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Strategy.
Storytelling.
Impact.
Customer Marketing, Advocacy and Strategic Communications
With a unique combination of marketing expertise, creative and design capabilities, strong writing skills and an analytical mindset, I bring both strategic thinking and hands-on execution to complex business challenges. I have more than 20 years of experience helping B2B technology companies connect customer and employee insights, marketing, communications and creative storytelling to strengthen relationships, engage audiences and drive business growth.
Areas of Specialization
Education
Learning that lasts
I design learning experiences that translate insight into action and knowledge into confidence by making complex ideas accessible and relevant.
Customer Marketing
Customer lifecycle strategy and journey optimization
Onboarding, adoption, retention and expansion programs
Customer segmentation and engagement strategies
Customer engagement and lifecycle communications
Customer
Storytellling
End-to-end case study development
Customer interviews and story development
Customer videos and testimonial programs
Customer-led thought leadership and content
Storytelling that turns customer experience into credible proof
Customer Advocacy
Customer advocacy strategy and program development
Customer references, communities and peer programs
Customer Advisory Boards and executive customer programs
G2 and Gartner Peer Insights review programs
Learning
and Enablement
Customer onboarding and adoption learning experiences
Workshops, webinars and educational content
Sales and customer education
Advocacy and enablement training
Instructional design and learning journeys
Strategic Communications
Internal and external communications strategy
Executive and leadership communications
Change, transformation and launch communications
Thought leadership, campaigns and content
Marketing, Creative and Insights
Marketing strategy and program development
Content strategy, messaging and audience insights
Creative direction, graphic design and web design
Analytical insights, measurement and program optimization
Data-informed thinking that connects ideas to business outcomes
The Core of My Work
I take pride in bringing:
Empathy to truly listen
Creativity to see what’s possible
Analytical thinking to uncover insights and turn complexity into clarity
Experience to anticipate and navigate complexity
Joy to build meaningful relationships
Innovation to improve what exists
Tenacity to move ideas forward and carry work across the finish line
Awards & Special Assignments
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Signature Services
Customer Advocacy Accelerator
Turn your strongest customer relationships into a strategic growth engine.
I help B2B technology companies build or transform customer advocacy programs that turn customer relationships into credible proof, stronger engagement and meaningful support for sales and marketing. From customer references and advisory boards to reviews, communities and customer stories, I create the strategy, infrastructure and processes needed to make advocacy scalable.
I can help you:
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Build or refine a customer advocacy strategy
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Create a scalable customer reference program
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Develop customer advisory boards
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Create customer communities
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Build G2 and Gartner Peer Insights review programs
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Develop a pipeline of case studies, customer stories and videos
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Create programs that turn customers into credible voices for your brand
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Establish advocacy measurement, governance and reporting
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Create scalable processes for sales and marketing requests
Ideal for:
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B2B technology companies with strong customers but no scalable advocacy strategy
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Organizations launching or rebuilding a customer advocacy program
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Marketing teams that need more customer proof for sales, demand generation and brand credibility
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Companies with customer stories and relationships that are not being fully activated
Engagement options:
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Advocacy Audit — A focused assessment of your current program, with recommendations and a prioritized roadmap
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Program Buildout — A 60–90 day engagement to build the strategy, foundation, processes and programs needed for scalable advocacy
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Fractional Customer Advocacy Leadership — Ongoing strategic and operational support without the cost of a full-time leader
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Customer Marketing Growth Engine
Turn the customer lifecycle into a driver of retention, expansion, advocacy and growth.
I help B2B technology companies build customer marketing strategies that engage customers from onboarding through adoption, retention, expansion and advocacy. By connecting customer insight, segmentation, communications, content and engagement programs, I help organizations deepen relationships, increase customer value and create new opportunities for growth.
I can help you:
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Map the customer lifecycle and identify opportunities to improve engagement
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Strengthen onboarding, adoption and ongoing customer engagement
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Develop customer segmentation and targeted marketing strategies
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Create lifecycle communications and customer engagement programs
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Develop retention and expansion campaigns
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Build customer communities and advocacy pathways
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Connect customer marketing with Sales and Customer Success
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Develop measurement strategies that demonstrate customer marketing impact
Ideal for:
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B2B technology companies with a strong customer base that is not being fully leveraged for growth
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Organizations looking to improve retention, adoption, expansion or customer engagement
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Marketing teams that need a more strategic approach to customer lifecycle marketing
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Companies looking to create stronger connections between Marketing, Sales and Customer Success
Engagement options:
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Customer Marketing Audit — Assess your current customer marketing approach and identify the highest-impact opportunities
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Lifecycle Strategy & Roadmap — Develop a customer lifecycle strategy, priorities, programs and roadmap aligned to business goals
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90-Day Customer Engagement Program — Launch a focused customer marketing initiative designed to increase engagement, adoption, retention or expansion
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Fractional Customer Marketing Leadership — Provide ongoing strategic direction and hands-on support to build and scale your customer marketing function
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Strategic Communications
Turn complex ideas into clear, compelling communications that move people to action.
I help organizations translate business priorities, complex initiatives and important ideas into communications that inform, engage and influence. I bring together strategic thinking, strong writing, creative storytelling and design to develop communications that resonate with employees, executives, customers and external audiences.
I can help you:
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Develop integrated internal and external communications strategies
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Clarify complex ideas and translate them into compelling messages
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Shape executive and leadership communications
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Develop employee communications that build understanding and engagement
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Create communications plans for change, transformation, launches and major initiatives
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Develop external messaging, thought leadership, presentations, campaigns and content
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Align messaging across audiences, channels and communications
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Bring ideas to life through strong writing, storytelling and creative design
Ideal for:
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Organizations navigating change, growth, transformation or new initiatives
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Leaders who need to communicate complex ideas with greater clarity and impact
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Companies looking to strengthen internal communications and employee engagement
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Marketing and communications teams that need additional strategic or creative capacity
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Organizations with important stories to tell but need help shaping the message and bringing it to life
Engagement options:
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Communications Strategy Project — Develop a focused communications strategy, messaging and content for a specific initiative
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Communications Partner — Provide ongoing strategic guidance and hands-on support across internal and external communications
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Fractional Communications Leadership — Extend your team’s capacity with strategic direction, content development and execution
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Executive Communications Support — Develop leadership messaging, presentations, employee communications, thought leadership and other high-visibility communications
Latest Thoughts From My Blog
Portfolio / Work Samples
(Click to download)
Video Showcase
Recommendations
“Gina significantly transformed our client reference program — partly from a natural talent in writing and storytelling and partly because of a demonstrated mastery in listening to our clients and understanding the impact that our solutions delivered. Broader than content development, alone, she is a passionate and enthusiastic client advocate. Her passion shows in her work and in her employee and client relationships.”
Bill Borrelle
Chief Marketing Officer, Pitney Bowes
Performance Review Comments
“Gina has achieved outstanding results. As a new employee, to make such great inroads with senior leaders was an example of her passion, but also the fact that she is always looking at the big picture and seeing what will drive results. She has achieved major wins this year far above what she was scoped to do.”
Letter of Appreciation from Prominent IBM Executive
(Click to download)
Personal Interests
Community Service
Hilton Head MLK Committee for Justice
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Volunteer for local service projects
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Handle marketing
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Speak at events
Web Design for Local Nonprofits
Skill Development
Currently taking classes in:
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Data analytics
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AI for marketing
Academic Tutoring
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Math tutoring
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College admissions prep
Education
Bachelor's Degree in Economics
Honors study in mathematics