MomentFeed is a marketing platform that helps large restaurant and retail brands engage mobile consumers within top social and search networks like Google, Facebook, Yelp, Apple, and Waze.
When I began working with MomentFeed, the team was struggling to convey how its products and services fully benefit enterprise brands. This product confusion slowed the sales pipeline, hurt the win rate on new deals, and contributed to customer churn.
Working with MomentFeed's sales and product teams, I helped them rethink how to portray products and services. We developed new sales collateral, email campaigns, and partner webinars to highlight how MomentFeed works, and how it outperforms competitors. We revamped messaging and images to emphasize MomentFeed's expert services, tailored to meet the special needs of enterprise brands with many locations to manage.
Here are slides I developed for a partner webinar with Waze, telling the new story about how MomentFeed unlocks marketing value from a brand's location data and puts it to work in a mobile app like Waze.
I manage product marketing for TigerText. I research buyers, users, and competitors. I bring insights and opportunities into roadmap planning and sales enablement. I ensure the product is well-positioned and well-portrayed. I spec features for growth. I plan pricing. Etc. A few select projects:
Apple Watch Campaign - Included product launch emails, full product spec release notes, and a promo beside the login screen for our web console.
Product Info Pages - With the launch of new versions of iOS and Android, I prepared messaging and copy for our device screenshots on the App Store and on Google Play.
Buyer Personas - I developed persona profiles and messaging guides describing buyers and influencers for health IT purchases. These guides helped TigerText develop targeted nurture campaigns as well as late stage sales tactics.
TigerText release notes are a customer marketing tool distributed by email and blog. I write them to notify admins and prospective customers of upcoming changes to the platform. I use a concise, playful brand voice and where possible I tell stories to connect with users about the use cases and benefits relevant to their daily, human lives.
Agrisaurus is a platform to help people grow their own food. I managed product for 2.5 yrs through a public beta in early 2013.
Placement Algorithm - auto-organizing function spaced crops based on sun exposure, root zone spacings, etc for maximum yields.
Crop Catalog - used machine learning to model growth parameters for hundreds of crops based on time and temperature.
Rich User Interface - used HTML 5 canvas to model yards, garden beds, drag-and-drop crops, and analytics to estimate yield.
Scheduling Algorithm - climate database by zip displayed planting date recommendations and estimated time to harvest.
Notifications - automated reminders for common tasks each crop requires, based on time and weather data by zip.
The staff at Farmscape ran a campaign for the company itself to become Mayor of Los Angeles. The Citizens United ruling on corporate-personhood inspired us to get Farmscape LLC more involved in politics, and the campaign provided us a great platform to spread awareness about how urban farming can improve a city.
I created a microsite for the campaign, here's an archived version. I wrote the blog posts. I brainstormed our primary platforms. I also wrote scripts for several humorous digital video campaign ads and updates.
I managed design, prototyping, and manufacturing for a raised bed product line to fit Farmscape's smallscale farming logistisics. We sold these kits wholesale to contractors who installed Farmscape gardens, and we sold DIY kits direct to the public.
Modular design - multiple sizes and configurations using a simple L-joint design for quick assembly into a garden of any size. Kit can be flat-packed, fits in a car.
Multiple options - mass produced boards made from either weather-resistant redwood or long-lasting Trex composite, custom materials upon request.
Custom-fit irrigation - specialty pre-built drip irrigation grids to fit the boxes, laid on top and connected to poly hose. Dense dripper coverage supports Farmscape's intensive planting methods. Automated hose spigot timer rig ensures regular, reliable watering schedule.
I managed Farmscape's brand and marketing for the first four years of the company, growing sales from zero to a million in gross annual revenue run rate. Our primary goal was to convince estates and organizations to turn a portion of their landscape into an edible garden. Farmscape prioritized several channels for spreading awareness, and positioning products for higher, faster sales conversions.
Website and Social Media - We balanced close-up photos of beautiful fresh harvests with shots of happy customers together with friendly farmers. As we began to target institutional clients, we shifted our focus to showcase large gardens and large-scale landscape design.
Events, PR, and Speaking - Farmscape sponsored fresh produce cooking events in partnership with local chefs and we attended many conferences for sustainable landscaping and organic farming. Farmscape sponsored movie viewings, and our cofounders spoke at events including Dwell on Design, TEDx, and UCLA Anderson Business School.
Design and Positioning - We aimed to make the brand look "farmy-modern" based on a general bias we discovered against the value of gardening. We found that customers hesitated to buy large gardens, at high price points, in well-designed yards, and in public view. People often associated gardening with a humble, rural, bygone lifestyle, and therefore they began sales conversations with a low initial price expectation. To reverse this, we used brand and design to position Farmscape as a modern, technical, and cosmopolitan approach to gardening.