Moodle is the world's open source learning platform with over 100 million users in every country in the world. I headed the first marketing and communications team and when I look I think, what didn't I do at Moodle?
As a leader of 8 people across the globe, I was not only managing the team but was super hands on, never shying from writing releases and stuffing show bags one minute to chairing committees with CEOs across the globe.
- Brand marketing campaigns management for Moodle’s core and SaaS products, Moodle’s CEO and international competitiveness against Google, Canva and Blackboard.
- Strategic digital marketing including Google adwords & analytics, UX, retargeting, content planning & development, strategic SEO, social media, social advertising, EDMs, to support brand campaigns.
- Commercial partnerships management through B2B marketing, sponsorship engagement for edtech events, strategic partnerships for commercial lead activities with over 90 Moodle Partners in over 40 countries.
- Strategic corporate partnerships / sponsorships including development plan, tender preparation, contract negotiations and partnership managements with large international brands (e.g. Amazon Web Services, Microsoft) and local companies
- Product marketing for quarterly and half-yearly major technical releases, mobile product, SaaS product and Partnership program through provision of Go To Market plans and products.
- Content marketing for lead generation through blog posts, video blogs, interviews and case studies.
- Customer experience management through training and supervising of the company’s Zendesk program and implementing improvement plans for increasing Net Promoter Score.
- Strategic communications & media management including using Cision PR software to develop key global media relations, identifying targeted stories and editorial/advertising combinations for the right markets.
- External affairs management of global advocacy with key stakeholders e.g. Ministers of Education in the Middle East and EU, to adopt open education movements.
- Community stakeholder engagement through various content, online and face-to-face activities and establishment of a brand ambassador program.
- Events & activations management of 10 global networking events (with a $2 million budget), activations globally at leading edtech conferences (e.g. OBE, EduTECH).
- Data analysis & management including developing clear methods for collecting and analysing data with our Business Analyst and using information to guide campaigns development.
- Internal communications and change management.
- Staff management of two graphic/media designers, two community educators, an events coordinator and two marketing coordinators in Perth, Spain and the UK.
Results (just some of them...):
- Successful placing of Moodle as the 4th leading global education software (behind Google) through strategic content and media activities.
- 30% increase in paid customers through Moodle’s SaaS product brand campaign.
- Increase global users to 130 million (from 100 million) in 24 months period.
- Continual break-even or profit making MoodleMoot events across USA, Europe, UK, Australia, India, Africa and Middle East.