• Client — Progress ShareFile

• Industry — SaaS (Professional Services)

• Date — 2023–2025

• Role — Content Strategy & Execution

• Audience — SMB professionals across seven verticals (accounting, legal, finance, real estate, insurance, construction, manufacturing, healthcare)

• Goal — Build ShareFile’s first standalone content library post-Citrix, scale from one to seven industries, and fuel measurable demand across the full funnel.

I was tasked with building a full-funnel content library from scratch, designed to fuel demand, accelerate channel performance, and support tailored journeys for prospects and customers in seven industries.

• Mapped full-funnel customer journey framework to guide content development.

• Researched audience pain points via forums (e.g., Reddit), industry reports, and persona insights from Product Marketing.

• Built a full-funnel content library — 50+ assets across ebooks, white papers, guides, videos, and checklists — to serve seven verticals (accounting, legal, finance, real estate, insurance, construction, manufacturing, healthcare).

• Managed publication of 30 blogs per quarter to fuel SEO growth and keep the library fresh.

• Partnered with Paid Media to align ad creative and landing pages with content themes, ensuring consistency and lift across channels.

• Supported Web team on personalization experiments, connecting users with industry-relevant content.

• Collaborated with Email team to map content into nurture flows and tell a cohesive story over time.

• Owned $800K annual content budget, directing spend across freelance writers, designers, and video production.

• Leveraged AI tools (ChatGPT, Gemini) for audience research, content audits, and testing, ensuring credibility by verifying every source.

• Owned end-to-end content strategy, including topics, formats, timing, and execution across seven industries

• Built and managed an editorial calendar to align content with events, product releases, and key campaigns

• Managed a $200K quarterly content budget for high-impact asset development

• Led cross-functional collaboration with Paid Media, Product Marketing, Web, and Email teams

• Developed a repeatable framework that transformed ShareFile into a scalable, high-performing content engine post-Citrix separation