Director of Marketing at Contentstack

2020-2023

Contentstack is a giant in the making, disrupting a decades-old industry of enterprise software with ridiculously usable, flexible, and scalable technology and quickly establishing itself as the new industry standard in content management systems.

The problem

In a super-crowded, commodity marketplace, with many players with deeper pockets than ours, standing out requires more than just a great product. It calls for a great brand.

The ask

As Director of Marketing, I was brought on to:

(1) Define the brand and its identity.  
(2) Craft cultural significance for the brand - beyond product truths.
(3) Activate its customer base into outspoken brand advocates

The solution

Building relevance as a brand starts with knowing what you stand for. And that’s why our approach became:

(1) Identifying what we believe in: what makes our customers different and what are we fighting to do for them? Answer: We share among us a relentless refusal to settle for “good enough”.

(2) Driving real innovation to show, not tell, practitioner audiences what it’s like to work with us and what’s possible (see it here)

(3) Drawing on deep expertise to build trust with a senior technical audience of major brands, establishing ourselves as a trusted expert (see it here and here)

(4) Customer storytelling, far and wide: from PR to podcasting.

(5) Activation of the brand’s first-ever Customer Advisory Board featuring brands such as Informa and AirFrance-KLM.

The results

1. 232% increase in branded search volume YoY

2. 121% increase in organic traffic YoY

3. 4x increase in PR reach (SOV) YoY