ISACA, a global organization providing technology training and certification, faced challenges in its marketing approach, including a lack of customer-centric messaging and sub-optimal budget allocation. Transformative efforts led by Sheera Eby resulted in a 500% performance increase through optimized strategies, integrated campaigns, and improved targeting, significantly enhancing marketing effectiveness.

As the Global Leader for Digital & Marcom at Johnson Controls’ retail technology division, I drove a digital transformation for the retail tech portfolio, enhancing marketing efficiency and lead generation. Key accomplishments included tripling marketing qualified leads, restructuring teams, and fully utilizing marketing technology to optimize processes and increase pipeline opportunities significantly.

This EdTech Company faced challenges in its B2B marketing due to a lack of strategy and performance tracking. A new comprehensive approach was implemented, including an optimized marketing funnel, repurposed content for lead nurturing, refined messaging, and established reporting. These changes resulted in a 15% increase in marketing-qualified leads.

ISACA, a global learning organization, rebranded to unify its focus on audit, governance, privacy, cybersecurity, and emerging technologies under the theme “Digital Trust.” The campaign involved extensive research, leadership input, and collaboration with an external agency. It successfully engaged 17% of its customer base and garnered over 500 press mentions.

In a challenging real estate market, the Head of Marketing at Colibri’s education division led a comprehensive marketing transformation. Overhauling structures and implementing systems drove efficiency, doubling qualified leads and increasing return on ad spend by 20%. Ultimately, the approach fostered resilient growth through strategic optimizations and a data-driven culture.

PG&E aimed to enhance engagement with small and mid-sized businesses by implementing an SEO-driven content strategy. This program created informative, optimized articles to address customer queries and established PG&E as a trusted energy partner. The strategy successfully increased engagement, lead generation, and positioned PG&E effectively within the competitive market.

Banking is becoming increasingly competitive as alternative payment methods continue to grow. Digital wallets, electronic payment providers, and online banks are just a few of the competitors vying for banking customers’ transactions. Customers expect online and mobile features to be cohesive with the rest of their customer experience. Customer disappointment stems from the lack of

This case study chronicles a highly successful acquisition effort for FirstEnergy Solutions (FES), an alternative electric retail supplier. My team and I were responsible for the go-to-market strategy and day-to-day implementation of an acquisition marketing program in a newly competitive market. These markets are often filled with so much noise that customers find it difficult