WORK | BUILDING A CONTENT ENGINE
CONTENT STRATEGY · SALES ENABLEMENT · EDITORIAL SYSTEMSBuilding a Content Engine That Supports, Streamlines, and Scales
I turned a siloed, fragmented approach to content and collateral into a repeatable system designed to grow alongside the company it supported. Editorial frameworks, sourced expertise, and modular enablement empowered a lean team produce more, faster, without ever losing sight of the brand.
MY ROLE
Content & Editorial Strategist; Creative Lead
PROJECT TIMELINE
Ongoing Program; Built Into A Senior Role; 2020—Present
KEY STAKEHOLDERS
Marketing; Sales; Operations; Subject Matter Experts
PROJECT SCOPE
Editorial Systems; Sales Enablement; Content Infrastructure
The Challenge
For years I produced content across the business as part of a lean, high-volume team. The work delivered, but the model around it could not scale. Assets were built one at a time and to spec, expertise lived in people's heads, and there was no system tying it all to how buyers actually moved through a long, technical sales cycle. I could see the ceiling clearly, because I was working underneath it.
When I stepped into a senior role, I finally had the authority and resources to take a step back and fix the structure instead of just feeding it.
HIGHLIGHT | WHAT I OWNED
Once I had the mandate, I owned editorial strategy and content pillars, the production and template systems, sales enablement, and the expert-sourcing infrastructure that fed all of it.
A person who makes great content is useful. A system that lets anyone make great content is invaluable.
The Strategy
Instead of continuing to chase requests, I opted to build an engine. Content pillars were mapped to the buyer journey so every asset had a job to do, not just a box to fill.
Modular templates and a clear voice system meant production could scale without re-litigating the brand each time. And because expertise was the real bottleneck, I built a way to find and reuse it on demand rather than rediscover it every project.
The Work
I stood up the editorial frameworks, the template library, and the governance that kept output on-brand across 15+ departments. I built an SME-mapping and discovery system (that I improved with the advent of AI) that turned days of hunting for the right expert into seconds, then layered a thought leadership program and a modular sales enablement library on top, so one piece of source material could flex across the entire funnel.
The Impact
The engine paid off in speed, volume, and pipeline. Production time dropped by half, qualified leads nearly doubled, and the team shipped hundreds of assets without adding headcount, all while expert sourcing went from a multi-day chore to an instant lookup.
97%
Marketing Qualified Lead Growth, Year Over Year
50%+
Reduction in Content Production Time Year Over Year
415+
High-Impact Assets Produced Through the System
Days→Sec
Time to Identify and Engage SMEs, Before and After
HIGHLIGHT | OPERATING CONTEXT
4,500+ Employees
100+ Locations
15+ Departments
25+ Agency Partners
No Added Headcount
The Takeaway
The instinct on a busy team is to just make the asset. The bigger win was refusing to, long enough to build the system that made the next hundred assets easier. Strategy beats heroics, every time.
Transforming a Messaging Strategy
Rebranding a
Legacy Enterprise
LET’S TALK
Want this kind of thinking on your team?
I am exploring senior brand, content, and creative roles where strategic ownership and real execution both matter. If that sounds like your team, I would love to hear about it.