One of my greatest learning opportunities was at CA Technologies (a really, REALLY big global software brand) where I developed a best-in-class family of in-house and agency resources.
My task coming in the door was to build a highly strategic team to support of all manner of marketing, communications and sales support. This involved recalibrating staffing for the best thinker-doers and outsourcing the right tasks–all while keeping our team coached and motivated to be seen as valued experts.
My task coming in the door was to build a highly strategic team to support of all manner of marketing, communications and sales support. This involved recalibrating staffing for the best thinker-doers and outsourcing the right tasks–all while keeping our team coached and motivated to be seen as valued experts.
We developed everything from brand refresh (x3 actually), advertising campaigns, a new website, and countless digital and print communications. But what I’m most proud of is results that included 70% savings of our brand refresh by handling internally; Redesign of website with increased search traffic 50% and lead generation 70%; and a creative ecosystem where the in-house team accomplishes 800+ annual projects saving 45% over previous model.
Build a brand: Can we create a vibrant and scalable brand system that can handle the entire porfolio of software solutions and all the associated assets? Oh, and also tell the story about how we’re rewriting business through software??
Advertising: How do we remind everyone, ourselves included, that we’ve strayed away from our heritiage as a technology company? We’re among the tech OGs and that’s a darned cool thing to be! We introduced “Business, rewritten by software” to the world.
Digital Design: How to we show innovation rather than just talk about it? Digital product design of every sort from sales application for iPad, new site design and launch, and on through every digital touchpoint.
Brand Design: How do we use the new branding to create the the plethora of (digital and physical) materials for sales collateral, event designs, emails, infographics, and spot brand ads that arise?
Role: Global Team Leadership, Creative Direction, Art Direction, Visual Design, Brand Design
Collaborators: Julie Tomas, Michael Pace, Jennifer Wanderer, Mark Quatrocci, Kelly Boudreau, Raquel Valenzuela