Instrument
INSTRUMENT
Starting in 2020, I had the opportunity to stand up Instrument's marketing practice and led Instrument's brand and growth marketing team, reporting directly to the company CCO and co-founder. I worked across all levels and departments of the organization to find what makes Instrument unique and communicate it both internally and globally. I was responsible for generating revenue through the production and ideation of efficient and effective brand marketing and content programs. I helped Instrument surpass yearly revenue targets in back-to-back record growth years (+>30% YoY). In total, I oversaw marketing budgets, campaign strategies, company websites, social platforms, advertising, promotion, content strategy/creation, brand narratives, and editorial efforts.
BRAND Narrative
I worked with leadership to strengthen and rearticulate Instrument's value proposition and find new ways to reinforce and communicate its commitment to 'Shaping a Future We Believe In.'
CASE STUDIES
I've collaborated across client teams to produce compelling and integrated case studies. At the core of our business development efforts, case studies have been critical to the company's new business generation.
On Air Podcast
“Welcome to "On Air," a space where the digitally focused, creative agency Instrument hosts conversations about the intersectionality of racism, bias, and their work.”
BUILD. GROW. SERVE.
“At Instrument, we envision a future where society and systems are just and inclusive, enabling all people to reach their full potential. That’s why we are investing $3 million over the next three years in our Build|Grow|Serve program, created to support and empower Black and underrepresented communities.”
PRESS RElations
I hired Instrument's first PR agency. Through a mix of executive leadership platforms, community engagement efforts, and work pitches, Instrument saw 300MM incremental impressions versus the year prior.
Juneteenth
“It took 900 days after the emancipation proclamation before African Americans were liberated on June 19th, 1865. How has your life changed in the last 900 days?”
DROPBOX x INSTRUMENT
“More than a seasonal campaign, this new brand experience was conceived to stay relevant and flexible to grow with the brand for years to come — a new visual language, a unique editorial voice, and a dedication to telling real customer stories.”
CONTENT
We told more stories more often with more characters. We democratized our content programs, created relevant and impactful conversations amid a challenging year, and highlighted the people doing the work while still showcasing our service offering.
KICK BACK GIVE BACK
“In celebration of Black History Month, Instrument's Black Affinity Group is excited to invite you to Kick Back and Give Back. We're thrilled to have Suzi Analogue bring their talents to our virtual stage and create an opportunity to support Black-owned and Black-focused organizations.”
OFFICE HOURS
“Calling all recent grads interested in digital design! Do you need feedback on your portfolio or career advice from a working designer? The entire design team at Instrument wants to help. Sign up for a half-hour session to talk about anything that will unlock your next step.”
