Kelly L. Sargent

Portfolio Overview

ad33m5@r.postjobfree.com 703-***-****

Dedicated strategic marketing and communications enthusiast, driven by a passion for enhancing brand visibility. Thrives on fostering collaboration across the organization to deliver exceptional customer experiences and elevate brand impact.

PROFESSIONAL EXPERIENCE

Digital Experiences Content Strategist April 2021 – current

ServiceNow

As a Digital Experiences Content Strategist at ServiceNow’s .com, I spearheaded strategic initiatives for enhancing product journeys and solutions, elevating the overall customer experience. My role encompassed comprehensive project management from inception to implementation, with continuous monitoring to pinpoint areas for enhancement. These achievements underscore my ability to drive impactful digital experiences while leveraging strategic insights and fostering collaboration across multidisciplinary teams. Highlights of my contributions include:

Conceptualized and executed ServiceNow’s new homepage content design and flow in 2023, resulting in a substantial improvement in the customer journey strategy. Through rigorous testing, achieved double-digit enhancements in visitor engagement metrics. Successfully launched the revamped homepage in December.

Orchestrated updates for the Training and Certification webpage, leading to a remarkable 116% increase in average page visit duration, a 112% surge in page velocity, and a noteworthy boost of 112% in the page’s body CTA. This initiative positioned the page as the second most engaging after ServiceNow’s career page.

Steered the content strategy for Lightstep (Cloud Observability), a product acquisition, by introducing fresh user experiences across five new Capability pages. This involved the integration of various content elements such as What Is pages, datasheets, Gartner Magic Quadrant’s Analyst Report, UQL Guides, and Pricing Page. Additionally, oversaw the redirection of over 300 Lightstep.com URLs to Cloud Observability’s pages and content on .com.

Assumed product manager responsibilities, driving strategic decision-making processes through the utilization of KPIs and analytics to inform data-driven decisions. Developed end-to-end project roadmaps and sales tools aimed at broadening entry sales funnel points and enhancing user experiences. Managed project workflow utilizing Agile methodology within scrum teams, leveraging tools such as Adobe Analytics and Content Square research to optimize the customer experience. Directed UX, UI, and copy efforts for content strategy initiatives.

Digital Marketing & Content Project Consultant May 2020 – Dec 2022

Managing strategic social media communications, public relations, and website content creation for multiple B2B brands, while also spearheading email lead generation campaigns using MailChimp, Hootsuite, Monday, and HubSpot. Expertly segmenting audiences, utilizing analytics, and reporting results. Recent projects include private equity investment press releases, social media management, and investment presentations. Additionally, developed landing page, and website content design for a recently launched Impact Investing fund.

Altisource January 2019 – April 2020

Global Marketing Manager Directed marketing and content for six BUs

Managed and created B2B content strategy and digital and social lead generation campaigns including 2020 State of the Industry Survey and AI and Cybersecurity initiatives; driving creative development, management, and measurement lead generation campaigns, identifying and reporting KPIs for all campaigns and optimizing engagement.

Developed digital marketing programs for lead generation (MQLs), and social content strategy for each business unit, and responsible for all marketing efforts for each unit including but not limited to conference and trade show management – ads, giveaways, booth designs, conference calls and other promotions, PowerPoint sales deck presentations etc.

Managed all conferences including national sponsored MBA conferences, local B2C events, advertisements, booth setups and related materials for prospective leads and sales growth, managing ads and media.

Project manager coordinating with Sales, Product, IT and Brand Leads to define, build, and launch integrated marketing programs including go-to marketing for HomeVal, Altisource’s SFR (Single-Family Rental) Solutions. Business units managed included Trelix end to end mortgage origination solutions, CastleLine risk insurance, Springhouse Valuations, Premium Title, Granite Risk investment management, and Vendorly – a SaaS-based cybersecurity software security risk solution.

Led as POC for customer marketing programs, collaborating with cross-functional team members across the organization that build internal and external communications, working with tech admin to test and set up email campaigns within Marketo and delivering MQLs within Salesforce.

Marketing Project Analyst and Content Contractor July 2018 – December 2018

Fannie Mae Directed Single-Family marketing initiatives IT security software product owners

Executed GTM for Loan Servicing Data Utility (LSDU), a real-time B2B tool launch with an email engagement and onboarding campaign (Salesforce marketing cloud) and microsite content generating 80%+ adoption upon campaign’s conclusion.

