At Cielo, I spearheaded a range of initiatives spanning EMEA/APAC, with auxiliary support for the US market. Responsibilities included content management and copywriting, executing targeted ABM strategies and B2B campaigns with 6Sense, and overseeing global PR to ensure brand alignment. Additionally, I managed in-person events across London, Singapore, and India, successfully launched WeChat in China, and led the rollout of Sociabble, Cielo's employer brand platform. Collaborating with business leaders, I crafted compelling case studies and thought leadership content to drive market engagement and promote Cielo's offerings. Below you will see a glimpse of some of the recent success I have had across:
ABM Campaigns
PR
Content Syndication
Email
Events
Employee Social Media Engagement Platform
WeChat (Social Media App in China)
ABM Campaigns
Here is some examples of successful ABM campaigns we have run across, Healthcare, Life Sciences and Manufacturing. 6 Sense allows us to target prospects in our ICP that are in the consideration & buying stage. Allowing us to engage with the buying committee, spending less time on chasing bad leads with an inconsistent pipeline quality. You can see some of our results here, with a 246% increase in impressions Year over Year and 190% increase in Clicks with a few conversions.
PR
I oversaw our PR strategy and agency, ensuring brand consistency and messaging alignment while staying abreast of industry trends. Managing stakeholder relationships, I optimised their time allocation for maximum impact and supported copywriting to maintain our brand voice. Our collaborative efforts resulted in securing features in renowned outlets like Forbes, The Financial Times, and BBC, reaching 3.65 billion online readers. This year's successes include 759 estimated coverage views, 5 pieces of national coverage, and 8 media interviews secured with Cielo spokespeople. Such achievements require meticulous planning and assessment.
Content Syndication
Managing the content syndication partnership: I oversaw content approval with a syndication partner, generating over 500 high-level leads within our ICP across the UK, Singapore, and India, with 80% at director level or above. This year has resulted in a 6% increase in leads in our main target accounts, delivering 270 qualified leads and 1275 total leads since we started the 6 month campaign.
While achieving impressive results, I identified areas for improvement in conversions, particularly regarding inconsistencies in Sales outreach. To address this, I devised a comprehensive workflow comprising a 10-stage communication plan. Recognising the global nature of our company, this approach provided essential support to our BDR teams, enhancing their outreach efforts. Drawing on my expertise in email and LinkedIn best practices, I developed six email templates and two LinkedIn messages tailored to various stages of the lead process, empowering our BDRs with effective communication tools.
Email
As our focus shifted towards email automation, I spearheaded the development of specific nurture workflows to engage our audience. Initially, automation was minimal, prompting us to craft tailored nurture campaigns, including six-email sequences for leads generated from content syndication and other initiatives equipped with tracking pixels. Our efforts have yielded remarkable results, boasting an average open rate of 17%, a significant 87% increase in click rate year over year, and an impressive 92% click-to-open rate year over year. These achievements are particularly notable considering our broad audience base.
Events
I managed global, in-person events for clients and prospects, overseeing logistics, facilitating check-ins, and supporting Sales in their outreach efforts to drive attendance. As part of full project management, I handled all aspects including swag, booths, and speaking opportunities. Specifically, I organized intimate roundtable events in London and Singapore targeting key prospects, which proved more successful than previous external events. Despite challenges like tube strikes affecting London attendance, we achieved over 80% attendance overall and secured a successful partnership with a global pharmaceutical company stemming from our London event.
Employee Social Media Engagement Platform - Sociabble
I spearhead Cielo’s employer brand platform, Sociabble, overseeing content, engagement, vendor relationships, and team responsibilities. This unified platform for internal communication, employee engagement, and advocacy reached 6 million people with 94% active users, resulting in a monthly savings of $1383 in LinkedIn ads within the first year.
Sociabble is a powerful tool that significantly amplifies our marketing messages on social media by over 500%, while transforming employees into genuine brand ambassadors. It streamlines the process, incentivising and gamifying employee participation to promote company updates, product launches, and thought leadership content. By harnessing the social networks of our employees, Sociabble facilitates social selling and contributes to building a strong company culture. Our impressive results in the first year demonstrate the platform's effectiveness in reaching prospects and enhancing brand visibility.
WeChat
This project involved comprehensive project management, overseeing end-to-end processes including content creation, translation, design, and paid campaigns in collaboration with the China team, agency, and design team. Achieving over 5000 followers within the first year significantly enhanced Cielo’s brand visibility and established thought leadership in China.
In our first year:
- Organically increased follower count by 50% each month in the initial 6 months.
- Successfully reached over 5000 followers after implementing a paid follower campaign, surpassing the estimated growth of 2000 followers and doubling projections to over 4000.
- Achieved an average engagement rate of 9.31%, surpassing the industry average of 6% per month on WeChat.
- Released 42 engaging articles throughout the year as part of our content strategy.
- Implemented a streamlined process flow across departments to optimize content generation, approval, and submission.
- Fostered interdepartmental communication for strategic discussions, process improvements, and addressing challenges and successes.