Emory University - Goizueta Business School

Emory University

Mary Institute and St. Louis Country Day School (MICDS)

Senior Director, Digital Engagement at WestRock - Content Activation, Lead Generation and Marketing Innovation

Responsible for digital experience ideation, innovation, strategy and operations on WestRock.com, integrating sales, marketing, IT and communications team members to create content, automate experiences, and continually measure / optimize engagement. 

Designed the cross-functional website governance team consisting of 35+ FTEs and several external agency partners overseeing Content Management, SEO, Analytics, Site Development, Tools & Data Integration, UX Design & Research, and Cybersecurity workstreams. 

Built the Commercial Content organization, producing hundreds of pieces of sales enablement and buyer enablement content for product marketing, thought leadership, paid media, customer presentations and demand generation content funnels. 

Built the Digital Content Experience design function, meshing user research, IA, UX, UI and brand design resources to build unique and innovative digital experiences to increase content performance and conversions (views, clicks, content engagement, content merchandizing, form captures.

Serve on the Generative AI steering team, working with providers large and small to identify opportunities for injecting AI into our business. Responsible for leading marketing and communications pilots with generative AI to improve content effectiveness and production throughput. Additionally, responsible for identifying other use cases throughout the business and highlighting team members who are doing great work in order to share ideas and best practices across the enterprise.

WestRock Company

Senior Director, Content Marketing

Responsible for developing a vision for a comprehensive and measurable digital customer experience integrating sales, marketing, and communications through skills development, process improvement, and technology integration. 

Led the digital marketing operations function as it scaled to six business units and dozens of resources between my own team and practitioners across the business, including training, campaign management and performance reporting across various KPIs depending on the needs of each business/campaign. 

Oversaw 267% increase in website lead conversion rate while providing reporting on key segment/product growth as well as content development to continue feeding the top of the funnel.

Developed company’s first account-based go-to-market initiative partnering with sales and market insights teams to isolate top growth sectors and accounts. Built commercial coalition of sales, marketing and communications to develop enterprise content paired with role-specific targeting parameters to drive leads.

Manage digital effectiveness reporting including brand awareness, marketing campaign, and ROI calculations. 

Provide internal thought leadership on digital marketing evolution including the usage of marketing automation, SEO, paid search, paid advertising, social media, employee advocacy, and influencer outreach as potential tactics. 

Lead cross-functional stakeholder teams to define the future digital employee experience and build appropriate workstreams to bring that vision to life including the change management plans needed to ensure the success of this transformation.

Negotiate and manage service and software vendor contracts including web and mobile application development; design and copywriting services; and strategic consulting agreements. 

2019 Bronze Flame Award - IABC - "WestRock Connect 2.0 Intranet Relaunch"

Senior Director, Digital Engagement

Developed three-tiered (top-, middle- and bottom-of-funnel) account-based marketing strategy focusing on large enterprise, mid-tier growth and SMB packaging and display customers.

Built and led the digital marketing operations function by consolidating divisional marketing resources and processes into a core, enterprise platform, while developing the people, processes and technology to run the digital operations for a growing Fortune 200 B2B company.

Integrated marketing technology stack (CMS, marketing automation, analytics, social media management, content collaboration/production, and CRM) to generate/nurture leads while measuring marketing effectiveness. Responsible for the identification, procurement, initialization and integration across the entire digital marketing stack.

Established new digital employee engagement ecosystem, coordinating the user experiences across intranet, employee mobile app (new), internal email, digital signage, and hourly-worker kiosks. 

Led enterprise content marketing efforts to build brand awareness for WestRock’s core products and services.

Director, Digital Engagement

Worked with cross-functional teams to improve the marketing maturity of the global marketing organization by working with and consulting regional marketing teams. 

Developed global brand and go-to-market strategies throughout the value chain from clinical trials through to commercialization including the promotion of therapeutic products, complementary services, and user-centric technology to enhance the customer experience.

