Project Overview

As in-house Director of Brand Experience, I partnered with Marketing and Sales to create a curated library of collateral for our inbound and field sales teams.

• Planned overall sales content strategy, mapped to personas and customer journey stages (Awareness, Evaluation, Consideration)
• Edited final Awareness and Evaluation pieces (ebooks and printable PDFs)
• Wrote and edited final Consideration pieces (digital resource library)
• Created templates and shortcuts in Hubspot for improved adoption among sales team
• Partnered with Training on Google microsite, launch, internal feedback, and ongoing training

Google Microsite

With a complex sales organization of 100+ SDRs and BDRs, located both at the corporate headquarters as well as distributed around the country, presenting the new sales collateral in a clean, easy-to-digest manner was key to success. This Google microsite was the "source of truth" for sales collateral, and I wrote copy to help Sales team members identify the right collateral to share with the right prospect at the right time.

E-book series

As part of the sales collateral overhaul, the Marketing team created a series of three e-books to provide more information about Vacasa services to potential homeowners. In my role as Director of Brand Experience, I provided editorial and creative direction, working with our in-house copywriter and graphic designer to deliver elevated messaging and appealing visuals.