Jennifer Mc Carthy

Jennifer McCarthy Summary • Strategic content leader driving the creation and execution of full-funnel content strategies that empower sales teams, enhance lead generation, and support marketing initiatives to accelerate growth and customer acquisition. • Develops and executes data-driven, compelling, and clear brand messaging that communicates value propositions, addresses target personas, and tells memorable brand stories. • Expert multimedia storyteller; develops lead-gen and performance-based content, including thought leadership, blogs, social media, ad copy, video and webinar scripts, web copy, case studies, e-books, and more. Experience Content Strategy & Brand Messaging ConsultantNovember 2024 – present Fresh Ink Consulting • Partners with brands to develop unique value propositions, brand stories, customer personas, and differentiated messaging. • Designs and executes data-driven content strategies that advance business objectives and generate leads. • Guides in-house teams through workflow optimization, KPI assessment and analytics, editorial calendar management, digital asset management, and oversight. • Delivers SEO/AEO-optimized lead-gen and performance content that drives revenue and narrative storytelling that builds trust and authority. Internal Communications & Content ManagerJune 2022 – September 2024 Tricentis Led targeted B2B content strategies on customer-facing digital assets at a global SaaS company, driving lead acquisition, increasing customer and prospect engagement, and enhancing brand visibility. • Spearheaded an innovative zero-budget content strategy that revitalized a dormant YouTube business channel; averaged 34% conversion to qualified leads. ◦ Repurposed existing webinar assets into short, high-impact video clips designed to drive viewers to gated resources. ◦ Collaborated cross-functionally with marketing and product teams to establish webinar-to-YouTube content funnel; set KPIs and documented processes. • Owned and orchestrated end-to-end strategy, content, editorial calendar, and WordPress administration of corporate blog page. ◦ Transformed blog from forgotten page into lead-generation tool and key component of marketing strategy. Averaged 3.1% conversions to qualified leads. ◦ Boosted publishing cadence 4x with strategic SEO-optimized content in alignment with organizational initiatives. ◦ Spearheaded cross-functional initiative with marketing, web, and IT teams to develop and deploy a subscription feature to optimize lead capture. ◦ Partnered with product, sales, and marketing teams to align content with campaign objectives, enabling sales and customer service teams and increasing brand awareness. ◦ Crafted compelling multimedia content that resonated among diverse audiences. Stewarded corporate brand and tone. • Pioneered an AI-enabled executive thought leadership content development program to drive organic traffic through high-value web content aligned with key search terms. • Launched, operationalized, and managed the organization’s internal communications function. Developed multichannel communications campaigns that supported critical business priorities, drove change management, improved executive transparency, and strengthened organizational culture. Increased executive email open rate by 12%. • Co-founder, member executive leadership team, and communications lead for Empower, an Employee-led Resource Group that celebrates and supports women working in tech. Brand & Content ManagerOctober 2021 – June 2022 Vytal, a brand of Medvantx Shaped organizational value proposition, created brand story, and developed messaging framework for now-defunct PaaS product in the consumer health space. • Led design and implementation of B2B/B2C content and communications strategies, empowering sales teams and boosting brand visibility. ◦ Partnered with sales team to develop buyer personas. ◦ Collaborated with product and sales teams to develop, launch, and manage multichannel marketing content campaigns in alignment with brand story. ◦ Drove development, execution, and distribution of marketing collateral, outreach templates, white papers, and other sales enablement materials. ◦ Developed, implemented, and monitored key performance indicators for content assets. • Led internal/external rebrand communications and content strategy. Developed and distributed employee, partner, and prospect communications, executive messaging and talking points, blogs, web copy, and organic social media. • Transformed highly technical content into easily digestible information designed for non-technical readers. • Managed third-party vendor relationships to support content strategy and execute visual media, ensuring appropriate messaging and brand positioning. Senior Content StrategistOctober 2019 – October 2021 EducationDynamics LLC Led client content strategy and execution at agency serving higher education institutions, driving enrollment and retention with integrated DTC digital and print campaigns. • Delivered client enrollment growth averaging 0.5% above the 5-year industry benchmark by aligning messaging to institutional goals and student personas. • Collaborated with clients to define student personas and develop tailored content plans in alignment with the student enrollment journey. • Built a scalable sales enablement content library from the ground up. Identified key content gaps and collaborated cross functionally to develop and execute an end-to-end content strategy that supported the sales lifecycle. Implemented a structured taxonomy to enhance discoverability and accelerate sales cycles. • Authored high-impact copy that resonated for client websites, email marketing communications, and direct mail, maintaining messaging consistency across channels. • Set and monitored key performance indicators, adjusting strategies for improvement. Internal Communications Consultant, Human ResourcesJune 2018 – October 2018 Trustmark Benefits Identified and analyzed internal communications barriers at a mid-sized benefits provider struggling with poor lifecycle initiative compliance and low employee engagement. • Created a scalable internal communications strategy aligned with best practices; coached senior leadership on plan implementation and internal communications methodology. • Positioned organization to improve employee understanding of critical processes through improving email open rates by up to 20% in 2019. • Designed a comprehensive improvement plan designed to improve internal email open rates, increase executive transparency, and improve employee engagement. • Created and delivered evergreen role-specific communications toolset comprising online tutorials, a style guide, and a best practices guide. • Developed a monthly communications map to guide future communications strategy. • Facilitated a data-driven strategy with the purchase and implementation of an email management and metrics analysis tool. Senior Content Lead, Editor2011 – 2018 Consumer Media Network Managed a team of 2-5 freelance writers, ensuring high quality content and timely delivery of SEO-driven web copy designed to attract consumers considering higher education. • Mentored writers on style, grammar, and research techniques. • Reviewed all content for accuracy, tone, and brand messaging alignment, editing where necessary. • Researched and crafted engaging long-form content on contemporary trends and issues in higher education. Education BA Communication & Media Studies, Loyola University of Chicago Tool Stack MSOffice 365 ∙ WordPress ∙ Marketo ∙ Hubspot ∙ PoliteMail ∙ Hootsuite ∙ Semrush ∙ Asana ∙ Trello ∙ Slack ∙ Figma ∙ Notion ∙ SharePoint ∙ Google Workspace ∙ Google Analytics ∙ SurveyMonkey ∙ 15Five ∙ GaggleAMP ∙ Agorapulse ∙ Canva