Developed campaign content for LSDU’s IT security product team, including internal department communications, managed Salesforce administrator for mapping and laying out email campaigns in Salesforce Marketing Cloud.

LSDU was featured as a TOP THREE “Powered By You” FM product for the 2018 MBA Annual Convention.

Managed multiple initiatives simultaneously including content for weekly media announcements, Servicing News, including featured content as a leading HousingWire article.

Authored weekly Servicing News updates for national media and customer subscribers.

Digital Content Marketing Communication Consultant November 2017 – June 2018 Clients included Private Equity Capital, Financial Advisors, & Publishing

Crafted branding strategies, social media campaigns, and advertising initiatives, alongside managing internal communications and external media relations including press releases, talking points, and email campaigns using Constant Contact, MailChimp, and social media content.

Directed comprehensive communications efforts encompassing public relations, internal communications, and strategic marketing for both B2B and B2C audiences.

Developed and executed highly targeted email campaigns to engage specific audiences.

FICS – Technology Mortgage January 2017 – October 2017

Director, Marketing Led marketing and content strategy for FICS’ software

Orchestrated the successful launch of a newly branded website, resulting in a remarkable 168% year-over-year increase in organic traffic through strategic SEO and SEM efforts.

Led a comprehensive B2B digital advertising strategy, driving immediate software sales surpassing campaign expenses with the highly effective print and digital campaign.

Collaborated closely with business line executives to ensure effective communication of software updates and offerings, maintaining alignment with organizational objectives.

Developed and executed a holistic B2B advertising and marketing strategy across all software products, continuously optimizing performance through thorough analysis. Delivered insightful monthly reports to the board on Google Ads campaigns, social media, and website trends.

Cultivated a productive relationship with both PR agency and internal teams to drive content creation and distribution.

Partnered with the sales team to meet objectives through collateral creation, trade show support, and lead generation efforts. Established efficient meeting structures and review processes to ensure communication objectives alignment.

TIER REIT, Inc., Dallas, TX (company was acquired in 2016) February 2013 – June 2016

Vice President, Marketing & Communications Commercial office developer & owner with 20+ metro locations

Spearheaded the corporate communication overhaul for the company's transition to an NYSE listed REIT (formerly Behringer Harvard REIT I), overseeing the development and launch of new corporate branding. Directed portfolio-wide property-level communications and branding, including the management of video production for the annual Property Management Conference, focusing on crisis and media communications. Successfully communicated the transition to over 68,000 shareholders and employees in 2015, navigating the shift from a non-traded stockholder platform to an NYSE listed company. This involved coordinating numerous direct mailings amidst a complex and inflexible schedule, collaborating with multiple external vendors and internal departments.

Capstead Mortgage, Dallas, TX August 2009 – January 2013

Vice President, Marketing Communications Led corporate & investor communications

Initiated and orchestrated marketing outreach via trade shows, facilitated C-management preparation for equity offerings and roadshows, oversaw website refresh and updates, and developed all external communications, including support for board meetings and other directives.

Behringer Harvard Investment Funds, Addison, TX August 2007 – August 2009

Marketing Associate

Oversaw end-to-end management of print materials, including on-site print management and mailings, catering to over eight funds with multiple quarterly mailings per fund. Additionally, orchestrated global communication pieces for external partners, investors, and registered representatives. Spearheaded the creation, management, and testing of email, website messaging communications, and sales team talking points.

APPLICATION EXPERIENCE

Adobe Acrobat, Canva, Constant Contact, Content Square – Fundamentals Certified, Google AdWords, Google Analytics, Hootsuite, Hubspot, MailChimp, Figma, WordPress, SharePoint, WordPress, Microsoft Office Suite including Outlook, PowerPoint, and Excel.

EDUCATION & COMMUNITY ACTIVITIES

Digital Marketing Communications, Cert. Program, 2017, Southern Methodist University, Dallas, TX

Master of Arts, Texas State University, San Marcos, TX

Bachelor of Science, Louisiana State University, Baton Rouge, LA

Millie’s Mutts Non-profit Rescue 501c3 – Volunteer for WordPress website management, social media, FB and Instagram advertising campaigns

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