Hi, I’m Dew.
B2B Tech Marketer | Content Leader | Demand Generator
Character selection
Name: Dew
Character class: Tech marketer & campaign strategist
Special ability: Using brand, content, and web marketing to lead tech companies like you in their best direction for growth – however that looks – with (y)our solutions paving the way.
Background: Driven by a love of storytelling and the power it has to spark emotional connections, drive change, and create communities – all backed by data.
Skills & abilities
Content strategy & distribution ✍️
Develop cohesive omnichannel content marketing strategies from lead magnet content like data-driven reports to thought leadership articles and beyond
Repurpose and redistribute core content in various formats to promote longevity of content and reach and engage audiences across channels
Launch, track, and optimize strategies based on performance data - from MQLs driven to keywords ranked
Brand strategy & thought leadership 🎨
Brand voice and tone development, including writing and distribution guidelines
Define authority in an industry through thoughtful, engaging, impactful content and marketing strategy
Evaluate, execute, and track new branding initiatives
Design content-based experiences from social to web to product to ensure a consistent and engaging user experience with our brand
Product marketing & launch strategy 🚀
Develop key product messaging and marketing strategy
Develop an omnichannel approach to product launches to get new products in the hands of our audience
Strategize campaigns that match back to GTM KPIs and objectives
Website & inbound strategy 👩💻
Build conversion-focused site architectures that guide prospects from discovery to education and action
Write, optimize, and maintain high-impact content from TOFU to BOFU aligned to brand voice, SEO best practices, and user intent
Analyze on-site behavior and engagement patterns to inform continuous optimization of pages, messaging, and design to build an efficient inbound funnel
Quests
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Role: Launch lead (brand, web & GTM)
Launched Mistplay’s advertiser-facing network alongside two other major announcements: the MyChips acquisition and the Connected Rewards expansion. Built the positioning, visual identity and launch package that included a restructured website, channel announcements, sales enablement, and key messaging.
Results: 142M+ audience reach with PR, 1,000 product page visits, 227% ROI, 86 advertiser meetings sourced in the first 30 days
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Summary: With the launch of two new products, Mistplay needed to evolve its web presence and split our previous catch-all site into two distinct experiences – one for B2B, and one for B2C. This also gave us the opportunity to reimagine our B2B brand and build a publisher-focused site to educate prospects about our product suite and industry leadership.
Objective: Improve our publisher client/prospect experience and improve the CVR of qualified MQLs.
Role: Owner
Responsibilities:
Strategize a new site structure & hierarchy
Devise new page types from product pages to resource hub and newsroom
Craft new brand messaging, product messaging, and all site copy
Collaborate with creative to design a new brand style and theme for the site
Work with stakeholders, from C-suite to legal, to finalize the new site content and prepare for launch
Manage timelines, stakeholders, and deliverables to hit launch date
Results: Increased CVR by 450%, 68% increase in MQLs
Final: 👉Check out the new site👈
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Summary: In 2024, the mobile gaming landscape is entering a new phase of player mindset that requires publishers to develop a deeper understanding of user motivations, spending behavior, and how to create games with the right product-market fit to capture your share of the IAP wallet.
This first edition of Mistplay’s Mobile Gaming Spender Report provides fresh insights for you to get a comprehensive understanding of the modern mobile game spender across cohorts, geographies, and genre-based personas, to better inform your monetization strategy in the year ahead.
Objective: Give mobile game publishers new insights into exactly what drives mobile game IAP spend to help them improve ROAS, revenue, and LTV (and generate new leads for Mistplay).
Role: Content lead
Responsibilities:
Design the survey and data analysis for the report
Draft, revise, and polish the report
Lead creative meetings to define the visual & narrative brand of Mistplay’s industry report
Work with stakeholders, from C-suite to legal to finalize the report and prepare for launch
Manage timelines, stakeholders, and deliverables to hit launch date
Final: 👉Read the report👈
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Summary: Multiplayer as a game category is growing rapidly – but what do gamers really want from their multiplayer experiences? We surveyed gamers all over the world to figure out what exactly they want from their gaming experiences to help developers plan their next titles.
Objective: Give developers new insights into exactly what gamers want to help them plan a hit multiplayer title. Drive awareness for UGS as an authority in multiplayer game development.
Role: Content lead and project manager.
Responsibilities:
Develop the research brief
Work with the research team on the questionnaire and post-survey data analysis
Draft & refine a report narrative and takeaways from the data
Work with stakeholders, design, legal, and more to finalize the report
Create an omni-channel distribution plan for the report
Track and report on the study’s impact in the industry
Teams:
Main: Creative Studio (Design), Product Marketing, Research
Support: Comms (social and PR), Demand Gen (email & paid), Legal
Final: 👉Read the report👈
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Summary: Unity has an established reputation in the game development industry as an engine, but now we would be launching a new suite of services to help gamedevs succeed even after their game is launched. With a plethora of new tools being introduced that serve vastly different functions, we needed one main overview video that ties the products together, establishes a unique visual identity for the new brand, and inspires developers to learn more.
