In order to showcase our multi-product marketing strategy and effectively communicate with our target audience, I spearheaded the development of the "Hotjar in 60 seconds" video series. The primary objective was to produce informative, premium-quality videos that were easy to understand, with minimal investment and maximum returns.

As the Head of Content Marketing at Hotjar, and together with one of my direct reports, I was responsible for leading the strategy, production, execution, and distribution of monthly live sessions starting in February 2023. These sessions proved to be a versatile marketing tool, engaging diverse audiences, including Marketing, UX, and Product teams. Our main goal was to elevate our brand experience to the point where our customers became our most passionate advocates. Recognizing the growing interest across teams to create tailored live events, I foresaw its potential as a significant business strategy for Hotjar in 2024. That's why I advocated for the development of a cohesive, company-wide protocol. This approach was essential to avoid scheduling conflicts, enhance inter-team communication, and optimize resource allocation.

Here are some of the events led by me:

Content Marketing localization strategy and roll-out

In 2023, my directive was to successfully transition approximately 500 English long-form pieces into four key locales: German, Spanish, Brazilian Portuguese, and French. This task involved the selection of high-performing pieces and a streamlined production process. As the leader of this initiative, I ensured its successful budget allocation and facilitated the execution. Localization was pursued to enhance the user experience, build trust, and expand our reach for increased demand generation. I firmly believe that localized content plays a crucial role in driving higher conversion rates and SEO positioning. This strategy played a central role in our content and organic growth trajectory. To optimize efficiency and align with company goals, I brought onboard my network of freelance native editors to maintain and elevate the quality of our content. By working with an agency on an international SEO plan focused on target keywords and strategic international link-building, we avoided the pitfalls of subpar content strategies.

People management

I think you’re exceptional at being bold and moving fast. You’re very proactive and always seem to be pushing multiple initiatives. I think you tend to strike the right balance here and make sure to get the key approvals needed while pushing things forward at a fast pace. I value that you always make an effort to get my input on Video-based projects in a quick and timely manner.

— Peer review, 2023

Testing of new content distribution platforms: The Juice & Taboola

One of Hotjar's core values is to Build Trust With Transparency. That's why we provide each other with radically candid feedback and never wait to do so. Here is some of the feedback I've received during my time working at the company.

Valeria tricked me. I was under the assumption she had been at Hotjar for years based on the depth of her knowledge and ability to see the bigger picture. She presented the structure of her team, their roles and responsibility clearly which allowed me to have a super clear understanding of what her and her team were responsible for. This also gave me a great sense of confidence in Valeria as a leader and someone I can and continue to go to for advice.

— Peer review, 2023