I started out in marketing research in an account management role at Claritas. Most of my time was spent helping my clients understand the data, pulling out insights, and ideating how they may be able to act on that insight.
In 2006, I joined a performance-based digital marketing agency, Resolution Media, which launched my digital career. I attribute much of where I am today to that leap.
I had another career pivot in 2010, when I took my first B2B and client-side marketing role and had the opportunity to build a corporate marketing team from scratch at a digital marketing technology start-up, Kenshoo. Not having been in that role before, my hiring manager at that company saw my potential and was a tremendous coach that challenged me and gave me guidance, as I learn by doing.
The concept of storytelling in content marketing is over emphasized. It’s definitely important, especially in aspirational and inspirational content, and oftentimes individual pieces of content should ladder up to an overarching story. However, much of the content that is (or needs to be) produced is longer-tail information that our audience is seeking so they can make an informed purchase decision. Couple this with the fact that digital content is often skimmed and space is limited, leading with storytelling is not always the best tactic.
While working towards a larger goal or plan, success comes by understanding what we can do right now to make progress and make an impact.
Stacie Levy is the Global Director of Content Strategy and Integration for Kerry, a global leader in taste and nutrition for the food and beverage industry. With nearly 20 years of marketing experience, Stacie’s background covers marketing strategy, communications, digital advertising, marketing automation, events, public relations and team leadership. Before joining Kerry, Stacie was responsible for building digital roadmaps across Kohler's corporate, plumbing, interiors, power and hospitality business units. Prior to Kohler, she built the global marketing communications team at Kenshoo, a digital marketing technology company. While there, she was responsible for driving brand awareness and ultimately supporting aggressive revenue targets across four products and 10 priority countries.