The brief
Eight-plus brand portfolios moving in parallel, each with its own audience, editorial calendar, search plan, and ROI story. The job: keep all of them strategic — not just delivered — and prove ROI to senior brand managers who don’t have time for vague answers.
What I led
- Integrated content strategy across 8+ portfolios — editorial calendars, brand voice work, content roadmaps
- SEO/SEM strategy including keyword research, search ad copy, and landing page optimization
- Campaign briefs and brand-led creative for Meta (Facebook / Instagram), with audience targeting, message hierarchy, and creative direction
- Performance reporting and QBRs to senior brand managers — what’s working, what’s not, what we’d change next quarter
- Cross-functional collaboration with account, design, media, and regulatory teams
Outcomes
- 22% click-through rate lift across the portfolio after a six-month content optimization cycle
- 2.5x engagement on Meta campaigns within 60 days of new creative direction
- 16% awareness lift, 8% regional uptake on a vaccine campaign combining OOH, email, SMS, digital banners, and search
Why it matters
The multi-account systems — editorial calendars, monthly SEO review cycles, QBR rhythm — scale to any content-marketing-at-scale environment. The number of clients changes the cadence, not the work.