.• Managed $600,000+ content translation budget, overseeing translation of large amounts of copy into 20 languages. Reduced translation costs by 15% through effective vendor management and negotiation.

Boston, Massachusetts, Us

• Designed static and animated digital ads, print materials, and event collateral for a series of international education marketing events.

Brighton, Gb

• Owned integrated, 360-degree international marketing plans for Oregon State University (2009-2014) and Drew University (2014-2015). • Led ​content marketing​ strategy, execution, and measurement in cooperation with domestic and international stakeholders and vendors.• Built ​social media strategy​, executed on content development, and spearheaded programs to promote ​user-generated content​.• Led development of annual 90-page university prospectus (the primary collateral used for recruitment abroad). See attached media for an example.• Develop ​video content strategy​, including filming, editing, and content dissemination. Led ​professional photoshoots​ of campus/students.• Spearheaded complete ​overhaul of international admissions website​ for Oregon State University. Increased traffic by triple digits.• Performed frequent student ​recruiter trainings​. International travel to train recruiters and recruit students. ​Public speaking at international events. Trained numerous marketers​ at other university partnerships.• Online engagement through webinars and virtual college fairs for prospective students.• Planned promotional ​merchandise strategy​, distribution to various global stakeholders, and budget management.• Public relations duties including ​copywriting for news and web media​ and coordinating ​media visits. Community outreach; established presence at local events to promote the brand locally.• Managed marketing assistants and interns​ who engaged in social media activity and creation of marketing content.

Master Of Science (M.S.), Marketing

Bachelor Of Science (B.S.), Political Science

Bachelor Of Science (B.S.), Apparel Design