“It’s not just about getting things done, but doing it in a way that doesn’t ruffle feathers while making sure people are on your side. “ Shana Haynie, Head of Content & Organic Growth at MoEngage

In this episode of Executive Conversations, Maeva chats with Shana Haynie, Head of Content and Organic Growth at MoEngage North America, as she shares her experience managing content strategy across global regions. She discusses building relationships, influencing without direct authority, and navigating complex content challenges. Shana also details how she drives SEO results, collaborates with web ops teams, and ensures alignment across different regions.

In this episode, we talk about:

• Content strategy

• Organic Growth

• Content operations

Takeaways

• Navigating global content strategy: The complexities of managing content across regions and collaborating with international teams.

• Influencing without authority: Tips for building relationships and gaining support from colleagues and leadership without direct management power.

• Long-term SEO strategy: Addressing technical SEO issues and content overhaul for sustained organic growth.

• Driving process change: Implementing new frameworks and processes to improve content efficiency in a large organization.

• Cross-functional collaboration: The importance of working closely with different departments, like web ops, to drive meaningful results.

Time chapters

[00:06] Introduction

[01:54] Early career challenges: transitioning from content creation to strategy

[06:40] Scaling successful inbound marketing strategies

[10:45] Managing SEO and content strategy across seven global regions

[14:36] Building relationships and collaboration across international teams

[18:40] Overhauling content production and publishing processes

[23:40] Collaborating with web ops and overcoming technical SEO challenges

[26:48] Handling leadership pressure for both short-term and long-term results

About Shana Haynie

Shana is the Head of Content and Organic Growth for MoEngage's North America region and has over a decade of marketing experience helping businesses reach and engage their customers through strategic storytelling. When she isn't writing or editing, you can find her playing pickleball, dancing to hardstyle, singing karaoke, or walking her dog, Dexter.

Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call

“Communicate- Be transparent, set expectations and then mitigate” Lisa Vecchio, GVP of Integrated Marketing from Aircall

In this episode of Executive Conversations, Maeva chats with Lisa Vecchio, former GVP of Integrated Marketing at Aircall. She previously worked with Hootsuite and Expedia and shares her experiences navigating leadership transitions, adjusting marketing strategies, and working closely with executive teams to ensure the success of marketing plans. She talks about adapting to new perspectives, building strong relationships, and using data to demonstrate the value of long-term marketing initiatives.

In this episode, we talk about:

• Stakeholders

• Reporting

• Long-term growth

Takeaways

• Navigating leadership changes: Lisa shares her experiences in adapting to new leadership perspectives and how it influences marketing strategy.

• Crafting effective presentations: Strategies for presenting complex marketing strategies in simple terms that resonate with executives.

• Managing budget expectations: Balancing short-term performance marketing with long-term brand building despite budget constraints.

• The importance of flexibility: How to remain adaptable in dynamic business environments, especially during executive transitions.

• The role of data in decision-making: Using supporting data and anecdotes with marketing strategies and secure necessary resources.

  
  

Time chapters

[00:06] Introduction

[01:55] Building marketing skills through stakeholder communication

[03:57] Presenting marketing experiments to leadership

[06:27] Reporting to different executives: CEOs, CMOs, and CFOs

[11:39] Addressing short-term focus in marketing

[14:10] Experimenting with new tactics and channels

[19:34] Training teams for budgeting and resource allocation

[25:46] Navigating rebranding and website launches as a new marketing leader

About Lisa Vecchio

Lisa is a CIM Chartered Marketer with nearly two decades of global experience in B2B marketing. She has successfully led marketing, PR, brand, and growth teams at various SaaS companies including Aircall, Hootsuite, Expedia Group, Wiley, and early-stage startups. Motivated by driving ROI and revenue through creative strategies, Lisa is a champion of brand and community building. She prioritizes strong collaboration with sales, customer success, and partnership teams, and is enthusiastic about the future of AI to enhance marketing practices. A cultural enthusiast and avid traveler, Lisa has successfully built international teams while living in New York, Melbourne, and London.

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"It's about finding creative ways to make an impact, even when budgets are tight. That's where true innovation happens." - Tove Hernlund, Marketing Team Lead at Jobylon

In this episode, Maeva chats with Tove Hernlund, Marketing Team Lead at Jobylon, as she shares her journey from university to leading a marketing team. She discusses the importance of creative problem-solving when faced with budget cuts, the value of mentorship, and how to secure buy-in for innovative ideas. Tove also highlights the significance of being adaptable and prepared when pitching new strategies in the B2B space.

In this episode, we talk about:

• Creative marketing

• Career progression

• Mentorship

Takeaways

• Creative marketing with limited budgets: Finding innovative ways to make an impact even with reduced budgets.

• Value of mentorship: Tove shares how having a challenging mentor early in her career shaped her approach to marketing and leadership.

• Selling internally for new ideas: Strategies for pitching creative and unconventional marketing ideas to leadership teams.

• Balancing proven tactics with innovation: The importance of not just following what competitors do but finding unique strategies that align with company goals.

• Long-term thinking in marketing: Marketing success is a marathon, not a sprint, and the importance of patience and persistence.

Time chapters

[00:06] Introduction

[01:55] The power of mentorship.

[05:23] The art of selling internally.

[08:35] The value of trying unconventional marketing strategies.

[12:44] Success stories: Using creative video marketing in B2B.

[15:10] The importance of a supportive leadership team for innovation.

[17:16] Pitching new ideas with data and preparation.

[19:59] Building a strong network and learning from peers in the industry.

[22:27] Conclusion

About Tove Hernlund

Tove Hernlund, Marketing Team Lead at Jobylon, with both a Bachelor's and Master's in marketing and a strong background within startup SaaS and B2B marketing.

Need help navigating executive conversations and securing your marketing budget? Book a call with Flying Cat Marketing today and let us help you achieve your goals. Book a Call