Rachel is a B2B Podcast Host and Producer: Marketers Barely Managing; AEC Perspectives; Event Experience.

Rachel is the host of MenopauseIt, a podcast about women who are pi$$ed about how menopause is playing out.

Cutting the Cost Per Lead: Paid Digital Advertising

When you’re managing a six-figure monthly budget for global talent acquisition (TA), Cost Per Hire (CPH) is the metric you live and breathe on a daily basis. Your goal is to gain a job applicant, or conversion, and your TA counterparts across the globe always want a robust pipeline of candidates.

Through creative advertising and strategic administration of budget by marketing channel, Rachel’s TA marketing team reached a new milestone at TTEC: a reduction of CPH in the Philippines (TTEC’s biggest employment market) from over $100/hire to $26/hire for applicants sourced from the team’s paid and organic social media efforts.

How was this accomplished?

• Compelling content generated by TTEC employees and repurposed over organic and paid social.
• Expertise in advertising platforms: Google Ads, Meta, LinkedIn Campaign Manager, TikTok Ads.
• Use of livestream and produced video to increase engagement and tags/shares into personal social feeds.
• Excellence in content creation with compelling copy, capable tools, and creative freedom.

Tapping into Talent + Tech: Video Demand-Gen

LinkedIn is a known platform to reach both B2B and B2C audiences. So when LinkedIn began rolling out the ability for Company Pages to livestream, Rachel jumped onto the waitlist and ensured TTEC was the first contact center to start a livestream show on the platform.

By establishing a consistent content stream that showcased the business and its broad base of talent, Rachel made sure that TTEC was a pioneer in LinkedIn’s organic live video reach, resulting in a 34% increase in referral traffic from LinkedIn to ttecjobs.com, and a 29% increase to ttec.com.

The campaign, still going to this day even after Rachel moved on from TTEC, also generated video content that could be repurposed into content for blogs, landing pages, ads, presentations, and even RFPs for potential clients.

Rachel executed this endeavor using:

• Technical tools for video production, including Streamyard for livestreaming, Adobe Premiere for video editing, and hardware for audio/video.
• Project management to plan guest scheduling, promotions, topics, and production.

Driving Business: B2B Digital Marketing

For any business, brand awareness is a primary aspect of demand generation. For a startup business, it’s fundamental to growth and survival. Rachel was given the reins to the social media, influencer, and content marketing for Hubilo, and she pulled out all the stops to get the inbound traffic flowing.

Rachel’s philosophy is that, when all roads lead to Rome, your “Rome” is your business website. That’s where you can prove your value to visitors and compel them to conversion through your lead forms.

With Rachel’s efforts, individually and through her marketing team members, Hubilo’s organic website and social media content resulted in an 84% increase of new website users in 2022. She also increased Hubilo’s total online community by 3,000% over a 12-month period.

How in the world did this happen?

• Integrated marketing across teams to ensure that web, social, and influencer marketing worked in concert with events, sales, and operations.
• Exceptional creative content, from the written word to the visual arts, delivered strategically across inbound marketing channels.
• Cultivating the Hubilo community through authentic engagement, responsive communications, and content collaborations for the “everybody wins” outcomes.

Rachel crafted a Percepta Wrapped social media campaign for the end of year lookback to 2023.

Rachel hosts and produces the audio podcast for Bizzabo, a global virtual event technology company, Event Experience. Each week, she coordinates guests, records engaging interviews, and assembles and edits the final audio episode.

Rachel understands the power of personal branding and influence, as she builds TikTok content on her profile several times each week, resulting in 7K+ video views each month.

Tying content into timely situations or discussions can be the magic sauce to increasing engagement. In this post for MHC Software on LinkedIn, Rachel shared a supply chain-related piece of content while referencing the infamous Suez Canal blocking by the ship Ever Given.

During Rachel’s role as Social Media and Digital Strategist for Colorado HealthOP, she promoted media opportunities across social. A great example is this interview between John Daley of Colorado Public Radio and Julia Hutchins, CEO of Colorado HealthOP.

For Hubilo’s announcement of achieving their Series B funding, Rachel partnered with the Novitas PR agency to get the video captured of the company’s branded video announcement on the Nasdaq display in Times Square. (The screenshot even shows Rachel – the tiny person dressed in black and white – on the laptop display in the visual.)

Hubilo’s Instagram account was crucial, even for a B2B SaaS product, as it was used to highlight and draw attention to physical events and their #eventprofs influencers/community. She used Highlight Stories on their profile page to save and showcase their presence at physical events and other compelling content.

Rachel launched Hubilo’s weekly livestream show on social media, In Any Event. Each week featured compelling guests in the event industry, including Hugh Forrest from SXSW. Rachel planned the show calendar, created Runs of Show for each livestream, and self-produced them using Restream to broadcast to brand social accounts.

Hubilo Studio Chats is a YouTube Playlist of video interviews conducted by Rachel at in-person events featuring events industry leaders. For each interview, Rachel brought a mobile studio kit (all fitted nicely into a carry-on) and set up the interview space with audio-visual tech to record high-end sessions for publication and repurposing throughout Hubilo’s marketing channels. The studio also created quite a draw for the booth! Rachel shot, recorded, edited, and published each video using Adobe Premiere, Riverside.fm, and Photoshop.

Rachel rebooted Hubilo’s podcast, relaunching it in 2022 as EventProfsCast. She wrote the intro, outro, and ad break copy; recorded custom clips; and interviewed guests to provide the original audio content.

When Hubilo’s teams were physically at an event, Rachel would send a social activation person to capture and publish the most important moments and booth activities in an effort to draw in-person crowds and digital eyeballs. Vertical video is a must as it can be shared in the popular Reels/Stories apps like Instagram, Facebook, and TikTok.

For Hubilo’s flagship event of 2021 Events Reimagined (prior to the hiring of a dedicated social media manager at Hubilo), Rachel created social- and print-ready graphics promoting Gary Vaynerchuk using Adobe Express for feed posts and stories.

Rachel ghost-wrote a blog from the voice of Hubilo’s Director of Events, Jessica Connolly. The topic was a tell-all revealing new Enhanced Sessions in Hubilo’s event tech product.

Rachel has written multiple articles for Social Media Examiner, a trusted resource for businesses and social media pros across the industry.

Rachel authored articles for Adventure Park Insider, an outdoor adventure industry publication. Her articles focused on how adventure park owners and operators could use digital marketing more effectively for their businesses.

In spring 2021, Rachel wrote entirely new copy for MHC Automation’s new website (hosted in WordPress). Using SEO briefs provided by the marketing team, she drafted and finalized copy, then populated it into the sandbox site for go live date.

Rachel managed the communications team at Percepta, comprising a talent acquisition marketing manager, a senior communications specialist, and a talent acquisition analyst. While Rachel was based in Denver, the rest of the team was based near Percepta’s Houston location.

Rachel led the eight-person social media marketing team for talent acquisition at TTEC. With employees based in Mexico, Greece, India, the Philippines, and the United States, she built the team from three to eight people who managed all paid and organic social marketing for a 60,000 global contact center company.

This included the COVID-19 crisis, which forced all employees to work from home during local lockdowns.