01.

Most of the campaigns for Articulate up to this point focused on feature releases and “what’s new” in our product. They were void of emotion. I partnered with the Director of Content and her team to work on a business case that would focus on more emotional stories directly from our customers. It ultimately got approved by our Chief Commercial Officer.

02.

Getting three teams onto one storytelling framework was an easy problem to solve for based on the relationships I had already built. The harder one: no comparable program existed inside Articulate to point to, and nothing proved yet that centering real people over the company would actually perform. Step one was convincing executives to fund something with no comparable precedent inside Articulate. Step two was executing it as the first brand-led content program: real customers and nonprofit partners as the story instead of the company itself.

03.

I led creative strategy, project plan, resourcing approach, campaign strategy, and production of "On Purpose" end to end with close co-partnership from the Content team. The entire program was designed from scratch as a full branded content program rather than a single campaign, then built to repeat annually instead of running once. It went omnichannel from day one: a storytelling-first microsite, a print magazine, a social media campaign, and email, and it's since grown into a dedicated storytelling space at our event booths and tradeshows. Getting partner organizations to feel accurately represented meant the storytelling had to hold up to the people actually living it. “On Purpose” 2026 was a finalist for the Content Marketing Institute Awards in three categories: Best Publication, Print or Digital; Best Content-Driven Website; Best Interview or Profile.