Thrive
Content Specialist
June 2021- Current
As part of a two-person team, I led lifecycle stage marketing content creation from organic lead generation to onboarding, through website optimizations and email automation.
Thrive by Shopventory is an inventory management software platform for small businesses.
Responsibilities
- Lifecycle marketing
- Workflow automation
- Email marketing
- Social media
- Copywriting
- Blogging
- Website management
- SEO
- Lead generation
- Graphic design
- Product marketing
Key Results
As part of Thrive’s first formal Marketing team, my first year focused on updating and optimizing historical content. This included new branding, formatting, and expanded content to the weekly newsletter, onboarding series, and social media channels. To be able to better track the successes of our marketing strategy and identify areas of improvement, I introduced a lifecycle funnel and campaign reporting structure.
From there, I built automated content workflows that drove conversion down the entire buyer funnel. Top of the funnel content consisted of free education kits filled with downloadable guides and online templates, expanded blog, a three month email drip campaign, and a podcast featuring successful small business owners.
For those in the consideration stage, I reinforced our brand with industry verticals illustrating how to use the product for specific business types, case studies, solution hubs, and optimized website content to increase rank and conversion. These projects contributed to a 15% conversion rate from lead to trialer.
Additionally, I implemented a product marketing framework in the software to increase product adoption. Tool tips, case studies, product tours, and upsell email campaigns are just some of the content now apart of Thrive’s product launch strategy.
During my time, I was apart of a rebrand of Shopventory and the launch of Thrive, its secondary brand. I lead the launch through brand positioning, graphic design, email marketing, and new website content to focus on brand awareness as the product reached new audiences.
