Marketing & Branding
Boosting long-term development
#B2B #tech&scientific
I have taken charge of marketing and/or communications in most of the projects or companies I've worked with over the past 30 years.
product marketing: range creation, product videos, webinars, catalogs and materials
web strategy: website creation, SEO/GEO, e-commerce, LinkedIn campaigns, Google ads
branding and positioning: internal/identity, client/leader/alumni communities
Digital tools (web, SEO, LinkedIn campaigns, Mailchimp & co) and their integration into company management and operations (prospecting, branding, community building) are part of my scope of work.
US Experience
From 2002 to 2012, I founded and led Hubtech21, which supported more than 20 companies, from Cambridge, MA, in their expansion into the North American market.
Our services included the creation and management of a commercial subsidiary, help with recruiting and onboarding the first sales staff, as well as operational marketing studies (who buys what, and how) in niche technology markets.
Our close proximity to MIT and Harvard allowed us to reach out to the right people in our sectors of choice, biotech and life sciences, optics and photonics,
The Marketing Impact
In my most recent role as Marketing Director (tech SME, 50-100 employees), I lead and coordinated a full Marketing strategy and roadmap that helped the company reach the next level:
repositioning products into ranges
designing and running webinars and LinkedIn campaigns to promote them
designing and overseeing the production of product launch videos
creating a product catalog and range-specific brochures
transforming the visual identity around product design
designing and overseeing the development of a new website incorporating e-commerce processes, linked to LinkedIn and Google Ads campaigns and SEO
developing a new branding and identity around product design and performance.
