Projects
I've selected a few samples of recent work to highlight my skills and experience.
Positioning & Messaging
Varian's Advanced Oncology Solutions (AOS) was a newly developed business line that was in the process of positioning themselves for external roll-out.
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In order to position AOS, we needed to change the product line messaging from features/benefits to a value-based approach. To revamp the messaging, I interviewed internal subject matter experts and members of our sales team to understand customer pains, how customers engage with the product, and what sets us apart from our competitors. With this information, I crafted an all-encompassing deck outlining the AOS story, shifting the messaging to highlight the value of Varian partnerships and services.
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The modular nature of the deck has been key to allowing the sales team to flexibly customize content to best fit their needs. This deck has also been used at global tradeshows and presentations with leadership to communicate the value of AOS.
Social Media
Varian's 3 major business lines were lacking a consistent social media presence.
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In order to establish a consistent posting cadence and style, I conducted monthly meetings to collect potential social media topics. I led the content creation and graphic development, and was responsible for maintaining an editorial calendar each month. We shifted our social media strategy to spend less time highlighting Varian product, and more time engaging with our customers.
After just 3 months, we saw an uptick in daily new followers on LinkedIn by 188%, an upwards trend that has continued, as well as experienced our highest level of engagement on a social post to date on our LinkedIn channel.
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Web optimization
Varian Advanced Oncology Solutions webpages were due for an update. I partnered with the Product Marketing team, Web Operations team, and Design team to craft new content, create new iconography, and propose a wireframe that would align with the Varian brand, yet feel fresh.
The goal of this project was to generate increased page engagement and Contact Us submissions. We optimized the user experience by reducing technical copy and enhancing the visual experience.
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This project consisted of the optimization of 5 landing pages that have since be used in multiple digital media campaigns and ads.
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Content Strategy
I partnered with the Advanced Oncology Solutions Product Marketing team and Global Corporate Communications team to devise a content strategy that would serve to highlight company and customer"wins."
One approach as part of this strategy was to develop a number of short articles highlighting key products, partnerships, and the team members involved. I interviewed Varian team members, as well as customers, to gather information about their experiences. I was then responsible for drafting the content and seeking approval. These short articles, both internal and external, were then released as part of the AOS external roll-out to help generate awareness of the impact of the business to both clinicians and patients.
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During this roll-out phase, I wrote 4 internal stories, and 1 external story that was promoted on Varian's social media channels.
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