Indeed

Creative Direction – Shawn Petersen, Carolin Harris
Strategy – Amanda Beemer
Design – Taliessin Schuszler, Amanda Ruck, Kyle Hinze
Copywriting – Hillary Churchill, Dan Tappan
Producers – Katherine Bovee, Julia McAleese

 

In the United States, 88% of businesses employ fewer than 20 people.

Most of them use Indeed to find their next great hire.

 
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We partnered with Indeed’s Small Business Marketing team to tell compelling stories about each of their products and improve users’ experience throughout every stage of the customer lifecycle.

Over the course of our partnership, we collaborated on over 40 projects, including: 

  • A brand-level narrative that leveraged deep insights about small business users

  • Product messaging frameworks that utilized those insights to convey Indeed products’ value in ways that resonate with small business owners

  • A multichannel lead nurture campaign strategy

  • A multichannel product onboarding strategy for new users

  • A system of emails that keep users in the loop throughout their lifetime as an Indeed customer, whether they’re actively hiring or not

  • A comprehensive, user-focused playbook for launching new products and features

  • A COVID-19 toolkit that updated primary communications to empathize with the challenges and choices many small businesses were facing

I co-led a team of 10 designers, writers, and producers, inspiring them to think critically about the work and providing strategic direction at key moments across all live projects in the studio.

Additionally, I functioned as an embedded team member on Indeed’s Small Business Marketing team, which afforded me a unique perspective and ability to connect the dots between ongoing projects and emerging client needs.

As part of project kickoffs, I designed and facilitated around a dozen workshops in Austin, Seattle and Portland, and interviewed at least 25 stakeholders and subject matter experts.

Due to my close relationship with key client stakeholders, I also planned and participated in strategic planning sessions, and was instrumental in identifying and selling-in new project opportunities. 

Developing such a deep partnership with such a massive client was a thrill. It gave way to tons of strategically sound, user-focused work that enhanced Small Business employers’ experience on Indeed in many ways, both big and small.

 
 
 

Experience

Strategy Director – BASIC®
Associate Strategy Director – Huge
Strategy Lead – Nelson Cash
Senior Strategist – Freelance
Organization Design Consultant – Habits at Work

Clients

The Tech, FICO, Indeed, All Raise, Mercari, Google Fiber, ICF Next, The Federal Reserve, Walmart

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