Portfolio
I began my career as a writer but quickly grew into marketing, content marketing, and content strategy. But even in these higher-level roles, I enjoy occasionally taking the pen myself.
B2B marketing and communications
As head of global internal communications at Accenture, I developed the strategy and content to keep all 738,000 employees informed and engaged, using all internal channels. Later, I was tapped to improve marketing messaging for C-suite and recruitment audiences.
Explainers
In 2020, people had more faith in information from their employers than from any other source, making internal communications particularly important during the pandemic.
Our friendly "explainer" articles were the year's most popular stories.
Case studies
Did everyone else's eating habits change during the pandemic, or was it just you?
When your audience includes employees of every rank and discipline, you jump at a case study that taps into such a universal question.
Promotion
Not everyone can watch videos at a client site. But they still need to get the information.
So I had all global internal videos accompanied by full executive summaries — and promoted both content types across the company.
Profiles
Accenture's theme for International Women's Day 2024 was "Be without limits."
I profiled subjects representing the geographies and skill sets we were recruiting for.
Content marketing strategy and editing
At the Willis global insurance brokerage, I developed a content marketing strategy anchored by a daily corporate blog. Success depended on gaining leaders' trust to follow my editorial direction. Leaders quickly adopted the new approach, enabling the blog to "punch above its weight," delivering 40,000 page views monthly.
The 12 Risks of Christmas: How We Helped Santa This Year
WillisWire quickly established a reputation for authoritative content, personably written. In its second year, I decided to have fun with it to broaden our reach.
For the holidays, I had each blogger contribute a fun paragraph about how their insurance might protect Santa. The resulting post was entertaining enough to be widely shared within our target audience.
Script writing for consumer audiences
As part of my work for Oxfam International's "In My Name" campaign to end poverty, I wrote the script for this video, which starred Will.I.Am, Scarlett Johansson, John Legend, and Kristin Davis. It was viewed almost 300,000 times its first month.
(I made my directorial debut in the video's Scarlett Johansson segment.)
Personal essays (just for fun)
Over the years I've written the occasional essay for fun. They're here as examples of another style of storytelling — one that may tell you a little more about my personality than the other samples do.
There is a woman walking her dog. Neither of them is going anywhere.
© Copyright 2024 Julie C. Roth. All rights reserved.
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