Portfolio

Branding & Rebranding

New SciShield Name. Same BioRAFT Protection.

After 20 years, BioRAFT changed the name of their software to SciShield to be more inclusive of all areas of laboratory safety, not just biosafety and biosecurity. I spearheaded the successful rebranding initiative, transforming the company from BioRAFT to SciShield.

Through meticulous market research, I developed a comprehensive brand strategy aligned with company objectives, collaborating seamlessly with sales and product teams to set and achieve short-term and long-term brand goals.

Before my start, Dec 2017: https://web.archive.org/web/20171216040419/http://bioraft.com/

Post rebranding, Dec 2023: https://web.archive.org/web/20231218213808/http://scishield.com/

Communications

Led the strategic design and execution of over 45 panelist-style webinars during the pandemic to engage key decision-makers and support EHS professionals amidst unprecedented challenges. Working closely with our team, I orchestrated the implementation of the EHS Community Webinar Series, providing a vital platform for the safety community to exchange knowledge and establish best practices in Environmental Health and Safety.

Customer Marketing

Events and Trade Shows

Oversee all event and trade show activities, including major conferences like CSHEMA and ABSA. I strategically planned and executed engaging initiatives such as offering free headshots, hosting exclusive invite-only parties, and organizing customer success cocktail hours to enhance brand visibility and foster connections with our audience. From concept to execution, I managed every aspect to drive brand awareness and promote customer engagement, reinforcing SciShield's position as an industry leader in EHS software.

Testimonials and Customer Stories

Devised a robust strategy and built a customer testimonial landing page showcasing customer stories, enhancing trust and credibility, and turning real-life successes into content to drive potential customers.
https://www.scishield.com/customer-stories

Demand Generation

Google PPC

Refined the Google PPC advertising and LinkedIn display ad strategy to promote our brand and generate sales leads efficiently. Utilizing retargeting and geo-targeting tactics, we optimized campaigns to maximize ROI. This strategic approach amplified our visibility, attracted qualified leads, and contributed to our overall sales growth.

SciShield_Research-Productivity-Survey_Download

Lead Magnets

Utilized customer data to craft gated lead magnets like the Productivity Survey to boost engagement and generate leads. By analyzing insights, we tailored the survey to address key pain points, offering valuable insights on productivity improvements and cost savings. This approach effectively increased engagement and conversions within our marketing efforts.

Product Marketing

Product Landing Pages

Led the iterative improvement of the product pages to reflect updates and new features. Working closely with the product team and sales, I ensured an accurate representation of our offerings and optimized user experience. Managing website design and development, I orchestrated revisions to effectively communicate key selling points, maintaining a dynamic online presence and driving engagement efficiently.

https://www.scishield.com/en/modules/chemtracker

Product Videos

Created the script and collaborated with a designer and actor to produce cost-effective explainer videos for SciShield and the ChemTracker product. Despite budget constraints, we optimized resources to create compelling content and drive demos.

https://www.scishield.com/product-video-page/chemtracker-overview-video

Revenue Operations

KPIs and Reporting

Developed comprehensive financial and demand generation reporting systems using HubSpot dashboards, Google Ads, and Excel pivots, facilitating informed decision-making and strategic alignment with private equity partners.

Salesforce Migration

Spearheaded the migration from SalesForce to HubSpot, building a centralized marketing, sales, and content management platform that streamlined operations and enhanced decision-making capabilities.

Budget Tracking and Management

Built a budget tracking system using HubSpot custom hub and QuickBooks to track all marketing spend by category, vendor, date, and actual vs budgeted amounts.

Lead Funnel and Demand Generation Analysis

Developed a lead funnel process using lifecycle conversion rates and cost of sales to determine demand generation budget.