Rachel Welch

Bridging Creativity & Analytics to Drive Brand Success

I am a marketing professional with nearly 10 years of experience across B2B, B2C, and nonprofit sectors. I specialize in developing integrated content marketing strategies and brand development plans that engage and convert. My approach blends creativity with data-driven insights across internal and external channels to drive engagement, sales, and brand loyalty.

Please see my resume below to learn more about my marketing and leadership journey.

About Me

Placeholder

Integrated Content Marketing

I craft content that truly connects with audiences across platforms like social media, thought leadership articles, podcasts, newsletters, and email. My focus is on delivering content that not only engages but also reinforces the brand’s identity and builds brand loyalty over time

Placeholder

Digital & Social Media Strategy

With a proven ability to grow followers, enhance engagement, and drive conversions on Instagram, Pinterest, LinkedIn, and other platforms, I’ve helped brands grow their following, boost engagement, and drive conversions. Most importantly, I always ensure the content aligns with brand marketing goals and flows naturally into sales enablement to support brand awareness and lead generation.

Placeholder

Creative & Data Driven Thinking

I pride myself on combining creative content ideas with solid data insights to optimize campaign performance and ensure results. Whether it's refining a strategy based on performance or tweaking content to better reflect the brand’s message, I focus on making sure each campaign not only resonates with the right audience but also moves the needle for the brand.

Case Studies

Key examples of my work that highlight my skills, approach and results

National Television Coverage

US Open Player Sponsorship

Alliant Private Client

  • Private Client was presented with a last minute opportunity to increase its brand visibility during the high-profile US Open, patching select players throughout matches during the tournament. With a limited digital presence, it was difficult to maximize the impact of the sponsorship and strengthen its brand identity in the market.

  • I collaborated with cross-functional teams to execute a cross-company content strategy to integrate Alliant’s sponsorship into a comprehensive brand marketing effort. The partnership ensured the campaign capitalized on the player's presence, amplifying the brand’s visibility.

    The campaign included creating 80+ branded content pieces for LinkedIn, Instagram, Facebook and X designed to drive engagement while aligning with Alliant’s brand narrative. To ensure consistent messaging, I created additional content for internal teams to expand reach and support the campaign.

  • The campaign resulted in 3+ hours of national and international televised coverage, an 11% engagement rate on the Private Client LinkedIn, a 16% increase in traffic to our landing page, and a 2x more than average follower rate. These results solidified Alliant’s brand positioning as a leader in the high-net-worth insurance space, increasing brand awareness.

Internal Lead Generation

Sales Enablement

Alliant Private Client

  • Private Client needed more effective sales tools to help internal teams engage prospects and clients on and offline ensuring that all communications were aligned with the company’s brand identity. The lack of integrated digital resources hindered the ability to maintain consistent brand messaging during the sales process.

  • To streamline the delivery of content to the team, I redesigned our intranet to improve access to branded sales tools, including digital presentations, email and social media templates. By aligning everything with our broader brand marketing efforts and simplifying how the team accessed materials, I helped ensure the tools were not only easy to use, but also reflected Private Client’s values and market positioning.

  • The new SharePoint Online page has seen a consistent month-over-month increase in users, pageviews. The sales enablement tools have contributed to a $1.8 million in top-of-funnel revenue.

Social Media Strategy

LinkedIn Page Development

Alliant Private Client

  • As a business group of a large corporation, Alliant Private Client lacked a digital presence only posting to the corporate channels 2-4 times/month. Without a strong platform for brand storytelling and engagement— and a drastically different target audience than the corporate channels — this limited our ability to build brand awareness and engage high-net-worth clients and professional advisors.

  • In order to maintain visibility in key markets, I pitched to leadership the need to launch a Showcase page as part of a larger brand marketing strategy to expand our digital footprint. I created a content calendar featuring thought leadership and branded messaging designed to elevate the brand’s presence, engage team and industry partners, and connect with our target audience.

  • The LinkedIn page exceeded growth expectations, achieving a 33% increase in followers. The page positioned Private Client as a trusted advisor by consistently reinforcing the brand’s value and continues to have industry-leading engagement rates above 7%.

Influencer Strategy

Digital Ambassador Program

Think Dutchess

  • Think Dutchess' organic reach within the local business community was limited as a nonprofit without a structured approach to brand advocacy. We needed a way too amplify our messaging and build deeper connections with key stakeholders.

  • To increase local enagement, I developed a digital ambassador program that empowered local businesses, influencers, and community leaders to become brand advocates for Think Dutchess. The program increased brand visibility by leveraging user-generated content and custom content aligned with Think Dutchess’ brand voice.

  • The ambassador program doubled Think Dutchess’ organic brand awareness and significantly boosted its social media reach. The initiative helped strengthen our position as a community-centric organization while increasing local engagement.

Event Integration

Awards Show Refresh

Think Dutchess

  • Think Dutchess’s Business Excellence Awards were facing diminishing visibility and engagement, affecting our ability to secure sponsorships. The event needed a refresh to keep pace with changing expectations and boost its perceived value to the local business community.

  • To reposition the event as a premier business award ceremony and strengthen the Think Dutchess brand, I led refresh of the awards. This included the introduction of high-profile keynote speakers to increase the event’s value and reputation. I reworked the sponsorship offerings, creating more brand-aligned partnership opportunities for sponsors to engage with their target audiences. Additionally, I developed a multi-channel marketing strategy that leveraged Think Dutchess’s digital platforms, including social media and email campaigns, to amplify brand messaging and drive higher visibility for the event.

  • The refreshed event strategy resulted in a 20% increase in attendance and a 25% increase in sponsorship revenue. By tying the event to stronger brand narratives and promoting it through integrated marketing efforts, we enhanced brand positioning and visibility within the business community. When COVID hit, we were required to shift to a digital event. This strategy allowed for flexibility and no loss in revenue and an increase in virtual attendance. The streaming of the awards won an award from the International Economic Development Council (IEDC).

360° Marketing Strategy

Overcoming limitations

Aisle Society

  • Limited staffing can force a business to look for other methods to establish positioning and gain market share.

    Aisle Society had a strong, established brand in the bridal industry across Instagram and Facebook. However, limited staffing resources, kept the team from growing to additional channels.

    The bridal outlet required meeting the audience where they were already spending time in order to continue growth.

  • At Aisle Society, I focused on supporting their established content strategy by expanding their reach on Pinterest—which was already a key platform for their audience. Conducting keyword research and maintaining a consistent engagement strategy I helped optimize their posts and boards for discoverability.

  • Aisle Society saw 2x growth on Pinterest traffic, from 2.4M to 5M views in just three months. This expansion reinforced their standing as a premier digital bridal resource.

Skills

  • Social Media Platforms: Facebook, Instagram, LinkedIn, Pinterest

  • CMS/CRM: WordPress, Umbraco, Squarespace, Salesforce, SharePoint Online

  • Email Marketing: Eloqua, Constant Contact

  • Project Management: Asana, Hootsuite, Airtable

  • Analytics: Google Analytics, Social Media Analytics

  • Creative Tools: Adobe Suite, Canva

  • Digital Strategy

  • Brand Strategy

  • Product Positioning

  • Content Strategy & Execution

  • Copywriting

  • Customer Research

  • Data Analysis

  • Sales Enablement

  • Marketing Operations

  • Email Automation

  • Leadership