How Maureen Contributed

PLANNING

• Collaborating with CEO via PR department
• Pitching big ideas
• Establishing relationship with agency
• Work closely with project manager to establish working cadence

BUILDING

• Led weekly team meetings
• Edited copy received from agency
• Rewrote copy edited from agency
• Wrote video scripts for current CEO
• Distributed copy for internal review

DISTRIBUTION

• Worked with campaigns team to ensure distribution goes to plan
• Wrote and edited ad copy
• Presented internally to highlight project
• Reported quarterly performance to marketing leadership

Overview

Businesses across the globe are navigating the dynamic landscape of customer engagement. In 2023, how to allocate resources across the customer engagement space was a critical concern for organizations and they were looking to thought leaders to help give them direction. In response, I took the helm in developing and executing a comprehensive brand strategy for the State of Customer Engagement at Twilio to help provide a valuable resource for customers and the industry at large as well as align this narrative with our overarching business goals. This strategic initiative aimed to not only elevate brand awareness for our role in the customer engagement space, but also served to solidify our position of preference and increase market share.

Online Experience

Promotional Video

The LinkedIn livestream based on the script I wrote featuring the Chief Customer Officer at Twilio and his counterpart, Katrina Wong, the head of Twilio Segment marketing.

PROJECT PROFILE

Company: Twilio

Brand Elements: 
Social Media Marketing (paid and organic)
Public Relations
Marketing Automation
Email Marketing

Goals: Engage database, build interest, drive leads

Download the Report

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Understanding the Audience

Addressing the concerns of product and marketing personas, we delved into pivotal questions: What to build? When to build it? What to focus on? How to ensure customer information security? How to maximize utility? The resulting insights laid the groundwork for a comprehensive report that would serve as a guide for product and marketing roles.

Campaign Results

AWARENESS

• Organic social platforms garnered 16,752 impressions, 429 engagements, and 165 link clicks.
• Internal sharing produced 369 engagements, and 167 link clicks.

ENGAGEMENT

• More than 4,000 unique page views excluding outliers to the SOCER web experience.
• 200+ SOCER articles globally across regions. Message pull-through has also been strong, with 71% of SOCER coverage including CEP messaging.

CONVERSION

• More than 830 downloads of the SOCER PDF across regions.
• More than $15M in attributed pipeline.

Additional Contribution Details

Over a rigorous six-month period, I led a diverse team in launching a comprehensive report in nine languages. Navigating a complex global infrastructure involving 25 stakeholders, I gathered input, secured buy-in, and worked closely with the agency to distill key points. Leading two report rewrites and overseeing content deliverables, I ensured the brand strategy was seamlessly integrated into the report's narrative.

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