Global Content & Social Media Strategy
Marketing Strategist & Content Lead | Global Business Travel Association
Rebuilding global engagement and driving measurable growth across 12+ content channels.
Overview
Client: Global Business Travel Association (GBTA)
Industry: B2B Professional Association
Role: Marketing Strategist & Content Lead
Timeframe: April 2021 – May 2023
Platforms & Tools: Salesforce, Pardot, HubSpot, Airtable, Canva, Sprout Social, Google Analytics
Key Results:
+1,550% LinkedIn Post Engagements
+1,745% LinkedIn Post Link Clicks
+46% Global Engagement Rate
+62% Increase in Link Clicks
+15% Podcast Listenership
Built a unified cross-channel strategy supporting 10+ global events and 45 committees
Key Takeaways
Built and executed a unified global marketing strategy under tight deadlines
Drove dramatic increases in engagement and link clicks through content realignment
Improved visibility and cohesion across global committees
Strengthened GBTA’s multi-channel ecosystem with repeatable, scalable processes
Demonstrated ability to combine analytics, messaging strategy, and cross-functional leadership
The Challenge
GBTA’s digital footprint was large — spanning more than a dozen channels — but inconsistent. Engagement was flattening, messaging varied across regions and teams, and analytics were siloed, making it difficult to measure what was and wasn’t working.
When I stepped in, GBTA’s largest global event was just 70 days away, and the team needed a cohesive content strategy that would:
Re-energize social engagement
Align messaging across global stakeholders
Support year-round campaigns and major events
Provide leadership with clear, actionable performance data
The challenge: build a strategy, content system, and analytics framework fast — without sacrificing quality or consistency.
The Strategy
1. Conducted a Comprehensive Social & Content Audit
Analyzed 12+ channels to assess audience behavior, content gaps, and opportunities
Identified high-engagement themes and underutilized formats
Consolidated overlapping channels for clearer brand governance
2. Built a Unified Global Content Strategy
Developed a cohesive messaging framework to align 45+ committees
Created new brand-aligned content series to support events, advocacy, education, and membership
Established a cross-channel content calendar integrating social, email, podcast, and blog assets
3. Implemented an Analytics Dashboard for Data-Led Decisions
Built weekly and monthly performance dashboards
Tracked content themes, formats, and demand signals
Used insights to refine posting cadence and creative strategy
4. Strengthened Cross-Functional Collaboration
Partnered with Events, Public Policy, Education, Membership, and Communications
Ensured campaign consistency across global teams
Created a centralized content request process to streamline production
The Results
A complete revitalization of GBTA’s digital ecosystem.
✅ +1,550% LinkedIn Post Engagements
✅ +1,745% LinkedIn Post Link Clicks
✅ +46% Increase in Overall Engagement
✅ +62% Increase in Link Clicks Across Social
✅ +15% Podcast Listenership Growth
✅ Supported thousands in event revenue through strategic promotional campaigns
These results were driven by consistent messaging, stronger storytelling, and a more intentional, analytics-driven content cycle.
(images with metrics and results)