Zendesk

Group Manager, Customer Marketing

Building a Global Storytelling Engine

My role was to give customer voices more power—capturing stories across APAC, EMEA, LATAM, and unifying them into a global program for the first time. I rebuilt the program from the ground up (including hiring!)—designing strategy, systems, and a team that unified five functions: storytelling, advocacy, engagement, campaigns, and operations.

We relaunched the customer story website, lifting time on page 28% and click-throughs 12% . As Group Manager, I scaled production to 100+ new case studies a year—a 500% increase over when I started—while shortening workflows by 75%. We launched story assets in weeks instead of months. I balanced craft with scale, shaping content that inspired customers, fueled acquisition, and gave Zendesk a stronger, clearer voice in the market.

Bold Work, Lasting Impact

2019-2020 Customer Stories Library Website Redesign

APPROACH

GOALS

  • Increase story consumption despite short time-on-page

  • Make customer stories easier to package for Sales + Campaigns

  • Greater visual support for readability

  • Surface a wider variety of stories

  • Align library homepage to major company initiatives and campaigns

  • Create a stronger connection to industry/ solution marketing

  • Make it possible to showcase 1+ Partner logos on the story in addition to the customer logos

  • Rework page header to include at-glance company profiles, put metrics front and center, and surface key customer proof points immediately below the header

  • Create new subheadline, pull-quote, and body copy format styles to account for different story lengths and formats

  • Add a tagging + filter system for the home page, with use cases for the first time

  • Square image formats support the variety of assets that come over from the customer

  • Add 2nd CTA for Industry

  • Backend story ranking for added curation

 

2022 SMC Video Series

Partnering with AMER Marketing + Zendesk Video team, we created a series of flagship customer videos that became touchstones in both industry and Enterprise marketing and selling.

The catch? We had to use an agency filming company to capture the story that spanned 3 countries. This meant ruthless specificity in creative briefs for internal and external teams and line-by-line scripting from over 20 hours of footage by me and my team. This was a high-visibility project with lofty storytelling goals set by PMM, AMER, and EMEA teams, and it was considered a resounding success.

Another fun part of this project: That’s me on the voiceover!

SMC: Agents love Zendesk

Bringing legacy manufacturing into the modern era

SMC: Customer service drives growth

SMC: Achieving agile manufacturing with technology