Warren Lawless

Warren Lawless

About

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Content strategy driving revenue in the multi-millions
United States
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Full-time jobs

Timeline

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Résumé

Jobs verified_user 0% verified
  • Reforge
    Content Strategist
    Reforge
    Sep 2023 - Oct 2024 (1 year 2 months)
    • Demand gen strategy lead for a key product segment, doubling results in my first quarter.
    • Formalized content calendar (built in Notion) that facilitated us exceeding team goals.
    • Copy ownership for digital outreach, achieving 200% increase in response rates for various campaigns.
    • AB testing to drive 2.5x increases in conversions; introduced bold tests that drove major improvements in copy strategy.
    • Introduced detailed reporting to track progress toward goals and provide insight into campaign and AB test outcomes.
    • Implemented Hubspot lead flow overhaul and communication automation, reducing lead management time by half.
    • Development of value propositions and product focal points that closed 25% more
  • Arcadia
    Content Marketing Lead
    Arcadia
    Dec 2022 - Feb 2023 (3 months)
    • Directed writers and collaborated with designers to deliver an ambitious content plan.
    • Managed the B2B editorial calendar, overseeing content creation.
    • Provided direction on content outlines for various assets such as blogs, white papers, and case studies.
    • Consulted with content agencies, ensuring strategic alignment and on-time delivery.
    • Developed and implemented process updates to optimize for the high growth of the organization.
  • W
    Content and Brand Consultant
    WL Marketing + Creative Services
    Sep 2022 - Current (4 years 2 months)
    Privately advising B2B organizations on effective content marketing strategies:
    • Development of initial content planning
    • Topic ideation and funnel placement
    • Content performance measurement
    • How to align content closely with business objectives
    • Streamlining cross-functional processes
    • Improving scalability through repeatable frameworks
    • Hiring best practices for content associates
  • Jobtarget
    Director of Content Marketing
    Jobtarget
    Nov 2021 - Mar 2022 (5 months)
    • Created a comprehensive, end-to-end product and editorial content strategy encompassing long-form, short-form, and social content.
    • Recruited and managed a team of freelancers and agencies, including an in-house junior content creator.
    • Directed copy strategy for marketing, sales, and product teams, resulting in a 48% open rate for LinkedIn message campaigns.
    • Revamped the blog to prioritize CTAs, optimize visual design, and standardize formatting.
    • Transformed JobTarget's proprietary data into compelling thought leadership and lead generation content.
    • Developed a case study strategy that successfully moved prospects through the sales pipeline.
    • Co-led a cross-functional team in modernizing brand messa
  • Codecademy
    Sr. Content Marketing Manager
    Codecademy
    May 2021 - Nov 2021 (7 months)
    • Designed and launched the first content marketing strategy for a newly-established B2B unit, leveraging AI to drive scalability. Led an effort to introduce more modern and interactive content formats, such as Ceros.
    • Mentored junior teammates on copy and content strategy. Conducted candidate interviews for various teams.
    • Initiated and maintained relationships with agencies and freelancers, boosting content productivity by 3x and delivering five-figure cost reductions.
    • Developed and executed a successful webinar strategy, resulting in a 48% attendance rate.
    • Led the development of on-brand, targeted B2B messaging for all marketing teams, resulting in a 15% improvement in engagement.
    • Commissioned and publish
  • W
    Graphic Designer - Rekruut US Transfer Fairs
    WL Marketing + Creative Services
    Aug 2019 - Sep 2019 (2 months)
    • Designed a collection of event materials, including posters, flyers, advertisements, and event collateral, including the attached stand-up booth banner.
  • Connatix
    Senior Marketing Communications Manager
    Connatix
    May 2019 - Aug 2020 (1 year 4 months)
    • Designed and implemented a product and editorial content marketing strategy, delivering a 25% increase in organic blog traffic and a 400% growth in organic traffic from earned media to the company website.
    • Mentored and managed entry-level team members with a focus on professional growth and development.
    • Developed a comprehensive social media strategy and effectively adapted to the COVID pandemic, achieving a 45% increase in impressions and a 35% increase in engagements.
    • Planned and executed a $400,000+ annual event strategy comprising trade shows and hosted events, reducing cost-per-acquisition by 19% through improved programming and event selection.
    • Developed a successful corporate gifting strategy, supporting
  • Shorelight
    Graphic Design
    Shorelight
    Jan 2017 - Jul 2017 (7 months)
    • Designed static and animated digital ads, print materials, and event collateral for a series of international education marketing events.
  • Shutterstock
    Communications Manager
    Shutterstock
    Apr 2015 - Apr 2019 (4 years 1 month)
    • Spearheaded content-driven revenue generation, delivering $8m+ annual revenue from B2B and B2C conversions via the company's knowledge base. Achieved triple-digit quarterly organic growth.
    • Optimized content for SEO, improving search engine rankings by conducting on-page and technical SEO audits and keyword research.
    • Trained and guided customer care team on social media, managing 95% of company social interactions and achieving 30% faster response time than key competitors.
    • Initiated and managed transition to Salesforce social platform, reducing manual effort by 50%.
    • Collaborated with the public relations on creation of crisis communication plans & media training.
    • Managed $600,000+ content translation bud
  • INTO University Partnerships
    Marketing Communications Coordinator
    INTO University Partnerships
    Dec 2009 - Apr 2015 (5 years 5 months)
    • Owned integrated, 360-degree international marketing plans for Oregon State University (2009-2014) and Drew University (2014-2015).
    • Led ​content marketing​ strategy, execution, and measurement in cooperation with domestic and international stakeholders and vendors.
    • Built ​social media strategy​, executed on content development, and spearheaded programs to promote ​user-generated content​.
    • Led development of annual 90-page university prospectus (the primary collateral used for recruitment abroad). See attached media for an example.
    • Develop ​video content strategy​, including filming, editing, and content dissemination. Led ​professional photoshoots​ of campus/students.
    • Spearheaded complete ​overhaul of in
Education verified_user 0% verified
  • Southern New Hampshire University
    master, Master of Science (M.S.) Marketing
    Southern New Hampshire University
  • Oregon State University
    bachelor, Bachelor of Science (B.S.) Political Science
    Oregon State University
  • Oregon State University
    bachelor, Bachelor of Science (B.S.) Apparel Design
    Oregon State University
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