Debbie Williams

Content, GTM Strategy + Digital Marketing Consultant for Beauty, Tech, CPG + e-Commerce Brands

WELCOME

I'm a former agency founder and in-house marketing executive with 20+ years of experience positioning and accelerating brands, communicating and developing "a-ha" messaging, and delivering effective campaigns. I'm known for articulating a brand's unique POV and identifying opportunities for audience growth.My sweet spot is working with pre-seed and early-stage startups to nail their positioning, brand story, message hierarchy, key personas, and GTM strategy. I'm deeply interested in the beauty, wellness, and women's health space, but have extensive experience across many verticals.My experience as an entrepreneur gives me a unique advantage in understanding the core elements of what’s needed to launch and scale a brand over time. A writer at the core, I'm skilled at uncovering the unique points of difference that create connections, conversions, and lifelong customers. I'm a natural connector of people, places, and ideas.

BRAND EXPERIENCE

Beauty: Laura Mercier, P+G Haircare, Creative Nail Design (CND), Beauty.com, Cover Girl, Maybelline, Marc Jacobs Fragrances, Michael Kors Fragrances, Givenchy Beaute, John Frieda Haircare, NUEvolution Cosmetics, Tata Harper Skincare, MDSolarSciencesCPG: Hydroflask, True Citrus, Hall WinesTech/SaaS: Hyperlocology, Transact, Esco Technologies, StrandsAgencies/Media: Lippe Taylor, GREY NY, SPROUT Content, Gorilla Group/Wunderman Thompson, Future Commerce, Smartify Media, idgroup

HOW I HELP BRANDS

  • GTM Marketing Strategy + Execution I develop a 2-phased approach to GTM marketing: 1- Build awareness and trust through owned and organic content across channels, creating a solid foundation for the next growth stages. 2- Accelerate customer awareness and acquisition through paid and other growth channels.

  • Persona Development - Interviews with real customers and prospect ICPs to develop insights used in messaging and marketing strategy

  • Positioning + Content Strategy - Brand voice and positioning, content style guide, content strategy, messaging hierarchy and framework, content development (site, social, blog, sales decks)

  • Growth Marketing strategy - Performance marketing strategy including acquisition, retention, and loyalty (organic and paid social media, SEM, email, SMS, loyalty programs)

  • External Communications - Thought partner to founders and leaders to develop and drive strategic communications, building market awareness for the brand. Create external communications content, including press releases, byline articles, and joint partner communications

PROFESSIONAL HIGHLIGHTS

- As VP of Integrated Marketing at indie derm-developed SPF + Skincare brand MDSolarSciences, I transformed the marketing strategy from a siloed approach to a full-funnel growth strategy.
- Increased e-commerce growth by 29% and revenue from email/SMS by 70% Y/Y.
- Strategized, managed, and launched a new Shopify site in 4 months, on time and budget.- Co-founded the pioneering content marketing agency SPROUT Content in 2010, acquired by Gorilla Group in 2017 (now VML / Wunderman Thompson Commerce + Technology).
- The Agency was a platinum-level HubSpot Partner and won “Happiest HubSpot Clients.”
- Co-led agency acquisition by Gorilla Group. Gorilla was acquired by Wunderman Thompson/WPP, which is now VML. Our 15-person team became part of a 350+ person agency, then part of a publicly traded global company in less than a year.- Co-authored a book: Brands in Glass Houses: How to Embrace Transparency and Grow Your Business Through Content Marketing, published by the Content Marketing Institute.

© Debbie Williams 2024