Background for GE Digital Website

As Senior Director, Creative & Brand Strategy at GE Digital, I was responsible for lead generation and pipeline built via our external website. I built the marketing strategy by defining it’s purpose against business performance goals. I defined the content and creative strategy and then guided design and development teams on the appropriate marketing tech stack. I then lead the creative direction and user experience to make sure it reinforced our brand strategy.

Solution: Marketing Strategy, Creative Direction, Branding, Design

Goals and Business Objectives

With an average of 250,000 page views on a monthly basis, our external website was a primary source of generating new leads and bringing customers through the buyer’s journey. I define two specific and clear goals that all of our efforts should ladder up toward. One focuses on the benefit and value we provide to the customer. The second guides our internal efforts for creating a world-class website.

Content and Design Strategy

With the right business objectives in place, you then develop your content and design strategy to connect with your audience. At GE, we break down experiences based on three personas: Business Decision Makers, Influencers, and Operators.

APPS-FIRST, PLATFORM-LEAD

Position GE Digital as market leading

SALES INTERLOCK

Drive engagement with Inside Sales / Sales

Determining the tech stack

I lead the team on building the right marketing technology stack that would allow us to grow in sophistication, while seeing immediate return on our investment.