From Product-Centric Marketing to Value-Led Lending Solutions
A case study from my time at Moody's: repositioning a set of individually-marketed lending products into one unified portfolio story — Lending Suite — covering positioning, messaging, SEO-led content, and a fully worked multi-market ad campaign.
- Repositioned CreditLens and related tools from a feature list into a single, workflow-led portfolio story
- Built the persona-to-workflow framework and value-proposition model behind the new messaging
- Ran the SEO-led content loop that contributed to a $3.1M SQL sourced directly from the website
- Directed a worked LinkedIn campaign across 18 markets with A/B-tested ad creative
- Managed $22.8M in marketing budget across 3 years, influencing $4.95M in revenue