Karen E Lewis Writer | producer | content Strategist | marketing Consultant

  • Inherently curious as a digital consumer with acute understanding of the modern content landscape.
  • Creative and proactive producer, custodian and executor of content and editorial strategy.
  • Excellent project management skills and flexibility, as well as an ability to be micro-focused and a sharp macro-thinker simultaneously.
  • Extensive experience in the production of content that drives innovative customer experiences, how content and experiences compel action, and how to respond to buyer, market, and channel evolutions and changes.
  • Agile marketer: Actively use agile and collaborate tools including Mural, Trello, Slack, Box, Dropbox, Paper.doc, WordPress and Kapost.
  • University of Bath, Graduate coursework: Marketing and Business Management, 2005 - 2006
  • IBM Institute of Knowledge Management, Master Class: Story Telling, Jun 2000
  • Boston College, Bachelor of Arts, English and History, 1984 - 1988

Freelance Content Writer | September 2017 – present

Content Development: Interview subject matter experts; write blogs, articles, e-books, and case studies.

Content Director, IBM | November 2016 – October 2018

Content Development: Develop and deliver content strategy, tracking performance and recommending optimizations to content and overall customer experience.

Editorial Strategy: Ensure editorial strategy and supporting objectives are met within scope and budget, as well as on schedule. Manage creative lifecycle of content from conception to post-production, ensuring content created supports the overall marketing vision and strategy. Support business units by actively managing view of content publishing across digital campaigns, events, blogs, social media and external communications. Proactively look for additional opportunities to strengthen messaging across channels.

Blog Management: Write, edit, publish blogs and all associated imagery as needed. Manage blog calendar, project manage contributors and strategy. Work closely with internal experts, external influencer, and clients to create content. Monitor content performance using analytics and reporting tools with an aim to refine and improve strategy.

Social Content: Create and execute a social content strategy.

Marketing Strategist and Launch Manager, IBM | August 2014 – November 2016

Marketing Strategy: Plan, create, deliver messaging and assets to be used across multiple sales (direct and indirect) and marketing channels including enablement, campaigns, events, digital and social. Focus areas include: Internet of Things (IoT), Blockchain, Security, Linux, Open Source, Systems, Developers, CTOs.

Content Manager: Architect client engagement journeys; develop content (including digital) marketing strategy; conduct interviews to gain insight to create narratives, articles and blogs; provide content for sales and field enablement initiatives; curate and plan content delivery; develop and manage several focused newsletters targeting developers and line-of-business contacts (total circulation 147K).

Launch Manager: Signature Moment, announcement and launch planning (budget, offerings, messaging, assets, reporting and tracking) across all go-to-market channels inclusive of business partners, direct and indirect sellers, alliance partners and ISVs.

Lecturer, University of Southampton, School of Business Management | September 2013 - June 2015

Lecturer: Oversee, develop and promote fresh teaching and learning approaches and material which create interest, understanding and enthusiasm amongst students; promote the use of appropriate media to support student learning; set and mark coursework and exams, providing constructive feedback to students; design, develop and deliver an innovative range of programmes and study. Subject matter expertise includes: Customer Insight, Marketing Analytics, Neuro-marketing, Digital Marketing, Campaign Management, and Integrated Marketing Communications, Branding, Storytelling and Narrative.

Worldwide Competitive Market Manager, IBM | February 2005 - July 2013

Competitive Strategy: Primary marketing interface to business leaders at worldwide and local levels; develop thorough understanding of market to define overall strategy for market segments including offering plans, channels/routes to market and pricing/business cases documented in business plan.

Market Management: Create and execute marketing plans to include market segmentation model and priorities; develop portfolio messaging and market positioning for selected market segments; prioritise marketing programs, routes to market, and channel enablement requirements to meet marketing revenue goals.

Competitive Insight: Drive increased white space and competitive market awareness; conduct competitor analysis and develop appropriate competitive sales enablement and marketing materials to support a differentiated value proposition; provide sales and marketing leadership in communications to existing, white space and competitive install base accounts; develop and deploy competitive sales initiatives, marketing campaigns and enablement activities to internal and external audiences.

Worldwide Go-to-Market Manager, IBM | December 2002 - February 2005

Marketing Strategy: Define and execute go-to-market (GTM) marketing strategy; develop marketing plans and supporting sales activities; deliver the GTM marketing plan for specific software brand area penetration for incumbent and white space customers.

Campaign Management: Work across the software marketing teams and lead the development of an integrated marketing plan; conduct geo briefings, create program team quarterly guidance, engage relevant marketing channels to support software marketplace.

Content Development: Create marketing content (analyst reports, brochures, white papers, newsletters, articles); team with 3rd party business consultants, analysts and internal experts to create content; offer content and editorial leadership to selected publications, user groups and 3rd party sites; manage selected agency resources.

