Jennifer Mc Carthy

Jennifer McCarthy Metro Atlanta ∙ Email ∙ Portfolio ∙ LinkedIn Summary Strategic content leader driving the creation and execution of content strategies that empower sales teams, enhance lead generation, and support marketing initiatives to accelerate growth and customer acquisition. Expert multimedia storyteller; creates clear and compelling content, including brand messaging, thought leadership, blogs, organic social media, ad copy, video and webinar scripts, web copy, case studies, e-books, and more. Energetic team player skilled at building strong cross-functional collaborative relationships. Adept project manager able to manage multiple projects with frequently changing deadlines and requirements. Experience Internal Communications & Content ManagerJune 2022 – September 2024 Tricentis Led targeted 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 execution of blog page on the corporate website. 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 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. Collaborated with product and sales teams to develop, launch, and manage multichannel marketing content campaigns in alignment with strategic goals. Partnered with product teams to develop and implement persona-based content and communications. 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/rebrand external 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. Content StrategistOctober 2019 – October 2021 EducationDynamics LLC Developed and implemented client content strategy at agency serving higher education institutions. Collaborating with internal and external stakeholders to develop and deploy multichannel digital and print B2C campaigns designed to grow enrollment and retention. Increased clients' 5-year enrollment growth by an average of .5% above industry standard. Built a scalable sales enablement library from the ground up. Identified key content gaps, collaborated cross functionally to develop and execute an end-to-end content strategy that supported the sales lifecycle, and introduced a structured taxonomy that improved discoverability and accelerated sales conversations. Authored compelling copy that resonated for client websites, email marketing communications, and direct mail. Continuously evaluated effectiveness of campaigns and social media strategies via key metrics, adjusting strategies for performance improvement. Caregiver2018 – 2019 Full-time in-home caregiver to elderly relative with limited mobility. Communications Consultant, Human ResourcesJune 2018 – October 2018 Trustmark Benefits Conducted troubleshooting, identified barriers to effective communications, and created a scalable internal communications strategy at a mid-sized benefits provider experiencing poor compliance with employee lifecycle initiatives. Designed a comprehensive engagement improvement plan; coached senior leaders and Human Resources stakeholders on internal communications best practices and plan implementation. Positioned organization to improve employee understanding of critical processes via improving email open rates by up to 20% in 2019. Created and delivered evergreen role-specific communications toolset comprising online tutorials, a style guide, a communications calendar, and a best practices guide. Facilitated a data-driven communications strategy with the purchase and implementation of an email management and metrics analysis tool. Senior Content Lead, Editor2009 – 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. Crafted engaging long-form content on contemporary trends and issues in higher education. Marketing Communications Manager2003 – 2009 CCH, a Wolters Kluwer business Developed and executed marketing communications and content assets for a suite of print products and online resources in the professional tax and accounting space, including sales enablement materials, digital and print customer communications, and direct mail. Collaborated cross-functionally to implement and manage innovative marketing strategies, resulting in increased revenues and customer retention. Analyzed market trends and customer feedback to optimize product offerings and enhance customer experience. Education BSc 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