Work Highlights
PROJECT
A company rename including a global brand campaign and multi-office launch strategy for marketing software company, Braze, with one billion monthly active users and clients that range from enterprise to rising digital-first organizations like ABC News, Burger King, Deliveroo, HBO, Mindbody, and Postmates.
IMPACT
The Braze name saw an increase of 22.5% in brand familiarity among business decision makers in just one year vs. the previous name, Appboy. In addition, Braze was featured on various lists for work culture and next-gen unicorn companies such as: Business Insider, Forbes, Inc, and The New York Times, and various analyst reports from Forrester and Gartner showcasing leadership positions in the sector.
LEARNINGS
My biggest lesson at Braze: Never-been-done-before projects can rally an entire organization if communication is clear and cross-department alignment is consistent from leadership down. In an environment of rapid growth, an honest, human approach will help everyone through the inevitable moments of despair on the road to successful innovation. It’s useful to look to enterprise organizations for process inspiration, just as enterprise teams can learn from start-ups’ growth culture.
PRESS
Adage: The name game is not a simple strategy for companies and brands
Business Insider: Braze (formerly Appboy) urges brands to keep shifting at Cannes
Digiday: Is your marketing organization stuck in time?
DMN News: one-on-one: Marissa Aydlett talks rapid rebranding
Forbes: Next billion-dollar startups
MarketingDive: In Cannes, data’s uneasy merger with creativity was on display
PROJECTS
Expand global client-based with new advertising products for mobile and content; grow email product awareness amongst established business audience; establish new market launches in India and Africa for global news organization, Quartz (qz.com) with clients from Adobe, Bank of America and Salesforce to Lincoln, GE, and Goldman Sachs.
IMPACT
Quartz scaled clients from four to 100 clients and saw a 400% year-over-year revenue growth while Marissa led the marketing team including brand, events, and sales marketing and creative execution. Additionally, Quartz saw recognition for various campaigns awarded by Adweek, Digiday, the Financial Services Society, and others.
LEARNINGS
At Quartz I learned the value of operating as a newsroom, nimbly adapting to rapid change and triple checking everything before launch. Strong foundations are invaluable, from the predictable, repeatable processes that enable scale to the spirit of generosity and care that enable team members to support each other’s contribution to innovation.
PRESS
AdAge: GE turns to Quartz to produce and house a digital-content hub
AdAge: Marketers: it’s time to say RIP to the media RFP
Digiday: The Quartz guide to making ads that don’t suck
Digiday: These publishers are reimagining the banner ad
GE: World in motion partnership with Quartz takes GE content for a spin
“Marissa brings deep passion and experience to her work. She is a student of the arena in which she operates, learning as much as she can about the ecosystem, the players, and the motivations of an organization as she can in order to inform her decisions. As we built Quartz and relationships with disparate blue chip clients, Marissa was instrumental in driving innovation and execution that answered the needs of so many top brands across a variety of categories. The work she oversaw on accounts like GE, Adobe, Goldman Sachs and Bank of America helped lay the foundation for the ongoing success we’ve had in serving clients’ needs.”
PROJECTS
Supporting operations, enablement, and product marketing for a social media technology platform, Buddy Media, turned digital marketing cloud, Salesforce, on company acquisition(s)–the acquired and the acquirer–with a strong focus on internal messaging, training, and go-to-market operations.
IMPACT
The Buddy Media acquisition of Brighter Option saw a successful integration throughout the organization. Later, Buddy Media had a successful exit through its acquisition by Salesforce. The go-to-market operations between Buddy Media and Radian6 (another Salesforce acquisition at the time) turned into what is today the Salesforce Marketing Cloud.
LEARNINGS
How companies maintain focus while managing enormous change was my life lesson from Salesforce (which acquired my employer Buddy Media). Executive collaboration, communication strategy, tools like positioning FAQs and training, combine to draw all employees into the excitement while limiting debilitating distractions. And don’t forget moments of celebration, when all come together, including the most senior leaders.