Working with agencies and internal business teams to increase brand awareness, engagement, and conversions; I have experience in the development and deployment of omnichannel marketing campaigns, sponsorships and promotions.
From managing various digital touch points to providing actionable insights through site analytics, KPIs and feedback reporting; I ensure project goals are successfully achieved but continue to evolve to meet future expectations.
Below are examples that showcase some of the projects that I have been involved in.
*Note – all content with company name indicated in image / captions are own by the company stated. Those companies retain all rights to the content, I am only showcasing the work I performed during my employment.
Canon Audubon Sponsorship
One of the most rewarding projects I have been a part of, the Canon Audubon Sponsorship started out as a vision by an amazing man in the Consumer Products sales team and grew to be the successful partnership it is today.
I am proud to have led the online initiative for this project. Originally a simple landing page, I was able to expand the design and marketing into a microsite filled with event promotions, photo galleries, resources and product showcases. I coordinated with the wonderful people at Audubon to schedule postings of content and collaborated with the Canon social team to get the word out. I engaged the Canon Online Learning team to secure articles about bird photography that tapped into the library of knowledge for enthusiasts of all levels.
Our efforts were well recognized by the ITCG Sales group and Canon, Inc. Japan.The sponsorship went on to receive a 2020 Gold Halo Award: https://engageforgood.com/halo-award/birds-in-focus/
Canon See Impossible articles
This unintentional project grew from a simple need of compelling imagery on the Canon U.S.A. homepage to an archive of incredible articles by some of the most talented photographers out there.
With the launch of a new redesign, the main banner of the Canon U.S.A. homepage needed to capture the eye of all visitors. However providing a beautiful image with no substance isn’t going to be enough. People come to the website to explore and learn more about photography and techniques. They want to be inspired by other photographers. Thus I was given the responsibility to come up with engaging content, which became the unofficially named “Canon See Impossible Stories” project for the corporate homepage.
Monthly, I collaborated with Canon Explorers of Light and other high-level pro photographers to secure imagery and copy. We kept the tone of the articles to be about experience and inspiration, not about selling another product. After receiving the content and going through all review processes, I would designed and publish the publications. These articles generated over 200k views for the span of the project, with an average of 4,000 views per month, through just organic search and social promotion.
*Note – all content with photographer name indicated in image / captions are own by the photographer stated. Those photographers retain all rights to the content, I am only showcasing the work I performed during my employment.
Canon Premium Incentives
Another project which started out with a simple need, the Corporate Gifts program was rebranded and grew into an in-depth tool for B2B marketing.
The original Corporate Gifts program allowed other companies to purchase bulk orders of Canon products to be used as incentives, gifts, and giveaways for their own employees and campaigns. Left to a small team to handle, their only online presence was a simple landing page and a PDF that was regularly updated when the catalog changed. I was approached by their team lead to come up with something that was more web friendly. Together, we analyzed the purchase process, product offerings, and the way they marketed to their audience. It was recognized that the name in itself was confusing, since some people were under the impression that “Corporate Gifts” was something for Canon employees. With that said, we worked with Legal to secure the new “Canon Premium Incentives” brand.
With a new name, we need a new look as well. These gifts were advanced electronics, not your everyday swag. So with that in mind, the design had to convey high-end, in addition to adding new functionality such as responsive design, registration, and SEO optimization. The entire project was planned, developed and launched in less than 4 months, just in time for an important incentives tradeshow.
Canon Support pages
During my role as a backup for the Canon Support section, I worked with internal stakeholders to improve the customer support experience. This included utilizing analytics (CoreMetrics then later Google analytics) and OpinionLab feedback comments to identify pain points. These findings led to various page redesigns, restructuring of content, and development of new elements and functionality.
One of the biggest accomplishments I am proud to claim was my efforts to visualized and single-handedly developed a temporary solution for the Product Finder functionality. The one we had at the time was confusing and many customers weren’t able to locate their models to access resources such as Drivers & Downloads and Manuals. A solution was being discussed with IT, but with the upcoming holiday sales season and need for post sales support, we didn’t have time to wait. The IT solution wouldn’t have been delivered until weeks after New Year’s. Painstakingly, I mapped out the product lines into various pages, coded direct links to each product model, and then added the “Browse by Product Type” and “Browse by Product Series” sections to the Canon Support landing page. All this was accomplished in 2 months, and launched right before the holiday sales began. While this wasn’t a sophisticated solution, this improvement boasts a collective of 500k+ visitors per month, and 11.7 million+ visitors since launch. Customer support center reported a 17% decrease of complaints after implementation. While this fix was supposed to be for a short period of time, it ended up being so successful, it wasn’t fully replaced until over a year and a half later.
The Wireless Help page is another success story that I led the initiatives on. Originally just a menu option in the product search tool, customers without a specific model name were not getting additional guidance for wireless help topics. After mapping out all possible journeys and evaluating commonly searched terms, I worked with the Support team to design the landing page, incorporating all links to relevant content. The Wireless Help landing page included direct links to the How-to-Video library, wireless printing apps, and the Canon mobile apps. Most importantly, with there being an actual page now, we were able to improve SEO for internal and external search engines, implement forced results and redirects, and guide people to an URL.
A couple other examples I am including here, but not limited to all the works I have completed for Canon Support are: the redesign of the Service & Repair landing page, the creation of the Canon Melville Customer Care Center page, and the creation of the Canon Maintenance Service page. With all those examples, I had to coordinate with stakeholders for business analysis, UX/UI, and the development process.
Canon Developer Community
This project is one for the “crisis averted” books. With less than two weeks away from the PhotoPlus tradeshow, the Canon Developer Community project wasn’t able to make the launch with their vendor-created microsite. I was given their simple request for a landing page to be displayed at their booth for the show. Easy peasy or so it seemed.
Apparently with further discussions, this page also needed to collect registration information, as well as allow business to follow up with the registrants. Typically pages like these involve IT and development times of several weeks, with user stories created and UAT testing. Determined to find a solution, this led to several days of me chasing down internal groups looking for ways to capture data within the landing page while utilizing an iFrame. Finally, we found a tool that the social team was utilizing that would suffice for this temporary solution.
Utilizing the internal resources and some vendor provided graphic elements, I launched the registration page that aligned with their original campaign just in time for the tradeshow.
Canon imageCLASS Laser Printers
One of the product lines that I had the pleasure of supporting, the Canon imageCLASS laser printers had a small but dedicated team that covered multiple channels of marketing. While my role was mainly coordinating product launches and marketing on the Canon U.S.A. website, there was often times I ended up consulting on other topics outside my area; involving shared content to retailer sites (Amazon, Best Buy), social media platforms, and the Canon Direct Store. I also designed and developed landing pages for their marketing campaigns, including the incredible “A Different Class of Printers” campaign: a creative choreography of timely printed music sheets and amazing orchestrated music performance.
When most people think laser printers, “fun” may not be the first word that comes to mind. However because of budget constraints, brainstorming ways to get great lifestyle photos was always an interesting challenge. I worked with the imageCLASS team members on impromptu photo shoots and the magic of photo editing to create marketing banners; once even using the front door of a member’s house, another time the office cube next to mine. The results looked professionally staged, even though we weren’t pro photographers.
The biggest achievement in my eyes was the development of their microsite. Originally they had a simple landing page in the Explore section, purely for marketing purposes. However a lot of visitors were looking for support resources, which was located in a different section of the website. Unfortunately due to the disconnect among the various sections of the Canon U.S.A. website, it was causing customer frustration when they use the global search and ended up in the wrong site area. After evaluating analytics, tracking user journeys, and collaborating with various stakeholders; I proposed an all encompassing microsite that linked all imageCLASS related resources, from “Where to Buy” to “How-to Videos”, ensuring that regardless of a visitor’s intent, they have a starting point to the right information path. I was able to design and develop this microsite within a short period of time. After launch, the imageCLASS team got high praises for incorporating all their tools into a central location, one that they drove all traffic to. Definitely a win for all!
Canon Industrial Products Division
The most challenging product lines I had to support was the Canon Industrial Products. Not many people know about these products, usually when they think Canon, they think cameras. But Canon manufactures products such as semiconductors, motors, encoders, and even a robotic eye for bin picking. Because these aren’t your everyday consumer products, I had to develop an understanding of who their market audience were, how are they engaged, what touchpoints were most effective for marketing, and how does that translate to the digital space since a lot of the sales were done offline. I worked closely with the Industrial team members as they developed their content; engaging internal resources to assist with SEO keyword suggestions, as we converted more technical language to terms that sell. As the designated designer, I was driven to make their landing pages visually appealing with sleek gradients and striking imagery, not what you typically find on most manufacturing websites. By making their marketing stand apart from the competitors, we aimed to it make a lasting impression. If anything, these will be the most sexiest manufacturing equipment anyone has seen.
Canon COPA America sponsorship
Back when I was in the Corporate Communications Division at Canon, I had the honor to support the COPA America Argentina 2011 sponsorship, in collaboration with several international Canon divisions. There were several difficult challenges we faced during this project regarding: tariffs on goods and services, international laws over privacy and content licensing, time zone differences, and lastly language barriers.
I spearheaded the online efforts of the sponsorship, which included designing marketing elements for each of the international Canon websites (with multi-language translation) as well as for the official COPA 2011 website. Elements included landing pages, banner ads, animations and email blasts. However, my biggest responsibility was the complete project management of the Best Photo contest on the Official COPA website. I worked with Legal and Compliance on the complexity of collecting personal information; mapped out the registration and voting processes; created the UX/UI designs of the registration form and progress chart; developed completed prototypes and user stories to be sent to the vendor; performed extensive UAT testing; and after launch, executed the entire plan for selecting the photos to be voted upon, tallying the votes, and posting the winning photos.
At the end, the efforts were rewarding, since the contest gained over 26k+ views, as well as generated $72,656 pesos (later rounded to $80k) for donation to UNICEF.
Other Areas of Expertise
In addition to all the projects I have showcased above, I had many different opportunities presented to me throughout my 12 years at Canon. This resulted in my vast knowledge of the business from sales to support, product marketing to corporate communications, external to internal business processes, and even IT development planning. The list of my responsibilities included but not limited to:
- Product launches and marketing support for the EOS and PowerShot cameras, PIXMA and IVY inkjet printers, imageCLASS Laser Printers, Industrial Products
- Development for the Canon Online Learning educational articles
- Development for Canon U.S.A. press releases
- Maintenance of various sections of the Canon U.S.A. website: Support, Products, Corporate, accessibility compliance, internal search optimization
- Business analysis for monthly IT builds
- Design of creative assets for marketing
- Documentation of business processes and reference guides
- Custom reporting for site analytics and customer feedback
- Search optimization and best practices