Janel Scherrer
Senior Marketing Communications Strategist​
Work Portfolio
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Program/Project Management
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Product Growth Marketing
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Internal and External Communications
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Brand/Influencer/Persona Marketing
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CX/UX Journey Mapping
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Experiential Event Marketing
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Content Marketing/Writing
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Social Media Marketing
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Mobile Engagement Marketing
About Me
I bring over 15 years of enterprise, agency, and late-stage startup experience driving omni-channel customer-centric experiences through project/client/customer relationship management in product marketing for B2B strategies in technology (analytics, IoT, cloud/SaaS, data center, 5G, blockchain), open source, media and consumer tech. My track record of core strengths include the ability to leverage MarTech and project management solutions to drive cross-functional collaboration and sales enablement that grows product market share through customer experiences.
My deep business acumen in technology communications and tools enables me to continuously identify customer sentiment while also possessing the credibility to effectively collaborate with engineers, developers, and business unit managers to translate products and services into the experiences and solutions that ultimately win and retain customers. I am fluent in surfacing and reporting out on results and ongoing strategies to the Executive team that positively impacts the bottom line.
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Skills and Experience
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Strategy Development and Execution
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Branding and Positioning
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Competitive Marketplace Research
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Communications and Messaging, PR, Social Media
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Content Strategy and Marketing/Writing
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Outbound/Email
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Inbound/Business Development
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Product (GTM) Marketing
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Experiential/Event Marketing
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Website optimization, UX, Usability
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Paid Advertising, Earned and Organic Campaigns
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Team Leadership and Project Management
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Contract/Budget/Vendor Management
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Analytics and Reporting
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Technology Tools
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Collaboration - Slack, Teams, SharePoint, Dropbox, Webex, Zoom, GTM
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CX - Optimizely, CrazyEgg, BuzzSumo, Moz
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Social - Sprinklr, Sprout, Hootsuite, Native Sites
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Analytics - Google, SmartSheet
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CMS - WordPress, Expression Engines
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Web Builder - SquareSpace, ion, Wix
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MAP - Eloqua, Pardot, Marketo, HubSpot
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CRM - Salesforce
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PM - Asana, Jira, Wrike, Kanban, Jive
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Office - Microsoft, Google, Keynote
I also have five years of supervisory experience over highly activated practitioner teams. I developed agency marketing practices creating new service offerings to the agency portfolio increasing new business and revenue. I created mobile engagement strategies leveraging emerging mobile marketing channels. I excel in generating closed-loop analytics for real-time reporting and actionable insights.
Work Experience
HP Inc., Remote: Senior Content Strategist and Producer, Nov. 2019 - Mar. 2021
Led highly visible Digital Marketing Transformation training development and delivery during an organizational restructure across global and markets. Initially on-site, quickly adapted to fully virtual training content to align with work from home.
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Led E2E production and delivery on digital training programs for technology marketers learning to use new initiative workflows under an insights-driven framework of objectives, goals, strategies and measurement.
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Localized training for global centers of excellence in ten markets worldwide.
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Fully produced multi-modal content (video, podcast, web, mobile, social) in the voice of expert and leadership personas from managing the agency RFP selection and SOW/PO, to storyboarding with a focus on storytelling, to omni-channel communications coupled with change management and employee engagement.
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Led website UX based on persona visitors by leveraging an agency to apply creative design. This incorporated analytics for ROI and optimization.
HP Inc., Senior Global Marketing Program Manager (Contract), Aug. 2019 - Oct. 2019
Program managed global and worldwide market supplies print marketing teams. Positioned GTM business messaging and growth objectives in global collateral and strategies for in-market localization and execution worldwide.
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Developed business messaging for global COEs and worldwide marketers in GTM campaigns.
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Developed strategic business plan and campaign execution templates with objectives and measurement.
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Produced and presented executive results reporting, and led weekly worldwide program meetings for marketers.
Cisco Systems, Remote: Senior Global Events Program Manager (Contract), Oct. 2018 - Feb. 2019
Project managed proprietary and sponsored global events in technology verticals. Developed product marketing and communications strategies following company objectives collaboratively with business unit leaders.
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Project managed experience design to map brand and event objectives with success metrics.
