ETS (Educational Testing Service)

Transitioning from a focus on K-12 ed assessment to a focus on lifelong learnerning and durable-skills based measurement, I brought ETS’ global rebrand to life across brand social channels as well as C-Suite’s channels.

As the largest non-profit educational assessment organization in the world — this shift to lifting groundbreaking research from the footnotes to the forefront of B2B audience’s attentions required a significant shift in how the brand showed up across social channels.

I independently ran the CEO of ETS, Amit Sevak’s, LinkedIn account — creating original thought leadership content, short form video, and long form newsletters and blogs. I developed an original LinkedIn newsletter & LI Live series, drafting original newsletters on topics relevant to his audiences of Ministers of Education, fellow CEOs, and DoEd officials and policymakers.

I doubled Amit’s LinkedIn following over the 11 months I ran the account, increasing his impressions and engagement rate benchmarks by 5x and 2.5x, respectively. I developed relationships with the LinkedIn Editorial team and my continued performance growth in Amit’s content resulted in his earning a Top Voices Badge on the platform, reserved for thought leaders.

I developed a new Viz-Id and graphic design refresh for Amit, and created templatized content for Amit and fellow C-Suites including the CMO & CIO to use, that the internal marketing teams still use to develop content.