Sales Enablement: Plan and deploy quarterly marketing/sales initiatives; create sales kits for use by sellers: 2005 activities resulted in a 28% increase in revenue YTY through telesales and 21% through brand specialists.

Manager, Integrated Marketing Communications, IBM | April 2001 - December 2002

Management: Manage and lead the Integrated Marketing Communications (IMC) team of specialists and strategists representing the software business units in the Americas; build strong community across IMC Specialist and Strategist Marketing Team (Americas); ensure integration and collaboration between IMC disciplines to maximize campaigns.

Campaign Management: Oversee integrated marketing communications and campaign activity representing software brands in the Americas; prioritize campaign workload for the functional marketing team; build and manage the master marketing plan across the software brand segments; conduct weekly campaign reviews; analyse and modify plans and structure as needed.

Business Planning: Develop communications plans for software marketing; establish effective people management practices to maximize employee involvement, build customer value skills, balance resources, promote exacting standards and levels of performance; recognize and reward excellence; support work force diversity.

Worldwide Marketing Manager, Knowledge Management, IBM | March 2000 - April 2001

Community Management: Develop and manage the strategy for Lotus and IBM community sites: define mission statement, editorial goals; establish and meet aggressive goals for number of registered users and visitor activity. Oversee the development of an electronic, subscription-based newsletter for the Community.

Content Development: Create content for internal and external deliverables; adhere to guidelines for branding, content/editorial strategy, consistency of message, technological ease of use and global presence to sites.

Campaign Management: Manage creation and execution of campaign materials for use in quarterly mailings; project-manage vendors and manage budget; develop and manage internal and external communications to ensure field sales and Business Partners were enabled with supporting resources to generate opportunities.

Services Marketing Manager, IBM | June 1998 - December 1999

Marketing Strategy: Develop the EMEA marketing plan to achieve geographical revenue targets for services business units; create revenue-generating marketing and portfolio positioning; work with the services practice area managers to help build content for marketing programs to generate sales leads and prospects for the services organization; establish a reliable communication plan that covered worldwide and geography-based sales, marketing, and practice leaders.

Business Planning: Implement global marketing strategies across the EMEA region via a mix of regional marketing and communications professionals; ensure the full complement of marketing mix is deployed with major focus on direct channels, vertical markets, as well as external influencers such as press and analysts.

Content Development: Manage collateral development and brand identify, ensuring application of worldwide guidelines throughout all internal and external communications vehicles.

Enterprise & IT Marketing Manager, IBM | November 1995 - June 1998

Management: Manage customer relationship marketing team implementing global marketing strategies across the EMEA region via a mix of regional marketing and communications professionals, with special focus on direct and indirect channels, vertical markets and 3rd party influencers; manage and implement the Lotus' relationship marketing program - Lotus Gold; ensure scalability of program, providing scope for customization within more than 40 countries.

Community Management: Drive marketing activity into a new member-based developer community; scope out and launch an e-centric, community-based web site catering specifically to the developer audience to become the single window to the developer community.

Manager, Partner and Enterprise Marketing Group, Lotus | March 1994 - November 1995

Manager: Develop and manage marketing team responsible for product positioning programs targeting developer, LOB, and IT markets; work with the product and industry marketing managers to drive awareness of Lotus solutions and technologies. Manage a team of channel marketing professionals responsible for developing and executing marketing programs throughout the United Kingdom and Ireland (1000+ organizations). Implement global marketing strategies across the EMEA region via a mix of regional marketing and communications professionals; create localized marketing campaigns using global marketing initiatives as baseline.

Business & Campaign Planning: Develop and execute direct marketing, merchandising and product positioning programs targeting enterprise customers evaluating the Lotus communications product portfolio; develop campaigns for enterprise-size customer to generate sales leads and prospects for Business Partners, Lotus and IBM.

Sales Representative, Lotus | March 1993 - March 1994

Business Development: Develop profitable business relationships with mid-tier organizations and business partners to drive pipeline and revenue; work with territory sales representatives to support enterprise customers and named accounts; ensure customers have access to technical and marketing pre-sales support materials; attend events; coordinate territory activities of demonstration representatives.

Corporate Marketing Communications Manager, Ackerman & Company | September 1989 - March 1993

Communications Strategy: Direct the activities of the corporate marketing department for an organization which focused on leasing, marketing, property management and contract administration; provide corporate marketing and research services to the asset management division; work as part of a team providing exemplary tenant representation; create value through innovative, well-orchestrated marketing activity.

Business Development: Start-up and manage a consulting practice that provided marketing research and consulting; provide speech-writing, PR and fund-raising activity support to the President and CEO.


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