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Created premium customer, partner, and prospect experiences
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Mapped strategies and content creation with sales objectives and nurture tracks.
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Project managed top tier global technology events (IoT, AI/ML, utilities, cloud, data center).
G5, Bend, OR: Corporate Communications Manager, Apr. 2018 - Aug. 2018
Drove product growth and revenue through communications project management for real estate marketing and property management/investor platform.
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Developed and project managed a strategic corporate communications and press plan.
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Created and led an Industry Expert Bureau for internal members, including executive persona management, to craft blogs, editorials, and deliver event speakerships for brand communications.
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Drove social media strategy using targeted channels and key messaging to engage with audiences.
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Developed web pages for press, and customer-centric user experience strategies.
Liquid Agency, Portland, OR: Senior Digital/Brand Manager (Contract), Feb. 2018 - Apr. 2018
Project managed a digital communications analysis of collaboration strategies/tools for Walmart workforce.
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Identified trends in digital employee communications and created strategic recommendations.
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Conducted current state pulse and interview surveys to develop future state strategies.
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Created presentation and supplemental materials for executive and partner assessments.
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Created digital and communications kit to on-board eCommerce acquisitions.
PMG, Vancouver, WA: Senior Digital/Project Manager (Contract), Apr. 2017 - Dec. 2017
Performed business operations, project management & account management as proxy to VP of Marketing.
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Reorganized work and project assignments using Asana.
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Drove business development in SaaS and technology verticals resulting in a shift to a 5G product portfolio.
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Reworked website and user experience through content development and heat mapping.
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Performed account management developing client relationships and expanded solutions.
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Built account-based marketing strategies for Fortune 500 companies including MarTech evaluations, ICP and tier/scoring development, sales enablement, and email marketing with direct mail campaigns.
Urban Airship, Portland, OR: Social Media & Communications Manager, Jan. 2016 - Aug. 2016
Managed marketing programs for mobile SaaS technology to global B2B brands including mobile engagement strategy (mobile wallet, in-app messaging, message center, mobile notifications) to their consumer-facing customers. Developed content and partner marketing strategy through the consideration funnel integrated with SFDC. Managed channel growth and revenue generating campaigns integrated with email, web, SEO, social, PR and events, with earned and paid advertising driving increases in eCommerce by 20% and targeted community audiences up to 50%. Managed and crafted campaign content and creative following branding and key messaging with strategic syndication across channels.
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Created competitive positioning through market research, surveys, and online data mining.
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Created customer engagement strategies for brands including location-based, mobile wallet, message center and loyalty marketing.
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Created content strategy and partner/customer mobile marketing to consumers for global sports, retail and media brands (BuzzFeed, Olympics, USTA, Copa América, Amazon).
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Architected content strategy to align customer journey with website experience optimizing conversions or CTAs (registrations, downloads, inquiries) through A/B testing by 10-30%; integrated with marketing automation, SFDC, partner marketing alliances and sales enablement.
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Managed and crafted campaign content and creative based on competitive research following branding and key messaging with strategic syndication across channels.
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Developed branded visual systems; seamlessly integrating with creative resources to accelerate resonance and A/B performance testing improving website clicks 15-50%
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Managed channel growth and revenue generating campaigns integrated with product marketing, email, web, SEO, social, PR and events with earned and paid advertising driving increases in eCommerce by 20% and targeted community audiences up to 50%.
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Improved paid social CPA by 30% with A/B testing, look-alike campaigns, trending topics
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Managed a six figure annual budget for social ads, SEO/SEM and eCommerce lead generation.
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Collaborated on 160 webinar registrants in three weeks (Sunday email send, targeted paid social)
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200 follow up SlideShare downloads with integration to SFDC
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Collaborated on go-to-market content strategy resulting in 45 PR placements and 3,000 social mentions in under one week; used Google AdWords for keyword strategy.
