Jennifer Marin Jericho. Brand director, facilitator, design leader.

Product Brand & Marketing Manager, IntelliTrack

IntelliTrack is an online platform designed for warehouse managers looking to track assets and inventory. While planning a rebrand in 2017, we developed a series of personas based on research of their customers. My growth marketing team was tasked to bring IntelliTrack’s sales, product, and marketing into alignment. Additionally, we were to develop a content strategy and inform the product design while improving the sales and customer on-boarding experience.

For these tasks, I developed creative briefs and presented the campaign overview to IntelliTrack’s sales team. I managed the monthly newsletters sent to customers and partners while reporting performance to stakeholders throughout the process.

I’ve managed all brand aspects brand for IntelliTrack since 2018.

Website & Product Development: Facilitating with Product and Sales

GOAL: Redesign IntelliTrack’s website to align with the buyer’s journey.

CHALLENGE: Each of IntelliTrack’s teams had different priorities; therefore, our marketing team received several directions for website improvements. Our limited resources were being consumed daily by minute changes that neither had significant impact nor aligned with the buyer’s journey. All the teams needed to be aligned to make any progress.

I started by leading a virtual facilitation with the product and sales team to determine what sort of content a user requires to make an informed decision about their purchase. I asked the team to list what information they would expect to see when evaluating a new product for their business and outlined which of that information we had, and where there were gaps. Together we voted on the most important elements and prioritized them. I also used participant feedback to determine a list of priorities for my marketing team.

Our first major change was to focus less on the people behind the product and more about the problem the product was trying to solve. After analyzing our collected research on competing products, we also added pricing to the website to give our prospects that information up front.

Quarterly campaign management

GOAL: Increase lead submissions for Heather, our department director persona, who was tasked in improving visibility into her company’s inventory. Her primary product role will be as an administrator, not end user, so we needed to craft messaging and a story around the oversight of the tracking platform, not just the end user experience.

PROJECTS

Branding + Creative Direction + Facilitation + Product Marketing + Case Study Development