The Exponential Workforce

Led content strategy and execution for Gloat's major brand repositioning, shifting messaging from internal mobility and retention to efficiency and cost savings through the introduction of the "Exponential Workforce" concept.

Challenge: Reposition the brand to address shifting market priorities as economic conditions changed, requiring new messaging that resonated with cost-conscious business leaders while maintaining relevance with existing HR audiences.

Strategy: Partnered with Head of Brand & Design to develop integrated content across the new website and launch campaign. Developed a multi-channel launch plan spanning owned, earned, and employee advocacy channels.

Scope of Work:
Wrote all landing page copy for repositioned website, translating complex product capabilities into clear business value propositions
Developed comprehensive social media launch strategy including content calendar, post copy, and channel-specific tactics
Scripted brand video content to bring the Exponential Workforce concept to life
Created executive thought leadership content and internal employee communications to build advocacy and alignment
Ensured messaging consistency across all customer touchpoints

My Role: Content strategist and lead copywriter working in close partnership with Brand, Product Marketing, and executive stakeholders to execute a cohesive repositioning across all marketing channels.