Slack

An HQ for our digital lives

In 2022 I joined Slack as Senior Director of Brand Marketing leading global campaigns, brand strategy and brand heath efforts. In late 2021 Slack was acquired and is now owned by Salesforce, and this balance of an independent brand within such an established SaaS organization stretched my focus beyond Slack to broad conversations around co-marketing with Salesforce in both digital and events spaces, and focused on the future evolution of our products, customers and values. My accomplishments ranged from leading efforts to boost global brand awareness 23% in the last 2 years, and producing successful full funnel campaigns around tentpole moments with key media and brand partners.

Most recently, throughout the fall of 2022 and spring of 2023, a key undertaking was the full facilitation of a multimillion-dollar SXSW sponsorship and activation with 25 workstreams, a 4 day run of show, 2 influencers and numerous comms, daily decisions and moving parts. We tripled our expectations of attendance, received some critical earned media placements and more than quadrupled our lead capture goals.

Previous integrated campaign work spanned ABM and industry programs, customer stories truly focused on customer success and our most “branded” brand campaign entitled Random Acts of Kindness. The RAK campaign highlighted quite simply, the brand qualities of Slack (smart, hardworking, collaborative and humble). And how this humility translates into campaigns that put the customer/viewer first. The seed of this idea came from a viral post last year from Arianna Huffington, where she sung the praises of one of Slack’s product updates that solely asked people to take care of themselves. To extend this moment, we developed a targeted OOH takeover in 3 key cities, where the key messaging focused on compliments such as “You look nice today” or “You got this”. Slack’s largest OOH campaign— with 1,000+ assets created from digital and social to print and spatial— was promoted across Atlanta, Chicago and New York City, and drove a 60% increase in public brand awareness over 6 months.