Objective: Create a marquee asset for the brand launch of Unity Gaming Services to drive awareness and showcase how UGS tools can help developers build, launch, and grow their games.
Role: Content lead and project manager.
Responsibilities:
Develop the concept of the video trailer
Assist in developing a visual direction for the trailer (creating mood boards, storyboards, etc.)
Research, interview, and hire a vendor to produce the trailer
Develop the script (draft to final)
Hire and coach a voice actor
Lead meetings with stakeholders to collect and deliver feedback during all stages of the process
Assist in creating and executing the promotional strategy for the trailer
Teams:
Main: Creative Studio (Design), Vendor, Content
Support: Comms (social and PR), Demand Gen, Legal
Final: 👉Watch the trailer👈
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Objective: To drive awareness and adoption of our new multiplayer game development tools to Unity developers building multiplayer titles.
Role: Content marketing lead.
Responsibilities:
Content lead for the launch of 3 new multiplayer game development products – Netcode for GameObjects, Relay, and Lobby
Collaborate on GTM with Product and Product Marketing leads – audience and persona identification,
Pre-launch content seeding to build community
Lead and collaborate on launch asset creation – web, blog, social, email, community (Discord, forum), etc.
Content strategy development post-launch to drive awareness and product adoption with new and existing Unity audiences
Teams:
Main: Product, Product Marketing
Support: Comms (social and PR), Web, Demand Gen, Legal
Final: 👉 View the products 👈
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Summary: By developing and documenting brand voice and tone guidelines, every 7shiftie became empowered to write and edit engaging, on-brand content. Even more importantly, our users had a consistent experience with our brand through every touchpoint on their journey.
Objective: Develop brand voice and tone guidelines that match our audience's language, product strategy, brand identity, and core values.
Role: Owner.
Responsibilities:
Craft brand voice and tone guidelines for all content
Develop internal documentation around brand voice and tone guidelines and their usage in different channels
Present the new guidelines to internal teams
Train new and existing employees to write and edit on-brand content
Teams:
Main: Brand, Graphic Design
Support: UX Design, Product, Lifecycle Marketing, Demand Gen
Final: 🔒Content locked🔒 Ask me about it!
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Summary: Restaurant margins are paper-thin – and the notoriously high employee churn rate doesn’t help when trying to sustain and grow your restaurant. With access to a large database of restaurant employees across the globe, I decided to go straight to the source to figure out what makes an employee stay, what makes them leave, and translate those findings into actionable insights for our clients.
Objective: Position 7shifts as a thought leader in restaurant labor management by providing new, data-backed strategies to restaurateurs on how to engage and retain their staff and prevent employee churn.
Role: Project lead.
Responsibilities:
Survey development and distribution
Assist with data analysis
Develop content (narrative, key takeaways, strategies)
Work with design on creating a visual identity for the report and supporting assets
Plan and execute distribution strategy (PR, web, email, social, blog, etc)
Teams:
Main: Data Analysis, Graphic Design
Support: Social, Demand Gen, Lifecycle Management
FInal: 👉 Read the study 👈
Conversation log
Julia, Shay, Chris, Esteban, Dustin, Patrick, and Oliver have joined the chat
CHRIS: Dew is one of the most capable and growth-oriented marketing professionals I know. They have a bias towards action coupled with a deep understanding of branding and how storytelling flows through an organization.
DUSTIN: They’re a master at both establishing and implementing a brand strategy throughout an organization. I always had the utmost confidence that our messaging was in the right hands with Dew.
SHAY: Not only is Dew a fantastic marketer who can deliver at a high level, they also approach things from a place of genuine interest and truly make the effort to get into the products they bring to market.
PATRICK: Dew possesses an incredibly rare combination of talent, intelligence, compassion, hustle, positivity, and wit. I witnessed firsthand many of her growth-hacking initiatives, clever editing, graceful leadership, and brilliant articles and research pieces.
OLIVER: Dew’s knowledge of B2B marketing is second to none. From crafting compelling narratives across content and large-scale announcements, to managing cross-functional campaigns with ease, her creativity, flexibility, and organization are a huge asset to the team. As a manager, Dew is not only a strong leader, but also an amazing teacher, mentor, and role model.
End of chat
JULIA: Dew brings a wealth of knowledge across content marketing, brand, and web, with a strong understanding of how to bring these disciplines together to create cohesive and effective marketing experiences.
ESTEBAN: Dew has an amazing ability to help you structure a message to have great flow, and to reach your audience more efficiently, and I highly recommend her for her skill, work ethic, and great respectful character.
Tutorial complete