WorkLife
Partnership
One Mission: Support Workers by Empowering Employers
As the lead marketing strategist at WorkLife Partnership, I built a full-funnel digital ecosystem that turned workplace stability into a compelling growth story—for both B2B and B2C audiences.
01 — THE PROBLEM
A Bold Mission, Lost in Translation
WorkLife Partnership had one of the most impactful offerings in workforce support—connecting employees to real, human help during life’s hardest moments. But that bold mission wasn’t translating into results.
The marketing infrastructure didn’t reflect the quality or urgency of the services, and WorkLife was missing opportunities to connect with both employers and employees.
Key Challenges:
- A fragmented web presence and unclear messaging
- No defined personas or buyer journeys
- Absence of a digital lead funnel or marketing automation
- Disconnected reporting across platforms
- Minimal brand recognition and underutilized testimonials
📉 The result? Low visibility. Low lead flow. And a powerful solution staying hidden from the employers who needed it most.
02 — THE STRATEGY
Rebuild, Align, Scale: A Full-Funnel Digital Transformation
I led a complete digital transformation—uniting strategy, data, content, and design into a single, high-performing growth engine. The work was structured in four key phases:
2.1 — Clarify the Audience with Targeted Personas
Understanding who we were speaking to was fundamental. We developed detailed personas to tailor messaging, addressing specific pain points and needs for both employers and employees.
- Developed detailed personas: Jennifer (CHRO) and David (CEO)
- Identified key pain points: turnover, absenteeism, and distracted workers
- Used service utilization data to refine targeting and segment by industry and company size
🎯 Outcome: Messaging finally met people where they were—emotionally, professionally, and contextually.
2.2 — Rebuilding the Web Experience for Engagement
I redesigned and rebuilt WorkLife Partnership’s web presence to be highly responsive, SEO-optimized, and focused on converting visitors into engaged leads.
- Rebuilt two SEO-optimized, mobile-friendly WordPress sites focused on employer outcomes
- Rewrote and reorganized content around real-world business challenges
- Created landing pages for key services—mental health, financial support, navigation
- Integrated a custom ROI calculator to help employers visualize cost savings
📈 Result: +60% organic traffic and improved conversion performance site-wide.
2.3 — Launching a High-Performance Full-Funnel Campaign Engine
With a refined audience understanding and a robust web presence, we launched targeted digital campaigns across multiple platforms to drive qualified leads.
- Ran persona-specific campaigns on Google, LinkedIn, Meta, and Bing
- Built LinkedIn carousels and testimonial-based ads targeting HR and C-suite
- Focused paid search on pain-point terms like “EAP Alternative”
📊 Result: 194 MQLs and a 370% increase in qualified leads year-over-year.
2.4 — Automating Nurture & Conversion with Personalized Workflows
To maximize conversion and minimize manual effort, we implemented automated email nurture campaigns tailored to specific audience segments.
- Built Mailchimp automation workflows for open enrollment, onboarding, and seasonal outreach
- Personalized content by employer and issue type, with co-branded messaging
- Aligned timing with HR calendars for maximum relevance
✉️ Result: Better engagement, more conversions, and significantly reduced manual workload.
03 — THE BRAND AWARENESS ENGINE
Show Up, Speak Up, Stand Out: Elevating Brand Recognition
To grow recognition and trust, I focused on content and outreach that made WorkLife more visible and more human across professional channels.
3.1 — Strategic Engagement on LinkedIn
LinkedIn was a crucial platform for connecting with HR leaders and C-suite executives. We deployed a consistent content strategy to build thought leadership and drive engagement.
- Led all LinkedIn content creation, using a professional but warm tone aligned with our values
- Posted regularly to highlight worker stories, employer wins, and emerging labor trends
- Authored supportive, value-driven replies to increase engagement from HR leaders
🔗 Result: Increased page engagement, profile visits, and warm leads sourced directly from LinkedIn.
04 — THE TABLEAU ADVANTAGE
Turn Data into Action: Driving Insights and Impact
Leveraging data was crucial for demonstrating WorkLife Partnership's value and securing essential funding. I transformed raw data into actionable insights through visual dashboards and comprehensive reports.
4.1 — ROI Dashboards for Employers
I designed interactive Tableau dashboards that provided employers with clear, real-time insights into the impact of WorkLife's services on their workforce.
- Visualized service usage by topic, trend, and employee count
- Highlighted issues like housing instability, childcare gaps, and mental health needs
- Integrated a turnover cost ROI calculator
💼 Used in: Employer QBRs, internal ROI reporting, and 1:1 retention conversations.
4.2 — Comprehensive Impact Report for Funders & Stakeholders
To translate WorkLife’s data into a compelling story that resonated with funders and strategic partners, I created a visually engaging Impact Report from the ground up.
- Wrote all content to clearly communicate reach, outcomes, and equity impact
- Designed all graphics including charts, icons, maps, and visual summaries
- Featured service utilization trends, employee stories, and outcome-based impact graphics
📊 Used in: Board meetings, fundraising campaigns, strategic planning sessions, and as a core attachment for grant applications and renewals.
