Marketing Projects
Andrea Garrison
At ChessKid, I led a 400% increase in freemium user accounts, growing from 2 million to 10 million globally. I enhanced team efficiency and project management by implementing Notion and conducting weekly zoom calls with staff, partners and leadership.
Example: Initiated and launched summer camps, creating a new revenue vertical for ChessKid. Developed user personas through in-depth research, which guided targeted email campaigns and ads for parents.
Result: Achieved substantial user growth and opened a new revenue stream, demonstrating the impact of innovative program development and strategic marketing.
Leading Market Growth
Analyzing data to identify trends and patterns
Used Persona based Playbooks to provide a systematic framework for teams to align efforts and maximize effectiveness (design, content, seo, social media, sales & marketing). The playbooks helped become a reference point for understanding our target audience, shaping our messaging, and making informed decisions about channels, content, and tactics.
Example: Use of marketing playbooks for top customers, identifying interests, affinities and buying habits, then building out strategies/tactics.
Results: We witnessed a notable increase in app downloads and DAU when focusing on each Persona’s pain points, onboarding, and touchpoints. Insights led to more effective FTUE and funnel marketing campaigns.
Improving SEO traffic with content
Optimized website content resulting in top Google rankings at ChessKid. Spearheaded the addition of a new Resources section with downloadable items, which propelled it to become one of the top 5 landing pages on the website. The section caters to kids, teachers, parents, and coaches, providing valuable resources for their chess learning and teaching journey.
Example: Strategic Content Marketing with new ChessKid Resources
Results: Achieved top three organic search rankings for key keywords.
Partnering with influencers to enhance brand identity and reach
Collaborated with industry streamer, leveraging his social platforms with a total view count of 1.4 billion. The content generated from the event was then repurposed and shared by other streamers, greatly expanding the reach of the ChessKid brand to new targeted audience segments. As a result, there was a substantial increase in brand awareness and site engagement.
Example: Levy Rozman - Chess Influencer with 1.4 billion total views on social platforms including his TikTok channel for teaching chess. Collaboration on ChessKid Twitch TV event and content repurposing.
Results: Expanded brand reach and increased brand awareness.
Forming strategic events to drive business growth
At Ultra Consulting, I developed new partnerships with enterprise software companies to host and co-market to their customers via email and social, resulting in an expansion of our customer email database.
Example: Reorganized monthly webinars into high-value showcases featuring software leaders.
Results: Expanded customer base by 30% through strategic partnerships and co-marketing efforts.
Inbound Marketing & Remarketing
I Implemented an automated ad campaign using persona triggered automated emails for different high-value CTAs (Call-to-Actions) for white papers, ebooks, and industry studies.
Example: Ultra Consultants White Papers and Ebooks emails triggered automatically.
Results: Improved traffic/conversions by 20% and generated new MQLs (Marketing Qualified Leads) for the sales pipeline.
Coordinating effective social growth campaigns
I helped create a SEO list of chess high value search terms using Youtube and Google Search Console and then worked with Social Media Manager and Content Teams to prioritize the creation of videos.
Example: Led successful YouTube SEO-driven campaigns reaching 10 million Youtube views.
Results: Recently hit a new milestone 10 million views and 10 Million accounts.
Writing Samples
Here are some customer-facing resources, blogs, case studies, and content I have written/produced recently: