Setting up a content-led marketing function.
Before moving to Australia, I was at the heart of an amazing project in Brazil, leading brand, content and marketing for a company that didn’t just sell training programs, but transformed leadership through some of the most respected behavioural development content in the world.
Years
2015-2019
Client
Crucial Dimensions (AUS) / Crucial Learning (USA) / Aspectum (Brazil)
former VitalSmarts
Challenge
Global solutions with untapped potential.
When I joined VitalSmarts Brazil, the company had solid powerful programs, and a respected brand in some global companies, but limited local visibility and no scalable marketing engine to support it. Their outreach relied heavily on manual sales efforts, without digital marketing systems to nurture their pre-sales funnel.
Despite the strength of the intellectual property and training experiences, there was a gap between potential and current performance. Strong products were hidden in plain sight, and my role was to help shine a light on it.
Process
Building an inbound marketing ecosystem from scratch.
Our first step was building the foundations: setting up systems, suppliers, and content into a coherent strategy. I worked with national directors to develop of a long-term plan that would increase our visibility, drive leads, and streamline internal processes.
We adopted the inbound marketing framework: shaping content to organically draw in the right audience. This included not only technical execution but also a broader cultural research. We defined the key marketing targets, moving from a support-based function to a proactive, data-driven growth enabler.
Working closely with company sales, finance and delivery functions, I helped implementing foundational processes and systems, localised intellectual properties into culturally resonant training programs, and slowly transitioned the marketing into an inbound content machine.
Solution
Leading lean operations for content design.
It was three years of proactive strategy and execution. I hired a teammate, worked closely with external suppliers, and directly liaised with company leadership.
We launched and inbound content strategy, implemented CRM and marketing automation system, and fully set up organic SEO best practices. Every part of the funnel, from awareness to conversion, was covered. I managed the development of white papers, weekly newsletters, assessments, blog content, infographics, event materials, social posts and website to tie everything together.
I also took ownership of localising training products like Crucial Conversations, Crucial Accountability, Influencer and The Power of Habit, adapting them visually and contextually for the Brazilian audience, including the design and production of supporting material, tools, and facilitator content.
One of the most meaningful projects was leading the entire localisation for the Crucial Conversations book: coordinating with printing suppliers, content leaders, and designing the full editorial layout for its. Seeing the finished book was a tangible highlight of the impact we were making.
Beyond this, I also helped design and run booths for conventions, supporting major campaigns, along with lean processes for content creation and automated post-publishing processes to keep strategy moving way after my tenure.
Results
Achieving automated lead generation and nurturing for organic growth.
By the time I stepped away, the company had a fully automated inbound marketing funnel, robust organic SEO performance, and a visible footprint in the national training and development industry. We went from chasing opportunities to attracting them.
Our content was ranking organically on Google for relevant keywords, and we built a consistent engine that continued to spark interest after lead captures. Vital Smarts Brazil marketing practice transitioned from manual scattered efforts to a strategic automated campaigns.
And perhaps more importantly: we helped more organisations to discover the value of behavioural development programs, not through pushy sales, but through insights, stories and tools shared to prospects where they were, when they needed.
Takeaways
The value of inbound marketing to sustainable growth.
This role was impactful, not just for the company results, but for me personally. I was immersed in some of the highest profile leadership and communicational intellectual properties available globally. It was an intense exposure to behavioural development and management best practices.
I came out of this experience also with a deep understanding of content marketing, brand strategy, and systems thinking, with the ability to build marketing ecosystems that drive measurable business results and sustained growth.
Looking back, this case was a perfect blend of purpose and practice: an environment where I implemented lean digital marketing best practices while learning from globally recognised intellectual properties to drive better human behaviours and business results.