Cynthia Spiers

A project example that showcases Cynthia’s executive leadership is her decision to restructure the content marketing function at Acrolinx around quarterly themes. By aligning the creation of full-funnel content to support themes that map to our target personas (in marketing, technical communication, and support), the work of the content team has become more focused and less ad hoc. This approach also includes a campaign messaging framework for each theme that provides greater context and structure for our revenue marketing partners. This gives them the full storyline across the buying journey, key messaging by persona, and keyword guidance so they can more effectively market the content in the right programs. The approach has also led to greater alignment and collaboration across Cynthia’s content and digital team.