Selected Work
Programs & stories that move business forward.
01
Scalable content operations
02
Growth-focused brand storytelling
03
GTM brand governance
01
Content operations
Building a scalable content operating model
The Challenge
As channel and team demand grew at Canto, we needed to scale creative intake, creation, approvals, and reporting without compromising editorial quality or brand standards.
The Solution
I built a self-service content operation model that combined centralized ticketing, workflow automation, project templatization, stakeholder enablement, and practical AI experimentation. The system unified content, demand generation, product marketing, and marketing leadership to work from the same playbook.
- Automated ticketing, workflows, approvals, and team access.
- Documented and trained cross-functional users on the model.
- Developed, tested, and implemented AI prompts and skills.
The Result
+57% year-over-year content growth from FY24 to FY25.
02
Brand strategy
Reframing the brand narrative for growth
The Challenge
Canto needed a framework that connected modern marketer pain points to relevant digital asset management products and messaging narratives so teams could create ICP-driven collateral.
The Solution
I researched, developed, mapped, and built an ICP framework that translated modern marketer challenges and DAM product capabilities into compelling brand and product stories. The framework was designed to support multiple teams and turn internal messaging strategy directly into customer-facing assets.
- Researched major challenges facing modern marketers using AI.
- Developed problem-to-solution mapping and product stories.
- Activated the framework by creating an ICP guide and one pager.
The Result
Frequently downloaded asset used across 4 channels: website, email, sales, and social.
03
GTM governance
Enabling cross-functional GTM brand governance
The Challenge
Canto had 6 weeks to launch an organization-wide brand campaign. Teams needed a reliable way to access approved brand assets and collateral, and an expert on the brand to ensure launch readiness.
The Solution
I concepted, created, and deployed a centralized GTM portal containing all brand and product assets needed at launch, including architecture, layout, metadata strategy, asset curation, and portal build along with consultation on major brand assets and narratives.
- Built a GTM portal organized by product line and brand campaign.
- Partnered with Web and Product Marketing on launch resources.
- Reviewed brand and narrative for updated collateral.
The Result
Streamlined major brand campaign launch within a 6 week timeframe.
Let’s make marketing easy.
If you’re building something that needs clarity, systems, and strategy — I’d like to hear about it.
Todd Terwillegar — Strategic Marketing Leader 