Expanded from previous role to own global content and web strategy across three digital experience analytics brands (Contentsquare, Heap, and Hotjar), driving awareness, demand, customer, and partner engagement. Built the operational infrastructure to unify the three-brand website and content experiences post-merger, establishing workflows and systems that empower a team of 8 and 20+ freelancers to consistently deliver integrated programs across web, global campaigns, demand generation, YouTube, partner programs, customer advocacy, and LLM/GenAI innovations.

Successfully built scalable content systems and global-to-local playbooks tied to growth KPIs (pipeline, CAC, and self-serve acquisition), partnering cross-functionally with Product Marketing, Creative, Web, Sales, and Customer Experience to deliver consistent, performance-led storytelling and optimize end-to-end digital journeys while balancing PLG and SLG motions.

I lead the global content strategy across three digital experience analytics brands: Contentsquare, Heap, and Hotjar with a focus on driving awareness, demand, and customer engagement. I manage a team of 8 and 20+ freelancers to deliver integrated, high-performing online experiences across channels including web, demand generation programs, global campaigns, youtube, and recently LLMs thought leadership, and customer advocacy.

Key contributions:

• Defined and evolved global content positioning and content programs for all three brands Defined and evolved global content positioning and content programs for all three brands and 6 regions (EN, FR, ES, DE, IT, JP)

• Led go-to-market content for major launches, including a unified "One App" rollout and LLM optimization programs for organic content.

• Created scalable content systems that align with global growth KPIs: pipeline, CAC, and self-serve acquisition.

• Partnered cross-functionally (Product Marketing, Creative, Web, Sales, Customer Experience) to drive performance-led storytelling and optimize digital journeys.

• Built global-to-local content playbooks to support market expansion and regional campaign activation.

My work fuels brand growth, drives operational efficiency, and ensures consistency across a global content ecosystem.

Architected and executed a product-led growth content engine for a global B2B SaaS business (SMB+MM segments), managing a group of 10 and 20 freelancers/video agencies. Drove self-serve acquisition, activation, and retention through high-velocity content programs: launched monthly webinar series with industry influencers reaching Marketing, UX, and Product teams; created "Hotjar in 60 Seconds" video series for in-product education; scaled localization to 4 languages (500+ pieces) to reduce friction in international markets; and tested emerging distribution channels (The Juice, Taboola) to expand top-of-funnel reach.

Collaborated cross-functionally with regional marketing, partnerships, sales, and product teams to balance PLG motion with sales-assisted deals, with special focus on SEO-driven guides, webinars, and YouTube content optimized for organic discovery and conversion.

Hotjar was merged with Contentsquare in 2023.

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