Managed the global, online listening program synthesizing online insights for brand leadership while evangelizing the next generation of social customer service through the globalization of UCBCares™.

Institutionalized frameworks for customer segmentation, digital marketing (owned, earned, and paid media including SEO, social media, content marketing, and influencer engagement), and the adoption of universal marketing metrics.

Launched small-scale regional marketing pilots with key aspects of scalability, profitability, and modularity in order to recreate these concepts in other global markets.

Lead, Multichannel Engagement Solutions - Global Marketing

Part Brand Manager, part Customer Experience Specialist, part Digital Subject Matter Expert that continually improves customer experience and educates marketers about new available tools & technologies at their disposal

- Managed disease-state specific communities serving over 280,000 patients and caregivers by developing content strategies for each community, managing agency partners to develop original content, and moderating the communities to foster deep conversations with key social advocates
-- Grew communities at an average annual growth rate of 52% per year

- Launched social listening program across three brands and 10 therapeutic areas, synthesizing quantitative digital data and qualitative patient insights to answer key business questions for global brand teams

- Led team of 25+ in reorganization and branding efforts to launch UCBCares™ - a single source solution center designed to handle any patient or partner request – which increased average customer satisfaction ratings from 72.5% to 92.25% within six months and up to a monthly average of 98% within one year

- Launched global corporate reputation & social talent acquisition initiative which increased recruiting pipeline by 25% and reduced cost-to-hire for certain candidates by up to 30%

Creative Awards:
> Silver Quill Award of Excellence, International Association of Business Communicators (IABC) - Oct 2015
> Silver Quill Award of Merit, IABC - Oct 2014
> Marketing Effectiveness Award, Summit International Awards - Sept 2014
> Golden Flame Award, IABC - Nov 2013

Senior Manager, US Social Media & Influence

Skills: Strategy · Marketing · Digital Marketing

Social Media Manager

Account and project manager with a focus on emerging media and technology solutions to suit large clients’ evolving needs in aligning Marketing, Sales, Support, and PR organizations around unified customer-centric objectives. Managed account based marketing efforts for key clients and new business pipeline to fuel small business growth.

Develop strategic positioning and manage creative marketing executions including original content creation for domestic and international clients. In particular, develop business-to-business (B2B) digital engagement strategies (social, organic search, paid advertising) for Fortune 500 companies.

Key Clients (Industries): 
- Delta Air Lines (Travel & Hospitality)
- AT&T Business Services (Telecommunications) 
- Assurant (Extended Warranty Insurance; Solar Power)
- The Home Depot (Retail)
- Spanx (E-commerce; Apparel)

Direct Sparks Grove social media and content strategies across major social platforms.

2 Davey Awards for B2B Marketing Excellence (1 Gold, Assurant Solutions; 1 Silver, Delta Air Lines)

Sparks Grove (Marketing Strategy Division of North Highland Consulting)

Senior Strategy Associate

Managed digital agency of record duties for Arby's Restaurant Group, including managing website, display advertising, social media advertising, and analytics. 

Launched the Networking Exchange Blog for AT&T Business Services, a content marketing effort that generated net new leads and expanded existing accounts for AT&T's B2B lines-of-business including network connectivity, mobile workforce enablement, and cybersecurity. Personally trained 40+ subject matter experts to become content creators and served as acting Editor-in-Chief for the content engine until a full-time headcount was brought on board to manage the initiative. Led the business strategy, content strategy, and website development workstreams.

Sr. Account Executive

Grey Atlanta

Assistant Account Executive

- 1 Top Gold Award and 2 Best of Category Awards for printed collateral (2010, Print & Imaging Association of Georgia Awards)
- Maximized agency efficiency by assigning and managing creative team resources throughout all phases of client projects. 
- Estimated, coordinated and executed all aspects of print, collateral, digital, radio, TV, OOH, guerilla and direct mail campaigns for Fortune 500, Regional and Local clients.

Greg Cohen