Social Media & Digital Marketing

I managed Watershed's LinkedIn presence from the ground up, creating visual content and writing posts that balanced educational value with subtle promotion. I developed a content calendar that mixed thought leadership, product updates, and industry insights while responding to comments and engaging with partners' content. (Scroll to see all images.) 

My work on Watershed’s email campaigns focused on creating meaningful connections between L&D professionals and essential resources. I designed the monthly newsletter with a clear hierarchy of information, making it easy for busy professionals to quickly identify relevant content. 

For new initiatives, I developed announcement emails like our “Mastering Data Visualization in L&D” series, which introduced readers to upcoming topics while providing immediate value. Event promotion emails, such as our webinar with Llarn Learning, highlighted specific attendee benefits and learning outcomes while staying true to Watershed’s informative, friendly brand voice.

For Watershed’s budget season outreach, I created a strategic email series that positioned the company as a supportive partner rather than just a vendor. Understanding that L&D professionals face intense scrutiny during budget planning, I developed resource-rich emails that armed them with data, case studies, and ROI frameworks. 

The campaign featured curated resources including on-demand webinars with industry experts and specialized eBooks focused on quantifying learning impact. This approach demonstrated Watershed’s commitment to customer success beyond the sale, building stronger relationships during a critical decision-making period.

I took lengthy webinar recordings and turned them into short, focused clips (2 to 5 minutes each). Instead of asking viewers to sit through an hour-long video, I created topic-specific playlists they could easily browse. 

This strategy gave us loads of bite-sized content to use in marketing campaigns while boosting Watershed's YouTube presence—turning what would have been 12 annual videos into more than 100 searchable, shareable clips that actually got watched. I also created the thumbnail preview images and ensured captions were accurately transcribed.

I created an interactive selection tool that helps people find the best way to get started building a learning analytics program in their organizations. Click to get started and then select from the choices on each slide to find the best solution.