brief.
ASUG is a large enterprise software community with members in highly technical industries, from AI and cloud to data infrastructure and edge-based computing. The organization needed a more engaging, insight-driven content strategy to translate complex subject matter into clear value for members while expanding visibility among hard-to-reach audiences.
strategy + execution.
I shaped growth and revenue marketing strategy for ASUG, driving partner enablement, audience engagement, and pipeline development across North America. My approach included:
- Translating complex industry topics into accessible, insight-driven narratives and multi-touch content series using webinars, whitepapers, and case studies
- Leveraging persona-based messaging, segmentation, and targeted campaigns to increase digital engagement by 375% across a 45k+ member community
- Boosting podcast listens by 33% in a single quarter, contributing directly to event registration goals
- Optimizing social media targeting, content, and audience response to double followers and achieve a 7% average CTR across organic and paid campaigns
- Executing integrated campaigns for large-scale enterprise events, including on-site activations like a social media wall, content capture, and post-event engagement strategies
- Advertising partner case studies, e-books, and software releases to nurture enterprise relationships and strengthen pipeline
- Partnering with research, product, and acquisition teams to define KPIs, translate audience insights into strategy, and align content with acquisition, retention, and pipeline objectives
results.
This strategy positioned ASUG as a trusted, credible voice across multiple industries. Campaign outcomes included over 64,000 impressions, 2,100+ clicks to high-value educational assets, and a 5.1% engagement rate—more than five times the industry benchmark—driving both visibility and measurable pipeline impact.