A Digital Transformation Fueled by
Social Strategy
Bakkt:
At Bakkt, I was the driving force behind a critical B2B2C pivot, leading the charge in customer acquisition and growth through innovative digital strategies. I leveraged a powerful combination of Braze, Amplitude, and ASO campaigns to rapidly accelerate user adoption within the first few months of my tenure.
Recognizing the power of thought leadership, I developed personalized social media strategies for each C-Suite executive, establishing them as industry pioneers in the financial services sector. Through carefully crafted messaging, consistent publishing, and proactive engagement, I elevated their professional networks on LinkedIn, amplifying Bakkt's brand authority.
As my initial goals were met, I expanded my impact by partnering with our talented design team to spearhead a complete rebranding of Bakkt. I meticulously measured the campaign's success across social media and within the retail investment community, ensuring a seamless transition and positive brand perception.
In tandem with the rebranding, I implemented a new content strategy focused on educational and informational around the brand’s pillars. This shift fostered trust and credibility within the crypto space, highlighting Bakkt's unique loyalty and redemption solutions. The results were undeniable: a remarkable 130% increase in positive social sentiment.
My responsibilities extended beyond the consumer realm, as I also managed all B2B brand campaigns to generate high-quality sales leads. Through compelling whitepapers, informative infographics, and resonant editorial content, we successfully attracted numerous leads seeking to integrate Bakkt's product services into their own offerings. With over 25 simultaneous campaigns running monthly, I meticulously optimized cost per lead, ensuring maximum ROI for our marketing team.
My collaborative spirit shone through as I partnered with Investor Relations, Legal, and Compliance teams to analyze and report on social media activity impacting brand perception, reflected in stock market performance and platforms like StockTwits. During Bakkt's rebranding campaign, I played a pivotal role in upholding brand health and sentiment, ensuring strategic decisions aligned with our core values.
Key Accomplishments:
User Acquisition: Drove significant user growth through strategic digital campaigns, leveraging Braze, Amplitude, and Apple Search Ads and App Store Optimization.
Executive Thought Leadership: Established C-Suite executives as industry leaders through personalized social media strategies.
Brand Rebranding: Led a successful rebranding effort, carefully measuring impact and ensuring positive brand perception.
Content Strategy: Implemented an educational content approach, resulting in a 130% increase in positive social sentiment.
B2B Lead Generation: Managed over 25 monthly campaigns, generating high-quality sales leads through compelling content.
Cross-functional collaboration: Partnered with multiple departments to analyze social media impact on brand perception and uphold brand health during the rebranding.