Portfolio
I began my career as a writer and storyteller but quickly grew into content marketing and strategy. 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. I also wrote the occasional high-profile story. Later, I was tapped to improve marketing messaging and storytelling 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 our 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.
Integrated Comms
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 company channels.
Talent Profiles
Accenture's theme for International Women's Day 2024 was "Be without limits."
I interviewed and wrote profiles on people 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 to build top-of-funnel awareness among B2B decision-makers. Anchored by a daily corporate blog, WillisWire, its success depended on gaining leaders' trust to follow my editorial direction. I'm proud to say I did, publishing reader-friendly posts that enabled the blog to "punch above its weight," delivering 40,000 page views monthly.
Periodically, I ran special features, in which each blogger contributed a paragraph on a single topic. They were always among our most popular stories of the year. For my purposes here, they provide a good sampler of the kind of content and writing I published on the site.
Calculating that we could broaden our reach with a bit of fun, I planned a holiday special feature. Each blogger contributed a comic paragraph about how their insurance might protect Santa. It was an immediate hit, widely shared throughout 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. I include a few of them here as 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 2025 Julie C. Roth. All rights reserved.
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