Tony Sheehan, a content-obsessed marcoms leader

Strategy & leadership

• Lead content strategy and production for the company's $1 billion technology portfolio including app & data integration, loT, business transformation, and mainframe products.
• Create and deliver on a content strategy that delivers on the goals of the overall brand and 6 individual business units.
• Managed a $1.5 million+ content marketing budget for agency, freelance and partner resources, prioritizing spend based on business and campaign needs.
• Lead a team of writers, designers, videographers and product marketers to find ways to make our content a driving force in our company’s growth.

Messaging

• Develop, maintain and communicate product messaging documents (value prop, positioning hierarchy, campaign themes, messaging framework, differentiating capabilities) used by all of Comms, Sales, Marketing and Sales.
• Developed product messaging for launch the "Super iPaaS" category, including webMethods Al, our GenAI solution to integration. (NOTE: the Super iPaaS business was acquired by IBM 2 months after the launch for $2.3 billion.)
• Led competitive analysis to determine how we can a create differentiated message - one that was more direct, more transparent, and less jargony.

Content Production

• Wrote (or edited) blog posts, white papers, eBooks, webinar scripts, podcast episodes, infographic copy, social posts and pretty much any other content type imaginable.
• Directed product videos that show (and tell) how our products can help specific pain points identified in key messaging documents.
• Created content that contributed more than $300 million to pipeline per year (including both organic and paid distribution) through paid campaigns, organic SEO and partner marketing motions.
• Reinvented our entire content operations from the ground up - defining all processes, creating templates, establishing workflows, specifying SLAs, making team assigments.
• Wrote and edited sales enablement assets out the wazoo - including datasheets, sales decks, cheat sheets, battlecards and call scripts.
• Created GPTs for content creation tasks and incorporated into regular content workflows.

Website

• Reworked the entire company website based on data-driven insights - including all of our product pages, solution pages, blog and resource library.
• Converted all static, gated PDFs to ungated HTML pages to align with selfserve, mobile-first buyer behavior.
• Increased the number of Page 1 rankings by 59.8%, increased organic impressions by 133% and organic clicks by 123%.
• Direct the Editorial Board, a group of Marketing and CorpComms stakeholders that oversee our digital presence.
• Defined and implemented a consistent content tagging taxonomy across all digital content to optimize content discovery based on reader journey.
• Oversaw the agency creating customer stories and case studies - creating 25+ stories per year across a global client base.

• Opened a Toronto office for the content marketing agency serving Canadian clients from the WPP network.
• Led the content strategy and client relations teams, acting as the account lead for our top-tier accounts (Ford. Amgen, Rio Tinto, Reebok) amounting to $3.5 million in total billings.
• Oversaw all BizDev activities (primarily through WPP partner agencies), owning the pitching process and tracking the new business pipeline.
• Recruited and hired a world-class team of 12 writers, editors, videographers, strategists and account managers to deliver middleweight and social media content.
• Directed the team managing the editorial calendar (and accompanying media outreach) for Ford Canada's blog and social channels, with 1.5 million+ combined followers.

• Led content, media relations and brand strategy across tech (Dell), consumer (Reebok), pharma (Pfizer), finance (JPMorgan Chase) and automotive (Ford + Lincoln), managing accounts in excess of $5 million in revenue per year.
• Turn brands into publishers through real-time, always-on, media-friendly content programs.
• Oversaw the work of a brilliant team of editors, designers, videographers, photographers and developers that delivered content experiences on a daily basis.
• Developed a podcast, media outreach plan & companion content for Dell titled Trailblazers, hosted by Walter Isaacson. The podcast averaged more than 15,000 streams per episode in its first season.
• Created the publication and then managed content for Blueprint, a multimillion-dollar investment in telling the stories of the urban built environment by commercial real estate giant CBRE.

• Led programs that helped clients reach business goals with better social media content, better community engagement, better insights from their social media data, and better training on how to use different social media tools to impact KPIs.
• Drove $3.8 million in net new business through strategic partnerships with SMMS providers Sprinklr and Adobe Social.
• Created a comprehensive social media content strategy and personally conducted Marketing-wide training courses for Staples.
• Introduced social media governance programs to ensure that employees were sharing brand-compliant content for Tag Heuer, Gilt Groupe, and Hartz Mountain.

• Pioneered a new approach to media outreach for Canon, focusing on lifestyle bloggers and online influencers, in an early entry to the world of influencer marketing.
• Managed media and analyst relations on behalf of B2B tech clients - Canon, Microsoft and Samsung.
• Organized press conference and set up media interviews for Samsung’s executive team at global tech trade shows (CES, CeBIT, MWC).
• Developed and delivered media training to product leaders and executives.

(Emphasis in marketing, strategy and data analytics.)

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(Emphasis in journalism and technical writing. Minor in mathematics.)

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