15 years building consumer marketing programs across publishing, higher education, and culture — from launch campaigns that hit a million impressions to donor programs that fund championships. The work changes. The discipline doesn't.
Also seeking B2B SaaS roles? See my product marketing and content strategy portfolio at brittney-mmutle.pages.dev.
Jessie DaSilva · Consumer Launch Campaign
Jessie DaSilva, dubbed the "Millennial Money Witch" by Forbes, came to Casablanca with a bold premise: witchcraft as a framework for financial freedom. The audience — Millennials and Gen Z rejecting Boomer money advice — required both cultural fluency and conversion-driven execution.
As lead marketer, I developed the full campaign strategy: a tiered pre-order incentive program targeting 750 preorders, a promotional copy framework that led with audience identity ("A little bit of magic may be the answer"), and visual assets designed for the book's irreverent, maximalist brand. The affirmation deck order incentive was a custom merchandise concept — physical cards featuring the book's core principles — used to drive pre-order momentum across social and email.
Campaign copy anchored the author's Forbes credential, positioned the book against generic financial advice, and gave potential readers a clear sense of who this book was for — a brand-specific audience signal that retail partners could also act on.
"Something magical just happened to your wallet! Receive a FREE deck of affirmation cards when you purchase your copy of The Witch's Way to Wealth before 12/20/23!"
— Campaign hook copy, Oct. 2023Homaira Kabir · Sustained Launch Content Program
Goodbye, Perfect — a women's self-development book about releasing perfectionism and living authentically — required a social content strategy that matched the book's emotional register: warm, thoughtful, and community-inviting rather than promotional.
I designed and executed a sustained content cadence built around the book's core concepts — authenticity, confidence, mastery, self-trust — using a consistent branded visual template and rotating between quote-led graphics, engagement-first captions, and conversion-oriented pre-order copy. The campaign layered community activation (hashtag strategy, share prompts) with direct sales mechanics (tiered pre-order bonuses up to $1,150 in value).
The result was a cohesive, publication-ready content program that could sustain momentum through a multi-month pre-order window without defaulting to hard-sell tactics — essential for a book whose audience actively resists performative self-improvement messaging.
"How will you honor your needs today? Feel free to share this post to your own socials with the hashtag #goodbyeperfectproject!"
— Community activation caption, 2023Raven Kennedy · Community Announcement Campaign
When Bloom Books acquired bestselling fantasy romance author Raven Kennedy — one of BookTok's most beloved names — the acquisition announcement was itself a marketing moment. The right framing could turn a business event into a community celebration and immediately signal Bloom's positioning in the romance and fantasy space.
The announcement graphic was designed to feel celebratory and fan-forward rather than corporate: gold and black with a starfield treatment that matched Kennedy's established visual identity. The copy and visual execution were calibrated to land as a community moment first — "Welcome to Bloom Books, Raven Kennedy" — not a press release.
"1M+ impressions per campaign cycle at 33.7% engagement — sustained across 40+ annual launches through strategic lifecycle design."
— Sourcebooks / Bloom Books, 2021–2024High-stakes campaigns for institutions with complex audiences, competing stakeholders, and zero margin for error.
Major donor cultivation event marking Black Creativity's half-century at MSI. I led campaign content and communications for the January 2020 Gala — coordinating across sponsors including Allstate, ComEd, NextLevel Health, and United Airlines, producing the event evite and sponsor solicitation materials, and managing high-stakes stakeholder relationships with C-suite co-chairs and Chicago civic leadership.
Multi-program campaign execution across Vanderbilt's athletic giving portfolio — NCC Champions' Circle (Baseball), Vandy Golf Day, and broad-base donor acquisition. Produced direct mail brochures, donor solicitation letters, ad creative, and campaign collateral for audiences ranging from casual fans to major gift prospects. Wrote across giving levels from $150 to $10,000+.
Campaign newsletter editorial for GVSU's milestone Faculty & Staff Campaign — the highest participation rate of any public university in Michigan at 55%+. Produced feature editorial, donor testimonials, and campaign communications that grounded institutional pride in individual giving stories.
The largest campaign in this portfolio — a 24-hour Giving Day exceeding $2M raised across 26 university units, with 56 segmented email deployments to 125,000 recipients and real-time performance optimization. Exceeded prior year results by 40%+. Also built the University's crowdfunding platform from 0→1, which operated until 2023.
Long-form editorial for general consumer audiences — written from the inside out.