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Collaborated on Politico Europe mobile engagement campaign for 80k installs in two weeks
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Developed customized video content, “Ad Blocking and Consumer Control” with consumer and brand retail, media and agency panelists at SXSW Interactive 2016
McClenahan Bruer (McBru), Portland, OR: Social Media Manager, Nov. 2012 - Jan. 2016
Built a core digital marketing practice for a tenured tech B2B agency resulting in new business development opportunities. This expanded to a team of marketing practitioners whom I managed and developed through mentorship and collaboration into strategic, stand-alone thinkers reporting up for continued up and to the right results. Actively contributed to the leadership team for agency business strategy and prospecting. Managed content and creative strategy for up to 8 full time clients solving business problems for growth and revenue. Developed the model for closed-loop reporting moving from simply goal achievement, to analytics and recommendations for strategic steps forward. Integrated analytics with marketing automation and SFDC. Created persona marketing, socialized event marketing, and marketplace analysis as new services within the agency portfolio.
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Created persona marketing, socialized event marketing, and marketplace analysis as new services within the agency portfolio.
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Crafted short form and long form content – blog with downloadable asset drew 50% higher click-through rate – further syndicated content in email nurture campaign, SlideShare lead generation and LinkedIn Publisher, in addition to social media.
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Drove revenue and sales strategy for B2B channel clients leading to 20% Q/Q growth.
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Managed event, webinar and omnichannel content strategy and execution for Fortune 500 technology brands: Intel, Oracle, VMware, SAP exceeding KPIs by 175%.
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1.7% Twitter Engagement Rate (exceeding Intel KPI 0.75%); boosted to 2.8% with Periscope.
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Created and delivered Social Selling integrated with SFDC (Integra, Altera, Panasas).
Mambo Media, Portland, OR: Digital Marketing Strategist (Contract), Dec. 2011 - Nov. 2012
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Managed client accounts creating strategy for full-service digital marketing solutions. This included strategic planning and sourcing for content and creative across websites to enhance user experience and eCommerce revenue, growing and optimizing social media channels tightly integrated with SEO/SEM strategies, competitive and audience analysis for share of voice opportunities, and sales training.
State of Oregon, Salem, OR: DHS/OHA Communications Officer/Editor, May 2008 - June 2012
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Architected the strategic communications plan for a $40 million IT project with internal and external stakeholders statewide, and at the national level. Areas of expertise included audience analysis and persona development using polling and listening tools.
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Collaborated with executive leaders and project decision makers to craft key messaging, developing content and creative (weekly newsletter, website, video, new project branding) and distributing for project transparency through email, websites, internal printed collateral, and presentations and conferences.
State Farm Insurance, OR/WA: Agency Field Senior Marketing Manager, Mar. 2001 - Aug. 2006
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Marketing manager and strategist for financial services and insurance agents at the corporate level in the Pacific Northwest Region (OR, WA, ID, MT, AK, HI), and then more directly at the agency field office (AFO) level for six Southern Oregon counties. The PNW Region was first in sales under my product area, and the AFO achieved a number 8 ranking out of 780 offices nationwide following marketing strategy and training that I architected.
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Delivered financial services training to agents and collaborated in counsel with clients through personalized conversations and group seminars.
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Developed content and creative to position financial services value propositions (product-based and experiential). Achieved success by focusing on how financial services impacts a person’s life and experiences; constructed digital marketing campaigns triggered by life events.
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Knowledge/acumen for insurance & financial services products in “natural customer language.”
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Served as Legislative Liaison for the House Transportation Committee for State Farm Insurance.
Education
Portland State University, Portland, OR Digital Marketing Strategies, Certificate, 2011
George Fox University, Newberg, OR Business and Human Resources, BA, 4.0
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Former Series 6 and 63 Registered Representative
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Life/Health and P&C Insurance Licenses OR & WA
Technical Tools
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Deep knowledge of analytics tools to mine for real-time data (Moz, MeltWater, Ad Platforms, etc.)
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Set up Google Analytics closed-loop marketing from lead generation to website conversions
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Integrated with marketing automation and email nurture systems (HubSpot, Eloqua, Marketo)
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Managed CMS tools & ancillary systems (WordPress, Kapost, Opal, Sprinklr, Sprout, Hootsuite)
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Managed content syndication platforms (Outbrain, Taboola)
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Application of agile project management practices
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Expert level competence in office suite programs; literate and functional on PC and Mac systems
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Expertise in collaboration tools (SharePoint, Jive, Slack)