Apologies for some vague language here. I'm not allowed to share most of the details but I've tried to convey the big picture. MINDBODY builds software primarily for fitness studios (think yoga) and was acquired for 1.9B in 2019. I worked in both the marketing department and in business development over about 3 years from 2016 to 2019.
Whilst Working In Marketing...
Taught Design Thinking and Storytelling workshops.
Created multimedia content for MINDBODY University, as well as course curricula and content. This was based on research with power users who were succeeding with the product, such that we could better collect and distribute that wisdom to other clients
Ran think-aloud studies, interviews, eye-tracking studies, A/B testing, website copy tests, wrote copy, wrote and tested brand campaigns (both qualitatively and quantitatively), ran focus groups.
Directed and collaborated with agencies creating billboard, facebook, and website content.
Collaborated on qualitative and quantitative research to determine definitive user personas. Evangelized these to guide subsequent marketing, product, customer support, and strategy decisions.
Ran and collaborated on naming and branding exercises for charitable contributions and partnerships.
Ran internal research with customer support to determine what product features were needed.
Ran quantitative and qualitative research on our software help center that led to a re-organization and re-branding of that system.
Ran quantitative and qualitative research on the emails that various departments within our organization sent to prospective and new clients. Initially I couldn’t get traction from the rest of the org on making changes to those emails, as every department felt that their own essential. So I printed out all the emails and put up a 20-foot by 15-foot “wall of shame“ in a highly trafficked. After this, my project of reducing our email clutter and streamlining our messaging quickly gained executive and cross-departmental support.
Was promoted to Platform Evangelist based on the measured results of all my campaigns.
Whilst Working In Business Development...
Developed regular connections and qualitative and quantitative research relationships with 100+ API partners (technologists building applications that integrated into our software).
Initiated new API partnerships when research on our clients suggested new products and services would thrive, and increased the overall efficiency of the API program by bringing in API partners who could master our API and quickly spin up solutions for various needs.
Advocated for these API partners to the executives and jointly owned API product development, so as to make improvements for these API partners.
Marketed, ran, co-energy managed, hosted, and filmed a conference track for these API partners, collecting all the necessary information and updates that these businesspeople and developers needed. This track within the larger conference offered sponsorship opportunities (as my attendees—the API partners—were creating products that would be used by the other attendees—the studio owners). The API partner track was is the most lucrative portion of the conference for the company.
Contributed to high-level strategy of the company, as the API partner revenues were growing quickly, bringing in up to 15% of the company’s revenue.
