Helping organizations boost Diverse AUDIENCE engagement. Let's create something amazing together.

Attract. Engage. Inspire.

I'm Valerie St. John, a corporate communications professional with a passion for technology organizations.

What's your story?

Every organization holds an invaluable asset: its story.

Whether it’s a founder’s personal mission to save lives, a new product with brilliant and unintended applications, or a CTO’s dream of providing internet service to every corner of the globe, most every corporate story offers unique “hooks”. And even the smallest of hooks can help form the basis of a compelling marketing communications strategy.

What I love most about corporate communications is the opportunity to find those hooks, using them strategically to engage and inspire, and uncovering the sweet spots where story and audience needs meet.

I’ve been crafting stories to build audience segments for more than 15 years - first, as a commercial television reporter for two of the highest-rated NBC affiliates in the country (covering tech in SF and Seattle), then as a content creator for marketing teams at CISCO and, for the most recent five years, as marketing VP for a Series A financial data analytics startup in the valley.

Thanks for popping in to hear my story. So what's yours? I'd love to discuss how you might leverage it to meet your business goals.

Life of a Corporate Communicator: In Four Brief Acts

The digital background summary below outlines the skills and passions I’ve developed in the course of creating and living my own story. It focuses on my experience in four key areas of day-to-day corporate communication: Strategy, Demand Generation, Content Creation and Public Relations. Click any icon below to see some of the collateral created along the way.

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Demand Generation

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Email Marketing

Executing email marketing drip campaigns by target segment. Coordinating with sales team to design processes governing our CRM/marketing automation interface (using Salesforce and Pardot).

Performance Analysis

Tracking of Key Performance Indicators (KPIs) for Marketing. Sharing weekly reports in all-hands and corporate board meetings with investors.

Partner Marketing

Planning and implementing co-marketing programs with data partners, leveraging diverse prospect/customer streams to enhance the brand and build new lead generation opportunities.

SEO + SEM

Implementing new SEO and Pay-Per-Click (PPC) strategies to grow brand awareness and increase conversion rates. Creating and managing SEO keywords in blogs, company articles, links and press releases to lure top-of-funnel leads to company website.

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Public Relations

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Launch Promotion

Managing external communications and digital media campaign launches, strategically dovetailing each product release with related press outreach and content releases.

Pitch-Building

Matching trending and relevant high-interest news topics with internal expertise to create compelling and strategic media/influencer pitches.

PR + SEO Integration

Infusing SEO keywords in press releases, pre-packaged assets, articles, social posts and links to brand unique terms, raise page rank and draw attention to timely company developments.

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CONTENT

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Collaborative Ideation

Collaborating cross-functionally with senior team members in engineering, product, sales and compliance/legal to build unique, engaging branded content.

Content Creation

Writing and editing strategic external-facing editorial material – including social postings, webinar teases and scripts, website copy, FAQs and video scripts.

Content Calendar Mgmt.

Building and managing internally-produced videos, blogs, articles, webinars, press releases and slide decks; maintaining master - and segmented - content calendars aligned with product release schedules.

Corporate Video Storytelling

Writing and storyboarding scripts for interactive web explainer videos of varying lengths to promote complex product lines to both engineering and non-technical audiences.

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STRATEGY

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Leadership

Guiding the strategic development of communications programs to elevate the organization's public profile.

Planning

Defining objectives, audience segments, strategy and timing to build the optimal content creation, targeting and pitching mix for the challenge/opportunity in question.

Evaluation

Assessing campaign outcomes against communications success metrics to determine project efficacy and forge improvements for future campaigns.

Testimonials

"Valerie was always the consummate professional in every aspect of the job: her work ethic and knowledge of the often mind-numbing subject matter was inspiring; her ability to collaborate with guests, the client, our company team and studio crew was exemplary."

"She's a pleasure to work with-- always a cool head and a calm presence in sometimes tense environments. If I'm working with Valerie, I know the project will be a success."

“Winning communication meets audiences where they are. It connects. It delights. And it compels its listeners to spread the magic.”

— VALERIE ST. JOHN, PUBLIC RELATIONS SOCIETY OF AMERICA MEMBER PROFILE INTERVIEW, APRIL 2015

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